In 2025, Miral is elevating Abu Dhabi’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector through strategic initiatives and developments. Building upon its 2022 partnership with the Abu Dhabi Convention & Exhibition Bureau (ADCEB), which established the Joint Business Event Fund to attract large-scale business events, Miral continues to enhance Yas Island’s appeal as a premier MICE destination.

Here’s how Miral and the ADCEB are setting the standard for MICE events throughout the Middle East.  

Comprehensive “bleisure” offerings

Yas Island’s transformation into a “bleisure” (business and leisure) hub is evident through its integrated offerings. The island boasts world-class theme parks like Warner Bros. World Abu Dhabi and Ferrari World Abu Dhabi, alongside state-of-the-art venues such as the Etihad Arena and luxury accommodations including the Hilton Abu Dhabi Yas Island. This seamless blend of business facilities and leisure attractions provides MICE delegates with a unique and engaging experience. 

For event hosting, Yas Island offers state-of-the-art venues like the Etihad Arena, which has a capacity of up to 18,000 attendees, making it suitable for large conferences and exhibitions. The island also boasts a variety of luxury accommodations, including the Hilton Abu Dhabi Yas Island and The WB™ Abu Dhabi, providing convenient lodging options for delegates. 

Financial incentives and support

To further incentivize MICE groups, Miral offers financial benefits like the “Yas Island 7.5” program, granting a 7.5% rebate on pre-approved spending for groups exceeding 500 attendees. Additionally, the collaboration with ADCEB provides an extra AED 100 per delegate for eligible groups, making Yas Island a cost-effective choice for large-scale events. 

Technological innovations

The introduction of the FacePass system, a facial recognition technology, streamlines guest experiences by enabling contactless entry and payments across Yas Island’s attractions. This focus on cutting-edge solutions enhances the overall appeal of the destination for tech-savvy business travellers. 

In a pioneering move, Miral has also partnered with e& enterprise to develop a metaverse project for Yas Island. This initiative aims to create a detailed 3D virtual map of the island, enabling potential MICE clients and visitors to explore venues and attractions digitally before making physical commitments. This virtual experience is set to revolutionise how business events are planned and experienced, offering an immersive preview of what Yas Island has to offer. 

Sustainability initiatives

Miral was recognised by in the Middle East Sustainable 100 for its commitment to sustainability in the sector and aligning its operations with the UAE’s Net Zero by 2050 Strategy. The company has implemented significant initiatives, such as installing the region’s largest rooftop solar project at Warner Bros. World™ Abu Dhabi, which produces up to 64% of the theme park’s electricity requirements during peak periods. These efforts not only reduce environmental impact but also appeal to eco-conscious organisations looking to host sustainable events. 

As the MICE sector continues to evolve, Miral is poised to remain at the cutting edge of innovation. Their forward-thinking approach and investment in state-of-the-art facilities make them a key player in the future of corporate events in the Middle East.