The 2011 edition of the annual survey into the Middle Eastern MICE market, presented at Reed Travel Exhibitions’ Gulf Incentives Business, Travel and Meetings (GIBTM) show, 28 March, by Sally Greenhill from The Right Solution and Rob Nicholas of Meetme, claimed that, despite concerns over political stability, the region is more affordable and the infrastructure more developed than ever before.
The report said destinations in the region can expect continued growth in the volume of meetings and events.
The research was undertaken during January and February 2011, with responses taken from 600 international and regional buyers and suppliers.
A summary of the report for 2010 includes, from the buyers’ side:
- Buyers on average organised 6.2 events in the Middle East and North Africa (MENA) region, with 47 per cent having organised up to five events each, and 13.6 events elsewhere in the world
- 46 per cent had organised more events in the last 12 months
- 71 per cent of buyers predicted an increase in the number of events held in the year ahead
- The UAE still dominated the region as the country of choice for meetings and events, with Dubai the most popular emirate
- For 2012 and beyond Doha and Muscat could prove challenging to Dubai and Abu Dhabi due to their new international and inter-regional air routes and convention centres
- The UAE was rated highest in the region for overall satisfaction, with Abu Dhabi rated the top emirate. However, the region only came in at fifth place when compared with other regions around the world
- The mean number of delegates attending events in the last 12 months was 208 – up one on the previous year
- Thirty-two per cent had experienced more delegates at their events in the last 12 months
- Buyers allocated $300,000 to events in the region compared to $495,000 last year
- Cost and quality of accommodation remained the top priorities for buyers in 2011, with security coming in at third place.
On the suppliers side:
- Seventy-one per cent thought the value of their business would increase
- 86 per cent of suppliers will develop new business from the region in 2011/12, with on average 14 per cent of their marketing budget allocated to activities in the region
- 41 per cent thought budgets would increase in the year ahead, conflicting with the thoughts of buyers who said they would like more for their money
- Belief that the MENA region offers them more growth potential for future business than anywhere else in the world has not waivered despite current challenges
- The UAE has historically been seen as expensive and the message of ‘affordable luxury’ may still not be totally appropriate to some clients
- The key to increasing their business includes political stability and security, greater awareness of what the region has to offer through increased marketing, economic growth and improved financial climate, increased air routes and access and an easier visa process.
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GIBTM bitesize
- At a GIBTM panel discussion entitled ‘What is happening in the World of Meetings?’, 41 per cent of delegates admitted they had experienced cancellations and fewer enquiries due to the political unrest in the region.
- Tourism represents 1.2 per cent of Abu Dhabi’s GDP and 4.3 per cent of employment in the emirate.
- The Abu Dhabi Tourism Authority has a 10-year plan to have Abu Dhabi ranked in the world’s top 50 meetings destinations, increasing its convention potential 10-fold and its MICE and business tourism income five-fold.
- Egypt lost over US$1bn during its political revolution and many Egyptian hotels have dropped their rates by more than 50 per cent.
- In troubled Bahrain the MICE sector contributed US$184.6m to the country’s economy last year.
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