IMPACTS OF GOVERNMENT INITIATIVES ON MICE TOURISM IN DUBAI

The assignment explores the impact of government initiatives on MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism in Dubai. It highlights the strengths of Dubai as a MICE destination, including its facilities for organizing exhibitions, geographical location, accommodation options, air transport connectivity, and infrastructure. The study also discusses the importance of marketing and credibility in attracting premium visitors and exhibitors. Additionally, it touches on future initiatives by the Dubai government to promote MICE tourism, such as Smart Dubai and events like EXPO 2020 Dubai.

IMPACTS OF GOVERNMENT INITIATIVES ON MICE TOURISM IN
DUBAI
SIXTH SEMESTER
Submitted by
Alaa Feras
ENROLMENT NUMBER – A4014714005
AUD- 1736
BACHELOR OF TOURISM ADMINISTRATION
AMITY UNIVERSITY DUBAI CAMPUS
DEPARTMENT OF TOURISM ADMINISTRATION
2014-2017

ABSTRACT
Mice Tourism is one of the best ways to combine work with pleasure. It represents
a different opportunities for the development of business, whether be informal
meetings with existing partners or business meetings with potential investors,
suppliers and customers, exchange of information or for introducing innovative
technologies. MICE tourism is an acronym for Meetings, Incentives, Conferences
and Exhibitions tourism industry. This industry growing drastically and
continuously and majorly related to traveling for business purposes. MICE industry
is a combination of the service industry, travel, transportation, trade, and finance.
One the major objective of this study is to know about initiatives done by
government in MICE tourism industry in UAE, and how UAE is becoming one of
the prominent destinations for MICE tourism. A number of exhibitors and visitors
coming in Dubai for attending different exhibitions are increasing day by day.
Strengths of Dubai basically lies in various facilities for organization of
Exhibitions, its location geographically, a wide range of options regarding
accommodations, excellent air transport connectivity, and infrastructure.
Dubai is the center for various business related activities in GCC, and a strong
infrastructure of Dubai provides various opportunities for organizers of
exhibitions. Dubai has a concept which is sustainable, and has the capability to

attract a large number of exhibitors and visitors annually. Major requirements for
exhibition and organizing business are:
Capability of sustaining a particular exhibition up to 5 years,
Ability to improve the credibility of events by marketing them effectively, for
attracting premium visitors and exhibitors.

ACKNOWLEDGEMENTS
I student of Bachelor of Tourism Administration, in Amity University Dubai
Campus in Department of Tourism Administration (2014-2017) would like to
express sincere regards to the Programme Coordinator for his/her valuable
suggestions and encouragement, both from a social and academic viewpoint
through the duration of the study.
I would also like to thank our master assistant, without his/her valuable
suggestions, guidance, encouragement and constructive criticisms, through the
whole duration of the study, present shape of the study would not have been
possible.
Finally, I would like to thank Department of Tourism and Commerce marketing
and Abu Dhabi Tourism Authority for their insights and involvement by providing
the necessary information needed.

Table of Contents
Introduction...............................................................................................................7
About UAE.............................................................................................................7
M.I.C.E Tourism....................................................................................................7
Components of MICE............................................................................................9
Literature Review....................................................................................................13
MICE Tourism in Dubai..........................................................................................15
Con-Current overview of Tourism in Dubai........................................................17
Initiatives by Government of Dubai........................................................................24
Dubai Corporation for Tourism and Commerce Marketing (DCTCM)...............24
Tourism Investment and Development Strategy..................................................26
Destination Management Company in Dubai......................................................27
Future initiatives of Dubai government...................................................................28
Smart Dubai..........................................................................................................29
Events in Dubai....................................................................................................31
Dubai world trade Centre.....................................................................................31

Arabian Travel Market.........................................................................................32
EXPO 2020 DUBAI.............................................................................................33
Middle East Economic Forum..............................................................................34
Trend in other countries...........................................................................................35
Singapore..............................................................................................................36
Europe..................................................................................................................36
Thailand................................................................................................................37
Italy.......................................................................................................................37
Conclusion...............................................................................................................39
References...............................................................................................................41

Introduction
About UAE
UAE is a group of seven emirates that are located in Arabian Peninsula of Persian
Gulf. Having population around 4.6 million and having land approximately to
30,000 square miles, seven states of UAE are referred to as Emirates which
includes capital of UAE i.e. Abu Dhabi, Dubai, Umm al-Quwain, Ajman, Fujairah,
Ras al-Khaimah, and Sharjah. UAE borders Saudi Arabia and Oman and shares
borders in the sea with Qatar, Iran, Kuwait, Iraq, and Bahrain. As compared its
neighboring countries, UAE is much smaller in area and population. History of
UAE can be tracked down back in 6000 BC. At that UAE as a group did not exist
then. Surrounding area and region were used to refer as Arabian Peninsula. Some
significant events took place in the land of Arabian Peninsula which affected the
freedom and sovereignty of the people and thus led them to the formation of the
present day country i.e. UAE (Benchabane, Y.).
M.I.C.E Tourism
MICE is kind of tourism where big groups, generally plan in advance and are
brought along for a specific purpose. In the field of tourism and travel MICE is an
acronym for Meetings, Incentives, Conferences and Exhibitions. It is defined as
special niche regarding tourism in the group which is planning based, registering
and facilitating global seminars, conferences, and other similar events. It is

sometimes also mentioned as events or meetings industry; MICE tourism consists
of various components. It consists of planning conventions and meetings of hotel
departments, cruise ships and conference canters, management of food and
beverages, firms in logistics, private tourism operators and companies, professional
tourism and trade organization, trade and tourism associations and boards, travel
professionals. It involves planning well in advance and because of this tourism
sellers who specialize in MICE are generally affiliated to big corporate giants,
generally known as events industry and meetings industry (Schlentrich, U. 2008).
Tourism in MICE is a high visibility and great value niche in the tourism industry.
It is among fastest growing area in tourism and travel industry. MICE industry has
a broad range of factors to be considered. One of the significant factors is planning.
Mostly, countries bound their plans regarding MICE with their long-term strategy
for tourism in the industry. When talking about marketing, cities, and countries in
line their MICE brands along with flourishing destinations, and are involved in the
extensive promotion, for getting convention and event organizers to make events
possible at their venues.
MICE sector is among the fastest-growing sectors of the tourism industry which
generate revenues in a million for countries and cities around the world. As
tourism in place among the largest economic sector across the globe, businesses in
travel and tourism industry has a significant place for travel related business.

Business prospects for MICE industry are very bright because the transforming
trends clearly indicate that MICE sector is making a stable comeback as the
economy around the world has started to pick up the pace in growth. With the
increase in economic improvement, there is a huge demand for meetings,
exhibitions, and events and to show latest products and services for brainstorming
sessions and to simply attract clients. Countries have started to promote themselves
as potential MICE venues for attracting event organizers.