Site Award 2019

Winner - Site Crystal Award 2019

Excellence in Incentive Travel for Africa and the Middle East 


Full expert destination support for a demanding, unique and challenging program

270 guests from the USA

Five days of celebrity treatment

The Winning Event

This time our client wishes to remain anonymous, however, we can say that it was for a major US finance company and saw 270 people from across the United States travel to Dubai for five days of celebrity treatment - the first time a Middle East destination had ever been selected. 

What did it Take to Win?

Amongst the factors that won the award for Arabian Adventures was the diversity of Emirati culture that guests experienced, spanning the city’s often-contrasting personality - old, new, people, fun and the unexpected. Celebrity treatment meanwhile came in the form of cooking classes alongside one of the nation’s top chefs, an exclusive camel polo tournament and an upgrade to Emirates Airlines business class from every point of origin, including lay-flat beds and a sky-high cocktail bar.

Framing the event were three gala dinners, including a night of Bedouin music and dance surrounded by some of the worlds tallest dunes (old) and a goodbye celebration at the foot of the Burj Khalifa - the world’s tallest building (new). This breath-taking finale featured a fourteen-metre-long light reflective carpet, laser projections onto the tower itself and the largest LED screen ever attempted in the region, which was used for an interactive laser-mapped performance that saw Emirati dancers perform alongside a cascade of custom graphics.

It was the MICE team’s response to the unexpected, however, that proved to be the decisive factor. When a rare and unseasonal rainstorm, the likes of which the city hadn’t seen in more than a decade, threated an outdoor party at the iconic Burj Al Arab, the entire event - catering, decorations, entertainment, lighting and sound - was moved inside and to a completely different venue in less than 12 hours - with none of the guests noticing the change, and no penalties incurred by the client.


Justine Thomas, Head of Meetings, Incentives and Events for Arabian Adventures said of the award:

“Winning once was incredible, winning twice has left us speechless, with the whole team humbled to be recognised for their efforts. From the start we wanted to make our guests feel like rock stars and are delighted that they had such an unforgettable time and got to experience the UAE’s legendary culture of Marhaba (welcome).”

The Result

  • Overall the trip was ranked 9.5 out of 10 by guests - the highest score ever received by one of their incentives.
  • 89% of attendees described themselves as extremely satisfied, while 65% went further and said that the event had thoroughly exceeded their expectations.
  • Best of all, our staff received a perfect 10 for their performance, with additional ten-out-of-tens for availability and professionalism.

“Although we encountered unforeseen challenges along the way, the AA MICE team always remained calm and put so much effort into the program with everything possible done to ensure its success.”

What the Client Said
Case Study Site 2019