Local culture injection needed to boost MICE

The MICE business in the Middle East, and in the UAE in particular, would benefit from more local culture and creative experiences, according to speakers at the Caterer Middle East Food & Business Conference.

The event took place yesterday (March 3) at the JW Marriott Marquis Dubai, with around 150 culinary professionals from hotels, independent restaurants, catering companies and quick service restaurants.

Among the panel sessions was one on ‘Investing in the MICE & Banqueting Sector’, moderated by Gates Hospitality CEO Naim Maadad.

With Dubai well down the rankings in terms of the busiest cities on the world for MICE business, Royal Catering chief operating officer Jean Pierre Garat explained how the emirate needed to set itself apart from its competition.

“We can look around the world and make a different offer,” he said. “The local culture is something that really needs to be an asset for the country.

“People who want to come here for work, what they expect to find in the quality and selection of the F&B offering is a local touch. It has to be a local signature.

“This means in the food and the activities. If they come for three or four days, they need activities. This means going to the desert, going to a destination which will give this experience.”

Meanwhile, Russell Impiazzi, culinary director, food & beverage at Galeries Lafayette, explained how the region needed to up its game in terms of giving MICE planners a wide range of options.

“I do think we lack creative venues. [We have] beautiful hotels and fantastic ballrooms.

“I compare to a city like London [where] you’ve the Natural History Museum, which can be a fantastic event space, the Victoria & Albert Museum, which is a great creative space. I think we struggle with that element.”

Andy Cuthbert, general manager, conference and events and Jumeirah Hospitality, Madinat Jumeirah – The Arabian Resorts, Dubai, pointed to some upcoming developments which could provide the kinds of packages and venues planners would be looking for.

“Gone are the days where we can sell the desert safari to the MICE people,” he said. “If you look at some of the development: the [Dubai] Design District coming through; Mall of the World is about keeping people inside Mall of the World.

“That’s going to be conventions, lifestyle, and many of the things that other cities have as an attraction.”

The Caterer Middle East Food & Business Conference 2015's platinum sponsor was du, with exhibitor sponsors including UKR, Pulsar Foodstuff and American Garden.