Abu Dhabi Wins Prestigious China MICE Industry Accolade for its Successful Marketing Efforts

15 Feb, 2021

The Abu Dhabi Convention and Exhibition Bureau (ADCEB) has made a successful start to 2021 by winning the ‘Best Marketing Destination’ award at the MICE China Forum and Awards.

Part of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), ADCEB is the lead body overseeing and supporting the development and promotion of business events in the capital of the UAE, and the entity accepted the prestigious accolade via a virtual ceremony which was held on December 31st, 2020.

The MICE China Forum and Awards is a renowned annual event hosted by a trade media company specialising in the MICE industry. The awards reward outstanding MICE destinations, hotel venues and MICE-related facilities, based on their respective marketing and sales performances in the previous year.

The latest edition was held virtually due to the pandemic and the existing travel restrictions across the globe. However, despite the challenges, multiple awards which were stringently evaluated and approved by MICE China were granted to organisations across the globe for their destination marketing efforts in 2020. The ‘Best Marketing Destination’ award rewards organisations for their creative marketing approaches in promoting their respective destinations and offerings to MICE groups and professionals across China – a key market for the UAE capital.

“It is an absolute privilege to receive this award from MICE China. China is our top source market for MICE events, and we remain committed to sharing and diversifying our offerings to meet the demands of our clients and partners there,” said Mubarak Al Shamisi, Director at ADCEB. “We believe that this award is a testament to our commitment to continuously uplifting Abu Dhabi’s profile in the MICE sector, and we hope that our counterparts get to immerse themselves in the diverse set of exceptional experiences our destination offers at their next event.

“We are optimistic about the future of the MICE sector and look forward to welcoming MICE business groups and professionals from China in the coming period,” he added.

At the start of the year, Abu Dhabi announced the reopening of the destination to international tourists from across the globe, with some visitors on the ‘green list’, which includes China, allowed exemption from the quarantine period. Incoming visitors who are on the ‘green list’ are required to present a valid negative COVID-19 PCR test received within 96 hours prior to their scheduled departure, in addition to taking a second test at Abu Dhabi airport upon arrival. In light of this announcement, Abu Dhabi is preparing for the gradual return of business events, working closely with relevant authorities and stakeholders to develop a safe system.

It is anticipated that Abu Dhabi will be one of the first destinations to welcome tourists and MICE professionals from China once the country fully reopens its outbound travel market.