You recently took part in IBTM Barcelona: how did you feel about holding an international trade show in a time of crisis, with increased regulatory constraints and fewer visitors?
Mubarak Al Shamisi - I don't know what the number of participants at IBTM was, perhaps a little less than before, but the main thing is the enormous appetite of participants to get back on the road to business travel and trade shows. Today, not all destinations are open, and many of my contacts wanted to come but there were accessibility constraints. From the point of view of the Bureau des Congrès et des...
You recently took part in IBTM Barcelona: how did you feel about holding an international trade show in a time of crisis, with increased regulatory constraints and fewer visitors?
Mubarak Al Shamisi - I don't know what the number of participants at IBTM was, perhaps a little less than before, but the main thing is the enormous appetite of participants to get back on the road to business travel and trade shows. Today, not all destinations are open, and many of my contacts wanted to come but there were accessibility constraints. From the point of view of the Abu Dhabi Convention and Exhibition Bureau, we are above all focused on the quality of the meetings we plan, rather than their quantity.
What is the current state of the meetings & events market in Abu Dhabi?
Mubarak Al Shamisi - The situation is very good, as demonstrated recently by the launch of SIAL Middle East at the Abu Dhabi National Exhibition Centre (ADNEC), an event dedicated to food and entertainment. The day before, we organised the m&i Europe Winter Forum for the second time. So it's been a very busy fourth quarter for us. The events sector is back to normal, with congress attendees returning in large numbers. There are also a lot of meetings and incentive operations. This is a very good sign for Abu Dhabi.
How do you explain this upturn, which is still far from widespread in many destinations?
Mubarak Al Shamisi - I think this is because we are a safe destination. For example, over 90% of the population of Abu Dhabi has been vaccinated. This sends a very reassuring signal to delegates and organisers alike. There is also a whole certification system, through the "Go Safe which covers event venues, attractions, hotels and airlines, with very strict protocols to guarantee visitor safety. In fact, Abu Dhabi was named the safest destination for the fifth time in a row by Numbeo. Another success factor is that within a 4-hour flight, Abu Dhabi covers a third of the world's population. L'accessibility is crucial to attracting major events, along with world-class infrastructure, and the Abu Dhabi Convention and Exhibition Bureau's support for organisers to help them make their event a success. We are very committed to this.
eleven new events to be launched next year
What is the volume of business today?
Mubarak Al Shamisi - In 2019, we will welcome a total of 13.3 million leisure visitors, and 1.4 million for the tourism sector. MICEwhich totalled 24,000 events. Our goal for the future 2030 is to welcome 23 million passengersWhether for leisure or MICE. We therefore have ambitious targets. The last quarter saw the return of events to Abu Dhabi, and the number of events is set to grow rapidly. The year 2022 is very promising from our point of view, and eleven new events will be launched next year, including six trade shows and five association conferences.
Do these new events mean that you are targeting new business sectors?
Mubarak Al Shamisi - Yes and no... The eleven new events I mentioned remain focused on the business sectors we usually target. But the pandemic has opened our eyes to new areas in which we need to take an interest, such as health and safety and risk management.
Are there any developments in terms of congress infrastructures?
Mubarak Al Shamisi - Recently, the Abu Dhabi National Exhibition Centre (ADNEC) announced plans to expand its surface area by 12% to 151,000 m². The message is clear: there is real demand, and we intend to meet it.
Are there any other major projects in the pipeline, particularly in the events and hotel sectors?
Mubarak Al Shamisi - There are many projects underway in Abu Dhabi, from event spaces to attractions to hotels: there's always something happening in Abu Dhabi. One example is theinauguration of the Etihad Arena in January this year, which is the largest indoor multi-purpose facility in the region, set on the beautiful waterfront of Yas Bay. Just recently, in November, there was also the inauguration of theAl Qanawhich further strengthens Abu Dhabi's catalogue of event facilities with this world-class aquarium. Major hotel projects are also in the pipeline, including new addresses for business travellers, but I can't say any more at the moment. All this should enable us to respond to the increase in demand expected in Abu Dhabi.
How did you get through the months of crisis?
Mubarak Al Shamisi - I wouldn't be honest if I said that this crisis didn't challenge us, but it did in a positive way. During the pandemic, a lot of activities came to a halt, air traffic dropped, but that didn't stop us from promoting the destination, for example by focusing on virtual events or hybrids. We have also taken advantage of this time to invest in training our teams, and to rethink and refine our strategy by incorporating the lessons learned from this crisis. Recently, we launched the Abu Dhabi Business & Events Weekin October. The idea was simple: to bring together all the major players in the sector at international level: CICA, PCMAUFI, IAEE, SITE, MPI and other international associations. For three days, they were able to discuss new market trends, share their knowledge and their vision of the future... Cooperation, networking and communication are essential at this time. That's what we're doing at the Abu Dhabi Convention and Exhibition Bureau: we can't act alone, we work closely with all the decision-makers, the airlines, the hotels, the taxi industry... We need to understand everyone's needs and objectives.
Is Abu Dhabi today the region's leading events destination?
Mubarak Al Shamisi - I think it is. We recently announced that Abu Dhabi would host the COP 28Today, more than ever, major international events are held in Abu Dhabi. It's home to the world's second biggest oil and gas event, the number one military event... There's always competition, and it's always healthy competition, but Abu Dhabi is now at the forefront when it comes to hosting international events.
Have you invested in hybrids in the face of the crisis?
Mubarak Al Shamisi - Many hybrid events have taken place in Abu Dhabi in recent months, and this could continue. The Abu Dhabi Convention and Exhibition Bureau has not itself invested in these technologies, but the events industry has, as has the Abu Dhabi National Exhibition Centre, which has invested heavily in hosting hybrid or virtual events, and the Etihad Arena. Many event venues and hotels are investing in these new technologies, which are becoming standard today. But I think we need to encourage face-to-face meetings whenever possible.
What are your main challenges over the coming months?
Mubarak Al Shamisi - Only time will tell... But with all the changes taking place in the events sector today, we don't want to make comparisons with the situation in 2019 or 2018. We need to get a clear picture of the market's expectations, not by looking ahead to next year, but over the next three to five years. How will these changes manifest themselves, and what will their practical impact be? As I said earlier, we need to keep our focus on the quality of meetings and events rather than their quantity. Facing up to tomorrow's challenges also means taking part in international discussions between MICE players.
