The Middle East and North Africa’s appetite for high-end dining experiences has transformed the region into one of Australia’s most valuable red meat markets, with exports reaching an unprecedented A$2.2 billion (AED 5.37 billion) in 2025.
What was once primarily a destination for lean, high-volume red meat shipments has evolved into one of the fastest-growing premium markets globally for Australian grainfed beef. The shift reflects changing consumer preferences across the MENA region, where restaurants, hotels and catering operators now account for an estimated 70% of Australian beef consumption.
Meat & Livestock Australia revealed the milestone figures as 37 Australian red meat exporters prepare to showcase their products at Gulfood 2026 in Dubai. The event, running from 26th January 2026, comes at a time when the region’s growth trajectory for Australian red meat has outstripped all other global markets over the past five years.
The premiumization trend is particularly evident in the United Arab Emirates, where Australian beef exports reached a record A$316 million (AED 771 million) last year. Chilled beef now commands a dominant 84% share of Australian beef imports into the country, underlining the market’s preference for higher-quality cuts.
Between 2020 and 2025, the average unit value of Australian beef exports to the MENA region grew at a compound annual growth rate of 6.1%, significantly outperforming the global rate of 3.7%. By 2025, the average value stood 49% higher than the worldwide benchmark.
The region’s booming tourism sector is proving a major catalyst for sustained growth. Visitor numbers are forecast to climb from 111 million in 2024 to 140 million by 2029, driving continued expansion in high-end dining and hospitality venues that favour premium Australian products.
Darren Watson, Regional Manager for Europe, Middle East & Africa at Meat & Livestock Australia, emphasised the strategic importance of the region. “Gulfood is one of the most important global platforms for the Australian red meat industry. Across the MENA region, demand is not only growing but becoming more discerning and premium-led, driven by tourism, rising incomes, and the rapid expansion of fine dining. Australian beef and lamb are well positioned to support this shift, underpinned by consistent high quality, trusted Halal assurance, and a reliable year-round supply.”
Australia’s position has been further strengthened by the Australia-UAE Comprehensive Economic Partnership Agreement, which eliminated tariffs on Australian red meat and enhanced its competitiveness in the Emirates. Every shipment of Australian red meat entering the MENA region carries 100% Halal certification under the Australian Government Authorised Halal Program, providing crucial assurance to both retailers and foodservice operators.
Whilst beef dominates headlines, Australia’s sheepmeat sector is also experiencing robust demand across the region. Consumption is projected to increase from approximately 555,000 tonnes to 647,000 tonnes by 2029, representing a compound annual growth rate of 3.1%. Australia maintains its position as the region’s leading supplier, accounting for 70% of total sheepmeat import volumes.
The longevity of Australia’s presence in the market—spanning five decades—has cultivated deep understanding of regional cultural preferences and culinary traditions. Australian sheepmeat continues to meet the flavour profiles and quality specifications favoured in Middle Eastern cuisine, with more than 50% utilised in the foodservice sector.
At Gulfood 2026, MLA’s presence through its global Aussie Beef & Lamb brand will feature live culinary demonstrations from celebrated chefs. Watson noted the showcase opportunity: “We have 37 of Australia’s red meat exporters at Gulfood 2026. We’ll also have renowned chefs Tarek Ibrahim, First Certified Arab MasterChef, and Aussie Beefmate Vanessa Bayma in our kitchen each day, preparing delicious meals and delivering live cooking demonstrations showcasing the best of Australian red meat. Come and connect directly with our exporters and taste the product for yourself. You’ll find us at Sheikh Saeed Hall 2 | S2-C26.”
Innovation takes centre stage this year with MLA’s inaugural Gulfood Innovation Challenge, marking the organisation’s first foray into innovation-challenge formats at an international trade exhibition. Five pioneering teams have been selected to present next-generation solutions addressing critical industry challenges.
The selected innovators represent a blend of international and Australian research-led technologies focusing on three priority areas: sustainable packaging alternatives, ambient storage technologies, and nutrient-dense wellness products. Each team receives a $15,000 support grant, alongside structured pitch coaching and direct access to Australian exporters, international buyers and research and development decision-makers at the event.
The five teams advancing to showcase their innovations are Zero-OxTech in sustainable packaging, Mīti focusing on nutrient-dense wellness products, CelluGuard addressing both sustainable packaging and ambient storage, Prime & Plant Hybrid Snacks from CSIRO in the nutrient-dense wellness category, and MEAT GLASS(tm) tackling ambient storage solutions.
The Innovation Challenge receives backing from Australian red meat producers through MLA Donor Company levies and Australian Government contributions, forming part of MLA’s approximately $320 million annual investment on behalf of Australian cattle, sheep and goat producers.
Meat & Livestock Australia operates as a service provider rather than a commercial trader, working in collaboration with government and industry stakeholders to invest in initiatives that enhance producer profitability, sustainability and global competitiveness. The organisation focuses its efforts across research, development and adoption, as well as marketing, market access and business development.
The Aussie Beef & Lamb brand serves as the promotional vehicle for Australian beef and lamb across export markets, building awareness and preference by highlighting the attributes that distinguish Australian red meat in increasingly competitive global markets.