Episode 4 - Leon Marsh
Unlocking Value: How Incentives Support the Growth of MICE for Yas Island??
In the fourth episode of Crafting the Experience: Behind the Scenes at Miral, we explore how financial incentives and unique offerings contribute to the growth of the MICE market for Yas Island. Leon Marsh, Director - Consumer & Business Events at Miral , shares how Yas Island’s strategic planning and tailored business events are driving its appeal for corporate travellers.
The Secret Behind a Strong Proposition Leon explains that one of Yas Island’s greatest strengths is the proximity and variety of its venues. With locations like Etihad Arena and Hilton Abu Dhabi Yas Island , all within a 5-kilometre radius, Yas Island is uniquely positioned to host events of any scale. This proximity allows business delegates to move effortlessly between venues, whether attending a small board meeting or a large-scale conference. During the week, Yas Island is a hub for business, while weekends see a shift to concerts and leisure events, creating a seamless blend of business and entertainment.
The Scale of Business Events Yas Island’s ability to accommodate large groups has played a key role in its rapid growth as a MICE destination. Since the opening of Etihad Arena and Hilton Abu Dhabi Yas Island in 2021, demand for business events has soared. Leon takes pride in the island’s capacity to host major gatherings, with venues like Yas Marina Circuit offering seating for up to 6,000 guests and Hilton Abu Dhabi Yas Island providing flexible breakout spaces for both small meetings and large conferences.
This infrastructure ensures that Yas Island can cater to a wide range of event sizes, making it an attractive option for both international conferences and incentive groups. Whether it’s an intimate gathering or a large-scale corporate event, Yas Island delivers a high-quality, comprehensive experience.
Cross-Island Proposal Miral enhances business events with its innovative cross-island proposal, which offers more than just venue bookings. This approach involves tailoring event spaces to suit diverse requirements and providing financial incentives that attract business groups to Yas Island. Leon highlights the rebate programme, which offers a 7.5% rebate for large groups exceeding 500 visitor nights. Additionally, a joint fund with the Abu Dhabi Convention Bureau adds AED 100 per room for eligible groups.
Leon attributes the surge in business events to these financial incentives, as well as Miral’s strong partnerships and role as a key facilitator, emphasising its ability to identify both traditional and unconventional spaces to deliver customised solutions. He credits the destination's strong connectivity and collaboration as crucial elements of Yas Island’s success in the business events sector.
Leisure Events: A Growing Portfolio
Yas Island isn't just about business – it's also becoming a leading destination for leisure events. Leon says that putting together a varied and impressive schedule of events on the island, which includes NBA games, headline concerts, and family-friendly shows like Disney on Ice and many more, ensures that Yas Island caters to all demographics, making it a popular choice for both business travellers and leisure visitors.???
Leon emphasises that this success is due in large part to partnerships with key organisations such as the Department of Culture and Tourism (DCT), Abu Dhabi Sports Council , and event organisers like Ethara , who run the Abu Dhabi Grand Prix and other major events. These collaborations have significantly elevated Yas Island’s entertainment portfolio, creating a year-round programme that draws visitors from all over the world.?
Key Takeaways Leon’s insights into the growth and development of Yas Island as a MICE and leisure destination reveal a well-rounded strategy. Here are the key takeaways from our conversation: