UNLOCKING A US$1.3 BILLION OPPORTUNITY
Exploring the power of the Meetings, Incentives, Conferences and Events Industry in the GCC
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Contents 04 GCC’s emergence as a meetings hub
06 Expect excellence10 12 14 16 18
at Zayed University Convention Centres JW Marriott Marquis: where infrastructure meets innovation Meet in elegance and style Destination Steigenberger Meet, stay and play at Conrad Dubai
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Palatial luxuryUnveiling the world of Palazzo Versace
20 Paradise on the Palm
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The MICE industry: trends, opportunities and challenges
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Insights
GCC’S EMERGENCE AS A MEETINGS HUB
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Insights
The industry focusing on meetings, incentives, conferences and events (better known as MICE) is an integral tourism subsector that presents immense opportunities. In fact, data suggests that the GCC’s MICE segment is worth US$ 1.3 billion, making it one of most lucrative sectors. The number of meetings and conferences taking place in the region have more than tripled over the last decade. Rising number of tourists, growing trade activity, a prolific geographical location and the upcoming EXPO 2020 are key drivers that have pushed GCC to the forefront of the MICE landscape over the last decade. A Strategy& study identified the five major competitive advantages that have helped GCC countries cement their position as a preferred MICE destination – and will continue to drive growth in the near future. They are: • A central and strategic geographical location • Considerable trade activity as well as expanding economic and corporate bases • Stable political systems • A host of emerging ancillary services (such as restored ancient sites and rapidly improving museums) • New and technologically advanced meeting facilities that can host sizeable gatherings Opportunities moving ahead… With the global tourism industry set to experience rapid growth in the years to come, emerging
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markets such as the GCC stand to gain significant opportunities within the MICE ecosystem. This is also being supported by serious government-led investments to build tourism infrastructure. Look at the UAE for instance; the country currently accounts for almost 50 per cent of the US$ 1 trillion worth ongoing construction projects in the GCC. That’s not all. There are other significant developments in the pipeline such as 18 museums and cultural centres, 17 convention centres, 24 theme parks, 15 sporting venues and much more. Such infrastructure will play a vital role in seizing MICE opportunities moving forward; in order to stake a claim in the industry, GCC will need meetingworthy facilities and key attractions for tourism. GCC countries will also need to integrate MICE within their macrolevel tourism strategy and align hotels, convention centres and other MICE brands with the overarching ‘destination’ brand. Meanwhile, from a business point of view, stakeholders within the MICE ecosystem will need to up their offer to provide end-to-end services to their clients. Hotels, exhibition centres and other key venues will be required to support clients right from the initial phase of event-planning to the final stage of execution. In this supplement, we highlight seven leading institutions that have been successful in doing so and are pioneering change, innovation and top-quality service in the MICE space. Enjoy reading!
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Industry Influencers
EXPECT EXCELLENCE
With state-of-the-art facilities in two prolific locations across Dubai and Abu Dhabi, Zayed University is a prestigious name in the region’s MICE landscape. Here, we take a closer look at their specialised offering… 6
Zayed University Convention Centres (ZUCC) are a purpose- built facility within a university that are open to companies in the region for their conferences and events. The properties collaborate with their clients to plan and create uniquely tailored events. All services and expertise are designed to achieve the primary objective – the event’s success. With its 48-hour response policy and a dedicated Event Manager assigned for every event, the client can be assured that every aspect of the event will go smoothly from the start to finish. Please visit www.zu.ac.ae for further information.
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Industry Influencers
An overview of the Dubai campus Situated at Dubai Academic City Road, ZUCC is only 20 minutes away from the city centre. This modern venue features the following state-of-the-art facilities at competitive rates
An auditorium with a capacity of 513 seats, with built-in simultaneous translation booths, lighting systems and wood-panelled walls
A versatile hall of 452 square metres that can accommodate up to 300 delegates
A functional executive dining hall
Eight dedicated breakout rooms offering different setup styles
Extensive pre-function areas situated over two levels bring light and space to every event
An executive Majlis, prayer rooms and a press room on the upper level
Breakout rooms are Wi-Fi enabled and equipped with projectors and screens
An exclusive caterer onsite provides bespoke menus
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Industry Influencers
Client checklist Market-competitive rates Situated 20 minutes from the city centre Ample parking spaces Spectacular views of the courtyard and water features Natural daylight in most breakout rooms
Complimentary wireless highspeed internet access Convenient loading docks Personalised conference liaison, providing a seamless event experience Audio Visual Equipment with technical support on standby for every event
A feature unique to Dubai’s campus!
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Industry Influencers
Prime location in the capital The standalone facility at Zayed University Abu Dhabi boasts a luxurious, functional and technologically advanced Convention Centre. The Centre is equipped with theatre, conference, meeting and training facilities. The venue is ideally located in Khalifa City B, with easy access to Abu Dhabi city, the airport and Dubai. The Centre has ample parking and its own dedicated entrance, it is an ideal venue for conferences, training, exhibitions and seminars. Its premier facilities include:
State-of-theart auditorium and theatre accommodating up to 1,000 guests on two levels www.smeadvisor.com
Multipurpose hall, divisible into two sections, with four HD projection screens – a versatile venue of 1,165 square metres
26 dedicated conference/breakout rooms, all with built-in projectors and screens and some with natural daylight
Ceremonial entrance, majlis, dining room and prayer rooms
Pre-function areas on all three levels, ideal for coffee breaks and exhibitions
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Industry Influencers
JW MARRIOTT MARQUIS: WHERE INFRASTRUCTURE MEETS INNOVATION
JW Marriott Marquis Dubai has proved to be a pioneering force within the region backed by stunning infrastructure including 1608 luxury rooms, 14 restaurants and lounges, an executive lounge, a world-class spa, a fully-equipped health club, 32 meeting rooms and two multipurpose ballrooms. This iconic hotel has played a significant role in the UAE’s MICE segment; the property is equipped with more than 7500 square metres of indoor and outdoor event space, where up to 1,000 people can meet, sleep and dine all under one roof. SME Advisor got talking to a Sales Director leading the hotel’s MICE activities, “It is truly remarkable and exciting what we’ve achieved in this space, but the reality is that our journey has only just begun – the potential for further growth is 10
huge and we will continue to target convention and event planners to support the government in establishing Dubai as a preferred choice for meetings, incentives, conferences and exhibitions. We continue to actively target key source markets such as India, China, GCC, Europe and the USA.” What gives the hotel an edge? “Gaining a full understanding of the needs of our customers and
the purpose of the event is key to delivering an unforgettable event experience. We use our event tool ‘Meetings Imagined’ to help inspire our clients and in turn their event attendees, creating a new and unique event environment that effortlessly delivers the meeting purpose. We ensure to give our clients a personalised service that will give them a unique and memorable planning experience.”
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AFRICA
ASIA
EUROPE
L AT I N A M E R I C A
MIDDLE EAST
NORTH AMERICA
Elevating Luxury to New Heights. Comprising two iconic towers, the JW Marriott Marquis Dubai stands elevated above Dubai’s Business Bay on Sheikh Zayed Road, in the heart of one of the most desirable locations in the city. Enter an exceptional destination providing a spectrum of facilities for the most discerning travellers from diverse restaurants and lounges to exclusive meeting spaces. 1,608 LUXURIOUS GUEST ROOMS AND SUITES 14 AWARD-WINNING RESTAURANTS AND BARS SARAY SPA FEATURING TRADITIONAL HAMMAMS AND STATE-OF-THE-ART HEALTH CLUB OVER 8,000 SQM OF SPECTACULAR INDOOR AND OUTDOOR EVENT SPACE 2 CUTTING-EDGE AUDIOVISUAL EQUIPPED BALLROOMS 32 MODERN MULTI-USE MEETING ROOMS
For more information, contact the Event Booking Center on +971 4 414 2000 or visit jwmarriottmarquisdubai.com
Sheikh Zayed Road, Business Bay, PO Box 121000, Dubai, UAE | T +971 4 414 0000, F +971 4 414 0001 | jwmarriottmarquisdubai.com JW Marriott Marquis Dubai | @JWDubaiMarquis | JWMarriottMarquisDubai
Industry Influencers
MEET IN ELEGANCE AND STYLE The Armed Forces Officers Club and Hotel is the result of a vision of the late His highness Sheikh Zayed Bin Sultan Al Nahyan, Father of the Nation. It was originally created for the UAE Armed Forces but is now fully open to the public. Over the years, it has cemented its position as a recreational oasis for all types of events due to the uniqueness of its architecture, the relaxing ambience it offers and its raft of state-of-the-art facilities. It boasts 294 luxurious rooms in its five-star hotel setting, surrounded by various recreation facilities including: a Olympic-sized swimming pool; FIFA certified football pitches; a tennis
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court; paintball, bowling and shooting ranges; and over 20 halls as well as a meeting spaces with a theatre for 650 People, a Cinema for 160 People and a garden that can accommodate up to 10,000 People. All the facilities under the same roof together with the history and heritage of the Armed Forces Officers Club and Hotel make this prestigious property an ideal location for mega-events and conferences. The Hotel prides itself on its location, convenience, professionalism and experience in running VIP events for almost 20 years. Moreover, it promises its clients topmost quality in terms of F&B, five-star customer
service and reasonable pricing. Enhancing customer experience The expert professionals at the Hotel guide valued clients right from the initial phase, and put them in contact with relevant partners in case they require solutions such as entertainment or special AV requirements. The sales and operations teams work together with the client from start to finnish to ensure the success of the event and the satisfaction of the participants. For further information, please contact 02-4415900 or visit www.afoc.mil.ae.
