The future of Abu Dhabi as a Top Incentive Destination for Corporates & Event Planners
With the city making waves in the world of corporate events and incentives, Mubarak Al Shamisi, Director, Abu Dhabi Conventions & Exhibition Bureau Department shares his vision for Abu Dhabi's future in the sector, highlights the city's unique offerings, and discusses how event planners can tap into its evolving potential for truly unforgettable experiences…
Mubarak Al Shamisi
Director, Abu Dhabi Conventions & Exhibition Bureau Department
Emily, inVOYAGE: Abu Dhabi is quickly rising as a sought-after destination for MICE and luxury events. What factors do you think have contributed to this growth, and why do you believe Abu Dhabi is becoming a go-to destination for event professionals?
Mubarak Al Shamisi, Abu Dhabi CVB: Increasing numbers of event organisers and delegates around the globe are recognising Abu Dhabi’s compelling proposition of safety, accessibility, infrastructure and entertainment. Ranked the safest city in the world for 8 consecutive years by Numbeo, Abu Dhabi’s location places it within a 6-hour flight of two-thirds of the world’s population.
The destination offers outstanding accommodation, world-class MICE infrastructure and professional services, and exciting, unique venues such as Qasr Al Watan, our presidential palace, and Yas Marina Circuit, the home of the annual Formula One Etihad Airways Abu Dhabi Grand Prix. Add to this a fascinating cultural offering, from the warmth of Emirati hospitality to authentic local heritage traditions, as well as renowned attractions such as such as Louvre Abu Dhabi, Ferrari World Abu Dhabi, and Warner Bros. World Abu Dhabi, and we have a recipe for success.
Emily, inVOYAGE: What are some of the unique venues and experiences event professionals should not miss?
Mubarak Al Shamisi, Abu Dhabi CVB: One of the most attractive aspects of Abu Dhabi as a MICE destination is its incredibly wide and diverse range of venues, spaces and backdrops. Aside from our flagship venue, the expansive Abu Dhabi National Exhibition Centre, imagine hosting your next reception or networking event in a grand presidential palace, overlooking a Formula One racetrack, or beneath Louvre Abu Dhabi’s iconic dome. The emirate’s wide range of luxury hotels such as Emirates Palace Mandarin Oriental and Ritz-Carlton Abu Dhabi have unique spaces for meetings and networking.
More unconventional venues should not be overlooked – for something different, events can be held (and delegates have fun afterwards!) at award-winning theme parks such as Ferrari World Abu Dhabi or Warner Bros. World Abu Dhabi. With some creativity, our stunning beaches and desert landscapes can also be used for memorable networking receptions.
Outside of the event, Abu Dhabi offers endless opportunities for team building and entertainment. Unique experiences for MICE delegates include go-karting at Yas Marina Circuit; sand-dune bashing and camel rides in the desert; kayaking around Louvre Abu Dhabi; thrilling rides at Ferrari World Abu Dhabi; interacting with the national bird of the UAE at the Falcon Hospital; and discovering authentic Emirati cultural experiences, from traditional performances to handicrafts, Arabic coffee and more.
Emily, inVOYAGE: The UAE is renowned for innovation and rapid development. How has Abu Dhabi continued to evolve to stay competitive in the global MICE market? What exciting projects or initiatives are on the horizon?
Mubarak Al Shamisi, Abu Dhabi CVB: We are constantly working to ensure that Abu Dhabi remains at the cutting edge of facilities, services and professionalism. We recently launched a set of accessibility guidelines for events, to ensure that venues and events in the emirate can welcome as wide an audience as possible. Sustainability and environmental responsibility are becoming increasingly important worldwide, and we have introduced new sustainability guidelines for events in Abu Dhabi. More than 90 Abu Dhabi hotels have earned their World Travel & Tourism Council Sustainability Basics verification, which encompasses criteria such as the measurement and reduction of energy and water use, the use of green cleaning products and ensuring community benefits.
We are also continuously elevating the visitor experience in the emirate with initiatives such as the Abu Dhabi Pass. For MICE delegates extending their stay in Abu Dhabi, the Pass provides ease of access and value for money across more than 40 attractions and experiences.
We also innovate with market-specific services; for example, we cater to our Chinese MICE delegates by collaborating with platforms such as Wechat Pay, Alipay and Tencent.
