MICE Destination Qatar Case Study Qatar National Convention Centre Irina Trofimovskaya BA International Events Management European Business School London Regent's College Regent's Park, Inner Circle NW1 4NS London United Kingdom Andrew Kirby BA, MA, AEME, MPI Programme Director BA International Events Management 0044 20 7487 7870 kirbya@regents.ac.uk Date: 9 March 2012 Total word count: 1,417 words
Table of contents Summary... 3 Introduction... 4 Innovative aspects... 5 Sustainability... 5 Technology... 5 Education... 6 Luxury... 6 Conclusions... 8 2
Summary The case study represents the country Qatar and its new positioning as a MICE destination. What allows Qatar to be considered now as such a destination is the construction of the Qatar National Convention Centre in Doha. The venue is innovative in terms of sustainability, technology, education and luxury. 3
Introduction Qatar, the Middle Eastern country with a population of just approximately 1.7 million 1 and which is known for its vast oil and gas resources, is the newcomer in the international MICE industry. On the 4th of December 2011 it officially opened its brand new convention centre, the Qatar National Convention Centre, which is a member of Qatar Foundation for Education, Science and Community Development 2. This opening signifies a new era for Qatar it moves away from an economy which is dependent on natural resources to a knowledge based economy which encourages and develops education, research and innovation. Another significant announcement that has put Qatar under the international spotlight and will contribute to the development of the MICE industry was made in December 2010, when FIFA President Joseph S. Blatter announced the results of who will host the 2022 FIFA World Cup 3. The importance of this announcement is that Qatar will now have to invest enormous resources in new infrastructure. The developments in infrastructure will include hotels, restaurants, stadiums and other sports facilities, railways, shopping centres and offices. The construction of this infrastructure will benefit the further development of MICE tourism as well as contribute to the further economic development. Both events give Qatar new positioning, one of a MICE destination. According to Mr. Ahmed Al Hajjaji, the CEO of QNCC, the economic benefit of exhibition tourism is always three times more than leisure tourism 4. The following case study will demonstrate the entry of Qatar into the MICE industry. It will show what it undertakes to be considered as a leading destination with an innovative edge in sustainability, technology, education and luxury. The planning integrated in the convention centre is ground breaking and of high quality to meet the growing needs of the international business people. Among others, the venue corresponds to high end customers and sets a benchmark to the international MICE industry. 1 Statistic Authority, 2012. Population structure. [online] Available at: http://www.qsa.gov.qa/eng/populationstructure.htm [Accessed 4 March 2012]. 2 Qatar National Convention Centre, 2011. New venue of choice in the Middle East. [online] Available at: http://www.qncc.com/ [Accessed 4 March 2012]. 3 Tuttle, R., 2010. Qatar to Host 2022 World Cup, Topping U.S., Japan, Australia, South Korea. [online] Bloomberg. Available at: http://www.bloomberg.com/news/2010 12 02/qatar to host 2022 world cup topping u s japan australia south korea.html [Accessed 2 March 2012]. 4 KorayKorkusuz, 2011. Qatar National Convention Centre. [video online] Available at: http://www.youtube.com/watch?v=ys17flq5gao [Accessed 1 March 2012]. 4
Innovative aspects The QNCC was designed by the Japanese architect Arata Isozaki 5 and can host up to 27,000 delegates at one time 6. The aspects which make QNCC one of the most innovative conventions centres are sustainability, technology, education and luxury. Sustainability According to the speech of Didier Scaillet, Chief Development Officer of Meeting Professionals International at the World Travel Market 2011, Corporate Social Responsibility is one of the increasing trends in the event industry, and locations and operational facilities have to adapt to international standards being created and to be certified 7. The QNCC was conceived with a focus on sustainability and is the first in the Middle East to be awarded the gold certification of the U.S. Green Building Council s Leadership in Energy and Environmental Design (LEED). The exhibition centre uses innovative technologies and strategies to enhance the venue s performance in different environmental aspects. The location uses water in more sustainable way and extension projects include the collection, filtering and treatment of grey water on site. Sophisticated air system reduces the building energy consumption by a minimum of 20 per cent 8 and to use energy more efficiently, the venue has photovoltaic solar panels to capture the sun and that covers 12.5 per cent of the centre s energy consumption. Last but not least is the LED lighting 9, which is more energy efficient and have a higher life span 10. Technology In recent years several technological developments have changed the MICE playground and the way people approach content. With this in mind, innovative technologies are integrated into the QNCC to make it more flexible and cost effective for exhibitors and more attractive and productive to visitors. Cisco provides the venue with an integrated network which carries both voice and data traffic and supports the building s advanced management system and Wi Fi. The QNCC s network also supports the venue s audio and visual facilities, which provide streaming media both to and from the venue (e.g. hybrid events). In addition, the QNCC has an integrated RFID (Radio Frequency Identification) system. It is beneficial to event organisers and exhibitors because they can track which delegates attend which stand or talk; and it also allows QNCC staff to track their assets making it easier and quicker to ensure that an exhibitor has the necessary equipment or furniture. With the rise of mobility and connectivity, the integration of these tools positions the QNCC as one of the leading venues worldwide and the leading player in the Middle East in terms of technology. 