Direct communication key to MICE industry’s success

Ritika Sharma / Emirates Business

Apart from keeping up pace with developed economies and putting up shows worth a global recognition, direct communication remains one of the main challenges for the Middle East MICE industry.
Though pegged one of the fastest growing sectors of the region, organisers need to put across right message to get the best out of their events.
Mentioning the priority that the company gives to make their events safe and fool-proof, Shinu Pillai, Exhibition Manager – ibtm Arabia – Reed Travel Exhibitions says safety is always is one of the prime concerns for both the exhibitors and the organisers.
On the sidelines of the ongoing ibtm Arabia event in Abu Dhabi, Pillai told Emirates Business, “In terms of challenges the biggest is the perception that people have for Middle East. Safety and security are the most important things to take care of when you are talking about a group movement and for MICE industry it is about a number of groups of people moving.”
“Throughout our portfolio we make sure to create an awareness and familiarity about the region that is now changing the misconception worldwide.
“This is what highlights the power of a face to face and direct communication. MICE industry is more about buying and selling experiences than anything else. So it is important that people know that UAE and Middle East can host world-class events,” he added.
Talking about the tenth edition of ibtm Arabia, Pillai said, “We started in 2007 as GIBTA, it was a trade show. Now as ibtm Arabia, we are in tenth year. It is successful in all aspects. We are offering what the industry wants. Doing business and networking and creating a MICE community for three days here is what we do. I measure the success of this event from the fact that here a buyer is finding the right suppliers and the supplier is talking to the right buyers. And that is what industry
actually needs.”