Abu Dhabi Convention and Exhibition Bureau (ADCEB) has announced a new partnership with Miral, Abu Dhabi’s leading curator of magnetic experiences, to strengthen the emirate’s position as a leading destination for meetings, incentives, conferences and exhibitions (MICE), specifically targeting business events with more than 500 attendees.

The partnership has resulted in the creation of a joint Business Event Fund, offering financial incentives to corporates staging large MICE (Meetings Incentives Conference Exhibitions) in the emirate.

The fund will create a compelling proposition to attract corporate clients and will be an additional tool for local and international DMCs and meeting planners to promote the UAE capital.

With the programme adopting a gradual rollout, the pilot phase will focus on meetings and incentive travel only. Based on the success of these two units, conferences and exhibitions are set to join at a later stage.