The region’s leading MICE industry players will gather in Abu Dhabi this month at the inaugural Abu Dhabi Business Events Week (ADBEW 2021), which will be held from 25 - 27 October 2021 at the Abu Dhabi National Exhibition Centre (ADNEC).

The Abu Dhabi Convention & Exhibition Bureau (ADCEB), part of the Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi), aims to make ADBEW an annual event on the MICE calendar which will provide a platform for industry leaders and practitioners to learn, innovate and collaborate with an agenda of summits, workshops, and networking events over three days.

Developed by DCT Abu Dhabi, the event aims to solidify and strengthen relationships within the MICE industry and galvanise businesses as the industry recovers post-pandemic. With numerous social and networking opportunities, DCT Abu Dhabi hopes to create a platform for collective visioning and strategy-building.

Mubarak Al Shamisi, Director of Abu Dhabi Convention & Exhibition Bureau, said “We are proud to announce Abu Dhabi Business Events Week and are excited to see what this inaugural event brings. We hope to accelerate the MICE industry’s recovery and help identify new strategic priorities to futureproof and sustainably reshape the industry. Throughout the event, we want to start conversations, share ideas and opinions, and be an open, engaging platform for those in the industry to gather  and advance together stronger. 

“We have partnered with global MICE entities such as ICCA, PCMA, UFI, IAEE, SITE and MPI, to bring to the region insights, experience and education from a broad set of global industry experts. Throughout the three days, there will be panel discussions, keynote speakers and workshop sessions to share best practices, and upskill the capabilities of MICE industry professionals and to tap into the potential of the region’s MICE sector,” he added.

With international MICE associations partnering with ADCEB to power ADBEW’s programme, the event will look to steer the sector in the MENA region and collaborate to expand memberships, facilitate professional education and encourage business exchange.

Targeting local and regional professional conference and exhibition organisers, destination management companies, travel trade partners, venue owners/operators, hotels and event management agencies and suppliers, the objective is to align alongside DCT Abu Dhabi in developing the emirate as a leading MICE destination and demonstrate DCT Abu Dhabi’s commitment to leading the industry towards achieving Abu Dhabi’s Economic Vision 2030.