Vaccination & Testing Required for all attendees attending ADBEW 2021. See safety guidelines

Abu Dhabi Business Events Week

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Date

25 - 27 October, 2021

Location

ADNEC, Abu Dhabi

#AbuDhabi #StaySafe

Welcome to Abu Dhabi Business Events Week 2021

A first-of-its-kind convention in the region, Abu Dhabi Business Events Week (ADBEW) 2021 is well placed to become the premier industry development platform for business event professionals in Abu Dhabi and the Middle East and North Africa (MENA) region.

Hosted by the Department of Culture and Tourism – Abu Dhabi and our partners at the Abu Dhabi Convention and Exhibition Bureau, together we aim to accelerate the growth of the MICE sector and provide an industry-led platform for leaders and practitioners to share best practices with their peers. We also hope to showcase Abu Dhabi as a dynamic, global business hub; a safe, accessible, and unique destination where organisations from around the world can connect and find new avenues for growth.

The week’s key focus will be on industry development, and participants can look forward to an informative programme which encourages learning, upskilling, and exchange. Workshops delivered by global MICE associations, notable keynote speakers, lively activities and collaborative discussions will provide the chance to network with sector leaders, learn from one another and explore potential partnerships.

In addition, we are delighted to host the ICCA Congress Middle East Hub, which will allow professionals in the region to interact with their counterparts from the international community.

Through your active participation, we can strengthen relationships, create new opportunities, and galvanise businesses to succeed in a new era.

With so much on offer throughout ADBEW 2021, we are confident that the week will provide an exceptional experience for all.

HE Saood Abdulaziz Al Hosani
Undersecretary of the Department of Culture and Tourism – Abu Dhabi

Speakers

H.E Ali Al Shaiba

Executive Director of Tourism and Marketing, Department of Culture and Tourism

Mubarak Al Shamsi

Director, Abu Dhabi Convention and Exhibition Bureau

Khalid Al Zadjali

Director, Oman Convention Bureau

Mahir Julfar

Executive Vice President, Venue Services Management, Dubai World Trade Centre

Steen Jakobsen

Assistant Vice President, Dubai Business Events

Padraic Gilligan

SITE CEO of Marketing, Partner SoolNua

Derar Almanaseer

Director of Strategy & Excellence, ADNEC

Dr. Debbie Stanford-Kristiansen

General Manager, ASM Global

See all speakers

Key objectives

  • To galvanize the MICE industry towards post pandemic recovery
  • To develop solidarity within the MICE industry
  • To foster collective visioning and strategy-building
  • To educate MICE industry practitioners/contributors – capability development
  • To encourage adoption of new ideas and innovative practices among the industry
  • Hosting the ICCA Congress regional hub is a testament to Abu Dhabi’s openness to foster collaborations within the MENA region and beyond

Event Schedule

Download Schedule
12:00 - 14:00

Registration and lunch

14:00 - 14:15

Welcome Address

H.E Saood Abdulaziz Al Hosani, Undersecretary, Department of Culture & Tourism, Abu Dhabi
14:15 - 15:30

MICE Outlook in the GCC

After months of lockdown, many countries are now seeing a gradual re-opening of its events sector. In this Covid-19 World, MICE events will behave differently to the past. Whilst recovery will differ country by country, we can expect common themes. There will be a higher focus on smaller domestic events with elevated hygiene and social distancing demands and a higher level of virtual or hybrid events. Social distancing, when required, is easier to handle with exhibitions than conferences. This suggests more exhibitions before conferences. Digitisation and flexibility of venues will be highly important. Covid-19 will significantly accelerate digital trends. Venues will be expected to offer the option for virtual and hybrid events with enhanced technology infrastructure and flexible rooms. In this transition phase, some events may go fully virtual while others go hybrid.

Mubarak Al Shamsi, Director, Abu Dhabi Convention and Exhibition Bureau
Mahir Julfar, Executive Vice President, Venue Services Management, Dubai World Trade Centre
Dr. Debbie Stanford-Kristiansen, General Manger, ASM Global
Khalid Al Zadjali, Director Oman Convention Bureau
Moderator: Edward Matti
15:30 - 15:45

Coffee Break & Networking

15:45 - 16:45

PCMA General Session: A Trip Through the Client Journey – From First Point of Contact to Successful Event Delivery

Learning objectives:
• Dive into the persona of a corporate and an association client to better understand their objectives
• Understand the client journey of a corporate incentive and an association client
• Document learnings based on trends, characteristics, and journey
• Approach to to Successfully tell the Abu Dhabi Story

Annalisa Ponchia, Director of Innovation & Customer Experience, AIM Group
Sam Johnston, Manager, Convention Bureaux of Ireland
16:45 - 17:15