Emily, inVOYAGE: Saadiyat Island has become a symbol of Abu Dhabi's cultural and luxury landscape. What do you think Saadiyat Island brings to the table for international MICE events like inVOYAGE, and how does it represent Abu Dhabi’s vision for the future?
Mubarak Al Shamisi, Abu Dhabi CVB: Saadiyat Island is Abu Dhabi’s premier destination for cultural inspiration, natural beauty and leisure. The jewel in its crown is Saadiyat Cultural District, which is currently home to the famed Louvre Abu Dhabi, the first universal museum in the Arab World; Berklee Abu Dhabi, a leading arts education institute and Manarat al Saadiyat, a prolific cultural and exhibition centre. When complete, the District will welcome Zayed National Museum, the national museum of the UAE; Guggenheim Abu Dhabi, the region’s leading museum for contemporary art; Natural History Museum Abu Dhabi featuring some of the rarest natural specimens found on Earth, and teamLab Phenomena Abu Dhabi, an experiential art-tech journey through 17 immersive galleries. Together they will form one of the greatest concentrations of cultural experiences showcasing museums, collections, and narratives that celebrate the region’s heritage while promoting a diverse, global, cultural landscape. The island already boasts a world-class hospitality and leisure offering, with an array of luxury five-star resorts such as Saadiyat Rotana Resort & Villas and St. Regis Saadiyat Island. The buzzing Mamsha Al Saadiyat promenade is a popular leisure destination offering beachside relaxation and upscale dining at a selection of restaurants and cafes. Those looking for an escape into nature are covered too – aside from the island’s pristine, white-sand beaches, visitors can kayak and through serene natural mangrove forests, spotting wildlife along the way.
Emily, inVOYAGE: The MICE industry is ever-evolving. How do you see the future of MICE in Abu Dhabi? What trends and developments can event professionals expect to see in the city over the next five years?
Mubarak Al Shamisi, Abu Dhabi CVB: Firstly, investing in human capital, with homegrown talents being a key focus, is essential for sustaining innovation and ensuring a dynamic, adaptable workforce. The future of events hinges on our ability to nurture the next generation of business event leaders to drive and lead the global industry to new heights.
The meetings and events industry has the power to bring about positive change and encourage transformation for the better, whether that's taking steps towards more sustainable infrastructure and practices or moving the needle on social issues. Earlier this year, Abu Dhabi hosted a landmark event demonstrating how sustainability and business events can successfully converge, while also supporting the wider environmental goals of the destination. From 28 January to 1 February, the 12th World Environment Education Congress took place in the emirate, setting a strong precedent for future events in Abu Dhabi by prioritising sustainability across every endeavour.
The adoption of technology is a critical step toward enhancing efficiency, creativity, and sustainability within the event industry. There are numerous event solutions available that can transform the way we plan and execute events, offering our clients the best benefits and creating mutual value. Embracing technology will allow us to stay ahead of the curve, streamline operations, and deliver superior experiences for attendees.
Emily, inVOYAGE: As Abu Dhabi continues to make a name for itself in the luxury and MICE space, what are the long-term goals of the Convention and Exhibition Bureau for positioning the city on the global stage?
Mubarak Al Shamisi, Abu Dhabi CVB: ADCEB aims to develop the capacity and capabilities of the Abu Dhabi MICE sector so that it continues to grow sustainably, and is future proofed for new trends and developments. We ensure our MICE products and experiences are world-class and relevant to organisers and delegates alike, and we constantly improve and evolve in accordance with feedback and data.
Emily, inVOYAGE: What would you say are the most exciting aspects of Abu Dhabi for delegates attending inVOYAGE 2025, and what can they expect to experience both professionally and personally during their time in the city?
Mubarak Al Shamisi, Abu Dhabi CVB: Delegates will discover a place where tradition meets modernity, and experience the warmth of our Emirati hospitality. Our city is a safe, welcoming, vibrant and diverse destination, offering cultural exploration, luxurious hospitality, and unforgettable adventures. Whether you're exploring the grandeur of the Sheikh Zayed Grand Mosque, relaxing on the pristine beaches of Saadiyat Island, or enjoying the thrills of our theme parks, Abu Dhabi has something for everyone. They will also witness Abu Dhabi’s capabilities as a MICE host, with accessibility, infrastructure, and ADCEB’s support ensuring successful and memorable events.
inVOYAGE is headed to Abu Dhabi! Join us as we take 200 of the top luxury brands and event professionals to the St. Regis Saadiyat Island, to network under one roof in the UAE’s cultural, business capital.