IMPACTS OF GOVERNMENT INITIATIVES ON MICE TOURISM IN DUBAI.

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IMPACTS OF GOVERNMENT INITIATIVES ON MICE TOURISM INDUBAISIXTH SEMESTERSubmitted byAlaa FerasENROLMENT NUMBER – A4014714005AUD- 1736BACHELOR OF TOURISM ADMINISTRATIONAMITY UNIVERSITY DUBAI CAMPUSDEPARTMENT OF TOURISM ADMINISTRATION2014-2017ABSTRACT1
Mice Tourism is one of the best ways to combine work with pleasure. It representsa different opportunities for the development of business, whether be informalmeetings with existing partners or business meetings with potential investors,suppliers and customers, exchange of information or for introducing innovativetechnologies. MICE tourism is an acronym for Meetings, Incentives, Conferencesand Exhibitions tourism industry. This industry growing drastically andcontinuously and majorly related to traveling for business purposes. MICE industryis a combination of the service industry, travel, transportation,trade, and finance.One the major objective of this study is to know about initiatives done bygovernment in MICE tourism industry in UAE, and how UAE is becoming one ofthe prominent destinations for MICE tourism. A number of exhibitors and visitorscoming in Dubai for attending different exhibitions are increasing day by day.Strengths of Dubai basically lies in various facilities for organization ofExhibitions, its location geographically, a wide range of options regardingaccommodations, excellent air transport connectivity, and infrastructure.Dubai is the center for various business related activities in GCC, and a stronginfrastructure of Dubai provides variousopportunities for organizers ofexhibitions. Dubai has a concept which is sustainable, and has the capability toattract a largenumber of exhibitors and visitors annually. Major requirements forexhibition and organizing business are:2
Capability of sustaining a particular exhibition up to 5 years,Ability to improve the credibility ofevents by marketing them effectively, forattracting premium visitors and exhibitors.3
ACKNOWLEDGEMENTSI student of Bachelor of Tourism Administration, in Amity University DubaiCampus in Department of Tourism Administration (2014-2017) would like toexpress sincere regards to the Programme Coordinator for his/her valuablesuggestions and encouragement, both from a social and academic viewpointthrough the duration of the study.I would also like to thank our master assistant, without his/her valuablesuggestions, guidance, encouragement and constructive criticisms, through thewhole duration of the study, present shape of the study would not have beenpossible.Finally, I would like to thank Department of Tourism and Commerce marketingand Abu Dhabi Tourism Authority for their insights and involvement by providingthe necessary information needed.4
Table of ContentsIntroduction...............................................................................................................7About UAE.............................................................................................................7M.I.C.E Tourism....................................................................................................7Components of MICE............................................................................................9Literature Review....................................................................................................13MICE Tourism in Dubai..........................................................................................15Con-Current overview of Tourism in Dubai........................................................17Initiatives by Government of Dubai........................................................................24Dubai Corporation for Tourism and Commerce Marketing (DCTCM)...............24Tourism Investment and Development Strategy..................................................26Destination Management Company in Dubai......................................................27Future initiatives of Dubai government...................................................................28Smart Dubai..........................................................................................................29Events in Dubai....................................................................................................31Dubai world trade Centre.....................................................................................315
Arabian Travel Market.........................................................................................32EXPO 2020 DUBAI.............................................................................................33Middle East Economic Forum..............................................................................34Trend in other countries...........................................................................................35Singapore..............................................................................................................36Europe..................................................................................................................36Thailand................................................................................................................37Italy.......................................................................................................................37Conclusion...............................................................................................................39References...............................................................................................................416
IntroductionAbout UAEUAE is a group ofseven emirates that are located in Arabian Peninsula of PersianGulf. Having population around 4.6 million and having land approximately to30,000 square miles, seven states of UAE are referred to as Emirates whichincludes 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 sharesborders in the sea with Qatar, Iran, Kuwait, Iraq, and Bahrain.As compared itsneighboringcountries, UAE is much smaller in area and population. History ofUAE can be tracked down back in 6000 BC. At that UAE as a group did not existthen. Surrounding area and region were used to refer as Arabian Peninsula. Somesignificant events took place in the land of Arabian Peninsula which affected thefreedom and sovereignty of the people and thus led them to the formation of thepresent day country i.e. UAE(Benchabane, Y.).M.I.C.E TourismMICE is kind of tourism where big groups, generally plan in advance and arebrought along for a specific purpose. In the field of tourism and travel MICE is anacronym for Meetings, Incentives, Conferences and Exhibitions. It is defined asspecial niche regarding tourism in the group which is planning based, registeringand facilitating global seminars, conferences, and other similar events.It is7
sometimes also mentioned as events or meetings industry;MICE tourism consistsof various components. It consists of planning conventions and meetings of hoteldepartments, cruise ships and conference canters, management of food andbeverages, firms in logistics, private tourism operators and companies, professionaltourism and trade organization, trade and tourism associations and boards, travelprofessionals. It involves planning well in advance and because of this tourismsellers 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 hasa 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 strategyfor tourism in the industry.When talking about marketing, cities, and countries inline their MICE brands along with flourishing destinations, and are involved in theextensive promotion, for getting convention and event organizers to make eventspossible at their venues.MICE sector is among the fastest-growing sectors of the tourism industry whichgenerate revenues in a million for countries and cities around theworld. Astourism in place among the largest economic sector across the globe, businesses intravel and tourism industry has a significant place for travel related business.8
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