PCMA Town Hall – The Abu Dhabi Community is Invited to Attend and Pose Questions to The Advisors

17:15 - 17:30

Coffee Break & Networking

17:30 - 19:00

ICCA Congress Opening Ceremony

19:00 - 19:30

Transfer to Andaz

19:30 - 22:30

Welcome Reception

08:00 - 09:00

Networking Coffee and Breakfast

09:00 - 09:30

ICCA Congress Hub Opening Session

H.E. Ali Hassan Al Shaiba, Executive Director Marketing & Tourism Sector, DCT Abu Dhabi
Mubarak Al Shamsi, Director, Abu Dhabi Convention and Exhibitions Bureau
Khalid Al Zadjali, Director, Oman Convention Bureau
09:30- 09:50

Education Content: Future of Work

The past one-and-a-half years have transformed and digitised our professional lives like never before. Using the latest research, we will dive into crucial topics in leadership and HR, such as: keeping employees engaged and productive in the remote and hybrid working environment, job security during times of uncertainty, and making meaningful business connections in a digital world.
Anu Madgavkar / McKinsey Global Institute
09:50 - 10:45

LIVE Regional Panel in Abu Dhabi – Future of Travel and Tourism

Many are wondering what the future of the tourism and travel industry will look like. Will it be digital of will we return to the traditional meetings? Knowing that the core of meetings is networking and relationship there is need for Face-to-Face meetings to return in its essence or probably stronger to create an everlasting impact. The industry experts from the contributors to the destination tourism will highlight on their new strategies and business formats going forward and stepping into the new era.

H.E. Ali Hassan Al Shaiba, Executive Director of Tourism and Marketing, Department of Culture and Tourism, Abu Dhabi
Anita Mendiratta, Advisor Secretary General, UNWTO
Zurab Pololikashvili, Secretary-General, UNWTO
Steen Jakobsen, Assistant VP, Dubai Business Events
Julien Munoz, SVP Sales EMEA, Radisson Hotel Group
Gerald Lawless, Ambassador, WTTC
Terry Daly, Executive Director Guest Experience, Brand & Marketing, Etihad
Moderator: Edward Matti
10:45 - 11:00

Break

11:00 - 11:20

Education Content: Consumer Choice – The Event Experience

Gain key insights into the key motivations, shifts and trends of purchasing habits and consumer tendencies. Plus, gain insights for adapting your sales and marketing strategies to the tastes of the modern consumer when it comes to event experiences.
Jami Stapelmann / Chief Marketing Officer, Executive Director Global Travel
11:20 - 12:00

LIVE Regional Panel in Abu Dhabi – Consumer Choice – The Event Experience

Gain key insights into the key motivations, shifts and trends of purchasing habits and consumer tendencies. Plus, gain insights for adapting your sales and marketing strategies to the tastes of the modern consumer when it comes to event experiences.

Oisin Commane, Head, Abu Dhabi Sustainability Week, Masdar
Marwa Kaabour, Head of Marketing and Communication, Al Masaood Group
Moderator: Edward Matti
12:00 - 13:00

Lunch

13:00 - 14:00

Net Zero Carbon event – Environmental Sustainability of the Exhibition Industry

Net Zero Carbon Events is an initiative announced recently aiming to connect the events industry globally to the rapidly growing movement towards net zero by 2050. Hosted by the Joint Meetings Industry Council (JMIC). ADBEW would be a very good time as in November 2021, world leaders will meet in Glasgow, Scotland at COP26 to present how their countries will achieve the 50% reduction in GHG emissions by 2030 in order to deliver on the Paris Agreement. in addiotn to the Net Seor Carbon initiatives, what are the actions taken regionally .

Kai Hattendorf, CEO, UFI
Derar Almanaseer, Director of Strategy and Excellence, ADNEC
Dr. Debbie Stanford-Kristiansen, General Manager, Bahrain, ASM Global, Bahrain
Naji al Haddad, Regional Director , UFI
Moderator: Edward Matt
14:00 - 14:30

GDS keynote | Award

14:30 - 14:45

Break & Networking

14:45 - 15:45

Your Future Ready Career

According to the Future of Jobs report from the World Economic Forum, the skills necessary for the jobs of tomorrow are far different than the ones needed for the jobs of today—and that was before the pandemic, which accelerated great technological revolution. Roles that rely set procedures, routine and repetitive tasks are being replaced by automation, AI and robotics, which is why the future role of the meeting professional absolutely must be a knowledge-based position. In order for meeting professionals to survive the Tech Revolution, we must redefine our roles as business drivers and strategists who contribute to bottom lines by delivering return on investment, experience and objective. But what skills are necessary to excel in as a meeting professional in 2030, and how can you ensure that they are part of your knowledge portfolio?
Jessie States / VP, MPI Academy
15:45 - 16:00

