Dubai is now tar­get­ing MICE

Dubai Tourism of­fice in In­dia now has a sep­a­rate team for Dubai Busi­ness Events, which would specif­i­cally work to­wards boost­ing MICE busi­ness from In­dia.

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The first of its kind four-city road­show for Dubai Busi­ness Events saw sev­eral stake­hold­ers like DMCs and ho­tels show­cas­ing their MICE of­fer­ings and prod­ucts for MICE op­er­a­tors in In­dia. Ka­rina Lance, Se­nior Man­ager, Sales and Con­ven­tion Ser­vices, Dubai Busi­ness Events, in­formed why they wanted to fo­cus on MICE busi­ness in In­dia sep­a­rately. “We have had an of­fice here since the past 19 years, but now we have a ded­i­cated team for MICE. MICE is one of the largest seg­ments for us and we did what we had done five years ago on en­ter­ing the Chi­nese mar­ket, where we specif­i­cally tar­geted in­cen­tives and con­fer­ences from that mar­ket. We’ve had road­shows in the past pro­mot­ing leisure, cruise, and lux­ury. How­ever, busi­ness event is a dif­fer­ent seg­ment, and there is a dif­fer­ent way to ap­proach it. I be­lieve that we need more tech­ni­cal­i­ties, as the re­quire­ments and de­mo­graph­ics of this seg­ment are dif­fer­ent, and that is what we are ad­dress­ing here.”

Carl Vaz, Di­rec­tor, Dubai Tourism – In­dia, agreed and shared that the MICE mar­ket from In­dia to Dubai is quite big and still has a lot of po­ten­tial, which they are look­ing to tap. “Dubai is the largest out­bound mar­ket in terms of num­bers. In 2015 we had over 1.6 mil­lion In­di­ans vis­it­ing Dubai, from leisure, busi­ness, MICE, as well as the VFR seg­ment. Dubai Busi­ness Events as a team will now be much more ac­tive and ag­gres­sive in In­dia, in terms of reach­ing out not only to the MICE in­dusty, but also to the wed­dings seg­ment, which is also part of events,” he in­formed.

Lance said that they have an in­cen­tive pro­gram for MICE groups. “We have a cer­tain ma­trix for dif­fer­ent groups and num­bers com­ing in. When­ever we get an en­quiry, we eval­u­ate the eco­nomic im­pact in the city, and based on that we of­fer dif­fer­ent type of ser­vice, ei­ther in kind or some­times a mar­ket­ing fund, if the group num­ber is very big.”

She goes on to ex­plain a two-fold strat­egy they will ex­e­cute in the fu­ture. “We un­der­stand that we need to di­rectly speak to cor­po­rate clients in dif­fer­ent sec­tors, but at the same time, we also value the fact that those cor­po­rate clients also work with in­ter­me­di­aries and agents. Thus, our ap­proach is al­ways to work with the two,” Lance added.

MICE is one of the largest seg­ments for us and we did what we had done en­ter­ing the Chi­nese mar­ket

Ka­rina Lance Se­nior Man­ager, Sales and Con­ven­tion Ser­vices, Dubai Busi­ness Events

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