Interview: Saif Mohamed Al Midfa
How can the meetings, incentives, conferences and events (MICE) segment be leveraged to create more synergies with Sharjah’s tourism sector?
SAIF MOHAMED AL MIDFA: With its robust infrastructure and strategic event planning, the MICE segment is pivotal in attracting international and regional audiences to Sharjah. Such an influx significantly benefits the hospitality and retail sectors, as evidenced by increased hotel occupancies and retail spending during significant events.
Moreover, the focus on specialised exhibitions and conferences, catering to niche markets such as education and specific industries, positions Sharjah as a leader in these areas. This enhances the emirate’s global standing in these sectors and diversifies the tourism portfolio, attracting a broader spectrum of business travellers and tourists. The resulting economic activity from such events extends beyond immediate event-related spending, and influences sectors such as transport, food and beverage, and entertainment.
Additionally, the MICE segment has been instrumental in showcasing the emirate’s cultural richness and educational strength. Sharjah has carved a niche by intertwining cultural exhibitions with commercial events. This approach draws in a wider audience and enhances visitors’ experience, leaving a lasting impression and encouraging repeat visits.
To what extent have emerging technologies been used in hosting events and enhancing efficiencies?
AL MIDFA: The integration of technology and digital tools has changed the way in which events are hosted and experienced. Big data and artificial intelligence (AI), in particular, have revolutionised event management and attendee engagement. AI technology enhances visitor interactions through personalised recommendations, guiding attendees to relevant exhibits, streamlining networking opportunities and optimising overall event journeys. This not only enhances the value of participation, but also improves operational efficiency.
Big data analytics is crucial in understanding attendee behaviour and preferences, enabling organisers to tailor events more effectively. This data-driven approach helps predict trends, manage resources and craft experiences that resonate with the target audience. For exhibitors, this means greater potential for meaningful interactions and successful business outcomes.
Digital tools proved invaluable during the Covid-19 pandemic. The swift pivot to virtual and hybrid formats ensured continuity and the resilience of Sharjah’s MICE segment. This transition maintained the segment’s relevance and expanded its reach, allowing global participants to engage with Sharjah’s events from anywhere in the world. Such digital agility has significantly increased accessibility and inclusivity.
Furthermore, advanced technology in event management has streamlined logistical processes, from registration and entry to navigation within event spaces. This has improved operational efficiencies, reduced costs and enhanced security, thereby contributing to a more seamless and safe event environment.
What more can be done to generate further investment in the MICE segment and expand Sharjah’s calendar for conferences and events?
AL MIDFA: A multifaceted approach focusing on infrastructure, technology, partnerships and market diversification is essential to catalyse further growth and investment in MICE. Enhancing the physical infrastructure of venues is crucial. This involves expanding existing spaces and ensuring that they are equipped with state-of-the-art facilities. Such upgrades will enable Sharjah to accommodate more technologically sophisticated events, and attract a broader spectrum of conferences and exhibitions. In parallel, there is a pressing need to invest in advanced technological infrastructure. Integrating tools like AI, virtual reality and augmented reality can revolutionise events, offering immersive and interactive experiences to attendees.
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