Dubai takes MICE world by storm

As per the lat­est In­ter­na­tional Meet­ings Sta­tis­tics Re­port by Union of In­ter­na­tional As­so­ci­a­tions, Dubai has moved up to the 10th spot from its pre­vi­ous rank 14 in the 2015 edi­tion with a to­tal of 180 meet­ings tak­ing place in 2016. finds out from in­dus­try

TravTalk - Middle East - - FRONT PAGE - SHEHARA RIZLY

DWTC has a ster­ling rep­u­ta­tion in the global MICE and busi­ness in­dus­try, and is a strate­gic driver of eco­nomic growth, post­ing sig­nif­i­cant year-on-year in­creases in in­ter­na­tional busi­ness vis­i­ta­tion and par­tic­i­pa­tion. With more than 500 events, DWTC’s strat­egy of con­tent driven growth is closely aligned with the Dubai Plan 2021. In 2016, DWTC hosted 3.03 mil­lion busi­ness del­e­gates and at­ten­dees – in­clud­ing 45 per cent for­eign busi­ness trav­ellers from 185 coun­tries – and at­tracted 51,711 ex­hibitors, of which nearly 70 per cent were in­ter­na­tional ex­hibitors. The growth in in­ter­na­tional par­tic­i­pa­tion is a re­sult of DWTC’s abil­ity to re­spond and re­act to a wide ar­ray of in­dus­tries, event for­mats and client needs, which in turn re­sults in DWTC events con­tribut­ing ap­prox­i­mately three per cent an­nu­ally to Dubai’s GDP.

With Dubai suc­cess­fully win­ning the bid to host the World Expo in 2020, the growth rate for the MICE in­dus­try is ex­pected to pass $1.39 bil­lion and in­crease by 7 per cent each year un­til 2020. Con­sid­er­ing th­ese sta­tis­tics and with Dubai be­ing the lead­ing premier busi­ness des­ti­na­tion, the MICE sec­tor holds a greater po­ten­tial to grow fur­ther while at­tract­ing more for­eign in­vest­ments and cre­at­ing more value for the econ­omy. Real­is­ing its im­por­tance to the region, Pin­na­cle Mid­dle East had cre­ated the MICE Mid­dle East Fo­rum. In this years’ MICE Mid­dle East Fo­rum we have 25 lead­ing in­dus­try speak­ers in­clud­ing two in­ter­na­tional speak­ers from World Expo & FIFA World Cup Or­gan­i­sa­tion to­gether to de­liver 19 pow­er­ful sessions al­low­ing our par­tic­i­pants to be well equipped with the lat­est in­for­ma­tion.

With the in­tro­duc­tion of our Great Ball­room in 2015, in ad­di­tion to the two ex­ist­ing ball­rooms, we are fo­cus­ing on MICE busi­ness. Events Hub at Le Meri­dien Dubai fea­tures 24 func­tion rooms–all equipped with the cut­ting edge Au­dio Vis­ual tech­nol­ogy, 579 rooms and over 250 chefs from all over the world of­fer­ing the ver­sa­til­ity and va­ri­ety sought by in­ter­na­tional MICE clients. With over 5500 square me­tres of events space in­clud­ing one of the largest ball­rooms in Dubai and an ex­pert bri­gade of event spe­cial­ists makes the plan­ning and ex­e­cu­tion seam­less for event plan­ners. Our con­fer­ence and ban­quet­ing busi­ness had been in on the growth tra­jec­tory since 2015 with an av­er­age an­nual in­crease of 40 per cent in rev­enues. Wed­dings is also our fo­cus area apart from cor­po­rate events and MICE mov­ing for­ward.

With th­ese lat­est UIA rank­ings, it is once again clear that Dubai is now not only the re­gional leader in the sec­tor, but also a ma­jor des­ti­na­tion on the global stage for busi­ness events. We will con­tinue to strengthen our busi­ness events of­fer­ing, and strive to­wards trans­form­ing Dubai into a global knowl­edge hub.

The prospects for the MICE in­dus­try are look­ing very bright. In­deed the chang­ing trends are clearly in­di­cat­ing that this sec­tor is mak­ing a steady come­back as the world econ­omy has started pick­ing up. Meet­ings, ex­hi­bi­tions, events are es­sen­tially net­work­ing tools and will al­ways be the cor­ner­stones of suc­cess­ful busi­nesses. What is needed here is to recog­nise the chang­ing way in which the world is con­duct­ing busi­ness; trends which are in­flu­enc­ing global economies; tech­no­log­i­cal rev­o­lu­tion which is mak­ing its pres­ence felt in the way in which events and meet­ings are be­ing con­ducted. As­sim­i­lat­ing th­ese changes seam­lessly and re­spond­ing to it with strate­gic ini­tia­tives will only make this in­dus­try stronger.

The emerg­ing trends in­clude cater­ing to­wards mil­len­ni­als who de­mand unique and un­con­ven­tional ex­pe­ri­ences wor­thy of shar­ing on so­cial me­dia. We also need to keep abreast with tech­nol­ogy as po­ten­tial clients now ex­pect in­for­ma­tion at their fin­ger­tips. Like all hos­pi­tal­ity com­pa­nies we face sim­i­lar chal­lenges such as global slow­down and so­cio-po­lit­i­cal in­sta­bil­ity. Our un­der­stand­ing of the mar­kets and strate­gic plan­ning means we aren’t caught un­aware - we can adapt our sales, mar­ket­ing, so­cial me­dia and PR cam­paigns to reach into ex­ist­ing and new mar­kets as re­quired. Our first-class MICE fa­cil­i­ties at­tract cus­tomers from all over the world - Dubai is a flour­ish­ing suc­cess story and an ideal des­ti­na­tion for meet­ings and events.

Ahmed Alkhaja

Se­nior Vice Pres­i­dent-Venues, Dubai World Trade Cen­tre (DWTC)


CEO Pin­na­cle Mid­dle East

Shaun Par­sons

Gen­eral Man­ager Le Meri­dien Dubai Com­plex

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C ie Ex­e­cuti e O icer Dubai Cor­po­ra­tion or Tourism and Com­merce Mar et­ing

A dul­lah Ar d


Sales Op­er­a­tions M CE

lp a Tours

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Di­rec­tor o Sales Groups umeira Group

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