The Meetings, incentives, conferences, and events (Mice) market has grown rapidly in the GCC and particularly in Dubai, which in 2015 held nearly 27 per cent market share of the $1.3 billion Mice GCC market, said a report

According to a study conducted by Strategy & in 2015, business tourists in the GCC comprise one in three of all tourists in the region. This is a high number when compared with the worrying statistic that suggests only 2 per cent of global exhibitions take place in the Middle East, it said.

Outbound travel from the Middle East, according to United Nations World Tourism Organization's (UNWTO) 2015 Tourism Highlights, numbered approximately 37 million people for 2014 and accounted for 3.3 per cent of the global outbound market. A study conducted by Frost & Sullivan and Insights Middle East for Amadeus in 2014, estimated the total value of outbound travellers from the GCC at $64 billion. The same study estimated the average spend in GCC countries for inter-regional travel at $4,980 and for international business travel at $9,920. These statistics clearly reflect the immense potential for business and MICE travel from the region.

Speaking of luxury travel, according to a study by 2014 online survey conducted by YouGov, the average spend by luxury travellers from the Mena region is $8,310 while the average length of the trip is 5.1 nights. However, for sustained growth in the coming years, challenges facing the Mice and luxury travel sectors for both inbound and outbound travellers need to be addressed.

“We truly think that the easiness of access via direct airline connectivity is key. Time is too important for people and changing flights three times is not acceptable for business travellers,” said Mikael Lambotte, sales manager chez Hotel Vier Jahreszeiten Kempinski München, and Jason Warren, Conference & Touring.

This is true for both inbound and outbound GCC business tourists, as well as luxury tourists. Changing attitudes and requirements for more experiential, cultural, and sight-seeing tours rather than the previously strong preference for shopping, are also challenges that Mice, hospitality and travel sectors are facing.

“Furthermore, security plays an important role as travellers should always feel secure while meeting or discovering a new city,” said Lambotte and Warren. Security concerns are not isolated to GCC countries only, but are indeed a global issue for Mice, travel and hospitality industry personnel. 

When it comes to luxury travel, the challenges are more intense. Keeping in line with global changing tastes and attitudes, luxury travellers too are looking for more value for their money. While this does not necessarily mean cheaper, it does mean more benefits such as personalisation, simplification, and seamless services. Another challenge in luxury travel is the changing nature of group travel, where multi-generational travel is now becoming the norm.

However, competition from emerging and developing market further complicates the landscape for Mice and luxury travel. The fourth annual Mice Arabia Congress, which takes place nest month, provides a huge advantage for participants by “focusing and guaranteeing the attendance of qualified corporate decision makers and MICE agencies,” said Aishvarya Guhagarkar, Switzerland Convention & Incentive Bureau.  “The choice for suppliers to pre-select the buyers they want to meet and vice-versa ensures good quality one -to-one pre-arranged meetings. In addition, the speakers and panellist share real time insights, current trends and exchange of ideas,” she added.

“At the fourth edition of the Mice Arabia Congress, the trends and challenges in the industry will be discussed, in addition to other crucial subjects,” said Sidh N C, director, QnA International speaking on the agenda of the conference.

The Mice Arabia Congress will take place on March 01 and 02 at the Palazzo Versace, Dubai. – TradeArabia News Service