The travelling businessperson is an enigmatic figure in the travel industry, demanding flexible and adaptable approaches from destinations. Their itineraries are dynamic, their standards high, and their passports well-used. Despite their trips being centred around work, corporate explorers are seeking more from it – in fact, almost 60 per cent of business visitors in Abu Dhabi last year visited key cultural and entertainment attractions ranging from the Sheikh Zayed Grand Mosque and Louvre Abu Dhabi to Ferrari World Abu Dhabi and Qasr Al Hosn, amongst others.
The substantial market segment of business travellers is a prime opportunity that has led to the rise of the global bleisure trend, blending business with leisure and removing the need to ask: “travelling for business or pleasure?”. This great potential for growth comes as the global travel industry continues on a path to full recovery by the end of 2024, having rebounded from a 75 per cent loss in 2020, with every segment of travellers standing to see significant growth.
As of September, Abu Dhabi has seen a 35 per cent increase in international guests compared to the same period in 2019, with hotels accommodating 2.1 million international guests year-to-date in September 2024. Taking a wider view, the Global Business Travel Association in its 2024 Business Travel Index Outlook said the Middle East is a leader in the recovery of business travel post-pandemic. It said the Middle East and Africa region in 2023 was at 102 per cent of the 2019 level of business travel, trailing only North America (104 per cent) and ahead of Latin America (100 per cent), Western Europe (94 per cent), Asia Pacific (89 per cent) and Emerging Europe (69 per cent).
Within the bleisure sphere, progress has been fuelled by the booming Meetings, Incentives, Conferences, and Events (MICE) sector and a new generation of digital nomads, both of which have the potential to draw millions of travellers and are reshaping priorities for destinations worldwide. We know travellers prefer destinations where professional engagements seamlessly blend with leisure, embodying the trend of ‘bleisure’ travel. One survey even found that 82 per cent of business professionals are more interested than ever in adding value to their business travel.
The same trends and patterns can be seen in Abu Dhabi, where 81 per cent of business leisure visitors in 2023 visited key attractions and sites, with 45 per cent of them coming with their spouses and families.
The bleisure tourism industry accounts for nearly 33 per cent of the global business travel market. As the bleisure tourism market valuation is likely headed to $3,530 billion by 2033, and the global MICE tourism market is projected to reach $1,413 billion by 2032. Abu Dhabi is capturing its share of voice and tapping into this new business potential. By crafting a compelling and decisive MICE and bleisure strategy and establishing the necessary infrastructure and incentives, Abu Dhabi has the power to continue to position itself as an attractive hub for business events and bleisure travellers, creating enriching experiences outside the confines of a conference hall and making their trips more than just work.
Comprehensive approach to leisure
At DCT Abu Dhabi, we’ve crystallised these insights in our refreshed Tourism Strategy 2030, setting an ambitious agenda for the coming years that acknowledges the strength of MICE to propel us on our path towards economic growth, elevating the tourism and travel sector’s contribution to the UAE’s GDP to AED 90 billion annually by 2030.
Central to the Strategy is the forging of robust domestic and international partnerships that create endless opportunities for mutual benefit. That’s where the Abu Dhabi Convention and Exhibition Bureau (ADCEB) comes in.
Established in March 2013, ADCEB has turned Abu Dhabi into a global leader in business events and created a supportive ecosystem for investors and conference organisers. Through initiatives like Advantage Abu Dhabi and the ADCEB-ADNEC Group Joint Fund, and strategic partnerships with entities such as the Society for Incentive Travel Excellence and the China MICE Advisory Group, the Bureau is stimulating growth and elevating experiences within the industry.
Alongside our MICE and bleisure proposition, Abu Dhabi aims to be a pioneer in entertainment and events, creating moments that honour and protect our invaluable heritage, while creating new and exciting modern cultural experiences for everyone. We’ve championed this through our year-round calendar of back-to-back events as part of Experience Abu Dhabi, enhancing the visitor experience on all fronts. Our commitment to offering diverse and monumental cultural experiences can also be seen with the upcoming launch of Saadiyat Cultural District in 2025, a groundbreaking project that will be home to world-class museums and institutions.
In addition to being a cultural centre, Abu Dhabi’s legacy as a leisure destination has been elevated by the strength and diversity of its experiences and events. Visitors are guaranteed a mix of music, art, entertainment, gastronomy, with the sunny weather, stunning beaches and lush nature also being a draw for global travellers.
Finding a balance
All these elements have converged to ensure a balance is created between being a well-connected destination where high-level trade events and conferences are incentivised and supported, and a location where businesspeople feel a sense of enrichment and relaxation. These efforts can be seen in our 2023 achievements. Last year, Abu Dhabi hosted 2,477 MICE events, a 44 per cent increase from 2022, which drew 960,000 delegates and resulted in a 21 per cent increase in revenue for the food and beverage sector – evidence of the attractiveness of Abu Dhabi as a destination for both business and leisure.
Beyond numbers, as destinations, we must recognise that MICE events have the power to drive cultural exchange and personal enrichment, bringing people from all over the world together and creating joyous moments that last longer than the duration of a trip. As part of our Tourism Strategy 2030, we’ve strived to create a blueprint for our emirate that will make MICE attendees and businesspeople feel as welcomed and catered to as all our other visitors.
A major success story in 2023 was Abu Dhabi Finance Week on Al Maryah Island, where we created a comprehensive 360-degree experience for more than 18,0000 attendees that extended beyond professional engagements to include cultural explorations and leisure activities. Attendees had great feedback for the incredible experiences and world-class locations Abu Dhabi had, but they were also thankful for the chance to engage with Emirati culture and experience our signature warmth.
This is one of the many ways we have integrated our business events industry with tourism and leisure, enhancing the value of MICE trips and aligning them with our broader tourism vision, encouraging exploration and creating ever more diverse and special experiences.
But the journey isn’t over just yet – neither for us nor for any other destination striving to becoming a bleisure powerhouse. At DCT Abu Dhabi, we understand the importance of constantly evolving and growing, and we aspire to further intertwine our MICE offerings with our tourism strategy, enabling visitors to explore the emirate at their own pace, experience its diverse facets, and create memorable experiences.
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