In the Middle East, connectivity is no longer infrastructure; it is an instrument for growth. With near-universal internet access in the UAE (99% of residents online in early 2025), next-generation Wi-Fi (like Wi-Fi 6E and Wi-Fi 7) is no longer just an operational expense for businesses, it is becoming a strategic asset that generates revenue and drives innovation across retail, hospitality, and entertainment.

by Esraa Khatab, Assistant Professor at School of Mathematical and Computer Sciences, Heriot-Watt University Dubai

From sunk cost to subscription: WiFi-as-a-Service (WaaS)

The public Wi-Fi market is growing fast as businesses move away from big upfront hardware costs (CAPEX) and adopt cloud-managed services that include analytics and easy upgrades. Analysts expect strong double-digit growth, driven by the rollout of Wi-Fi 6E and Wi-Fi 7, plus smarter management tools powered by AI. Wi-Fi 7 is also starting to move from certification to real-world deployment, and by 2030 it’s expected to accelerate thanks to features like multi-link connections, wider channels for faster speeds, and ultra-low latency for real-time applications.

The global trend of Wi-Fi becoming a growth engine is clearly reflected in real projects and initiatives happening in the Gulf region. In October 2024, e& (formerly Etisalat) launched Managed-Wi-Fi 7 services in the UAE, promising up to 4x faster speeds and 2x capacity versus prior generations; explicitly designed to handle demanding applications like AR/VR experiences, large number of IoT devices, and cloud-based tools. Such operator-led managed services translate Wi-Fi into a recurring, Operational Expenditure (OPEX)-friendly subscription for businesses, bundling hardware refresh, monitoring, and SLA-based performance.

Municipal and transport deployments are also embracing the model. Dubai completed the rollout of free public Wi-Fi across 43 bus and marine stations in mid-2025, under an RTA-e& partnership; an example of city platforms that can be monetised via premium tiers, advertising, and data-driven services. Beyond transit hubs, Dubai already counted 23,600+ free hotspots across parks, beaches, malls, and public spaces; this is an evidence that public Wi-Fi is becoming a ubiquitous engagement surface. Meanwhile, Du’s Wi-Fi UAE provides a freemium model (complimentary access with options for paid high-speed passes), a blueprint for tiered subscriptions in public venues.

Sector plays: Retail, hospitality, entertainment

Retail. GCC retailers are moving from simple stores to experience-driven spaces, and Wi-Fi is the key that connects it all. In-store portals can gate member-only perks (faster Wi-Fi, free streaming for kids’ zones), while presence analytics technology triggers hyperlocal offers; for instance, If a shopper spends 10 minutes near home appliances, the system can send them a discount on a coffee maker or a related accessory. This strategy aligns perfectly with the region’s retail transformation agenda detailed by Oliver Wyman-integrated platforms that blur retail with entertainment and finance. Adding Wi-Fi 7 elevates capacity for pop-ups, AR try-ons, and scan-and-go checkout during peak football, turning peak congestion from a pain point into a monetisation window.

Hospitality. Connectivity is now the #1 hotel amenity, and MENA benchmarking shows only about half of luxury properties deliver ≥50 Mbps—leaving clear competitive room for properties that productise premium bandwidth, guaranteed low‑latency tiers, and device‑limit bundles as part of room categories or loyalty upgrades. The UAE is already seeing flagship deployments: e& partnered with Aruba to deliver one of the largest Wi‑Fi 6E hospitality rollouts at Fairmont hotels, enabling secure, low‑latency streaming and in‑room controls—foundations for app‑based upselling (late checkout, F&B add‑ons) and contextual messaging. Industry data suggests hotels that monitor and improve Wi‑Fi see higher review indices and faster response cycles, strengthening direct‑booking economics.

Entertainment and venues. Stadiums are where Wi‑Fi’s economics shine. Post‑World Cup, the Gulf is doubling down on digital stadiums that monetise in‑seat ordering, dynamic ads, and sponsor activations powered by ubiquitous, high‑density Wi‑Fi 6E/7. PwC projects rapid growth in “digital stadium” investment as Saudi Arabia readies for mega‑events; Wi‑Fi is central to the fan journey and to operations (wayfinding, security, energy optimisation).

Cisco likewise stresses that 82% of fans use their phones in‑venue, and that modern Wi‑Fi boosts revenue while lowering TCO through energy‑efficient designs and better device management. Qatar’s 2022 legacy—nation‑scale, multi‑venue connectivity—shows how major events catalyse data platforms that outlive the tournament.

Why the Middle East is primed

Three structural tailwinds put the region ahead:

1. Ubiquitous, fast connectivity. The UAE, for example, combines near‑universal penetration with world‑leading speeds—ideal for bandwidth‑heavy Wi‑Fi experiences.

2. Policy and investment momentum. GCC strategies explicitly target digital economy growth; the World Bank highlights 5G coverage above 90% across the GCC and strong AI‑readiness—conditions that foster dense Wi‑Fi and edge analytics.

3. Standards leadership. The region has a track record of progressive spectrum policy—Saudi Arabia opened the full 6 GHz band for Wi‑Fi 6E early—accelerating next‑gen Wi‑Fi’s practical utility.

The bottom line

Next‑gen Wi‑Fi is no longer just “better internet.” In a region where digital engagement is saturated and cities are racing to become platforms, Wi‑Fi is the on‑ramp to recurring revenue, first‑party data, and real‑time operations. The winners in 2026–2030 will treat Wi‑Fi like any other product: designed, priced, instrumented, and iterated—turning every check‑in, tap‑in, and walk‑in into a monetisable, measurable digital moment