Building the Market Intelligence Behind a GCC City's MICE Ambitions
A GCC-based public entity, backed by over AED 50M in committed investment, sought to position their city as a competitive global hub for Meetings, Incentives, Conferences, and Exhibitions (MICE), but lacked the source market intelligence needed to activate that spend with confidence.
- Industry
- Tourism & Destination Development
- Region
- GCC
The challenge
A GCC-based public entity had over AED 50M to position the city as a hub for MICE events, but did not have the source market intelligence needed to invest it structurally.
How we delivered
The approach
- 01
Research design & pod formation
- Constituted a pod of 1 manager, 2 analysts, 2 management consultants, and 1 survey expert to lead the research design.
- Embedded each pod into the live proposal workflow, with a client-side supervisor retaining sign-off.
- 02
Fieldwork & data gathering
- Ran B2B interviews and stakeholder surveys across target source markets.
- Executed secondary research and competitive benchmarking against comparable MICE destinations.
- 03
Synthesis & alignment
- Synthesized findings into segmented market intelligence and activation scenarios.
- Directly operated in collaboration with a client-side team to keep every deliverable aligned with strategic priorities.
Outcome
The result
Consolidated fragmented research and stakeholder input into a single, decision-ready intelligence base, so the client could focus on stakeholder buy-in and decision making.
- 95%
- reduction in research and data consolidation effort
- 50+
- stakeholder & B2B inputs synthesized
- 2-3x
- faster market intelligence execution
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