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.
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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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