Incentives formula

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Meetings are not always about hotels as Bahrain International Circuit aims to prove with its combination of facilities, team events and incentives.

Bahrain International Circuit (BIC) may be synonymous with Formula One racing, but there is more to the venue than tyres and tarmac.

Boasting numerous multi-purpose buildings and the option to partake in motor-related incentive or team-building activities, BIC is a unique venue with plenty to offer, according to commercial director BIC, Steven Umfreville.

"We've been operating since 2004, but it was in 2005 that we started targeting the meetings and incentive market," he said.

"The reasoning being we were in a unique venue and had a whole range of multi-purpose buildings that could be utilised for all different types of activities and we found it was a great backdrop for doing business."

The venue has already played host to more than 500 events this year and the focus on the meetings industry has paid dividends, according to Umfreville.

"About 50% of our business is from Bahrain, 35% is regional and then the rest is international.

"Internationally, business is growing on a regular basis - it's becoming more of a destination for companies from Europe," Umfreville explained.

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