Fostering Partnerships: Strategies for Successful Collaboration

In the third episode of Crafting the Experience: Behind the Scenes at Miral, "Fostering Partnerships", we take a deep dive into the incentive schemes that attract business travellers to Yas Island. We sit down with Taghrid AlSaeed, Executive Director | Marketing, Communications & Events at Miral, and Mubarak Al Shamsi, Director of Abu Dhabi Convention and Exhibition Bureau, to discuss how collaboration between the two organisations is driving success for the destination's MICE sector.

Differentiation on Yas Island

Mubarak, a passionate champion for diversity on Yas Island, delves into the secret behind Abu Dhabi's global allure. He recognises that the island's success hinges not only on attracting business delegates for major events, but also on captivating leisure visitors seeking an unforgettable escape. To achieve this, Yas Island curates the best-in-class attractions and theme parks alongside their food and beverage offer, which is key to creating the best possible value proposition.

Working in Tandem to Produce the Best Results

United in their vision for Yas Island, Taghrid and Mubarak outline the collaborative efforts between Miral and the Department of Culture and Tourism (DCT) that have underpinned the success of their partnership. They identify their shared focus on Bleisure as a crucial element for attracting large business groups, solidifying Yas Island's position as a leader in the MICE industry. Taghrid further emphasises the significance of aligning their entertainment and leisure initiatives with the broader vision of Abu Dhabi tourism, ensuring a unified visitor experience.

Building on their commitment to accessibility and connectivity, both Taghrid and Mubarak acknowledge the need for continuous development in this area. They aim to seamlessly connect visitors to the island's rich and varied experiences. This focus on accessibility aligns with a broader strategic vision shared by Mubarak and his colleagues at the Convention & Exhibition Bureau and the wider DCT. Together, they strive to position Yas Island as the ideal destination for business groups seeking to blend work and leisure under one roof.

Embracing a bold strategic pivot, the island has moved from waiting for visitors to actively pursuing flagship international events. This dynamic approach showcases the island’s diversity, further solidifying its appeal to global audiences seeking an unforgettable MICE experience.

Business Events Fund

One of the most impactful outcomes of the partnership between Miral and DCT is the Abu Dhabi Business Events Fund, established in 2022. This fund specifically targets MICE events, with a focus on attracting corporate and incentive groups exceeding 500 delegates. This unique strategy provides local and international Destination Management Companies (DMCs) with additional tools to promote Yas Island and Abu Dhabi as the ideal destinations for these events. Taghrid and Mubarak agree that this is a pragmatic way of speaking to business leaders and providing their support, incentives and sense of partnership to bring events forward.

Experiences as a Key Driver

Beyond the financial appeal of the Business Events Fund, Yas Island offers itself as a one- stop shop for event organisers. Mubarak is proud to give light to the mix of attractions, from theme parks to luxury hotels, combined with efficient transportation and accommodation options, which creates a hassle-free experience for attendees. Both Taghrid and Mubarak agree the focus on practicality and convenience adds significant value for organisations looking to maximise their event's impact.

When talking about the most important incentive for event organisers, Taghrid believes that experience is key. Being able to change the whole setting and theme of venues is integral to having such a unique offer. Taghrid notes the ability to change from a formal to an informal setting, alluding to hosting a gala dinner within a theme park. Another key facet is employee incentives, having a tailor-made team to answer for specific experiences, which Mubarak believes is an intrinsic part of employee engagement for MICE destinations.

Key Takeaways

Both Mubarak and Taghrid are great ambassadors for their brands and what they represent, driven by the unfolding potential of Yas Island and its Bleisure offer. Here are some key insights that emerged from our conversations:

• The value proposition to help growth - Having a diverse offer caters to both business and leisure travellers, including best-in-class attractions, theme parks and food and beverage options.
• Synergies between business and leisure - Combining business and leisure to attract corporate groups, whilst hosting first-rate facilities is key to a thriving MICE destination.
• Financial incentives help the promotion - The Abu Dhabi Business Events Fund helps DMCs promote Yas Island and strengthen partnerships to achieve growth.
• Experiences as a driving force - The ability to adjust settings in Yas Island’s plethora of venues creates a unique offer, allowing the destination to attract a wide range of events.