Q&A Your Future Ready Career

According to the Future of Jobs report from the World Economic Forum, the skills necessary for the jobs of tomorrow are far different than the ones needed for the jobs of today—and that was before the pandemic, which accelerated great technological revolution. Roles that rely set procedures, routine and repetitive tasks are being replaced by automation, AI and robotics, which is why the future role of the meeting professional absolutely must be a knowledge-based position. In order for meeting professionals to survive the Tech Revolution, we must redefine our roles as business drivers and strategists who contribute to bottom lines by delivering return on investment, experience and objective. But what skills are necessary to excel in as a meeting professional in 2030, and how can you ensure that they are part of your knowledge portfolio?
16:00 - 17:00

Future Proofing the Exhibition Industry

Following up on the last 18 months the Exhibitoon industry had to revisit and reinvent itself. What are the fuure trends of the industry and how will it adapt in the fields of digitisation, sustainability, talent development, and the overal exhibtion ecosystem.

Wilbert Heijmans, Group Managing Director, Info Salons
Wouter Molman, Executive Vice President, Informa Markets
Ashley Roberts, General Manager, CONNECT
Moderator: Naji Al Haddad / Regional Director, UFI
17:00 - 17:30

Break & Networking

17:30 - 18:30

LIVE – President’s Choice Keynote

Natalia Bayona, Director of Innovation, Education and Investments, Director, Sustainable Development of Tourism , World Tourism Organization (UNWTO)
Dr. Ninglan Wang, Head, Border Risk Dissemination Management, WHO
Oracio Marquez, Regional Director for External Relations for Latin America and the Caribbean, IATA
18:30 - 19:30

Transfer to Qasr al Watn

19:30 - 21:30

Theme Dinner – Qasr al Watn

11:00 - 12:00

PCMA Government Session

13:30 - 16:00

PCMA Ambassador training

13:30 - 15:30

SITE What’s all this Fuss about MICE?

16:00 - 16:50

IAEE MENA

Marsha Flanagan, VP of Learning Experiences, CEM
Scott Craighead, VP of Exhibitions and Events, EXPO MENA
Basma Hmaidi, Women Leadership
08:00 - 09:00

Networking Coffee and Breakfast

09:00 - 09:20

Education Content: Organizational Culture

Global crises have always act as a catalyst for global change. We will look at how the COVID-19 pandemic has changed organizational culture within global organizations and how the pandemic has changed our views on organizational culture, what we have learnt, and which aspects might be kept in the long-term. Finally, we will consider what the future of organizational culture might look like in the coming years.
Carrie Freeman Parsons / Chair of the Board, Freeman Company
09:20 - 10:00

LIVE Regional Panel in Abu Dhabi – Outlook for the Global recovery in Business Travel based on Oxford Economics’ Latest Forecast

Outlook for the Global recovery in Business Travel
Scott Livermore / Chief Economist of Oxford Economics, Middle East
10:00 - 10:15

Q&A with Scott Livermore

10:15 - 10:35

Education Content: Impact of Technology

Technology has transformed our daily lives and work processes and has had a profound effect on how we conduct events. We know that human connections are a critical component of how we conduct our business and how valuable they are. Finding the right balance in utilizing technology vs human connections is exciting and challenging at the same time. How do we find the right balance for now and in the future?
Gerd De Bruycker / Planning, Chief of Staff, Integrated Marketing, Event Marketing
10:35 - 11:15

LIVE Regional Panel in Abu Dhabi – The Human Dimension and the Impact of Technology

Technology has transformed our daily lives and work processes and has had a profound effect on how we conduct events. We know that human connections are a critical component of how we conduct our business and how valuable they are. Finding the right balance in utilizing technology vs human connections is exciting and challenging at the same time. How do we find the right balance for now and in the future?

Dr. Jorge Dias, Professor, Center of Autonomous Robots Systems, Khalifa University
Dr. Asma Deeb, President, Arab Society of Paediatrics & Endocrinology and Diabetes (ASPED)
Hussein Wehbe, Entrepreneur, Former Advisor at the UAE, Prime Minister's Office
Moderator: Edward Matti
11:15 - 11:30

Break and Networking

11:30 - 11:50

Education Content: Innovation, Agility and Collaboration

Beyond the buzzwords - our only way forward is by being innovative, agile, and collaborative. But, what does that actually look like for your organisation and the meeting and events industry? Find out what it takes to implement truly transformative and creative solutions to drive forward our sector into the future.
Josh Linkner / Innovation Keynote Speaker and Bestselling Author
11:50 - 12:15

LIVE GLOBAL Panel in Abu Dhabi – Future-Proofing Organisations: A Culture of Transformation

Beyond the buzzwords - our only way forward is by being innovative, agile, and collaborative. But, what does that actually look like for your organisation and the meeting and events industry? Find out what it takes to implement truly transformative and creative solutions to drive forward our sector into the future.

