HQ Report: Accelerating Transformations in Dubai

Beyond the skyscrapers filling the horizon, Dubai is ahead of its time when it comes to the MICE upturn. Beacon of the Middle East in many professional areas, the convention department explained how it intends to get around the crisis.

Emerging over the dunes of the Persian Gulf, lies a bustling market that competes in world rankings as a business hub. Events are no exception, with the Emirate’s market going alongside tourist attractions such as Burj Khalifa, Palm Jumeirah and Gold Souk.

As a stopover point between the West and the East, Dubai is working on a plan to revitalise the tourism sector in the post COVID-19 phase. That's what Steen Jakobsen, assistant vice-president of Dubai Business Events, tells us: “Since the onset of the pandemic, we have maintained our high levels of engagement with meeting planners and executives around the world”. The objectives are clear and do not differ much from the general trend of postponing events to 2021, rather than cancelling them altogether. “Our main goal is to provide a platform for associations to resume their business events safely, including in cases where their original host city may no longer be feasible,” he adds.

In the meantime, life is being made up of webinars. “Our offices in China were the first to pivot a 100% digital operation, with webinars and virtual conferencing quickly rolled out to ensure we could continue to engage with planners.” As the pandemic spread globally, they implemented similar changes across other key markets, with more than 125 virtual meetings and interacting with approximately 10,000 buyers.

COVID-19 is accelerating transformations that were already underway, like remote working, and innovations that were already having an impact, like digitalisation. “We are bound to see associations look to maximise their reach by leveraging technology. A wealth of expertise in this area means that the city is ideally placed to empower associations to deliver on hybrid events.”

Working with stakeholders across the city, Dubai’s department of Tourism and Commerce Marketing, has put in place some guidelines to enable the resumption of face-to-face meetings. With a firm focus on the safety of all parties involved, this framework will facilitate business events adapted to the new challenges and will be significant for the whole events industry, including airports, hotels and venues.

And how are they going to bid then? “As a result of the extended lead times often involved with major congresses, it is not so much the health risks that are concerning, but rather the impact they are having on bidding cycles,” Jakobsen explains.

In the longer term, the COVID-19 experience is likely to vault health and safety further up the list of priorities for associations and Dubai plans to demonstrate strength in this area. “There are new dynamics at play and potential proof points and solutions that we can add to our proposition.”

The factors that have increasingly made Dubai an attractive host destination for associations and events continue to resonate: the city offers expertise across key sectors and industries, and keeps innovation at the heart of its economic growth.