“Many companies opt for Dubai as their regional headquarters but it won’t be long before the metropolis will become international epitome for businesses & MICE sector”

The founder, chairman and president of MCI (an event management company); Mr Roger Tondeur stated that Dubai ranks among the top five international destinations for MICE (Meetings, Incentives,   Conferences & Exhibitions) sector.

The importance of MICE in Dubai will keep rising as per the number of destinations covered by Emirates Airlines and its flight capacity. Roger Tondeur further cited;

“We begin marketing Dubai as a perfect destination way back when MICE just evolved and today, with amazing and futuristic infrastructure, the city is just perfect for MICE industry. The success can be attributed to the excellent airline service industry”

Even though Dubai is standing in the limelight as a popular MICE destination, there’re many challenges that still needs to be addressed. And this has to be accomplished before the city is transformed into a true MICE epitome.

The North American region remains a perfect target for the industry and during worldwide meetings; lots of decisions are under consideration for the US-based corporations and associations to be headquartered in Dubai but the conflicts in Syria and Iraq are causing the delay but for now, things are moving in favour of MICE in Dubai.

Ever since Dubai won the bid to host Expo 2020, it adds to the long list of designated milestones. Attracting talent from around the world is easy but the high cost of living remains somewhat troublesome. Still, we see a lot of vibrant events and exhibits attracting key participants and even spectators from many different countries.

The MICE segment in Dubai plays a significant role in associative paradigm. It’s actually divided into the corporate and associative market of which 50 percent worldwide volume that’s estimated at approximately $600 billion generates by these associative conferences.

Dubai Tourism invited more than 80 international event planners and journalists that lasted for four days. Steen Jacobsen; director of MICE division in Dubai shared his enthusiastic views for the organisation by 2020 event that ought to attract 20 million annual international visitors. It’ll rank the city as “World’s leading business event destination”. Broad objectives aren’t just for the Emirate itself but the entire UAE.

A multifaceted approach envisions tourism’s priorities that include increased participation in international events, the rise in new home-grown business events that support the local sector as well. The pace with which development moves, it’s not long before the UAE marks itself as a pioneer in innovative niches such as space travel, education, robotics, renewable energy and stem-cell research; much of which has already been achieved.

There’re more or less 150 airlines flying directly from Dubai to around 280 destinations with Dubai International Airport (DXB) being the busiest in the world. It has even overtaken Heathrow Airport with a capacity of 78 million passengers.


As we are marching towards the much-anticipated Expo 2020, the MICE industry in Dubai has much to offer with a vision of being the epicentre for international expos.