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Industry Influencers
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Industry Influencers
Destination Steigenberger With its beautifully decorated modern ballroom and three meeting rooms, the Steigenberger Hotel Business Bay is the perfect destination for either your company’s conference, or celebration of a special life event. Let’s take a look at some of their premier MICE facilities: • Dedicated floor • Berlin Ballroom – with capacity of up to 450 people • Three meeting rooms: Hamburg 1 and 2 and Frankfurt room with outdoor terrace views of Burj Khalifa • Business reception area • An intimate library, which can be used for coffee breaks serving delicious refreshments and cakes Ticking the right boxes The key deciding factors when hosting an event or conference are as mentioned below, and Steigenberger 14
Hotel Business Bay Dubai ticks all of them! • A central location, close to DIFC, Dubai Mall and Downtown Dubai. This is ideal for leisure and corporate guests. Guests enjoy easy access to key highways including Sheikh Zayed Road, Al Khail Road and all Business Bay areas. • No heavily congested roads in front of the hotel, allowing the client to access and exit the area quickly with no waiting time. • With natural daylight, the ballroom boasts high ceilings and bright coloured walls. • Boardroom with terrace and natural daylight. • Flexibility in pricing options and no restrictions in booking a minimum number of bedrooms when booking the ballroom. • Exclusivity of the ballroom foyer
area, which provides total privacy and no distractions from outside guests. • Each meeting room offers a modern, bright and timeless design with neutral colours, which works well with all company brandings. • Complimentary Wi-Fi. The right choice – for YOU! So, does the hotel prefer a specific client profile? Steigenberger’s Director of Events explains: “We listen to the wants and needs of our customers’ requirements, so they always feel like they are being prioritised. Our target client is mainly local corporates in nearby areas; being in Business Bay we are a prime location for businesses in areas such as DIFC, Emaar Square and Business Bay. We focus on the corporate traveller that is here for business meetings, but wants to
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Industry Influencers
regional office in Dubai, headed by Siegfried Nierhaus, Vice President of Steigenberger Hotel Group Middle East & Asia. The focus countries are UAE, Oman, Saudi Arabia, Qatar and Iran. The Group offers a varied range from Mid-Market to Lifestyle and Luxury Hotels brands for the Middle East and believes that with the Steigenberger Vision: “Hotelier with Passion” – and its cosmopolitan German way of operating – it will succeed in implementing these great brands. The three brands which are well defined and positioned are: Steigenberger, Jazz in the City and InterCityHotels.
enjoy the proximity to both places of interest for leisure and business hubs. We’re happy to cater for almost all – including last minute requests, but we have a focus on the below: • Pharma, Banking/Consulting and Finance Companies and Automotive • All leisure businesses from Europe, GCC, India and China • Social events, such as engagement parties and networking events” • Looking to the future The Steigenberger Hotel Group’s expansion plans for the Middle East are managed from the
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Bespoke events The professional team at Steigenberger Hotel strives to create tailor made events experiences for its clients. With team members from more than six countries, speaking a variety of different languages, the team is culturally diverse. That’s not all. Every member of the team has a wide knowledge of hospitality and the Dubai market – as everyone comes with a minimum of two years of sales experience in Dubai. “At Steigenberger, we understand our clients’ requirements and expectations and always try to pair the client with the right hotel representative in order to best accommodate their needs. Moreover, we work directly with our culinary team and customise every menu, from the coffee break to gala evening function set-menus. Finally, a dedicated event planning manager or operations manager is always on site for all events, to ensure everything runs smoothly,” concludes the Hotel’s Director of Events.
