Interview Mubarak AlShamsi
“The meetings industry has the power to bring about positive change”
Mubarak AlShamsi, Director of the Abu Dhabi Convention and Exhibition Bureau (ADCEB), is taking part regularly at IBTM World in Barcelona. Photo: Department of Culture and Tourism – Abu Dhabi
Mubarak AlShamsi, Director of the Abu Dhabi Convention and Exhibition Bureau (ADCEB), is taking part regularly at IBTM World in Barcelona. Photo: Department of Culture and Tourism – Abu Dhabi
Mubarak AlShamsi is Director of the Abu Dhabi Convention and Exhibition Bureau (ADCEB) at the Department of Culture and Tourism – Abu Dhabi. In the interview he talks about UAE's Net Zero 2050 Strategy, the Advantage Abu Dhabi programme, human capital, the ICCA Congress and the opportunity to connect with the Middle East and North Africa.
tw tagungswirtschaft: The UAE's Net Zero 2050 Strategy outlines your ambitious journey towards net zero. What impact does this have on business events in Abu Dhabi?
Mubarak AlShamsi: DCT Abu Dhabi is guided by UAE's visionary Net Zero 2050 Strategy, which aligns with our mission to craft and deliver sustainable tourism experiences, hospitality offerings and business events. Some of the recent outcomes of this commitment are the introduction of our Carbon Calculator, which allows all hotels across the emirate to track and quantify their consumption of various carbon emission sources. We also launched our comprehensive Sustainable Tourism Guidelines and Accessible Events Manual, which empowers stakeholders to adopt sustainable practices across various sectors in the emirate’s tourism industry – including all events.
And vice versa: How do congresses and exhibitions support the sustainable transformation of your country?
The meetings and events industry has the power to bring about positive change and encourage transformation for the better, whether that's taking steps towards more sustainable infrastructure and practices or moving the needle on social issues. Earlier this year, Abu Dhabi hosted a landmark event demonstrating how sustainability and business events can successfully converge, while also supporting the wider environmental goals of the destination. From 28 January to 1 February, the 12th World Environment Education Congress took place in the emirate, setting a strong precedent for future events in Abu Dhabi by prioritising sustainability across every endeavour. The event also underscored its commitment to clean energy by powering the venue with electricity from Noor Abu Dhabi and Al Dhafra Solar PV — two of the world's largest single-site solar power facilities. Additionally, energy from the Barakah Nuclear Power Station, the region's only nuclear facility, was utilised to further enhance sustainability efforts. We will continue to prioritise sustainability at the 63rd ICCA Congress, which will be held from 20 to 23 October. During the event, we will aim to ensure 50% of the food served is locally sourced, prevent any food waste, and reduce single-use plastic, polystyrene and PVC in all areas of the congress by 85%. More than 50% of all waste generated at the event will also be recycled or reused, and over 80% of all signage and branding will be made from more sustainable materials. Waste management systems will also be implemented across all venues of the ICCA Congress.
How important is sustainability to the Abu Dhabi Convention and Exhibition Bureau (ADCEB)?
At ADCEB, we understand the important role sustainability plays in the long-term protection and preservation of our environment and we are taking steps to realise this vision for the future. Led by this mission, we issued the Sustainability Guidelines for events, which were jointly developed in consultation with our stakeholders. We also lead by example, ensuring events organized by ADCEB have a minimal carbon footprint.
Is Abu Dhabi a good place to hold sustainable events?
Abu Dhabi is a superb location for hosting sustainable events for several reasons. One of the most compelling advantages is its geographic accessibility. With two-thirds of the world’s population within a six-hour flight, Abu Dhabi offers a strategic location that significantly reduces carbon emissions associated with travel.
Moreover, we recognise the importance of net-zero carbon events, and we are actively reviewing and implementing strategies to offset carbon emissions generated by business events. The launch of the Carbon Calculator for Abu Dhabi’s hotels and our partnership with Ne’ma to reduce food waste at events are some of the ways we adhere to sustainability principles. This commitment reflects a broader initiative to foster environmentally responsible practices.
“We recognise the importance of net-zero carbon events, and we are actively reviewing and implementing strategies to offset carbon emissions generated by business events.”
Mubarak AlShamsi, Director of the Abu Dhabi Convention and Exhibition Bureau (ADCEB)
How sustainable are your hotels and venues?
93 hotels in Abu Dhabi have earned their World Travel & Tourism Council Sustainability Basics verification, which encompasses twelve criteria such as the measurement and reduction of energy and water use, the use of green cleaning products and ensuring community benefits. Some of the hotels that have been awarded the certification include Le Royal Méridien Abu Dhabi, Marriott Hotel Al Forsan, Fairmont Bab Al Bahr, Sofitel Abu Dhabi Corniche, Park Arjaan by Rotana, Park Rotana, Capital Centre Arjaan by Rotana, Centro Capital Centre, Pearl Rotana Capital Centre, among others. We are proud of the continued efforts made by hotel establishments to enhance their sustainability practices and contribute to a greener future, in line with Abu Dhabi’s vision for a hospitality ecosystem that adheres to industry best practices.
