Diversity essential in events market

Events experts in Dubai have warned that in order to survive in an increasingly competitive market, companies must offer innovative ideas, while keeping long term strategies in mind.

HTT Holidays and Incentives, which branched into the events market at the end of last year, has heeded the warning, according to its marketing manager, Afshan Poona.

"It's definitely a competitive market. There are a lot of great products out here and great people delivering them. There are also ideas from all over the world coming here and it is important to have your own identity with what you do.

"Eventually, it will come down to providing very creative products delivered with a lot of finesse. There has to be a lot of thought in terms of what you are trying to achieve, not just the wow factor, there needs to be a long term psychology behind it," Poona said.

Since Dubai is synonymous for 'bigger, brighter, better', Poona said the emirate exuded a sense of having to be unique.

"Dubai is a showcase for creativity and being the best. Nobody wants to be following; everyone wants their own identity and to be recognised for something that's not been done before," she said.

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Despite entering into a competitive market with no shortage of companies ready to dive in to grab their share, Poona said business has been good since the company entered the events sector.

"It's been very busy; we have been doing a lot of team-building events for local corporates, a lot of gala nights and awards ceremonies," she said.

"Of course events are a huge part of incentives and it was a natural progression because Dubai, being the place it is, there are multitudes of things going on, but we are steering away from what has already been done and we have created our own products in order to achieve this."

One of the products that HTT has under development is a day-long, team-building treasure hunt.

"There have been treasure hunts in the past, but what we are coming up with is slightly different, whereby we take people through Dubai incorporating land, water and air travel," she explained.

"It will involve sourcing out something that has been lost by the group's company and needs to be retrieved from the most remote place of the city, to be returned to the company's vault.

"It's not conducive to the summer, but in autumn I think it will be very popular."