Impacts of Govt Initiatives on MICE Tourism in Dubai

This report examines the impact of government initiatives on the Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism sector in Dubai. It begins with an overview of the UAE and MICE tourism, defining MICE and its components, and then delves into a literature review of existing research on MICE tourism globally and in Dubai. The report analyzes Dubai's strengths and weaknesses as a MICE destination, highlighting its strategic location, political stability, and infrastructure. It then focuses on specific government initiatives, including the role of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), the Tourism Investment and Development Strategy, and the work of Destination Management Companies. The report also explores future initiatives like Smart Dubai and major events such as Expo 2020. Finally, it compares Dubai's MICE tourism with trends in other countries like Singapore, Thailand, and Italy, concluding with recommendations for further development of Dubai's MICE sector.

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
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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:
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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.
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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.
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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
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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
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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
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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.
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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.
Components of MICE
Event type Description Examples
Meetings The gathering will be open to
representatives and employees of the
particular organization. Generally,
such events are small scale, and
consist around 10 people minimum for
qualifying as a MICE event which is
related to specific business function.
The meeting which a car
manufacturing company want to
hold off the site for discussing it
various plans to launch the
special product. Meetings of
Board of Directors held off sites
fits in this category.
Incentives Such kind of events is usually held for
rewarding employees for their good
performance.
Offering trip to high-performance
employees, where all expenses on
the trip, will be paid by the
company itself.
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Conventions Get-togethers which focus on
exchanging ideas and sharing of
expertise are of three types: allowing
members of the particular association
to come together for a special purpose.
Conferences which let companies
share their best practices, the passage
of messages or an open debate.
Conferences which are non-corporate
nut have different stakeholders like
policy makers and government.
26 the Congress of IAIP, held in
Paris in 2014 is an example of
Congress. Forum of leadership
will be a great example for a
corporate conference. Conference
of GCC which was held in Dubai
is an example of non-corporate
conferences.
10

Exhibitions Shoe regarding services and products
for a particular industry. B2B
exhibitions are generally are based on
invitation only and provides
professionals with a chance collect
information and do networking. B2C
exhibitions are open for everyone and
provide companies with a chance to
show their products.
CeBIT is a computer industry
show in Germany, is a perfect
example of B2B exhibitions,
Consumer Electronics Show
conducted in Las Vegas is an
example of B2C exhibitions.
Doing planning for MICE calls for effective coordination, even greater than
tourism industry usually. It is one of the significant factors regarding the venue for
meetings, exhibitions, and conventions. A great number of tourist destinations does
not receive many parts of the business as they want this is because they do not
have the type of place which is required for MICE. In order to hold meetings of
international level, exhibitions, and conferences, businesses should work seriously
on their venues, which they want to make available as MICE destinations.
Planning in the MICE industry, firstly consider and determine the capacity and
number of existing venues for exhibitions, conferences, meetings, and should
determine degree of usage of such venues, and by establishing demand in future
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for such venues, and whether or not those venues are adequate for meeting the
current demand and should outline serious faults in design in the existing venues.
Meetings related to incentives are the significant part of the tourism industry as
such meetings present a huge business opportunity, which is done apart from the
general work environment. Requirements for such meetings consists of Sleeping
rooms, for people traveling long distances and availability of food and beverages
services for people attending those meetings. Additionally, a significant amount of
expenses and time are incurred by the attendees of the meeting, therefore meetings
should be planned and managed professionally for improving their effectiveness.
Travel regarding business is divided into two main categories; one of them is
individual business travel, and other is business tourism. Hotels are the major
suppliers for the services of MIVE and are also major beneficiaries of MICE.
Business travelers who usually attend MICE exhibitions and events spend around
65% of the money in the hotels for rooms and dining, besides 15% is spent on
restaurants outside the hotel and 10% is spent in shopping, and other 10% is spent
on transportation.
