Dubai poised to tailor Asia Pacific incentives

Dubai has established itself as a serious incentives destination and is targeting business from its relatively undeveloped Asia Pacific sector. By Stephanie Roberts There is unanimous consent throughout Dubai's incentive industry that business from Asia Pacific market has not quite reached the booming levels of European business. Nevertheless, the unanimous voice is also confident this will change. "We had the challenge of visa regulations, but since March 2000, 33 countries - including Singapore, Malaysia, Hong Kong, New Zealand, South Korea, Japan and Australia - don't require visas to come here and we anticipate this will help increase visitor numbers," Government of Dubai Department of Tourism & Commerce Marketing (DTCM) manager missions Mr Hamad Mohammed bin Mejren admits. In addition, the DTCM already has representative offices in Hong Kong and in Japan, demonstrating the importance it attaches to the region. Government support will also appear in the form of a dedicated convention bureau at the DTCM, plans for which are currently under discussion. Add to that a modern airport - approval is set for a third terminal - more than 100 airlines serving 130 destinations, including Asia which is only seven hours flight away, guaranteed good weather and Dubai has been voted as the world's safest place by Interpol. Dubai is by no means one of the cheapest incentive destinations and in the face of the global economic slowdown this may be a contributing factor to the smaller number of Asia Pacific groups arriving. But its events industry is at pains to point out that although an expensive destination, it is worth the cost. World of Events - the event marketing and support division of Dnata Agencies - regional business development manager Mr Medhat Nassar says compared with some Asian destinations, Dubai is more expensive, but the quality of service is high. "And it's value for money, as Asian groups enjoy full programmes, rather than have a lot of leisure time," he adds. For Arabian Adventures, one of the emirate's largest destination management companies (DMCs), giving the client the best Dubai can offer is standard practice. As it is part of the Emirates Group, this starts with blocking immigration counters at the airport for large groups. "In Dubai, nothing is impossible," Arabian Adventures general manager Mr Frédéric Bardin says. "If the budget's there, we can do anything. For example, we once built the traditional Arabic Al Lisaili Fort in the desert for Jaguar, which we use for groups and which can accommodate up to 4,500 guests." Activities in the desert are an integral part of an incentive visit to Dubai. Arabian Adventures owns three camps, ranging in capacity from ten to 700 guests. The camps consist of Bedouin tents and guests are entertained throughout the evening with a lively range of acts, such as belly dancers, fortune tellers, jugglers and sword swallowers, as well as give the opportunity of roaming the replica souks (markets) which can be set up. DMC Incentive Productions also owns four tents. But, as manager Ms Paddy Paul says, the desert can be used for daytime activities as well as dinners. "Depending on the age group, we propose treasure hunts, sand-skiing, dune buggying, camel riding, anything that is exciting and challenging," she adds. "The desert day is an experience groups never forget. We can take them into the mountains too for archery, helicopter rides or even cross-country golf." However, groups should not forget Dubai is not solely about the desert. As part of the Emirates Group Arabian Adventures can arrange for groups to use Emirates' airline simulator. "We're the only DMC which is allowed to offer this, and while it takes a lot of arranging, we're looking to buy six more hours on the simulator," Mr Bardin adds. From the modern to the traditional, the DMC can also organise dinner at an Arabic home, cooked by a local family. And Dubai offers plenty of touring opportunities; from learning about Muslim culture at the Jumeirah Mosque, to a guided walk through the souks and bazaars for tax-free shopping or discovering the emirate's history at the Dubai Museum within the Al Fahidi Fort. Combining incentives with sporting events is also proving popular, especially with five golf courses in the emirate. Two of these courses form part of the Dubai Golf & Yacht Club, which has also dedicated a lot of time and resources in developing its incentive product. "Groups can enjoy a cocktail reception on a dhow - a traditional Arabic boat - before arriving at the club for a banquet on our lawn, which seats up to 9,000 guests," says the club's sales manager Ms Sarah White. "And, due to our (Dubai) creek location, groups can party for as long as they like and be as noisy as they like." The club has recently purchased a marquee for events and its Marina Island holds 200 for cocktails and 100 for dinner. "For