Crafting the Experience: Behind the Scenes at Miral

Miral Brand Pillars

We dissect the brand pillars that are at the basis of Miral’s success as a MICE destination with AbdulAziz Al Khoori, Executive Director of Strategy and Transformation at Miral. He outlines Miral’s vision for developing Yas Island and how it is positioning the destination as a regional leader for organising events.

Experiential Events

Dr. Elise Marquis, a leading plankton ecologist, and Lauren Rogers, Head of Events at Miral Destinations, outline how the MICE sector plays a strong role in driving sustainability without compromising the overall event experience. This approach strikes a remarkable balance between entertainment and environmental responsibility.

Unlocking Value

We take a look into the financial advantages offered to the MICE industry in Yas Island with Leon Marsh, Events & Community Engagement Director at Miral. Leon's responsibilities lie in bringing leisure events to the destination, activating Yas Island's year-long events calendar and maximising the business events offer.

Fostering Partnerships

We sit down with Taghrid AlSaeed, Executive Director | Marketing, Communications & Events at Miral, and Mubarak Al Shamsi, Director of Abu Dhabi Convention and Exhibition Bureau, to learn about the incentive schemes that attract business travellers to Yas Island and how collaboration between the two organisations is driving success for the destination's MICE sector.

Vision for Yas Island

We immerse ourselves into the vision of Yas Island and discover what makes the destination stand out, speaking with Liam Findlay, CEO of Miral Destinations, about designing the ideal MICE destination, and Nader Halim, General Manager of the Hilton Cluster at Yas Island, to learn about the importance of partnerships to create a globally competitive destination.

Vision Behind the Brand

We take a deep dive into the “Vision Behind Miral’s Rebranding” with Taghrid AlSaeed, Executive Director of Communications, Marketing & Events at Miral. We get a behind-the-scenes look at Miral's headquarters and gain a deeper understanding of how Miral operates and the people and projects that drive this pioneering company forward.

Series Preview

Miral, in collaboration with the Digital Tourism Think Tank, has launched a new 'Crafting the Experience: Behind the Scenes at Miral' podcast series. The 6 episodes explore Miral's brand and ethos, Yas Island's potential as a leading MICE destination, building partnerships, the value of financial incentives, creating experiential events and Miral's forward-thinking approach to creating memorable and immersive events.