Unlocking Value: How Yas Island Incentivises the MICE Market

In the fourth episode of Crafting the Experience: Behind the Scenes at, "Unlocking Value: How Yas Island Incentivises the MICE Market", we take a look into the financial advantages offered to the MICE industry in Yas Island with Leon Marsh, Events & Community Engagement Director at Miral. Leon's responsibilities lie in bringing leisure events to the destination, activating Yas Island's year-long events calendar and maximising the business events offer.

The Secret Behind a Strong Proposition

Echoing other contributors from previous episodes of this series, Leon reiterates the importance of proximity for a strong brand proposition. He mentions the combination of variety and proximity going hand in hand, from venues like the Etihad Arena to the Hilton Abu Dhabi Yas Island, making the destination accessible to host anything from small to large groups. The best part? Everything is within a 5-kilometre radius, which Leon refers to as the unique selling point of Yas Island.

The events calendar Yas Island presents strategically integrates business and leisure activities. Weekdays cater to business gatherings, while weekends come alive with concerts and, recently, sporting events. The Etihad Arena, a key driver of economic growth, has hosted numerous sponsored events and 14 major business groups within a few months of opening, boasting near-full capacity throughout the year.

The Scale of Business Events

Leon says the demand for business events on Yas Island is changing, thanks to the opening of both the Etihad Arena and the Hilton Abu Dhabi Yas Island in 2020, with large growth for incentives and conferences; up almost 300% year-on-year, from 2019 to 2020 as a result.

When it comes to guest capacity, Yas Island truly shines. Leon takes pride in the volume of visitors the destination can host, effortlessly accommodating delegates for overnight stays. For larger gatherings, the Etihad Arena and gala dinner venues, such as the iconic Yas Marina Circuit, can seat up to 6,000 guests. It's also worth noting that the Hilton Abu Dhabi Yas Island and numerous breakout spaces cater to every need, from intimate board meetings to large conferences with several thousand attendees.

Cross-Island Proposal

Miral elevates business events with its game-changing cross-island proposal. This tailored concept goes beyond simply booking a venue; it's a collaborative effort to c raft the ideal event space for diverse needs, providing financial incentives to encourage business groups to visit Yas Island.

Perhaps most enticing for business groups, Leon gives insight into Miral's financial rebate programme on Yas Island. The first rebate programme - Yas Island 7.5 - is for large groups with more than 500 visitor nights, unlocking a 7.5% rebate on pre-approved spending. In addition, Miral's joint fund with the Abu Dhabi Convention Bureau injects an extra AED 100 per head for eligible groups. Leon emphasises the importance of the fund and credits it as the reason for the large surge in business events over the past couple of years.

Both the cross-island proposal and Yas Island 7.5 work in tandem, being Miral’s focus and the reason for emphasising strong partnerships. Miral plays a pivotal role in making business an easy experience on Yas Island. Leon compliments Miral for its ability to work hand in hand with other stakeholders to ensure every detail, from venue availability to synchronising dates and budgets. This is critical for Miral and Leon cites it as intrinsic to the success it has achieved over the past few years.

Further emphasis is placed on Miral being the facilitator, as Leon credits the connectivity on Yas Island. He highlights Miral's work as the reason why events on the island run so seamlessly and mentions the ability to identify conventional and non-conventional spaces to fit into a client's brief when needed.

Leisure Events Calendar

In recent years, Yas Island has transformed into a top destination for leisure events. Miral has been instrumental in this growth, curating an impressive calendar featuring NBA games, headline concerts, Disney on Ice and more. Leon, committed to positioning Yas Island as a leading events destination, believes it is a key element to be able to cater to all demographics by creating a varied programme attracting families, adults and people from all backgrounds, combining leisure with business events. This offer is unparalleled compared to many other cities. In addition, this influx has fostered a thriving secondary event ticket sales market, further bolstering Yas Island's appeal as a premier events destination.

Leon also notes the importance of key partners such as the Department of Culture and Tourism (DCT) and the Abu Dhabi Sports Council, which have elevated the event portfolio alongside the addition of private partners, several of whom have been fundamental to the development of the event industry on Yas Island, such as Ethara- organisers of the Abu Dhabi Grand Prix among other events.

Key Takeaways

Leon’s passion for event development is clear to see, effectively developing a complementary mix of leisure and business events to cater to all participants’ needs as well as their families. Here are some key insights emerging from our conversation:

• Proximity and variety are fundamental on Yas Island - With the offer on the island being so diverse and venues close to each other, this makes the overall experience for guests seamless.
• Financial incentives and partnerships - Yas Island's commitment to attracting large groups through its rebate scheme translates to a more attractive and cost-effective MICE event experience.
• Large-scale events - Since the opening of the Etihad Arena and the Hilton Abu Dhabi Yas Island, the potential for conferences and events has seen tremendous growth.
• Diversified entertainment and potential - The range of activities that can be catered for on the island makes it a serious competitor, distinguished by its comprehensive year-round events and activities calendar, with ongoing initiatives to elevate its offer.