Abu Dhabi Convention and Exhibition Bureau (ADCEB) has announced a new partnership with Yas Island developer Miral to strengthen the emirate’s position as a leading destination for meetings, incentives, conferences and exhibitions (MICE).
The partnership has resulted in the creation of the Abu Dhabi Convention and Exhibition Bureau and Miral Joint Business Event Fund which will specifically target events with more than 500 attendees.
The fund aligns with the Tourism Strategy of the Department of Culture and Tourism – Abu Dhabi (DCT 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.
With global destinations increasingly bidding and attracting corporate groups by offering enhanced support, the fund will create a “compelling proposition” to attract corporate clients, a statement said.
It added that conferences and exhibitions are set to join at a later stage.
With the programme adopting a gradual rollout, which started last month, the pilot phase will focus only on meetings and incentive travel.
Mubarak Al Shamsi, director of ADCEB, said: “When selecting a host city for any event activity, many factors come into play accessibility, accommodation availability, venue capacity, meeting spaces, unique experiences and, of course, budget.
“In Abu Dhabi, individually, there is a lot of competition, but collectively, we have a unique proposition to target niche groups where we can offer Abu Dhabi as a lucrative option to potential clients.
“Looking at Yas Island, with its increased hotel occupancy and venue availability, the island is now capable of hosting events of 500 delegates or more and is a strong contender, globally, when it comes to attracting MICE events.”
Both ADCEB and Miral’s sales and marketing teams will pitch the emirate as a leading MICE destination, locally, regionally and globally.
Taghrid Al Saeed, executive director of marketing and destination strategy of Miral, said: “Our strategic vision for Yas Island has delivered a premier location for leisure, and entertainment, with 2021 seeing the addition of new world-class facilities and amenities such as Etihad Arena and three leading accommodation and hospitality offerings.”
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