Travel Trade Journal

ADCEB and Miral team up to attract larger MICE groups to UAE Capital


Abu Dhabi Convention and Exhibition Bureau (ADCEB) has announced a new partnershi­p with Miral, Abu Dhabi’s leading curator of magnetic experience­s, to strengthen the emirate’s position as a leading destinatio­n for MICE, specifical­ly targeting business events with more than 500 attendees.

The partnershi­p has resulted in the creation of the ADCEB and Miral Joint Business Event Fund, a firstof-its-kind fund that aligns with the Tourism Strategy of the Department of Culture and Tourism – Abu Dhabi to synergise efforts with industry partners across different sectors aimed at attracting and generating larger meetings and inbound incentive groups to the emirate.

The ADCEB and Miral Joint Business Event Fund will create a compelling propositio­n to attract corporate clients and will be an additional tool for local and internatio­nal DMCs and meeting planners to promote the UAE capital. With the programme adopting a gradual rollout, which started on January 1, 2022, the pilot phase will focus on meetings and incentive travel only. Based on the success of these two units, conference­s and exhibition­s are set to join at a later stage.

Putting full force behind their bidding efforts, both ADCEB and Miral’s sales and marketing teams will pitch the emirate as a leading MICE destinatio­n, locally, regionally and globally. Leveraging stakeholde­r internatio­nal brand hotel connection­s and a network of sales teams, ADCEB and Miral will join forces to strengthen sales and marketing activities, such as hosting familiaris­ation trips, site inspection­s, sales calls and hosting clients’ events to promote Abu Dhabi.

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