Dubai Becomes the New Hub for Example Agency as They Tap Into Middle East Tourism Boom

Published on November 24, 2025

Example, the independent culture agency known for its earned-led marketing approach, has made a strategic move to open a dedicated office in Dubai. This expansion marks the beginning of an ambitious chapter for the agency as it seeks to tap into the rapidly growing tourism, hospitality, and beverage markets in the Middle East. With a surge in hotel development and tourism infrastructure in the region, Dubai is becoming a key player in global luxury tourism, making it the perfect base for Example’s latest venture.

Founded in 2017 by hospitality experts Andy El-Bayeh and Rebecca Jarvie-Gibbs, Example has quickly gained recognition in the Australian market for creating culturally insightful and authentic marketing campaigns. Their earned-led approach, which focuses on creating campaigns based on cultural experiences and insights rather than paid ads, is set to make waves in the Middle East, a region that is redefining the future of hospitality and tourism.

The agency’s move into Dubai is not just about opening an office — it’s about establishing a locally rooted team capable of executing strategy, public relations, social media, content creation, and placemaking. This team will help local brands craft authentic stories that resonate deeply with audiences, building experiences that transcend surface-level impressions.

Andy El-Bayeh ,CEO of Example believed the Gulf is actively shaping the future of hospitality, and they are there to ensure that the brands in the region stand for more than just luxury. Having relocated to Dubai, El-Bayeh will oversee the agency’s Middle East operations while maintaining his global creative and strategic direction. He emphasized the importance of creating deep, culturally relevant stories that will resonate with people long after they leave the hotel or venue. The goal, he explained, is not to impose a Western formula but to collaborate with the region to create something unique that feels local and built to last.

Middle East Hospitality Industry: A Market with Unprecedented Growth

Dubai and the broader Gulf region are in the midst of a tourism revolution. With over $1 trillion in infrastructure development and the projected addition of 300,000 hotel rooms by 2030, the Middle East is set to become one of the world’s top travel destinations. Example’s decision to establish a presence in Dubai comes at a time when the region is actively redefining what it means to offer luxury and unique experiences in hospitality. The scale and ambition of the tourism economy here is unlike any other, making it an ideal market for Example to focus its efforts.

Example’s earned-led approach aligns perfectly with the region’s ambition to create not just opulent hotels but experiences that captivate guests and leave lasting impressions. As El-Bayeh noted that they were there to help those brands become part of the story people told about the places they visited.

Key Partnerships and Foundation Clients

The Dubai office has already secured several high-profile clients as it begins its operations. One of the first major projects involves Bacardi-Martini, where Example will lead the Patrón tequila culture strategy in the AMEA (Africa, Middle East, and Asia) and Pacific regions. The agency’s first work for the brand includes developing the strategy, concept design, and communications for Patrón’s involvement in the Sole DXB festival in Dubai, a key cultural event in the region.

In addition, Example is working with Blue Coral Concepts, a hospitality group that will launch several new venues in 2026. The agency will lead creative and amplification projects for these new properties, ensuring that they stand out in an increasingly competitive market. Example is also helping Addmind, a leading operator in the region’s nightlife and hospitality scene, with its place strategy, concept development, and branding.

Expanding the Agency’s Global Footprint

This move into Dubai follows a period of strong growth for Example in Australia. The agency recently announced a new partnership with Accor Pacific to create Table For, an in-house food and beverage group. Furthermore, Example has partnered with other prestigious clients such as Fink Restaurant Group, InterContinental Hotels, and QT Hotels. This expansion into the Middle East is seen as a natural progression as the agency continues to grow its global footprint.

“We’re passionate about hospitality in its most holistic form — where every aspect of the experience reflects the brand’s essence,” says Rebecca Jarvie-Gibbs, Example’s co-founder and COO. Based in Sydney, Jarvie-Gibbs oversees global operations and stresses the importance of merging global expertise with local cultural appreciation. She views the Dubai expansion as a proud moment for the agency, highlighting the diverse, creative minds driving the company forward.

Shaping the Future of Hospitality in the Middle East

As Example embarks on its journey in the Middle East, it brings a global perspective and a deep understanding of what it means to create meaningful, culturally relevant marketing campaigns. With the Gulf region’s hospitality and tourism industry in the midst of an exciting transformation, the agency is poised to play a significant role in shaping the future of luxury travel experiences. By crafting brands that resonate emotionally with consumers, Example aims to build lasting legacies for its clients.

This expansion is more than a business move — it’s an opportunity to contribute to the evolution of one of the world’s most dynamic hospitality markets. In doing so, Example is setting the stage for a new era of marketing in the Middle East, one where brands are not just promoted but become part of the cultural fabric of the region.

Conclusion: A New Chapter in Hospitality Marketing

With its unique earned-led marketing approach, Example culture agency is set to make a lasting impact in the Middle East’s growing tourism and hospitality sectors. Its focus on creating authentic, culturally relevant stories and experiences aligns perfectly with the region’s ambitious plans for the future. As Example continues to expand its global presence, its Dubai office will serve as a crucial hub in crafting innovative strategies for hospitality brands that aim to connect with consumers in deeper, more meaningful ways.