Born and raised in Dubai, Sabrina Yusuf represents a generation of professionals who have witnessed the UAE’s transformation into a global hub for innovation, culture, and large-scale events. In this interview, we speak with a seasoned Exhibition Operations Director who has carved her path in a dynamic and demanding industry – balancing creativity, strategy, and leadership. From navigating the challenges of COVID – 19 to leading major international projects, she shares insights into her journey, strategic leadership approach, and vision for the future of exhibitions and events.
What motivated you to embark on a career in your industry?
Born and raised in Dubai, I’ve witnessed the city’s transformation into a global hub for business, culture, and innovation and that growth deeply inspired me . I was motivated to demonstrate that leadership in this industry is defined by vision, resilience, and results. I’ve always been fascinated by the power of events and exhibitions to tell stories, connect people, and create meaningful experiences. That curiosity, combined with a desire to blend creativity with strategic thinking, led me to pursue a career in this dynamic field. My journey has been shaped by creativity, precision, and a relentless pursuit of
What does a typical day look like for you?
Every day is different, which is what makes this career so exciting. I balance leading independent projects and consulting with hands-on execution. Some days involve managing high-profile exhibitions or summits, while others focus on strategy, planning, and client engagement. It’s a careful balance of creativity, logistics, and leadership. Being a woman in this space has also taught me how to navigate challenges with confidence. Every large-scale exhibition or summit is a complex ecosystem, and my role is to lead its execution with strategic clarity and precision.
How is your industry evolving, and what trends do you foresee?
The exhibitions and events industry is evolving rapidly toward immersive and personalized experiences. Clients now expect more than execution— they want experiences that leave a lasting impact. Sustainability, hybrid formats, and digital integration are no longer optional; they are essential. I believe the future will favor professionals who can seamlessly combine creativity with operational excellence, delivering experiences that leave a lasting impact.
What challenges have you overcome, and how?
Like many in the events industry, COVID – 19 brought everything to a sudden halt, and my role was directly impacted. It was a difficult moment, both professionally and personally, as exhibitions are built on energy, movement, and human connection. Navigating exhibition operations as a woman also came with its own challenges, but that period pushed me to lead with confidence and adaptability. That chapter taught me creative problem-solving, independence, and how to thrive under pressure, lessons that continue to shape every project I take on today.
Can you share any pivotal career moments?
There have been many, but a defining moment was transitioning to independent work during COVID -19. It taught me that adaptability and creative problem solving can turn challenges into opportunities.
Throughout my career, I have led and contributed to major international platforms including GITEX Dubai, Dubai Boat Show, Dubai Motor Show, LEAP Riyadh, INFLAVOUR Riyadh, FIFA World Cup Doha, Expo 2020 Dubai, COP 16 Riyadh, EADV Congress Paris, and the BRIDGE Summit Abu Dhabi.
Leading and contributing to major projects across Dubai, Abu Dhabi, Riyadh, Doha, and Paris provided me with both regional and international exposure. These experiences reinforced that strong planning and flawless execution are just as important as passion and vision.
How do you define your leadership style?
I lead with empathy and accountability. I empower teams to take initiative, innovate, and contribute ideas, while maintaining high standards of execution. Whether working with international stakeholders or mentoring junior professionals, my focus is on collaboration and creating environments where everyone can excel.
What are your long-term goals for your career or personal brand?
I aim to continue elevating standards in exhibitions and events, mentoring emerging talent, and expanding my personal brand. Through independent projects and consulting, I want to influence the industry both regionally and internationally while creating impactful experiences that resonate with audiences. Most importantly, I hope to inspire more women to step into leadership roles within exhibition operations.
Editorial Conclusion
As the exhibitions and events industry continues to evolve, professionals who combine resilience, creativity, and strategic leadership will shape its future. Through her journey from navigating global disruptions to leading international projects, this Exhibition Operations Director exemplifies adaptability and purpose-driven leadership. Her story stands as a powerful reminder that innovation, confidence, and inclusivity are redefining the face of exhibition operations in the UAE and beyond.
