The Abu Dhabi Convention & Exhibition Bureau (ADCEB), part of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), has signed a Memorandum of Understanding with INCON, a global network of conference and association management companies, to enhance education and cooperation within the Middle East’s MICE sector.

During the three-year partnership, ADCEB will host INCON’s high-level education programme, providing opportunities for knowledge exchange and mutual growth among local and regional professional conference organisers, meeting planners, and professional associations in the Middle East. The programme will also showcase Abu Dhabi’s excellence as a destination for international meeting and event industry leaders.

The collaboration will run from 2025 to 2027, with the first milestone being the hosting of the INCON University in Abu Dhabi next year. The university will serve as a key platform for fostering innovation, facilitating learning, and driving partnerships within the sector.

 “As Abu Dhabi continues gaining prominence as a premier destination for global conferences and meetings, we believe collaboration is key to enhancing the emirate’s MICE sector. Through our partnership with INCON, events such as the INCON University in 2025 will enable participants to connect with global industry leaders, forge new partnerships, and engage in meaningful learning that will positively impact the industry. It also allows us to highlight Abu Dhabi’s capabilities as the region’s centre for excellence for education and leading the region in capacity building for the global business events industry, which is in line with the goals laid out in our Tourism Strategy 2030,” says Mubarak Al Shamsi, Director of the Abu Dhabi Convention & Exhibition Bureau.

“As Co-Chair of INCON, I am thrilled to see this collaboration take shape. Our partnership with ADCEB will empower local event professionals with cutting-edge education and position Abu Dhabi as a leading global player in the meetings industry. Together, we are setting the stage for success in the coming years,” says Nicole Walker, CEO of Arinex.

“This partnership with Abu Dhabi reflects our shared commitment to excellence in the meetings industry. Through this collaboration, we can provide transformative learning experiences to raise the bar for regional conferences and event management. Our goal is to build a sustainable ecosystem of highly skilled professionals who can compete globally,” says Dr. Ahmed ElShal, Chairman of ICOM Group and INCON Dean.

The ADCEB-INCON partnership is designed to elevate the capabilities of the local and regional business events ecosystem, enhancing its world-class services and experiences. INCON will offer customised educational programmes, advisory meetings, and in-person workshops to upskill the industry in critical areas such as international conference bidding, financial management, and operational excellence.

The INCON University, scheduled for 2025, is a premier educational programme developed by industry leaders such as Dr. Ahmed ElShal, Chair of ICOM; Nicole Walker, CEO of Arinex; and Nicola McGrane, CEO of Conference Partners International. Through interactive discussions, real-world case studies, and practical workshops, participants will gain insights into managing conferences efficiently while driving operational and financial success.

ADCEB will tap into a wealth of global expertise and thought leadership throughout the three-year partnership. At the same time, INCON partners and their teams worldwide will have the opportunity to explore Abu Dhabi as a prime MICE destination, driving business development and growth opportunities for ADCEB and its partners.

This partnership aligns with DCT Abu Dhabi’s vision to drive growth and support the goals of the Tourism Strategy 2030. The strategy aims to boost visitor numbers from nearly 24 million in 2023 to 39.3 million by 2030 while creating approximately 178,000 new jobs in the sector.

About the Department of Culture and Tourism – Abu Dhabi 

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi’s culture and tourism sectors, fuels economic progress and helps achieve Abu Dhabi’s wider global ambitions. By working in partnership with the organisations that define the emirate’s position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of the emirate’s potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture, creative and tourism industries.

DCT Abu Dhabi’s vision is defined by the emirate’s people, heritage and landscape. We work to enhance Abu Dhabi’s status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought. 

For more information about the Department of Culture and Tourism – Abu Dhabi and the destination, please visit: dctabudhabi.ae and visitabudhabi.ae