For more information and bookings, call 00971-4-369 0000 or visit steigenberger.com 15
Industry Influencers
MEET, STAY AND PLAY AT CONRAD DUBAI Experience Arabian hospitality at its finest in the form of the five-star Conrad Dubai. Situated on Sheikh Zayed Road – a stone’s throw away from iconic landmarks such as Dubai Mall, Dubai World Trade Centre and Burj Khalifa – this luxury property is ideal for combining business with pleasure. SME Advisor goes behind-the-scenes and discovers what’s on offer… Meetings redefined Conrad Dubai offers 4,400 square metres of flexible spaces, including two impressive ballrooms and several spacious private rooms, all with natural light and modern design. The 1,215 square metre Grand Ballroom is the main draw card of this hotel, with a 6.9 metre ceiling height and capacity of 1,100 theatre style. Alternatively, the property also offers an 800 square metre ballroom, with a capacity of 725 theatre style. For clients that are looking for a more intimate setting, there are 11 individual meeting rooms and three boardrooms – all of which can be tailored to accommodate the unique needs of clients. All of the meeting spaces come equipped with Wi-Fi and state-of-theart audio-visual technology. Setting Conrad Dubai apart from its peers is its continual implementation of technological advancements. A great example, in this regard, is its indoor vehicle elevator – one of its kind in the UAE – perfect for exclusive weddings and car launches. In addition, the hotel houses the second
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Industry Influencers
largest automated car park in the world, with a capacity of 1053 cars! Linda Mwaffak, Director of Conferences and Events at the property further explains: “We are constantly reviewing and improving our service to make it more intuitive. Our clients are a great source of feedback, they work on numerous events and if you listen closely they will directly or indirectly tell you what they want. We also regularly incorporate new technologies and software systems to make our service most cost effective and efficient. Lastly, training is crucial and ensures the team is attuned to market trends. “We really listen to our client’s needs. Our facilities are second to none with a multi-functional space that can accommodate almost any event, the trick is to know what you client needs even if they don’t know themselves.”
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Luxury living For event and conference visitors that would like to enjoy some downtime, Conrad Dubai provides a selection of internationally designed rooms, combined with amenities such as inroom wireless, LED screen television, docking station for iPad/iPod/iPhone and a 3+1 Bose Surround home theatre system. What particularly stands out about Conrad Dubai’s offer, is its ability to put the customer first. The highlyskilled team is trained to provide offerings customised to the client’s unique needs. Let’s take a look at the Conrad Concierge application, for instance. The application gives guests the ability to customise the details of a hotel stay before, during and after each visit using a smartphone or tablet. Whether it’s choosing from three lines of bath amenities, a preferred pillow from the pillow
menu, or pre-ordering dinner through room service, the customer is in complete control! Culinary delights With six signature F&B outlets, Conrad Dubai offers a diverse dining experience – all under one roof. Diners can choose from the decadent Lobby Lounge, the earthy and warm Ballaro (serving international cuisine) and the contemporary Slavic restaurant Vesna. The two crowd pleasers are the Purobeach Urban Oasis and Cave. While Purobeach is the ultimate escape from the bustling city with its white lounges and blue waters, Cave is an industrial-chic lounge offering a wide range of premium grape beverages.