an incentive option, we also have our own deep-sea fishing yacht which can take six delegates at the time," Ms White adds. However, many events take place in Dubai's hotels; the one-stop-shop element is popular, particularly as hotels are some of the only places in Dubai which serve alcohol. And with the government promoting Dubai as a year-round destination, hotel room rates are coming down during the less-busy summer months of July and August and during the holy month of Ramadan. Many of the major hotel chains are already in Dubai or are scheduled to open (see box story left). Ranging from city hotels to beachside or desert properties, such as the Al Maha Resort in the heart of the desert accommodating just 66 guests, competition for business is growing on a daily basis, JW Marriott director of event management Mr Mark Agnew admits. "But we're hoping to stay ahead in conference and incentive business by introducing conference concierges at the hotel," he says. "This will be one point of contact who will work directly with the clients from reservations through to follow-up feedback after the event." The service is expected to be operational by the year end. With its 344 rooms, 14 food and beverage outlets including Arabic, German and Italian restaurants, two column-free ballrooms and 11 conference rooms plus its location adjacent to the Hamarain commercial and shopping complex, the JW Marriott is among the largest C&I properties in Dubai. The biggest player in Dubai's hotel industry is Jumeirah International and groups can take advantage of staying in one property, while dining or staging team-building activities in another. Jumeirah's city property is the 400-room Emirates Towers. Offering panoramic views of Dubai, the hotel is well-versed in hosting conference and incentive groups in its 17 boardroom-style congress rooms, large pre-function area and the ballroom with seating capacity for 600 and 1,200 for a cocktail reception. For small groups combining a beach experience, the Jumeirah Beach Club is located on the Arabian Gulf. Accommodation-wise, 48 suites and two beachfront Paradise suites are available and meeting space comes in the form of three rooms with capacity for 50 for a reception. Part of the property is the Beach Arena, suitable for functions up to 2,000 or an ideal space for team-building. Also with its private beach is the 600-room Jumeirah Beach Hotel (JBH), designed to resemble a breaking wave. With its 19 bars and restaurants and Wild Wadi water park, groups need never leave its complex. In addition, the on-site Jumeirah conference centre, in the shape of a dhow, offers seating for 1,600 in its ballroom, 415 in its amphitheatre and a dedicated 1,238sqm conference area. For the VIPs of an incentive group the hotel offers 19 exclusive Arabic-style Beit Al Bahar villas, which form part of their own resort a short distance from the JBH. Just opposite the Jumeirah Beach is one of the world's tallest hotels, the sail-shaped Burj Al Arab, an all-duplex suite property located on a man-made island. Company logos can be projected onto the hotel's "sail", transfer from the airport to the hotel can be via one of its fleet of ten Rolls Royces or via helicopter. The suites offer gold-framed televisions, mirrors above the beds and Hermés products in the bathrooms. A personalised service is a priority - there are 1,200 staff serving the 202 suites. Dinners can be held at either the marble-pillared Al Falak ballroom on the 27th floor or, for outside events, the hotel offers the Marina Garden which can take up to 500 for a buffet-style dinner. If budgets do not stretch far enough for five-star properties, there are mid-scale hotels available in Dubai. One example is the 125-room Four Points Sheraton Bur Dubai, which offers three conference rooms, two salons accommodating up to 40 and a ballroom for 400 for a reception. And its Antique Bazaar Indian restaurant - complete with antique furniture from Indian royal dynasties - can be taken over exclusively for a group dinner. Dubai's range of incentive activities and its infrastructure, in addition to its accessibility, makes it a strong contender for future Asia Pacific business. The Public Relations Committee of the International Society of Radiographers and Radiological Technologists chairman Ms Kay Collette is looking to take a conference group there in October next year. "While Dubai is expensive it is a wonderful place to take a group as it is the most liberal of the emirate states and offers such an unusual mixture of sea, desert and modern glass buildings," she says. Arabian Adventures' Mr Bardin believes Dubai is commercially driven and will make every effort possible not to hinder groups from choosing it as their next incentive destination. "We're already pushing for more familiarisation trips for buyers," he says. "Dubai plans ahead and so we hope this will bring more groups from Asia Pacific."