MICE business is not seasonal in nature, and therefore it has to plan during the
whole year. In regard to this, the accommodation has become one of the
signification criteria. MICE tourists, generally prefer accommodations which are
near to their exhibition/conference/meeting centers. Moreover, such
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accommodations should be equipped with all facilities for which is necessary for
handling their business needs, that is they should be able to meet all the needs of
their guests. Things like a laptop, fax machines, telex, internet connections, etc.
should be there for guests with business purposes. Furthermore, the staff of the
hotel should understand the needs and requirements of business travelers. Any
major event will require a huge amount of planning and construction of required
infrastructure.
Literature Review
The significance of MICE is reflected well from studies and researches taken place
across the world. Because of the multiplying effect of MICE industry, it has great
importance for the economic development of the countries. For MICE industry,
infrastructure development is required on a large scale. MICE tourism have huge
expectations form the host nation or region; it should have modern venues for
exhibitions, convenient transportation, hotels and accommodations of multiple
grades, great environment in the cities and other related services and facilities.
(Xinli Xie & Qunchao Lu, 2006). This fact has been supported by studies of
different centers. Singapore have 3245 MICE meetings and events raised by 7.8%,
and have won 79 new events due to the excellent infrastructure, effective
transportation, latest information and communication technologies and world-class
hotel infrastructure, it is having in the country. Singapore has excellent exhibition
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and conference facilities and also have premium shopping, sightseeing and dining
attractions which provide the complementary effect to the meetings experience.
(Singapore Tourism Board, 1999). Dubai is having around 30% of the total tourism
volume (Colliers International, 2008). Germany has been identified as MICE
destination and have been rated on 10 factors (IMEX Research 2006). Those
factors are quality of services, tolerant and multicultural society, focused business
destination, reliable transport, experience, efficiency and punctuality, organized
services, air services, professionalism, international orientation, marketing and
technical knowhow and PCO’s. Unparalleled and unmatched expansion and
development of Dubai’s tourism industry and MICE industry have encouraged the
prominent development of Arabian adventures (Asia Pacific MICE magazine
2008). Now the objective is to make Dubai one of the world’s leader in MICE
tourism and destinations. It is perfectly placed geographically in order to capture
business from Asia, USA, and Europe. Dubai has above 105 airlines, which are
flying in and out of Dubai each week, which cannot be matched by other potential
countries as MICE destinations. Around 40-45000 can arrive in Dubai within 3
days for mega exhibitions and events. Hong Kong is considered as a center, and
has 50-60 airlines flying each week. This shows the significance of MICE facilities
and services. (Business Tourism Partnership, U.K 2003) have highlighted that in
UK investments in various destinations and infrastructure designed mainly for
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MICE and business traveler’s communication services and facilities, attractions,
amenities, restaurants, leads to benefits which are enjoyed by the leisure visitors
and the local population. GIBTM (2009), have identified 12 most prominent
factors when giving a MICE event in Middle East/ Gulf. That are the quality of
hotels, Cost, meeting services, the whole appeal of the venue, traveling time
towards the venue, the time duration in the year, safety and security, Availability
of accommodations, procurement of Visa, international air route and weather.
MICE Tourism in Dubai
Dubai is one of the world's premium destinations for holding conferences,
exhibitions, and meetings, and it is also the business capital of Middle East. As a
significant tourism center, this city is equipped for travelers, having a global
outlook, and mostly all people are capable of speaking English. Although getting
carriage in any city which is new to a person is a kind of challenge. Talking about
Dubai the city makes it tough visit the city. Flight options are available from a
wide range of cities across the world, even involving low-cost carriers in the
region; UAE has been geared to encourage tourism.
Huge investments in freshly built tourist attractions have made Dubai world leader
in international tourist’s destinations and one of the fastest growing city in the
world. A wide range of variety that Dubai is providing in the form of its hotels,
attractions, and products is one of the key drivers for MICE industry. When
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organizers are thinking about the MICE sector, they are not only looking for a
great venue but will be considering the overall destination.
Being one of the major Emirate of United Arab Emirates, Dubai is considered in
among the top tourist destinations around the world and also in the Middle East.
