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Published on : Tuesday, November 5, 2013
Bahrain, Jordan and Qatar are committed to increase their share of the burgeoning MICE (Meetings, Incentives, Conferences & Exhibitions) market, having agreed to host a group of top international meeting and incentive buyers next year.
“Top international MICE buyers will be given an insight to the world-class business and meetings facilities offered in these key Middle East destinations, immediately after the 2014 edition of the show,” said Gulf Incentives, Business, Travel and Meetings (GIBTM) Exhibition Director Lois Hall.
With so much investment throughout the region being put into transport infrastructure, new conference, concert and sports facilities, cultural and heritage sites, not to mention some of the most iconic hotels in the world, it is little wonder that the meetings and incentive market is growing exponentially in the Middle East.
“The MICE market segment has the added benefit of a high per capita budget potential.
Even the peripheral spend of business travelers is significantly higher than the average leisure traveler and so this market segment remains highly desirable to all destination and tourism stakeholders,”
The National Tourism Offices (NTOs) in Bahrain, Qatar and Jordan, have officially confirmed their support of this initiative. The three distinct destinations decided to become launch partners of the new initiative following a highly successful GIBTM roadshow recently, highlighting the benefits of hosting key buyers and how to win business from overseas. Buyers and destinations will be matched after qualifying according to criteria identified by the host destination, providing a win-win situation for both buyer and destination.
“In 2013, 40% of buyers indicated their intention, individually, to place MICE business in the region worth in excess of US$100,000 as a result of attending GIBTM, with 81% expecting to do so within 12 months,” said Hall.
Hall said Hosted Buyers selected to attend the familiarisation tours would gain “vital knowledge” about the host countries’ MICE-related infrastructure, venues, facilities and attractions, helping them to make “informed decisions” when placing future business.