Why Everyone Is Looking Beyond Dubai and Singapore

 

Dubai and Singapore are one of the most popular destinations for MICE. The two cities are natural choices for corporate events, with strong international connectivity, world class hotels, modern convention centres and established business infrastructure. But the MICE landscape is changing and event planners are looking beyond these traditional favourites.

It does not mean the importance of Dubai and Singapore is fading. Instead companies are looking at a wider range of locations offering better value, new experiences and more flexibility. As hospitality infrastructure and connectivity continue to grow, emerging markets are offering planners more choice than ever before.

The Search for A New Something.

Planners are also looking elsewhere for a big reason: the desire for new experiences. Regular business travellers may have been to established MICE destinations many times. There may not be the same buzz in running another conference or incentive programme in the same city.

New destinations have discovery. Whether it is a cultural experience, an emerging business centre or a location surrounded by nature, companies can design programmes that are different from the usual corporate trip.

Especially for incentive travel, there can be a lot of novelty to experience. The destination is the reward.

Cost More of a Consideration

Corporate travel and event budgets are being more closely scrutinised. Dubai and Singapore are examples of extensive premium infrastructure but it is well known that there can be significant expenditure involved in hosting a major event in mature global destinations.

The total event budget includes accommodation, meeting venues, transportation, food, entertainment and activities. Similar venues can be found at more competitive prices in emerging MICE destinations.

It’s not about having the cheapest event necessarily. Instead, planners want to get more bang for their buck. If you’re cutting costs on accommodation or venues, you can spend that money on the experience of your attendees, entertainment, branding or networking activities.

Elsewhere Connectivity Is Improving

Much of the MICE strength of Dubai and Singapore is underpinned by good international connectivity. Better aviation networks today mean more destinations are able to compete for corporate events.

Direct flights are connecting regional cities with major business centres, while airport expansions and improved transport infrastructure are making previously difficult-to-reach places more accessible.

This is particularly the case for regional MICE programmes. An event that draws delegates primarily from Asia, the Middle East or within a particular country may not always require one of the world’s largest aviation hubs.

Accessibility is still critical, but planners now have a much larger map to work with.

Emerging markets in hospitality

Another factor in the growth of MICE possibilities is hotel development. International and regional hospitality brands are opening properties throughout emerging destinations and with them professional event facilities.

Ballrooms, meeting rooms, breakout spaces, business centres and event technology are not the sole preserve of major global cities anymore. Resorts are also expanding their corporate event offerings, allowing companies to combine meetings with leisure and incentive experiences.

Having recognised hotel brands in the mix gives planners greater confidence when considering destinations that may not traditionally have been associated with MICE.

Experience Matters More Than Ever

Corporate events are going to have to be more than just the usual presentations and networking opportunities more than ever. Attendees want experiences that take them into the destination.

That’s where alternative destinations can shine. The event schedule can feature local food, heritage, outdoor activities, cultural programmes and original venues.

Planners can design programs which feel as if they are part of the destination, rather than moving attendees around between hotel, convention centre and restaurant. A conference can include a cultural evening, an incentive trip can include local experiences and a leadership retreat can be held at a location worlds away from the normal corporate setting.

Companies Seek More Flexible Formats

Corporate event formats are evolving, too. Not every meeting needs a big convention center, thousands of hotel rooms.

Often, leadership meetings, dealer meetings, incentive programmes, training and executive retreats are better served with smaller, more flexible destinations. Boutique hotels, resorts and non-traditional venues provide more privacy and more opportunities for customisation.

These types of environments can sometimes be more valuable for engagement and relationship building companies than the traditional metropolitan environment.

A Bigger MICE World

The roles of Dubai and Singapore in the global MICE industry will remain important. Their connectivity and infrastructure, hospitality and experience of hosting global events remain important advantages.

What’s changing is the assumption that big corporate events must be held in established MICE capitals. Evolving expectations of attendees, new hotels, improved event infrastructure and better connectivity are creating opportunities for destinations across Asia, the Middle East and beyond.

At the end of the day, for event planners, looking beyond Dubai and Singapore is about having choices. The future of MICE is not about competing with existing destinations. It’s about expanding the map and finding the destination that best fits the event, audience, budget and experience companies want to create.