Besides its oil, UAE has generated a huge amount of revenues from the tourism
and travel industry in Dubai. Continuous westernization and modernization is the
major approach for the development of tourism that has been placed Dubai at the
top international tourist destinations map. With the aim of becoming most visited
tourist and travel destination globally, Dubai is a state with minuscule territories
and restricted cultural and natural tourist resources but is relatively wealthy and
has been splurging millions of dollars for constructing an outstanding city from
scratch within 20 years. Meetings, Incentives Conventions and Exhibitions (MICE)
is playing a significant role in improving the tourism and travel industry in Dubai
and enhancing the economy of UAE, attracting around 20-30% tourists visiting the
country. The major outcome of various initiatives of tourist development is the
criteria of Modern Dubai, a different city which has been successful in attracting a
huge number of global visitors. This transformational vitality and progress of
Dubai has led to the creation of the ensemble of continuously built, huge and
amazing and distinctive structures and have continuously changed the position of
Dubai for allowing it to step up with confidence on the stage of the world. Modern
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Dubai is significantly positioned in the map of global tourism and travel industry
as world’s top tourist’s destinations. Whereas the government of Dubai wants to
expand this sector much further. Authorities in Dubai are continuously working
towards for the creation of best in class tourist destination for business. For the
preparations of one the significant events of the world, Authorities of Dubai are
continuously working and creating an infrastructure of remarkable nature. New big
capacity Airport, construction of Al Maktoum city and developing free trade zones
are some of the parts of the big plan. UAE tourism authorities are focusing on the
bigger and easier accessibility of the opinion leaders for UAE group of nations.
There frequent reviews of flights that are being launched from various parts of the
world to UAE, similarly there are continuous updates regarding business policies,
export systems, visa norms, etc. (Sharpley, R. 2002).
Con-Current overview of Tourism in Dubai
As per the Travel and Tourism Competitiveness Report, published in 2017, by
World Economic Forum (WEF), UAE has been ranked the first position in tourism
and safety in the Middle East and North Africa (MENA) region. World Economic
Forum is a global non-profit organization, which is based in Switzerland, has an
established committee for improving the condition of the world by engagement of
political, business, academic and various other leaders of the society for shaping up
regional, industry and global agendas. Around 500 established political, and
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business leaders meet every year for discussing several pressing issues that world
is facing, and produces in-depth reports and research which then are recognized
globally.
Tourism Competitiveness (Shaw, T. M., et.al. 2009)
Dubai was ranked 29th internationally, and continues to be the one of the
significant tourism and travel the competitive country in the MENA region,
according to the report of World Economic Forum (WEF). The performance of the
country is rapidly improving, and has raised 1.4% in the score from 2015, and is
continues to provide the efficient business environment. Additionally, UAE was
positioned 5th globally for its environment for the business, and was followed by
Qatar and only preceded by Switzerland, UK, Singapore and Hong Kong in the
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first place. Further adding more achievements to the track record of the country, it
was ranked third internationally for its infrastructure in air transport, preceded only
by US and Canada. This report has become the proof of the vision behind the
feasibility that has been adopted by Dubai government, and has recently revealed
its plan to become the best country of the globe.
Dubai MICE industry started to show rapid growth and is even ready to expand
much further, besides attracting premium international events and state of the art
investments in infrastructure. One of the significant income generator, international
prestige creator, foreign investment and employment generator, MICE sector
showcases the major driver of the economic development strategy of the
government of Dubai. Therefore it is understandable that different governments are
trying to formulate various strategies for achieving growth in MICE industry.
Dubai will focus on growing it already strengthened events industry, which will
lead to continuous growth in business travelers by hosting MICE events in the
country. Dubai has been recognized as a leader in MICE industry in the Middle
East, and is leading the USD market of 1.3 billion and has a biggest market share.
By the year 2020, Dubai has set a target to attract around 18 million leisure
travelers and around 4 million business visitors. According to this figure, MICE
travelers who are presently equate to 0.9 million, have been estimated to get
doubled between 1.7 and 1.9 million, and rest will be individual business visitors.
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For attracting business tourists, the location of Dubai form East to West and from
North to South places Dubai as one of the perfect gateway and meeting center for
growing markets in the Middle East, Asia, Latin America and Africa.