Edward Matti, International Keynote Speaker, Managing Partner, CCM Consultancy
12:15 - 13:00

Critical Keys and Predictions for Global MICE Business Recovery

Cathy Breden, Chief Operating Officer, IAEE
Jessie States, Vice President, MPI Academy
Padraic Gilligan, SITE CEO of Marketing, Partner SoolNua
13:00 - 14:00

Closing Lunch

09:00 - 12:30

SITE Interactive Workshop

Intro: The importance of Business events
Step 1: Stand up and Sell: How to maximise your return from IMEX or IBTMWorld or any Trade Show
Step 2: How to organise a world beating Fam Trip
Step 3: How to do a killer RFP
Step 4: How to conduct a SITE Inspection (and leave no doubt in the buyers mind that you should be awarded the business!)
14:00 - 17:30

SITE Abu Dhabi Pitch Fest

Designed by Patrick Delaney, CMP, CMM, DMCP, CIS, CITP | Padraic Gilligan, CIS, CITP, DMCP

Partnering Association

ICCA
PCMA
UFI
IAEE
SITE
MPI
ABU DHABI
ADNEC
ETIHAD AIRWAYS
Miral

testimonials / See What People Say About Us

This is author testimonial

Miral is proud to support the inaugural Abu Dhabi Business Events Week, which is set to become a premier, regional platform for the MICE industry to foster industry dialogue and drive knowledge share amongst key leaders and peers.

Our vision for Yas Island to be positioned as a global destination for entertainment, leisure and business is intertwined with Abu Dhabi’s strategic ambition to become a leading MICE destination as a key tourism driver, and we look forward to welcoming both local and international business travelers to the Emirate and Yas Island.

by Eng. Mohamed Abdalla Al Zaabi - Chief Executive Officer

This is author testimonial

We are delighted to have been invited by Abu Dhabi Convention & Exhibition Bureau to provide masterclasses at the inaugural Abu Dhabi Business Events week.

With a lifetime’s experience in the Business Events industry, it’s very satisfying for us to share our expertise with MICE professionals in a destination that’s quickly emerging as one of the most exciting locations in the world for meetings, incentives, conferences and events.

By Patrick M. Delaney - Managing Partner, SoolNua & Pádraic Gilligan - Chief Marketing Officer, SITE

This is author testimonial

MPI is delighted to participate at the inaugural Abu Dhabi Business Events week, and share it’s expertise & knowledge in the Business Events Industry in a top emerging destination. We look forward to meet you all in Abu Dhabi at this important event on a crucial time in industry.

By Estefani Aguirre, HMCC, CIS Vice President, Business Development - Meeting Professionals International (MPI)

This is author testimonial

In terms of the conference impact on the sector, I believe it actually came at a perfect time as the industry is currently healing from the massive repercussions inflicted by Covid 19 however we all feel that there is a massive sense of determination and drive within the region and worldwide that it will return even more better than before due to the convergence of digitization and the new business models it provides.

What I really admire about the Abu Dhabi Business Events Week is that it doesn’t give a vibe that the event is made for commercial purposes, however built on thought leadership, sharing experiences, provide positive energy and insights to the sector again.

By Nizar Zaitoun, Vice Chairperson, IAEE-MENA Office Int'l. Association of Exhibitions and Events - MENA

This is author testimonial

Join me to congratulate Abu Dhabi for creating a strategic initiative and launching the inaugural edition of Abu Dhabi Business Events Week (ADBEW 2021) – a premier platform for the Business Events in Abu Dhabi, Middle East and North Africa (MENA) region. ICCA is pleased to collaborate with Abu Dhabi Convention & Exhibitions Bureau to develop meetings industry of Abu Dhabi, wider Middle East and increase the share of international meetings in the region.

By Senthil Gopinath, Chief Executive Officer - ICCA

ADVISORY COMMITTEE

Anju Gomes
Anju Gomes
Regional Director ME
Besma Hmaidi
Besma Hmaidi
Marketing Consultant & CEO, STIExpo Med Mag Events Tunisia
Cathy Breden
Cathy Breden
Chief Operating Officer, IAEE
Estefani Aguirre
Estefani Aguirre
VP Business Development
See all Committee

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Event Location

Abu Dhabi National Exhibition Centre
Al Khaleej Al Arabi St
Al Rawdah
Capital Centre
Abu Dhabi

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