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55471 24 Nov 2019

Abu Dhabi Shines as a World Class Destination for Meetings, Incentives, Conferences and Exhibitions (MICE)

The Department of Culture and Tourism – Abu Dhabi Engages Travel Trade Stakeholders in Southeast Asia through pioneering initiatives

Abu Dhabi, Sunday, 24 November: The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) successfully organised several initiatives in October to promote Abu Dhabi as a world class destination for Meetings, Incentives, Conferences and Exhibitions (MICE) amongst travel trade stakeholders in Southeast Asia.

Between 11 and 16 October, DCT Abu Dhabi hosted roadshows in Jakarta, Kuala Lumpur and Singapore to promote Abu Dhabi as a premium MICE destination and showcase the capital’s prominent capabilities within the business events sector. This was followed by the emirate’s fruitful participation in the 12th edition of global travel conference, ITB Asia, in Singapore, where Abu Dhabi was crowned as Best Destination – Middle East at the Travel Weekly Asia Readers’ Choice Awards.

This is the first time that the Department of the Culture and Tourism has created roadshows for stakeholders in emerging markets in Southeast Asia with the purpose of building strong relationships with tour operators, travel agencies, DMCs and corporates in the region in order to drive more business events to Abu Dhabi.

Noteworthy initiatives introduced to stakeholders at the events included the Experience Extraordinary Abu Dhabi summer scheme, which aims to incentivize group travel for the summer period in Abu Dhabi between April and October 2020. The events also highlighted the Advantage Abu Dhabi support programme, a groundbreaking stakeholder support programme, which provides event organisers from around the world with bespoke support in organizing their events at the UAE capital in order to raise Abu Dhabi’s value as a MICE destination.

Mubarak Hamad Al Shamsi, Director of the Abu Dhabi Convention Bureau said: “Asia Pacific is a growth engine of the global travel industry, and while much attention has been focused on the more populous markets in China and India, Southeast Asia is an emerging MICE market for us, aided with direct access from key cities in Southeast Asia. Therefore, it was important for us to promote Abu Dhabi as a destination within these markets and to create these initiatives that directly engage the travel trade stakeholders there.

With growing economies, Southeast Asia is home to an increasing population of young outbound travelers, which makes it a valuable source market for tourism in Abu Dhabi.


About Department of Culture and Tourism – Abu Dhabi

The Department of Culture and Tourism – Abu Dhabi conserves and promotes the heritage and culture of the Abu Dhabi emirate and leverages them in the development of a world-class, sustainable destination of distinction that enriches the lives of visitors and residents alike. The Department manages the emirate’s tourism sector and markets the destination internationally through a wide range of activities aimed at attracting visitors and investment. Its policies, plans and programmes relate to the preservation of heritage and culture, including protecting archaeological and historical sites and to developing museums, including Louvre Abu Dhabi, the Zayed National Museum and the Guggenheim Abu Dhabi. The Department of Culture and Tourism supports intellectual and artistic activities and cultural events to nurture a rich cultural environment and honour the emirate’s heritage.  A key role played by the Department is to create synergy in the destination’s development through close co-ordination with its wide-ranging stakeholder base.