How do you support companies and associations with their business events in Abu Dhabi?
ADCEB is dedicated to providing comprehensive support to companies and associations looking to host their business events in Abu Dhabi. We offer a variety of services, such as Advantage Abu Dhabi, that are tailored to ensure seamless support along every step of the way. As an organisation, we identify the potential leads and cultivate them into viable business opportunities that align with Abu Dhabi’s strategic MICE goals. We strategise and lead the submission of bids and play an active strategic role in the planning committee.
Our teams are closely involved in the planning of events, and we also offer financial incentives tailored to the specific needs of each event, while leveraging our extensive network and resources to market the event and the destination, maximising visibility and attendance. Those interested in availing these benefits can contact us through our website or through our overseas offices. For companies and associations new to the region or UAE, we provide a hands-on approach, assisting in sourcing suitable suppliers, facilitating discussions with sector champions, and devising attendance-building strategies.
Mubarak AlShamsi (left) and the Abu Dhabi Convention and Exhibition Bureau are welcoming visitors at IBTM World. Photo: Department of Culture and Tourism – Abu Dhabi
Advantage Abu Dhabi
The programme Advantage Abu Dhabi of the Abu Dhabi Convention and Exhibition Bureau (ADCEB) is beneficial to event organisers, strengthens business relationships within the community, stimulates business for local suppliers and enhances event attendees’ experiences. Advantage Abu Dhabi acts as a catalyst to enhance social and economic development through hosting innovative, viable business events aligned to the Abu Dhabi Economic Vision 2030. ADCEB evaluates all applications for new business opportunities based upon an event’s alignment to the Abu Dhabi Economic Vision 2030, economic, social and cultural impacts, specific objectives, historical records, related industry-specific network and support and corporate social responsibility and environmental sustainability.
Abu Dhabi Department of Culture and Tourism has closed its office in Munich. Who is the point of contact for business event managers in Germany now?
The Germany office is still operational, for enquiries, please contact us at Germany@dctabudhabi.ae.
The International Convention and Congress Association selected Abu Dhabi and the Abu Dhabi National Exhibition Centre for its 63rd ICCA Congress 2024 after you delivered a “quite superb proposal”. Please tell us about the proposal.
The proposal was comprehensive and had addressed all ICCA’s requirements for another successful edition of the congress.
“Tomorrow Starts Today” is the general theme of the ICCA Congress 2024 from 20 to 23 October. In your opinion: What are the three most pressing issues in the event industry that we need to address immediately?
‘Tomorrow Starts Today’ represents ICCA's mission to bring transformative change to the future of the meetings and events industry. As a collective, we understand that we have a responsibility to the next generation to take action when it comes to the environment and social responsibility, and acknowledging the ways in which we are all connected through international events is a crucial part of moving forward with our objectives. With our expertise in this industry, ADCEB identified several critical areas that require immediate attention to drive the global business events industry forward.
Firstly, the issue of human capital is a vital one. Investing in human capital, with homegrown talents being a key focus, is essential for sustaining innovation and ensuring a dynamic, adaptable workforce. The future of events hinges on our ability to nurture the next generation of business event leaders to drive and lead the global industry to new heights.
Consumption and resource management is another important consideration. Every individual must consider themselves custodians of the environment, and collectively we must be committed to fostering sustainable growth within the business events industry. It is imperative that destinations, organisations, and suppliers collaborate to minimise the environmental impact of events.
The adoption of technology is a critical step toward enhancing efficiency, creativity, and sustainability within the event industry. There are numerous event solutions available that can transform the way we plan and execute events, offering our clients the best benefits and creating mutual value. Embracing technology will allow us to stay ahead of the curve, streamline operations, and deliver superior experiences for attendees.
“With a focus on sustainability and celebrating the potential of what can be achieved when we work together – and after delivering a quite superb proposal – the 63rd ICCA Congress staged in this very modern metropolis promises to be a landmark event.”
Senthil Gopinath, CEO of the International Convention and Congress Association (ICCA)
What are the programme highlights?
The ICCA Congress this year will feature outstanding speakers addressing key topics that are at the forefront of our industry today. From technology to leadership and coaching, the programme is filled with inspiring, dedicated, and knowledgeable speakers ready to light up the convention hall. We'll welcome Julius Solaris, the leading expert on event technology and event trends; Anita Mendiratta, a global strategic advisor; and Zurab Pololikashvili, Secretary-General of the World Tourism Organization, to name a few, in addition to incredible breakout sessions and workshops designed to inform, educate, and connect attendees.
Why should European event professionals fly to Abu Dhabi for the ICCA Congress?
The ICCA Congress is known throughout the world as “the” destination for meetings and events professionals. It brings everyone in the industry together for brilliant speakers, insightful sessions, and vital connections that move business forward. It provides a platform for addressing industry trends and challenges while fostering cross-learning and sharing of best practices from different continents. Additionally, a substantial contingent of business event professionals from the Middle East and North Africa region will be in attendance, which presents a valuable opportunity for European-based Professional Congress Organisers and Association Management Companies seeking business opportunities, as well as European associations aiming to expand their global membership.