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‘The incentive market is a priority for us’

At ATM in Dubai last month, Liam Findlay, CEO – Experience Hub, Miral Destinations spoke to TravelBiz Monitor about their priorities in India, and the strategy to drive growth.

Q. Can you give us a brief overview of your recent activities in the Indian market?
A. India has been our top market for several years now. In 2022, we fully recovered from the impact of Covid-19, surpassing our pre-pandemic numbers. Last year alone, we experienced a remarkable 55% increase compared to 2022, solidifying India as our top market worldwide.

Q. Could you elaborate on the key factors driving this expansion in India?
A. Our success in India can be attributed to several factors. Firstly, the continuous development of Yas Island’s attractions, including Ferrari World, Yas Water World, Warner Brothers World, SeaWorld, CLYMB, and Etihad Arena, along with new hotel offerings like Hilton, WB, and DoubleTree, have contributed significantly to attracting Indian travelers. Additionally, strategic partnerships with influencers like Ranveer Singh and collaborations with popular shows such as Master Chef and Dancing with the Stars have helped boost brand awareness. Moreover, our focus on both B2C and B2B marketing strategies has been instrumental in engaging with Indian travellers across various demographics and regions.

Q. Considering India’s evolving travel landscape, how do you plan to adapt your strategies to sustain this growth?
A. As India’s outbound travel market continues to mature, we recognise the importance of staying ahead of the curve. One of our key strategies is to cater to the changing preferences of Indian travellers, such as shorter stays and multi-generational travel. We’re also closely monitoring the growth of Tier-II and III cities, which are emerging as significant feeder markets. Expansion plans, including doubling the size of Yas Water World and introducing new attractions like Harry Potter, are aimed at offering diverse experiences for families, couples, and individuals. Moreover, we’re intensifying our focus on the incentive market, MICE, and weddings, leveraging Yas Island’s proximity to Abu Dhabi International Airport and ample hotel accommodations.

Q. Can you tell us more about your efforts in the incentive market and any upcoming initiatives?
A. The incentive market is a priority for us, given Yas Island’s appeal as a destination for corporate events and group travel. With convenient airlift and a wide range of activities, Yas Island offers an ideal setting for hosting large groups. We’re also collaborating with tourism bodies to offer attractive incentives for event organisers. Additionally, we’re revamping our online learning programme for the travel trade to provide valuable insights and updates to our partners.

I’d just like to emphasise our commitment to the Indian market and our enthusiasm for the future. We believe that by staying agile, innovative, and customer-centric, we can continue to exceed the expectations of Indian travellers and cement our position as their preferred destination.

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