Dubai is growing as a successful tourist destination for business; leadership of
UAE has rapidly supported and underlined the significance of the development of
the MICE sector in Emirates, considering that development of Congress is the key
to success in tourism. Very good network of infrastructure, a wide range of hotel
options and air accessibility makes Dubai an ideal place for global meetings. Dubai
has formulated a considerate reputation being an excellent destination for
conference and meetings and earlier has hosted global events impressively.
Travel, events, and business all are well related to world's main city, Dubai has
established itself as one of the regional centers for business. Now day’s main
regional headquarters of international companies are situated in the cities of
Emirates groups and world level events, exhibitions and conferences take place
regularly. Dubai Film Festivals, World's Future Energy Summit, World Economic
Forum are some of the premium events that took place in Dubai in the past few
years. Major Meetings, Incentives, Conferences and Exhibitions (MICE) Venues in
the land of Emirates are World Trade Centre of Dubai (DWTC). The importance of
MICE tourism and travel, have become an integral part of international tourism
industry and market, and is generally planned well in advance and have been come
20

together inside a particular theme like a mixture of business and leisure. MICE
industry should bring novel ideas and numerous clients to the country which will
further increase revenues and sales in the country. This special industry meet
different needs of multinationals companies, and so service sector is important for
bringing travel, transportation, finance and trade together. In the field of marketing,
people are required to be made aware of the MICE business by the usage of social
media for promoting MICE and various services related to it. With the aim of
attracting MICE visitors, Dubai tourism and travel industry is in a continuous
process of upgrading its facilities and services related to MICE sector (Al-
Hamarneh, A. 2005).
Strengths
Strategic geographical location
Stability in Political Environment
Society is relatively liberal
Climate is attractive (winter sun)
Desert landscapes that impress people
Premium infrastructure and tourism
services and facilities that are in line with
Weaknesses
Less repetition of visitors
Usually, short term stay.
There is no tourism plan for the whole nation,
so Emirates are competing with each other for
gaining share in the same market.
Development and Planning process is not
centralized
Development of infrastructure is based on oil
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modern tastes.
Globally recognized as a destination for
shopping
Strongly established on the retail map of
the world
Efficient tourism and economic policies
Unique Events and attractions
MICE (Meetings Incentives
Conferences and Events) are established
effectively
based capital
Continuous modernization may have an
adverse impact on local people.
Planning regarding tourism is totally based on
premium travel experiences instead of the
welfare of those people visiting the country.
Opportunities
Promotion of small and medium sized
tourist agents by adopting the internet
Marketing on large scale focusing on
China and India particularly
Utilizing existing conference business as
the basis for expansion for market in
leisure tourism
Threats
Present instability in the political
environment of Middle East
Rise in competition from other emirates in
tourism industry such as Oman and Qatar
Present regional and international growth
rates
Effect of tourism development on the
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Investing economic wealth in world level
services and facilities.
Development of initiatives related to
cultural tourism
Winning the opportunity for hosting
EXPO 2020
environment and scare resources like water
Negative cultural and social effects of
development of tourism
Rapid development of tourism may lead to
excess of supply over demand
Initiatives by Government of Dubai
Dubai Corporation for Tourism and Commerce Marketing (DCTCM)
The Dubai Corporation for Tourism and Commerce Marketing (DCTCM) has been
established recently, which is responsible for promoting, marketing and branding
of the emirate of Dubai. DCTCM is totally focused on working with public and
private sector tourist and commerce partners for promoting Dubai’s place as one of
the leading global leisure and business destination across the world. DCTCM has a
directive which consists of promotion of emirate as a major tourist destination, for
events, entertainment and promotion of Emirates for doing international business,
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with the necessary infrastructure, events, and skills which are needed for
facilitating and promoting trade, and attracting international and regional business
for starting offices in the emirate. DCTCM keep establishing efficient partnerships
with private and public sector institutions, whose operations and work relates to
commerce and tourism industry in the emirate and facilitating trade relations along
regional, local and international organizations with necessary industries, with an
aim to increase inbound trade, tourism and travel. Various responsibilities of
DCTCM consists of management of offices in significant markets across the
world, while actively participating in marketing of the emirate and all of its
tourism services and facilities, products and resorts by advertisement of festivals,
entertainment, exhibitions, event organization and commercial shows via digital
marketing, social media and various means of communication technology.
