Dubai To Host Largest Incentives Group

Dubai will welcome the single largest incentives group in its history next month when 14,500 delegates from Nu Skin Enterprises Inc. in China visit between April 6-16.

Nu Skin Enterprises is a US-based direct selling company, selling primarily cosmetic products, and it is rewarding the top sellers within its Chinese market.

The group will fly into Dubai in batches of 1,500-to-2,000 throughout the 10 days on chartered and scheduled Emirates flights from various cities in China, who will stay in 25 high-end Dubai hotels as well as up to 10 hotels in Abu Dhabi.

All 14,500 will experience the same UAE programme which includes not only the headline Dubai attractions but those in Abu Dhabi, such as Sheikh Zayed Grand Mosque and Yas Island.

Speaking to Business Traveller Middle East at the Gulf Incentives, Business Travel & Meetings Exhibition in Abu Dhabi this week, Steen Jakobsen, Dubai Convention and Events Bureau (DCEB) director, said: “This is, for sure, the biggest incentives we’ve had in Dubai. We’ve had large association meetings but this is a really good opportunity for Dubai. Incentives have high spending power so the economic impact is good.”

Dubai is conscious it is in the ‘shop window’ with this first-of-its-kind event and should it be successful, it will pave the way for more large incentives groups – and serve as useful preparation for the city as it gears up for Expo 2020 and targets 20 million visitors.

DCEB is a 15-person division within Dubai Tourism & Commerce Marketing (DTCM), which has 20 overseas offices.

“Asia is definitely on our radar and there’s a lot of incentive business that has the potential to come to Dubai,” said Jakobsen. “The good thing about incentives are they come with relatively short lead times whereas the association conferences, which are a priority for us too, are more long term.”

The Dubai Association Centre was recently set up, in conjunction with DCEB, Dubai World Trade Centre and Dubai Chamber of Commerce.

It is designed as a one-stop-shop for international associations setting up in Dubai. Until last year, it wasn’t possible for associations to establish themselves but a decree was passed.

Dubai World Trade Centre is offering office facilities, the Chamber is taking care of licensing and DCEB promotes the overall concept.

“It’s a long-term strategy to grow Dubai as a knowledge hub and associations are the catalyst of knowledge and distribution and by having associations in Dubai, it will create more business in terms of meetings and events,” said Jakobsen.

“It’s been well received, we have had roadshows in the US and will be doing the same in Europe later this year. So far we’re talking to about 20 associations. No one as yet has established themselves but we have a couple from the US in the process of getting their permits and licensing.”