© 2019, Emerald Publishing Limited. Purpose: The purpose of this paper is to consider the self-determination theory (SDT) to examine the perceived impact of events on happiness based on event organizers’ opinions. Moreover, it explores whether event organizers in Abu Dhabi consider promoting happiness and well-being as a value of their event and examines how organizers define a successful event. Design/methodology/approach: The research was inspired by Abu Dhabi’s governmental initiative to promote happiness at all stages, with the aim of becoming one of the happiest countries in the world. A qualitative approach was used, and seven event organizers from the Emirate of Abu Dhabi in the United Arab Emirates were interviewed. Findings: Attributes of an event were analyzed, and the results indicated that happiness as a value of events is not an idea that occurs to organizers by recalling values; yet, after reminding them of “happiness,” they all agreed that this value is what they do promote with their events. Practical implications: Thus, actions must be considered to implement happiness with the potential to become a “first-on-mind” value of events organized in Abu Dhabi (UAE). Originality/value: Specifically, the authors researched if event organizers consider promoting happiness and well-being as a value of their event, as well as to determine what they considered to be a successful event.