According to the International Congress and Convention Association (ICCA), it is estimated that there are approximately 24,000 association meetings organised on a regular basis and that number is expected to see an annual increase of about 9 per cent.

Last month, Aviareps, leading international representation, marketing and communications company, announced it has expanded its service portfolio for the Mice industry.

We asked Glenn Johnston, vice-president, Middle East & Global Public Affairs, Aviareps, how he sees this roll out in the Middle East.

"The Middle East, with its various tourism boards, convention centres and hotels providing world-class Mice facilities and offerings, has been highlighted by Aviareps as a key target market for partnership development through these specialised services.

In fact, the services have largely been developed based on providing solutions to the exact challenges faced by Middle East Mice providers - that predominately being the lack of time Mice provider specialists have to conduct the necessary research, studies and initial outreach to organisations and associations for Mice business development.

The team of specialists within the Aviareps Mice division will conduct these activities, providing our clients with monthly qualified leads and the necessary information for our clients to then approach. Further assistance can also be provided in the form of expert RFP proposal writing when tendering for Mice events. Through these services we are looking forward to assisting the region's Mice providers so that the Middle East's share of international Mice business will continue to grow and maintain its competitive edge."