The MENA region has undergone a major change towards the MICE industry, identifying it as a key element to all plans for broadening the economy and an important step in moving away from fossil fuels based economy.
Dubai is leading the way and has established itself as the main destination in the Gulf region, its economic re-birth since the financial crash has focussed on attracting visitors through various festivals, exhibitions, theme parks, 5 star Hospitality and through excellent marketing and promotional activity. Perceived to be the most liberal of the emirates Dubai has placed itself high on the list of must visit global destinations. Careful marketing and encouragement of Hollywood blockbuster filming – Mission Impossible, sex in The City, has gone a long way to remove perceptions of the gulf. Also by maintaining increased visits even during the troubles in Syria, Iraq and Yemen Dubai has demonstrated that it provides safety; excellent hospitality and very good value, the mystic of the Middle East can be sampled and enjoyed in great style.
Now Dubai has firmly established itself as a prominent global destination it opens itself up to all aspects of MICE industry, including the lucrative incentives business.
Its location and transport connections enable global companies to offer global incentives that are highly appreciated yet provide easy access in terms of location and affordable travel.
On offer is amazing accommodation, excellent hospitality a wide variety of off site activity, a staple of any incentives event, including Ferrari driving, skiing, dune bashing, desert camping, powerboats, sailing to name just a few.
Dubai is the regional leader in exhibitions and B2B events but has been challenged by the number and variety of venues available, the main venue in Dubai is the government owned and run Dubai World Trade Centre which has served the country well for approximately 30 years however venues in Dubai are limited and the need for a additional venues is being addressed in part by the private sector in utilisation of open spaces and alternative venues such as museums, and small theatres etc. to create new unique meeting spaces.
The government is responding with the newly opened Dubai Opera house and the planning of new venues and conference centres not least the newly planned Dubai arena, which will house approximately 17,000 people in a venue capable of staging concerts and large scale sporting events
As Dubai ramps up its venue, offering in order to take on more of the global events business the milestone event EXPO 2020 will provide the timeline for infrastructure development that is required to stage such mega events and support smaller but lucrative events. The timeline for Expo 2020 will see amazing infrastructure development and venue creation with the legacy of the Expo 2020 site.
Dubai will come out of 2020 as a world leader in MICE business a title it will likely hold for many years to come.
In future blogs we will look at the other countries within the MENA and how they are planning to adapt and adopt the MICE industry within their country and culture.