For more information, please visit http://conraddubai.com/. 17
Industry Influencers
PALATIAL LUXURY UNVEILING THE WORLD OF PALAZZO VERSACE
A regional meeting point Located along the shores of the historic Dubai Creek,Palazzo Versace is ideal to host some of the country’s best events, exhibitions, conferences and weddings. The prestigious venue has facilities for both large-scale and intimate outdoor and indoor events, while boasting fantastic views of the city. In terms of its MICE offering, Palazzo Versace has a variable function space of 911 square metres with its lavishly decorated Gala ballroom, large pre-function area (ideal for pre-dinner cocktails and lunch breaks) and three meeting 18
rooms. Integrating productive with stylish, the meeting rooms are great for small, private get-togethers. The property’s open air courtyard adds to the beauty and ambience of the overall setting. The power of personalisation On top of its stand out facilities, the hotel goes the extra mile to ensure high-quality services to its customers. A well-motivated, passionate and experienced team provides dedicated end-to-end support to each event or conference taking place at the venue. The team understands client requirements and not only delivers
the expected service, but exceeds the client’s expectations! Attention to details, timely responses and continual communication with the client (and each other) are the prime USPs for this luxury property. The Senior Events Manager concludes: “We believe that it is imperative that at every customer touchpoint, we deliver unparalleled service. It is so important for us to leave a positive, lasting impression that brings the client back – and this is a value we embed within everything we do!” Find out more by visiting: www. palazzoversace.ae. www.smeadvisor.com
Industry Influencers
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Downtime
PARADISE ON THE PALM
Situated on the iconic Palm Jumeirah and surrounded by the serene waters of the Arabian Gulf, the Waldorf Astoria Dubai Palm Jumeirah is a stunning property – giving visitors a much needed respite from a bustling city.
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Downtime
Surrounded by luxury The property has 319 internationallydesigned rooms with modern furnishings and contemporary amenities. Guests can choose from a range of rooms, right from the Queen or King Deluxe to the superior Royal suite. Every room is equipped with a spacious wardrobe, an HD TV, a minibar, a decadent marblefloored bathroom (featuring Salvatore Ferragamo toiletries!) and a large private balcony. The view from the rooms facing out to the sea is absolutely spectacular – and is easily the highlight of this property. Enjoy an action-packed day! With 200 metres of private beach to enjoy, three pools, a whirlpool and a wide array of resort activities and facilities to take advantage of, there is something for everyone at Waldorf Astoria Dubai Palm Jumeirah. Guests can enjoy indoor facilities such as
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the fitness centre, steam room, sauna and thermal lounge. Moreover, there are outdoor services as well such as tennis courts and water-side sports. The luxury spa is great for those looking to unwind after a long day at a business meeting or conference. The Waldorf Astoria Spa features calming pastel interiors – with touches of the Arabian culture. An unforgettable dining experience Guests are spoilt for choice with a range of six signature restaurants and lounges within the property, all offering culinary delights combined with a beautiful ambience and unparalleled service. For colourful, flavoursome Middle Eastern dishes, try Mezzerie. The poolside Palm Avenue restaurant is great for light salads, sandwiches and wraps, while LAO, inspired by rich culture of Southeast Asia, offers an elevated version of Vietnamese cuisine,
blending traditional with modern, in a subdued setting overlooking the luscious hotel garden and featuring dark wood furnishings. The Waldorf Astoria’s signature lounge Peacock Alley offers a wide selection of tea blends as well as coffee, light snacks and afternoon tea. The Editor’s verdict Apart from the gorgeous view and the prestigious location, what really stands out about Waldorf Astoria is its very own personal concierge service. Right from dinner reservations, city sightseeing, travel planning to spa recommendations, the concierge staff are always on hand to make sure guests are taken care of.
For more information, visit waldorfastoria.com/dubai, e-mail dubai@waldorfastoria.com or call 04-8182222. 21
The MICE industry TRENDS, OPPORTUNITIES AND CHALLENGES
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Museums and cultural projects
A closer look at UAE
Developments in the pipeline
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The MICE segment in the GCC is worth US$1.3 billion
Sporting venues Attracting global footprint to GCC
Top ten tourism projects in the UAE: US$40 billion
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Theme parks
The global MICE market contributed an estimated US$2,248.2 billion to global GDP in 2014
Dubai: 20 million visitors by 2020 Qatar: 7 million visitors by 2030 Abu Dhabi: 7.9 million visitors by 2030
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Retail and F&B developments
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Theatres
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Convention centres GCC – a prolific location for MICE activities Business travel spend within the GCC was estimated to be worth around US$1,155.5 billion in 2014
Total value of outbound travellers in the GCC was estimated at USD 64 billion in 2015
Business travel spend is expected to grow 3.7% per year to US$1,661.1 billion by 2024
The average spend in GCC countries for inter-regional travel is US$4,980
Dubai accounts for around 27% of the US$1.3 billion MICE industry in the GCC
Sources: DWTC, World Travel & Tourism Council Economic Impact report, Bloomberg
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