Gulf MICE industry has bright future

GIBTM exhibition director Graeme Barnett.

GIBTM has come a long way since it was launched in 2007.

It has established itself as the pivot of the region’s MICE industry as exhibitors continue to recognise the importance the show plays in maintaining, developing and attracting regional and international business.

Huge strides have been made by the Middle East to attract meetings, incentives, conferences and events, with Abu Dhabi taking a major role in promoting what the UAE capital has to offer.

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Having been listed by both the Lonely Planet and Frommers as one of the world’s top 10 destinations, Abu Dhabi has invested substantially in promoting itself as a business travel and MICE destination, which has impacted positively on how the entire region is now perceived by the meetings industry.

With its ‘Advantage Abu Dhabi’ campaign, the emirate has already been chosen as the preferred location by many top events and meetings such as the The World Green Tourism Congress, The World Health Care Congress Middle East, Formula 1 Grand Prix, Abu Dhabi International Triathlon, Red Bull Race, Desert Challenge and Rally Abu Dhabi.

Additionally, the Abu Dhabi Tourism Authority (ADTA) is stepping up its overseas promotions in 2010, which is ideal timing as several new hotels start to appear on the skyline.
 

Yas Island alone has seven new hotels vying for the custom of business and leisure travellers. But what of the future of the MICE market in the region?

These are certainly challenging and exciting times, but it is vital the industry does not to rest on its laurels. This is the time when customer-focused marketing is essential. The customer is a company’s most treasured and valuable asset.

The winners in this challenging economic environment will be those that adapt and recognise that following the recession, customers have a feeling of empowerment and confidence. They are much more aware of marketing and sales approaches and are more likely to demand value added packages as opposed to discounts.

They, like businesses, want to see a return on their investment. The familiar marketing phrase of ‘The Customer is King’ is as relevant and topical as ever.

Never has there been a more important time for those within the meetings industry to stick to their customers like glue and treat their customers as their most treasured asset.