A new survey shows that early three out of four North American-based association executives have interest in organizing Middle East conferences but only one-third have done so, partly because the region still is learning how to reach out to Western planners.
The survey, “Inside the Business Events Dilemma in the Middle East” was released this month by Development Counsellors International in New York City. The company polled 166 senior association executives in North America who source long-haul destinations for international events.
The interest in Middle East conferences portends well for the region, which is striving to become a global meetings hub. The study suggests that primary Gulf Cooperation Council (GCC) convention destinations—which include Abu Dhabi and Dubai in the United Arab Emirates, Doha in Qatar, and Muscat in Oman—have a great opportunity to increase their North American market share.
Several GCC countries boast new, technologically advanced conference centers that have been lauded by North American associations that have convened there.
But the study also suggests that GCC members need to take a more proactive approach by boosting marketing outreach to Western planners, successfully addressing perceptions about cultural and security concerns, and establishing professional conference organizer companies catering to the North American market.
The member nations have made some improvements, such as developing new industry trade shows over the last decade, including IBTM Arabia. Also, Oman and the Professional Convention Management Association are collaborating to create new business relationships, and the International Congress & Convention Association is developing a stronger Middle East chapter, which includes 42 member organizations from six countries.
Among the other findings in the survey:
–Sixty percent of respondents said that the GCC “offers an opportunity to create and grow Middle East regional membership for their organizations.” Seventy-nine percent indicated that Dubai, in particular, offers this opportunity.
–The survey shows that 38.2 percent of the associations that have met in the Middle East have chosen Dubai, followed by Abu Dhabi at 16.4 percent, Doha at 16.3 percent and Muscat at 5.5 percent.
