Abu Dhabi, an ICCA-ready association hub

Mubarak Alshamsi, director, Abu Dhabi Convention & Exhibition Bureau, tells CMW about the Emirate’s continuing rise as a global hub for business events.

We met at IMEX Frankfurt most recently. How was the show for Abu Dhabi? It was amazing. We attended with over 32 stakeholders from Abu Dhabi. This event is highly anticipated, and it’s our first international MICE show as a destination. The meetings have been incredibly beneficial, and we’re seeing great results. You will host this year’s ICCA Annual Congress. How significant is that for Abu Dhabi? The ICCA Congress being held in Abu Dhabi is a testament to the city’s positioning as a premier hub for MICE events and especially international association gatherings. The recognition of Abu Dhabi as the host of this significant event speaks volumes about its capabilities. This is the first time we are hosting the ICCA Congress, and although the region has hosted it before, this year’s event is anticipated to be one of the most highly attended in ICCA history. Abu Dhabi’s readiness to host such high-profile international association events is clearly demonstrated by welcoming top ICCA members this October. This will undoubtedly be beneficial for both the destination and the region. We are working closely with the team and the Congress to create an outstanding programme and provide exceptional experiences for all delegates coming to Abu Dhabi from around the world. Our goal is to showcase Abu Dhabi’s preparedness for international association meetings and ensure that all attendees have a memorable and enjoyable experience. Can you share any secrets about what to expect at the ICCA Congress? While I can’t reveal everything yet, I can assure you it will be an unprecedented event. We’re planning unique experiences and an exceptional programme for delegates, ensuring their time in Abu Dhabi is memorable and highlights our capabilities in hosting international events. Why should organisers consider Abu Dhabi for business events? Let me put it this way. Last year and in 2022, Abu Dhabi was ranked number one in the Middle East for organising association events. Abu Dhabi has been very active in hosting these events for many years, successfully attracting numerous international association events. This is a testament to the destination’s readiness and its strategic position between the East and West. Today, Abu Dhabi is focusing on various sectors, from financial services to education, and has made significant investments in these areas. This includes hosting great events, establishing excellent institutions, and launching impactful initiatives, all of which have yielded impressive results in recent years. Hosting prestigious events like the ICCA Congress in Abu Dhabi further highlights the city’s readiness and its positioning as an international hub for association grants. Regarding accessibility, Abu Dhabi is ideally located within a six-hour flight of two-thirds of the global population. This makes the destination easily accessible for everyone. Additionally, Abu Dhabi’s convention centres are only 15 minutes away from the city, complemented by excellent infrastructure, iconic hotels, unique attractions, and the unparalleled Emirati hospitality. How will the ICCA Congress impact the Abu Dhabi economy and local communities? We have been deeply involved in ensuring the local community’s participation, not just in the ICCA Congress, but also in all other association events we bring to Abu Dhabi. Our partnership with local communities and entities representing them has been strong from the start of the bidding process through to the Organising Committee of the Congress itself. This partnership reflects the local community’s commitment to the ICCA Congress. We are working closely with these local entities to ensure their engagement before, during, and after the Congress. The impact of the event on the local community is a primary focus for us. Abu Dhabi places great importance on the legacy of any event we host. Legacy is a key component of our strategy, and we always work as an inclusive team, the ‘Abu Dhabi Inc. team’, with local stakeholders to deliver a lasting impact on the destination. How are sustainability measures being implemented in business events in Abu Dhabi? Sustainability is at the core of Abu Dhabi’s efforts across all sectors. It’s, what I like to call, a ‘horizontal priority’ that influences every area of our work. The UAE successfully hosted COP28, underscoring our commitment to the nation’s Net Zero Carbon Initiative by 2050. This commitment shapes our strategies across various events and sectors, including collaborations with Congress and ICCA to deliver events that have a sustainable and social impact on both the destination and the events themselves. We are already partnering with international entities to ensure a sustainable impact for the destination during and after the Congress, with more announcements coming soon. Sustainability is deeply ingrained in Abu Dhabi’s identity. At the recent Arabian Travel Market in Dubai, Abu Dhabi launched a new sustainability initiative for its hotels and tourism sectors, introducing a sustainability calculator to help offset the destination’s carbon footprint. One notable initiative is the investment in a mangrove forest to offset carbon emissions from events. This is just one example, with more initiatives to be announced to highlight the positive impact of our sustainability efforts through data. How is the rest of 2024 looking for Abu Dhabi? Very promising. Our tourism strategy aims to attract over 39.3 million visitors by 2030. In 2023, we doubled our expected number of MICE events, hosting over 960,000 delegates. This momentum will help us position Abu Dhabi as a key destination for association events in particular, and continue our growth in the MICE and tourism sectors.