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The Abu Dhabi Convention and Exhibition Bureau (ADCEB), the lead body overseeing and supporting the development and promotion of business events in the capital of the UAE, has unveiled a number of new cultural experiences catering to MICE groups.

This latest initiative which, was announced as part of a series of webinars and webcasts, is part of ADCEB’s goal to further expand its scope and strengthen Abu Dhabi’s proposition as an emerging global MICE destination. Leveraging the availability of a variety of one-of-a-kind cultural and leisure experiences within Abu Dhabi, ADCEB collaborated with renowned local artists and businesses to create the ‘Bleisure’ initiative, which combines the best of business and leisure travel.

Partnering with Louvre Abu Dhabi, ‘Bleisure’ presents MICE groups, event planners and organisers with the exclusive opportunity to host their event at the emirate’s most iconic museum, whilst also offering sketching workshops as a group activity, led by a celebrated Emirati artist, Fatima Farah.

Additionally, the webcasts which were held to announce the diversification of MICE programmes in Abu Dhabi, showcased a number of well-known Emirati artists including a performance by Bait Al Oud and the UAE’s first female composer and pianist, all of whom can be commissioned for special artistic and cultural performances during international MICE events in Abu Dhabi. In addition, the interactive virtual webinar provided industry participants with first-hand insight on the unique Emirati traditional activities that can be specially curated for MICE groups during their stay in Abu Dhabi.

“The introduction of these new cultural experiences for MICE groups comes at a very important stage where we are preparing towards the reopening of Abu Dhabi and the gradual return of business and MICE events,” said Mubarak Al Shamisi, Director of ADCEB. “Our destination has plenty to offer and boasts a truly unique cultural heritage that should not be missed.”

The combination of both business and leisure in the latest set of programmes offered aims to provide MICE groups and attendees with an unparalleled and memorable experience.