Abu Dhabi and Miral partner on fund programme to attract large MICE groups

Abu Dhabi Convention and Exhibition Bureau (ADCEB) has announced a new partnership with Miral, creator and management company for Yas Island and other emirati experiences, to strengthen the emirate’s position as a leading MICE destination. The partnership will specifically target business events with more than 500 attendees. The partners have set up a joint Business Event Fund, a first-of-its-kind that 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 Abu Dhabi Convention & Exhibition Bureau and Miral Joint Business Event Fund is aiming to create a compelling proposition to attract corporate clients and will market it as an additional tool for local and international DMCs and meeting planners to promote the UAE capital. The programme began a gradual rollout from 1 January 2022 and the pilot phase will focus on meetings and incentive travel only. Based on the success of these two units, conferences and exhibitions are set to join at a later stage. 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.” Al Shamsi highlighted Yas Island, with its increased hotel occupancy and venue availability, as one such place capable of hosting events of 500 delegates or more for MICE events. ADCEB and Miral will use the fund to host familiarisation trips, site inspections, sales calls and corporate events promoting Abu Dhabi. Taghrid Al Saeed, executive director of marketing and destination strategy, Miral said: “We are proud to be partnering with ADCEB to promote Yas Island and the UAE capital as a destination of choice for MICE travellers. 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.”