THE success of the sixth Gulf Incentive, Business Travel and Meetings Exhibition (GIBTM), was highlighted by a well-attended first-of-a-kind free interactive Arabic session hosted by Ali Al Saloom of the Ask Ali.com fame, where matters pertaining to the meetings industry were explained. Al Saloom is, a well-recognized industry expert and Cultural Tourism Consultant at Embrace Arabia Consultancy.
As the aim of the session was to educate UAE nationals and Arabic-speaking meetings professionals on the industry, the session focussed on what business travel means for the UAE and the region, what possibilities it provides for the Middle East, as well as to demonstrate the value it holds for the economy.
Among the topics discussed in the session was ‘Emiratisation in tourism’ wherein the importance of UAE nationals getting more involved in the tourism industry and how being on the front line – such as speaking to guests, demonstrating Arab hospitality and becoming a main contact for travellers – would help in bringing about authentic UAE culture to the industry.
“The UAE is already a well-established tourism destination, and leisure travellers from all over the world come here to have a good time,” said Al Saloom. “With its multicultural atmosphere, the UAE is an ideal place for people to meet and do business.
“We have outstanding venues, easy access to almost every part of the world and excellent travel infrastructure. Now, we need to focus on how to brand, market and utilise the destination with all its potential, and define and promote our unique selling point,” Ali added.
In order to do that, Ali explained that UAE nationals and other Arabic-speaking professionals have to have a better understanding of the industry and for them to actively participate in it in order to bring out the authentic local and regional culture to the global audience.
“We see the business travel sector as important but regionally, it is not yet well understood. Therefore, by explaining the industry in Arabic, we are creating awareness of the entire spectrum and its commercial potential,” Al Saloom said.
“In order to be sustainable, we need to be authentic and in order to do so, , we need the local touch and local people to be involved and visible as hosts for our international guests. Once we have strong local participation in the industry, we can then emphasise on creating unique experiences that are really ‘Made-in-the-UAE’, he added.
“We are truly amazed by the response that this new Arabic session to the educational programme has brought to the entire event,” said Lois Hall, Reed Travel exhibitions manager GIBTM. “As a ground-breaking addition at GIBTM, we wish to thank Ali Al Saloom for his invaluable contribution to the first-ever Arabic seminar in the region solely dedicated to the Mice industry.”
The continued success of GIBTM over the years and during this year’s edition has been in the amount of business and exposure that every participant and exhibitor derives out of the show.