The Middle East is using large-scale events like the World Expo and FIFA World Cup to reposition itself on the global stage and engage in nation-building efforts, according to Sir Martin Sorrell, executive chairman of S4Capital. Countries like Saudi Arabia and the UAE are leveraging these events for political, cultural, and social positioning. While these events bring social and economic benefits, they also come with high costs, prompting the need for a more balanced approach to event planning in the future. The panel at the World Economic Forum also emphasized the importance of cultural connection and experiences in enhancing quality of life and fostering social cohesion.