Dubai's Entertainment Chief Fosters Cross-Promotional Magic
Fernando Eiroa is at the helm of Dubai Holding Entertainment, overseeing a diverse portfolio of attractions in the emirate. His experience spans large-scale leisure businesses, including Palace Entertainment in the US and Parques Reunidos, one of the world's largest operators of theme parks.
Eiroa took on his current role in 2021, bringing expertise in individual attraction performance and public-company accountability. He guided Parques Reunidos through an initial public offering and oversaw over 60 parks across 14 countries.
Under Eiroa's leadership, Dubai Holding Entertainment has been transformed into a robust entertainment ecosystem. The group's assets include Global Village, which welcomed 10.5 million visitors during its 2024 to 2025 season, and Coca-Cola Arena, which supports Dubai's concert and live-event calendar.
The key to the portfolio's success lies in cross-promotion and programming. Visitors can arrive for a concert, add an observation experience, and extend their stay for a theme park, reducing dependence on international arrivals. Eiroa uses data across the group to understand which products appeal to different segments and how pricing or bundles influence behavior.