The government of Dubai consists of Supreme Council of UAE- which is the
highest authority- led by hereditary rulers of seven emirates. Responsible for
formulation of general policies and different matters consisting defense, education,
communications, development, foreign affairs and federal laws. In the year 2008,
DCTM promoted Dubai as leading MICE destination at one of the recent Global
Exhibition for Incentive, Travel, Meetings and Exhibitions (IMEX-2008) in
Frankfurt. It is an award winning show which is leading MICE exhibition around
3500 exhibiting organizations and above 3600 hosting buyers from across 50
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international markets participating in it. Co-participants highlighted different
exhibition and conference infrastructure in the emirate.
From March 2003, (DCB) Dubai Convention Bureau supported and promoted the
growth of MICE sector and aimed to bring approximately 750000 more visitors to
the Emirates during 2008.
Dubai's International Convention and Exhibition Centre (DICEC) presently
provides 51,000 meters of space for exhibitions and aims to double it. Around 1
million traveler's in exhibitions, conferences, events and other shows 2007 was the
busiest year.
DICE is the venue for greater than 250 conventions, workshops, seminars which in
return have attracted furthermore 50000 delegates in Dubai. Further 120000 sq.
meters of the area will be added in the initial stage of construction of Dubai
Exhibition World. Additionally, huge conference services and facilities have been
planned for a number of novel projects in the emirate.
Tourism Investment and Development Strategy
Main responsibilities of Tourism Investment and development strategy consists of
strategic prioritization and planning of initiatives which is the part of strategy 2020
roadmap. From the concept of worldwide promotions to the allocation of resources
and monitoring delivery of services by usage of Performance Management System.
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The major objective PMS is to improve Dubai as most preferred destination.
Development of destination has the responsibility of outlining development plan
and various physical propositions needed with advisors. Tourism relations sector
need to work with public and private sector entities for ensuring capability of
initiatives which calls for the collaboration of stakeholders. High economic
projects which are totally government funded and subsidized have been channeled
through investment in tourism for strict management, transparency, and monitoring
in the allocation.
Dubai has succeeded in the implementation of the tourism industry as the leader in
the map of international tourism and have become a hub for the attraction of
business tourists and visitors. Dubai has abilities, features which make it a tourism
destination for several of benefits, like the availability of infrastructure and modern
transportation and communication, in which tourism in the major mean for the
achievement of growth in the Emirate of Dubai. This activity consists of
administration data regarding Department of Tourism and Commerce and
marketing, like the various visitors who are coming to Dubai, various hotels,
buildings and apartments which are categorized by the degree of occupancy and
stratification. It has been showcased as one of the economic indicators of different
activities of restaurants and hotels like value added production, consumption and
remuneration of employees and formation of capital, via economic surveys.
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Destination Management Company in Dubai
MICE events is a kind of tourism where a huge number of people by proper
planning, meets for a special purpose. MICE travel planning is the significant
ingredient in the growth of the tourism organizations. It serves as a platform for
interchanging innovative ideas, contacts and various information regarding product
and services updates, and the establishment of inter-departmental relations amidst
the organizations. Various Organisation is operating in different groups like board
members along with other board members or stakeholders; consumers with
retailers, agents, and dealers; in-house staff with outsourcing providers and
partners or their employees; departmental and regional level.
Future initiatives of Dubai government
The tower at Dubai Creek Harbor will become the world's highest tower when it is
finished by 2020. This tower will help in improving the image of UAE regarding
excellence and innovation in the field of construction, architecture, and
engineering and it will shadow Burj Khalifa as highest building across the globe. It
will totally redefine the country’s existing spectacular skyline and will set novel
global point of referral. It will serve as a major tourist attraction for visitors around
the world.
