How marketers can capitalise on live events to transform regional tourism
At Arabian Travel Market 2025, MCN, in partnership with The Economist and McCann Truth Central, hosted a session that uncovered the forces shaping the future of travel, tourism and destination branding.
Top learnings suggested that marketers should take into consideration the phenomenon of 'live tourism' a term coined in reference to how major live events are a defining force in global tourism.
To turn events into long-term value, destinations must evolve from hosting moments to building emotional connections, cultural identity, and brand legacies, research from MCN revealed.
'Live events serve as powerful catalysts for tourism growth in the Middle East, with strategic implementation tailored to each destination's unique tourism objectives,' said Joe Nicolas, CEO – MENAT at UM Worldwide.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Zawya
5 days ago
- Zawya
MRM MENAT elevates KSA Leadership to drive integrated growth in the region, with the appointment of Warren Davey as General Manager
Saudi Arabia: MRM MENAT, a leading integrated digital and customer experience agency - part of the Middle East Communications Network (MCN), has appointed Warren Davey as General Manager of MRM KSA. With over 27 years of international experience in commercial growth and brand transformation, Warren brings a rare blend of deep regional understanding and a global strategic outlook. In Saudi Arabia, he has led integrated marketing strategies across sectors including tourism, culture, education, entertainment - driving stronger audience engagement, brand visibility, and long-term impact. Previously, Davey held senior leadership roles at McCann Erickson Worldgroup across Europe and the Americas, managing global accounts including UPS, American Airlines, and TUI Travel, while building high-performing teams and expanding integrated capabilities. Known for its strategic depth and creatively led, data-driven approach, MRM continues to solidify its presence in the Kingdom as a trusted digital consultancy and full-service partner to leading brands and institutions across Saudi Arabia. Spearheaded by Karim Slim, CEO of MRM MENAT, the agency operates at the intersection of creativity, technology, data, and strategy, offering a unique combination of capabilities that help clients unlock business transformation and growth, deepen customer relationships, and deliver long-term impact. With end-to-end integration across consulting, content, CRM, commerce, and performance, MRM provides seamless, insight-led solutions that bridge strategy and execution. Trusted by some of Saudi Arabia's most influential institutions, MRM continues to empower both public and private sector leaders in transforming their marketing and customer experience strategies to align with the bold ambitions of Vision 2030. 'We recognise the scale, pace, and ambition of change underway in Saudi Arabia, and understand what it takes for brands to grow in a strategically evolving market,' said Karim Slim, CEO of MRM MENAT. 'Our role at MRM is to partner with our clients to build strong, lasting connections with long-term value. Warren's appointment strengthens our commitment to the Kingdom and brings onboard a leader who knows the market deeply and can help take our clients into the future.' 'Joining MRM at this pivotal time is an opportunity to contribute to a market that's setting new global benchmarks in innovation and growth,' said Warren Davey, General Manager, MRM KSA. 'With deep local experience and a global lens, I've seen how insight-led, integrated marketing can drive meaningful impact. MRM's unique combination of digital consultancy, creativity, data, and technology allows us to help clients scale with purpose and build enduring brand value in an ever-evolving landscape.' About MRM MRM is a modern relationship marketing agency dedicated to building enduring brand relationships. MRM's specialised capabilities help grow relationship lifetime value and span CRM, Customer Experience, Consultancy Services and Commerce with data and martech at the core. MRM operates in a borderless, integrated way to enable greater collaboration, creative effectiveness, and pure speed to market. MRM is part of McCann Worldgroup and the Interpublic Group of companies (NYSE: IPG), with 35 offices across North America, Latin America, Europe, the Middle East, and Asia Pacific. About MCN MCN (Middle East Communications Network), part of IPG, is a leading advertising and marketing communications group in MENAT, which partners with clients to build enduring brands. MCN's multi-discipline agencies, spanning creative, media, digital, PR, data, brand experience and specialist marketing, include globally renowned agency brands; FP7McCann, MullenLowe, UM, Magna, Initiative, KINESSO, MRM, McCann Health, Momentum, Craft, Weber Shandwick, Commonwealth/McCann, Jack Morton, Octagon and Current Global. With approximately 2,000 employees across 11 markets, MCN is committed to cultivating an inclusive environment where talent can thrive, earning recognition as a Great Place to Work for three consecutive years (2023–2025), awarded as Fast Company's Most Innovative Companies in 2024, and winning Agency Network of the Year 2024 by Campaign Middle East.
Campaign ME
14-05-2025
- Campaign ME
How marketers can capitalise on live events to transform regional tourism
At Arabian Travel Market 2025, MCN, in partnership with The Economist and McCann Truth Central, hosted a session that uncovered the forces shaping the future of travel, tourism and destination branding. Top learnings suggested that marketers should take into consideration the phenomenon of 'live tourism' a term coined in reference to how major live events are a defining force in global tourism. To turn events into long-term value, destinations must evolve from hosting moments to building emotional connections, cultural identity, and brand legacies, research from MCN revealed. 'Live events serve as powerful catalysts for tourism growth in the Middle East, with strategic implementation tailored to each destination's unique tourism objectives,' said Joe Nicolas, CEO – MENAT at UM Worldwide.
Tourism Breaking News
07-05-2025
- Tourism Breaking News
Dubai Safari Park announces 67% increase in travel trade sales
Post Views: 59 Dubai Safari Park announced a 67% increase in travel trade sales during its ongoing sixth season. Themed 'Conservation for the Planet', the current season, which launched in October 2024, has marked Dubai Safari Park's most successful to date, achieving record visitor numbers and advancing its efforts to raise awareness about the importance of wildlife conservation, supported by growing demand for recreational and educational experiences in nature. During Arabian Travel Market 2025, Dubai Safari Park unveiled its enhanced strategy to embed wildlife conservation across every aspect of the visitor experience. For the first time, the Park announced that a portion of all admission revenues will be allocated directly to wildlife rescue, care, and research initiatives, ensuring that every guest visit contributes to protecting the animals and ecosystems at the heart of its mission. Reinforcing its purpose-driven positioning, Dubai Safari Park also hosted a series of conservation-focused activations at ATM 2025, including interactive talks and knowledge-sharing sessions highlighting regional conservation efforts. During the event, Mohammed Ahli, Acting Director of Parks and Recreational Facilities Department at Dubai Municipality, said: 'Arabian Travel Market represents a pivotal moment for Dubai Safari Park. As we join global leaders in the travel and tourism industry, we are proud to celebrate the momentum and growth of our current season while unveiling our ongoing strategy focused on wildlife protection. As the UAE continues to set new benchmarks for the future of tourism, Dubai Safari Park remains committed to delivering purpose and experience in equal measure. Looking ahead to our seventh season, visitors can look forward to expanded offerings designed to create unforgettable moments, while further advancing our mission of conservation and sustainable tourism.' Responding to growing demand for ethical wildlife experiences, Dubai Safari Park continues to enhance its offering with world-class facilities, including an on-site veterinary hospital, a dedicated animal care and research centre, and a comprehensive breeding programme for endangered species. Through a range of educational initiatives, the Park actively promotes sustainable practices, combats illegal poaching, and raises awareness about the illegal wildlife trade, contributing to a steady rise in public engagement and visitation. Purpose-driven experiences introduced this season — such as the Junior Park Rangers programme and the Nighttime Safari — have further strengthened guest connections to nature and deepened awareness of conservation themes.
