Last month, Dubai Business Events (DBE) successfully hosted a study mission for meeting planners from the UK and Russia – its first in 10 months, since the onset of the global Covid-19 pandemic – demonstrating the strong safety measures in place to protect all visitors while at the same showing how the city is leading the way in the global reopening of the business events sector.

With both countries now having safe travel corridors to the UAE, the 13-strong group was able to explore some iconic locations, attractions and venues in Dubai, while at the same time experiencing first-hand the hospitality the city has built a strong reputation for. The planners were also able to gain an understanding the health and safety protocols put in place that have enabled Dubai to become one of the first cities in the world to resume business events.

Among the highlights were visits to Atlantis, The Palm, Madinat Jumeirah and JW Marriott Marquis. The group also caught spectacular views of the city from At The Top at Burj Khalifa and absorbed the city’s heritage within the Al Fahidi Neighbourhood and Al Seef. A tour of the Expo 2020 Dubai site also provided an opportunity to get a sneak peak of the six-month event when it commences in October 2021.

Steen Jakobsen, Assistant Vice President, Dubai Business Events, said: “Bringing meetings professionals from around the world to experience Dubai’s offerings first hand remains our most effective tool to promote this city as a business events destination. While we have been able to continue to building relationships and engage with planners and buyers globally through webinars, virtual conferencing and other technology, the value of face-to-face interactions remains unrivalled. By including well-known and popular group options such as Burj Khalifa, Atlantis The Palm and Desert Safari, this study mission has demonstrated how the city truly is open for business and able to offer planners the full suite of options they need, while at the same time prioritising safety.

“Over the coming months, we plan to build on this with more inbound study missions, as well as face-to-face interactions in planners’ and associations’ home markets through our roadshows, and of course our trade show activations.”