27

The United Arab Emirates: leading competitiveness globally (Schwab, K. (Ed.).
2009)
UAE thrives on improving and enhance its image and position as one of the world
leaders in business and has an attractive and stable environment for investment and
business opportunities. Great efforts of the government of Dubai and its economic
sectors have worked for the economy of UAE in making it highest ranked
economies of the globe along with major multinational reports.
Smart Dubai
All the cities should be designed for maximizing the happiness of its citizens.
Smart Dubai is and initiative for the happiness of individual by allowing
innovation across the public and private sector. Happiness Meter is the first of its
kind initiative for measuring happiness and experience of visitors, citizens, and
residents that have in Dubai. The idea of Smart Dubai came out of visionary and
28

responsible approach of Sheikh Mohammed Bin Rashid aim of unifying efforts for
the its valued assets which are the people of its country.
Dubai has historically started excellence quality life and have the unmatched
business environment. Working on the outline given by His Highness using
technology as the basis for solutions to various problems in making Smart Dubai a
successful initiative. A major goal of Smart Dubai is the happiness of its citizens,
visitors, and residents (Khan, S., & Khan, S. 2015).
Dubai is the leader in attracting space for MICE industry, operating with 120
airlines, along with main chains of the hotel, which are represented by the huge
inventory of accommodations and different activities like camel polo, safaris, sky
diving and other world levels events like Dubai World Cup for horse racing and
Dubai tennis open.
Destination marketing goals are exclusively focusing on positioning Dubai as more
cost efficient and attainable form the image of exclusive and luxurious destination
is significant. Taking into account global downturn which will have an impact on
the economic capabilities of the visitors coming from UK, Germany, USA and
Russia, the idea of developing cost efficient hotels in Dubai is very encouraging.
A major strength of Dubai lies in the stability of government, which have proved
itself to be a leader and innovator in the creation of one of the most modern
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tourism destination. Planning and development of tourism in Dubai is featured by
centralized control, the political position of Dubai and its capability of the
government of Dubai in investment in political and financially high profile
infrastructure and tourism projects have enhanced the exceptional achievements of
Dubai in the development of tourism. Still, Planning and Policy of tourism in
Dubai is following the aggressive model which is the combination of positive
characteristics of concurrent planning models and authoritarian centralized control
in developing and market-led economies as private, public partnerships. Evolution
of Dubai as a tourism destination is the result of current economic, sociocultural
and political conditions. The success of Dubai has become a classic example to
provide insight that how a state with a minimal supply of cultural, natural and
conventional attractions has evolved as state of the art tourism destination.
Events in Dubai
Something is always happening in Dubai; it is the place where the whole world
gathers to become a part of spectacular performances, once a lifetime shows,
incredible and thrilling events and championships. Where people can feel the beat
of pulses of the city and can enjoy and live every moment to its fullest (Peter, S., &
Anandkumar, V. 2014).
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Dubai world trade Centre
Above 30 years dedicated teams of Dubai World Trade Centre (DWTC) have
provided with exceptional services and world level facilities which have facilitated
and witnesses successful completion and conclusion to numerous events. DWTC
attracts above 1.8 million travelers across the world annually, and is the most
flexible and versatile venue in the country. It is located in the center of the city,
which is a major destination for business, having a dedicated metro station for the
complex (Henderson, J. C. 2007).
DWTC has started the evolution of MICE industry in the Gulf region, by making
itself as the leader in venues in the Middle East in terms of diversity, size, and
economic impact of various events held there. DWTC has played a significant role
in growing trade internationally for the Middle East, from the time it has been
inaugurated. At present, it is the biggest purpose-built structure for holding
exhibitions and events. DWTC is the center for tourism business in the region, and
have backed up MICE industry by its resources, size, diversity, size and scale of
events. Every year events held at DWTC lead to the creation of more than 25000
jobs which consist of small sectors which get benefited from those events.
