Miral Brand Pillars: Discovering the Pillars Upon Which Miral Proudly Stands

In the final episode of Crafting the Experience: Behind the Scenes at Miral, “Miral Brand Pillars: Discovering the Pillars Upon Which Miral Proudly Stands”, we dissect the brand pillars that are at the basis of Miral’s success as a MICE destination with Abdul Aziz Al Khoori, Miral's Executive Director of Strategy and Transformation. He outlines Miral’s vision for developing Yas Island and how it is positioning itself as a regional leader as events organiser.

A Multi-Engineered Approach to Destination Development

Miral's success hinges on three core business pillars, each playing a crucial role in Yas Island's success in growing the destination’s MICE sector:

• Development: The foundation, where innovative concepts are meticulously thought through for developing MICE-specific venues and experiences, ensuring impeccably designed and flawless event execution.
• Experiences: The heart of the MICE offer. Miral curates a diverse portfolio of theme parks, attractions and accommodation, ensuring a seamless experience for attendees and organisers alike. This allows for creative team-building opportunities and engaging social events beyond the conference room.
• Destination Management: Miral acts as the conductor, integrating everything – venues, infrastructure and experiences – to create a well-connected ecosystem. It manages Yas Island as a holistic destination, ensuring every aspect of MICE events run smoothly.

Yas Island isn't just about the big-ticket attractions. Smaller experiences add a layer of richness to the island, offering opportunities for networking and cultural immersion outside formal event spaces. Three key drivers power this carefully designed destination:

• Industry Recognition: Aligning with previous discussions in this series on unlocking value through MICE incentives, Miral focuses on solidifying Yas Island's position as a premier entertainment destination. This attracts not just tourists, but also large-scale business events, offering a unique and engaging backdrop.
• Strategic Expansion: Saadiyat Island's inclusion as a second playground is a prime example of Miral’s constant innovation and development of unique attractions. By taking on a destination management role there, Miral broadens its MICE capabilities and caters to a wider range of event needs.
• Diversification Beyond MICE: This speaks to Miral's strategic agility and its dedication to immersive experiences. Miral leverages its expertise in new sectors, expanding its value chain and offering a comprehensive event ecosystem.

Partnerships Drive MICE Success

Complementing Miral’s unparalleled local expertise, Abu Dhabi Convention and Exhibition Bureau provides a grand vision for Abu Dhabi's future. Miral’s strong partnership with the Convention and Exhibition Bureau fuels MICE growth with this collaboration, ensuring a streamlined and successful event experience.

A Long-Term Commitment to Sustainability

Looking ahead, sustainability is paramount. From rooftop solar parks to a dedicated East 2050 Agenda commitment, Miral is leading the change towards a greener future for MICE events. This commitment ensures the long-term viability of Yas Island as a destination and resonates with environmentally conscious organisations.

The story of Yas Island is a testament to the power of Miral’s vision, collaboration and innovation. By harmoniously blending business, leisure and sustainability, Miral has set a benchmark for MICE destinations, offering a strategic and seamlessly integrated event experience.

Key Takeaways

Talking with Abdul Aziz, we discover a destination wholly crafted to deliver exceptional MICE experiences. From its widespread appeal and strategic expansion to Miral’s expertise in experience development and destination management, Yas Island offers a compelling proposition for event planners. Here are some key insights emerging from our conversation:

• Partnerships Are Crucial For Growth: Miral’s vision supports the overarching ambition of the Abu Dhabi Convention and Exhibition Bureau, with both organisations working in parallel to attract new MICE events.
• Diversity of Attractions Incentivise Visitors: Constant innovation and investment in new experiences provide an ever-evolving setting for MICE events, alongside opportunities to participate in unique team-building activities.
• Sustainable Development Helps Build a Legacy: Miral’s commitment to sustainability further strengthens Yas Island's position as a forward-thinking destination for the MICE industry.