5 eturbonews, 2011. Qatar National Convention Centre officially opens. [online] Available at: http://www.eturbonews.com/26677/qatar national conventioncentre officially opens [Accessed 2 March 2012]. 6 Qatar National Convention Centre, 2011. QNCC Officially Opens [press release], 29 November 2011, Available at: http://www.qncc.com/assets/news/document/67.pdf [Accessed 20 February 2012]. 7 World Travel Market, 2011. Core Trends in the Meetings and Events Industry. [online] London: World Travel Market. Available at: http://www.wtmlondon.com/page.cfm/action=archive/contentid=195/entryid=37 [Accessed 20 February 2012]. 8 20th World Petroleum Congress, 2011. Energy Solutions for All. [online] Qatar: 20 WPC. Available at: http://www.20wpc.com/downloads/qncc %20fact%20sheet%20web%20post.pdf [Accessed 20 February 2012]. 9 Design Build Network, 2011. Qatar National Convention Centre (QNCC), Qatar. [online] Available at: http://www.designbuildnetwork.com/projects/qatarnationalconvent/ [Accessed 20 February 2012]. 10 TechTerms, 2009. LED. [online] Available at: http://www.techterms.com/definition/led [Accessed 9 March 2012]. 5
Education In recent years the Middle Eastern countries which have hydrocarbon resources were under distinct media focus regarding their future. The big question was what will happen to those countries when there won t be any more resources to develop their economies. Qatar has found the solution and has decided to invest into the development of education and research. The important message is integrated into the external building design which is inspired by the local Qatari icon, the Sidra tree. This tree symbolizes Qatar Foundation s three key pillars of education, science and research, and community development. The tree is a symbol of learning and comfort in the desert which traditionally provided shelter for scholars and poets to gather, and to exchange and share knowledge. Picture 1: Exterior 250 meter long façade of the QNCC Qatar s vision for 2030 is to use the vast revenues gained from hydrocarbon resources and to transform the country into a modern knowledge based economy, where its people are the driving engine of the economy 11. Luxury Luxury and excellence are associated with this small country. Qatari investors bought the luxurious British department store Harrods in 2010 and according to the latest airline rankings, Qatar Airways, the national carrier of Qatar was awarded World's Best Airline at the 2011 World Airline Awards 12. It is not uncommon to think of a conference location which offers luxurious facilities, but at the QNCC everything is possible. It offers three VVIP rooms and two VVIP lounges, hospitality suits and even a VIP entrance. Some meeting rooms are furnished with leather seatings and the furniture is selectively chosen from abroad. 11 Qatar Foundation, 2008. About Qatar Foundation. [online] Available at: http://www.qf.org.qa/discover qf/about qf [Accessed 2 March 2012]. 12 Skytrax, 2011. QATAR AIRWAYS is the world's Leading Airline, being named Airline of the Year at World Airline Awards. [online] Available at: http://www.worldairlineawards.com/awards_2011/airline2011.htm [Accessed 4 March 2012]. 6
Picture 2: Lounge with private facilities Not only are the VIP areas decorated with luxurious finishing, the public areas are made out of white granite floors, the walls in the central spine are made out of Carrera marble, there is wood panelling with material sourced from several species throughout the facility, custom glass joinery works, verde marble throughout the lavatories and ablution spaces, as well as burgundy marble in the main spaces that reflect Qatar s national colour 13. Detailed thinking was invested into interior design to create the ultimate experience. Last but not least is the gastronomic experience enjoyed at the venue. The QNCC has an in house five star catering to reassure the perfect hospitality. 13 Sreekumar, K., 2011. Going for Gold. [online] Al Hilal Publishing & Marketing Group. Available at: http://middleeastinteriors.com/section.asp?secid=691 [Accessed 4 March 2012]. 7
Conclusions The case study of QNCC has represented the brand new venue in Qatar. The venue is innovative in terms of sustainability, technology, education and luxury. In terms of sustainability, it has systems and equipment to use water and electricity more efficiently and is the first to hold the gold certification of the U.S. Green Building Council s Leadership in Energy and Environmental Design in the Middle East. The centre has the latest technological equipment to correspond to the growing mobility of business market. It allows the delegates to conduct hybrid events as well as the sophistication of the equipment makes the meetings smoother to conduct. Education signifies the transition of the country from a resources based economy to a knowledge based where the people are the driving engine. This message is so strong that it is also integrated into the exterior design of the venue. The luxurious aspect corresponds to the national brand of Qatar. The country has positioned itself as a destination for high end tourism and the luxurious experience is reflected in the interior design of public and private areas as well as the five star catering on site. The opening of this venue is just the beginning. Because Qatar has won the bid to host the FIFA 2022 World Cup further constructions will take place soon and benefit the further development of the MICE tourism in the Middle East. 8