Arabian Travel Market
Arabian Travel Market is tourism and travel event which is organized every year in
Dubai for providing the platform for incoming and outgoing tourist professional in
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the Middle East and provides information on tourist attractions, accommodation,
destinations and aviation sector in the Middle East and around the globe. ATM is
the major world class event of the Middle East incoming and outgoing tourism
industry from the last 25 years and is generating around $2.5 billion deals in the
tourism industry (Dwyer, L., & Forsyth, P. 1997).
The annual B2B exhibition shows, more than 2800 destinations and products
across the world, to more than 26000 buyers and travel trade visitors and investors
in 4 days at Dubai International Convention and Exhibition Center (DICEC).
Above 40000 travel and trade professionals, government officials and global press,
visit ATM in April every year for networking, discovering, and negotiating the
current industry trends at Arabian Travel Market. After the conclusion of the event,
they help professionals working in Arabian tourism industry for improving
commercial success with around the year opportunities for making connections and
access to industry development and news, technologies, and trends across the
world. ATM through its global reach and networks it has created numerous
business and personal opportunities which provide the consumers with quality
content, contacts, and communities. Dubai being the host to Arabian Travel
Market, a world class show were tourism professionals can learn latest trends in
the industry. It focuses on redefining, innovating and inspire the tourism industry
(Khan, S., & Khan, S. 2015).
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EXPO 2020 DUBAI
In October 2020 and April 2021, Dubai will be hosting World Expo 2020, in which
more than 180 countries will welcome and exhibit international audience around
25 million travelers. The theme on which Expo 2020 is based is "Connecting
Minds, Creating the Future." It has recognized the need of finding sustainable
solutions to problems of the world, which call for collaboration among regions,
nations, and cultures.
In the year 2013, UAE won the right to host World Expo 2020 in Dubai. It will be
the first time the Middle East, South Asia and North Africa will be hosting this
expo. Expo 2020 in Dubai will explore and showcase what we can achieve when
novel ideas people are connected. It will be serving an area having a population
around 3.2 billion and having GDP over 6.5 trillion. It is the first Expo that will
come near to the home for those who never has access earlier, which will make a
long lasting impact on the lives of people of the whole region (ZAIDAN, E. 2015).
This expo is said to attract over 25 million travelers and visitors, in which around
70% will be from offshores. It will be the first expo having most of the visitors and
travelers beyond the country’s borders. Starting from 20th October 2020 until 10th
April 2021, this expo will start the country’s Golden Jubilee celebration and will
serve as a base from where Dubai will inaugurate a sustainable and progressive
vision for the coming years. It is the remarkable event for Dubai and for UAE as
33

well. It was much more important than other global events for which the city
usually is known for (Lee, H., & Jain, D. 2009).
Tourism is the center of Dubai's growth economically. Tourism Vision of Dubai
for the year 2020 will improve the industry by widening Dubai's services and
facilities in infrastructure, attractions, events, facilities, and services. This strategy
consists of adopting the marketing for showcasing Dubai to a broad range of
audience and will improve conversion of hotels and flights bookings. For
achieving these goals, DTCM will use collaborative power of the stakeholders, in
private and public sectors in Dubai and outside national borders.
Middle East Economic Forum
World’s greatest visionaries and Minds came together for facilitating cooperation
and business amidst West and East. Europe and the Middle East will be
collaborating on five main areas which are digitalization, data, industry 4.0 and
smart city in which inroads are expected to be made in the areas by the use of new
strategies, novel business development models, and ideas. Therefore this
interactive platform will make major players to create novel opportunities and will
reduce the gap by networking, and share of knowledge by international experts and
various recent trends.
Trend in other countries
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Global Destination Index has recently revealed top tourist destinations in Europe,
Middle East, Asia and USA for incentive and meetings. This index is compiled by
leading event management companies, ACCESS Destination services, DMC,
Pacific World, which identifies cities and countries every year, which are most
compelling for incentives, conferences and meetings industry (Rogerson, C. M.
2013).
Singapore
Singapore, Thailand, and Indonesia all have been recognized as top nations in Asia
region for MICE industry, with Bali and Bangkok being voted as most popular
cities, and incentives and meetings being the highly requested events in Singapore.
Stability in government, attractive rates of exchange and enhanced flight
connections are the factors which have contributed towards the improved attention
from basic markets involving Australia, Asia, and North America.
Singapore is one of the top most MICE destinations of the world. Singapore is
outstanding MICE city, which maintains good tourism image across the world,
thought its stable business environment, facilities, and transportation. The city is a
gateway to Asia, a modern time metropolis, and gleaming city. It is easy to figure
out why Singapore is known worldwide for holding business events and
conferences. Singapore has a strong presence in MICE industry in Asia region. It
has all facilities for a good host for MICE involving the conducive business
35

environment, world level infrastructure, and facilities, professional services,
exclusive events for venues and tourists attractions, everything in rich Asian
environment (Bao-lun, W. A. N. G. 2003).
Europe
In Europe region, Italy and France have been identified as topmost nations for
incentives and meetings. Enhanced transport and investment links in the
infrastructure which will result in the starting up of various number of new hotels
and venues, these are the factors responsible for the fact that Paris and Milan have
been voted as the most popular European cities for the Incentives and Meetings
with enhanced interest from source markets such as UK USA, Brazil, Middle East
and Germany.
Thailand
MICE Industry in Thailand is a significant branch of tourism in Thailand. A
number of MICE sector tourists in Thailand is 3% of the total arrivals into the
country. Thailand has been recognized as most preferred by the travelers and
visitors, majorly because of their potential for spending huge amounts of money.
The average amount of money that tourists spend in MICE sector is 3 times greater
than spending done by tourists in various other sectors. Thailand receives benefits
mainly from its geographic location amidst India and China and tops the ASEAN
region, in spaces for exhibitions and for becoming the profitable MICE market.
36

Bangkok is a perfect destination in Thailand for MICE visitors across the globe,
with two international airports handling around 1000 scheduled flights from 70 air
carriers consisting of flights from cities in Asia, Europe and North America (Nair,
V., Chiun, L. M., & Singh, S. 2014).
Italy
Italy is also an ideal destination for MICE tourism with a number of international
airports and necessary infrastructure and spectacular landscapes. Small and large
cities have the quality infrastructure for international and national exhibitions,
which makes possible to discover Italy. Prominent reasons for holding events are,
its accessibility by car, train, and flights. Besides traditional meeting centers and
hotels, meetings can be held in antique castles, villas and historic residences. Local
attractions are great with its traditions and heritage, spas, lakes, mountain and
natural reserves. Services and facilities are offered by the country are efficient and
well organized. More importantly, those events are organized professionally and
are according to the European standards.
Conclusion
MICE industry is a very promising niche in the tourism industry. MICE should be
the central to all tourism business strategy made by the policy makers. MICE is
still an underutilized opportunity in Gulf Cooperation Council. In spite of the
beginning of MICE industry initiatives, in some countries of GCC like Dubai, Abu
37

Dhabi and Oman, but they can do much better and involve themselves deeply in
this prominent tourism niche. Most of the challenges in MICE industry are
manageable and can be involved in policy changes, and those changes will be gone
by implementing better practices. The important thing that can be concluded is that
seven emirates should utilize structured approach, which will facilitate GCC for
developing and enhancing the potential for its MICE tourism industry and will be
able to capture a large share of MICE market in the Middle East. Dubai holds a
strong potential for becoming an excellent MICE destination in the Gulf Region.
Taking into account the economic importance of MICE sector, the government
should increase initiatives for the promotion of MICE tourism within the national
boundaries. MICE tourism facilities and service providers such as travel and hotels
agencies in Dubai and government officials of Dubai, should take into account and
recognize the significance of MICE tourism and travel industry for including this
sector in essential policies and so that necessary infrastructure can be availed to the
industry. The role of Dubai Corporation for Tourism and Commerce Marketing
(DCTCM) should be reviewed for making more efficient and competitive outcome
oriented development of MICE industry and other MICE related infrastructure and
services in Dubai. Knowledge base should be increased in the area by sharing
various necessary information regarding MICE in the country.
38

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