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Special pricing for government and tourism authorities.

Contact us now on enquiry@iqpc.ae to find out more.

In partnership with

International Conference:
14-15 November 2016 Driving economic
Al Murooj Rotana, Dubai, UAE diversification through
cultural tourism

Key speakers include

Eng Rashad Jin Woo, Dr Anna Paolini, Dr Zaki Aslan, Yousuf Lootah, HE Prof. Mashari
Mohamed Bukhash, Advisor to the UNESCO Regional Executive Al Naim,
CEO, Secretary-General Representative in Representative Director Tourism General Director
Architecture on Tourism and the countries of the of ICCROM for Development & of National Built
Heritage Society, Culture, Gulf and Yemen, the Arab States, Investments, Heritage Center,
UAE World Tourism Director, and Director Dubai’s Saudi Commission
Organization UNESCO Doha of ICCROM- Department for Tourism &
(UNWTO), Spain Regional Office ATHAR Regional of Tourism & National Heritage
Conservation Commerce (SCTH)
Centre in the UAE Marketing (DTCM)
See page 4 for the full list of distinguished speakers
Supporting Partners: Networking Partner

Solution Providers: Supporting Organisations Researched and


Developed by:

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Tourism, culture and heritage are the top three
directions that the region will be focusing on when it
eventually transfers into a non-oil economy.
About The Event
Dear Colleague, Why should you attend?
It is my pleasure to welcome you to the Cultural e Keep up-to-date with key local and global
Tourism Middle East conference. trends and developments and exchange
experiences and ideas with global and local
experts
Cultural Tourism Middle East aims to bring together
leading government officials from the tourism, cultural e Benchmark your destination against leading
cultural destinations
development & antiquities, heritage & arts, cultural
activities, and the architectural heritage community e Identify new opportunities and understand
to showcase the latest developments, network and your role in delivering future culture-led
development projects
discuss models that work in the region.
e Invest in upcoming cultural developments in
the region
Tourism presents a great opportunity for economic
diversification. Given the unique cultures and heritage e Win more work by identifying the
present in the Middle East, there could be no better requirements of key project owners
time for government and industry experts to come and tailoring your bids accordingly
together and discuss ideas and strategies to boost
tourism through culture, heritage, arts and festivals.
Who will you meet?
The main objective and vision of the conference is to
recognise leadership and efforts in boosting tourism C-Level, VPs, Directors and Heads of:
and promoting local culture through the development, • Cultural Tourism
management and promotion of cultural attractions • Tourism Development
- tangible or intangible - and heritage sites in an • Cultural, Natural and Historical Towns
environment that encourages knowledge sharing. • Archaeological Sites
Complemented by a strong faculty of high-level
• World Heritage Sites
speakers across the region and beyond, this • Conservation and Restoration
inclusion transforms this conference into the most • Marketing and Events
comprehensive event of its kind anywhere in the region. • Design and Development
I look forward to welcoming you to Dubai in November! From the following sectors:

Yours faithfully,
• Ministries of Tourism and Culture
• Tourism, Culture, Arts, Antiquities Authorities
• Museums and Museum Authorities
• Cultural Attraction Operators
• Tourism Development and Investment
Basma Dawwas Companies
Conference Director – IQPC Middle East • Cultural Centres and Clubs
• Planning and Design Consultants
• Project Management Consultants
Bring your team! • Suppliers and Solution Providers
• Industry Associations
Don’t leave anyone sitting lonely in • Tour Operators
the office. With case studies for everyone, make sure • Airlines
they learn from the experts first-hand! See last page for
details on our exclusive group rates.

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Critical debates and discussions include:
e Who is visiting World Heritage sites and e ICCROM-ATHAR Regional Conservation Centre
why? Hear from UNESCO as they give a keynote in the UAE will discuss how to successfully
address about how to attract tourism to world achieve a sustainable cultural tourism and
heritage sites tourism-culture strategic partnerships in the
MENA region
e Hear from the Chief Executive of Dubai Opera as
he discusses how music and art play an important e Learn from the Ministry of Tourism and Antiquities
role in cultural tourism development and the best in Jordan about how using Information and
strategies in modernising Middle East culture Communication Technologies (ICT) in tourism
and localisation of international influences planning enhances sustainable tourism and better
management, interpretation, analysis, and decision
e Dubai Municipality will provide you with key tips on support in the tourism industry
how to overcome challenges in meeting site
management guidelines for World Heritage
sites

Event format and features


INTERACTIVE KEYNOTE PRODUCT HIGH-LEVEL
DISCUSSIONS PRESENTATIONS SHOWCASE NETWORKING

Be part of interactive Learn about latest The conference’s Participate in more than
panel discussions and challenges and exhibition features 8 hours of networking
roundtable discussions upcoming trends in the a range of solutions that helps you build
led by industry leaders cultural tourism industry and allow delegates business relationships
discussing the most through high-level to have experience and discuss latest
relevant and trending keynotes delivered by and understand their trends.
topics that reflect senior executives from products and services.
market challenges and the Middle East region
opportunities. and beyond.

What some attendees had to say about similar IQPC events:


“The event was great, “Great networking, “I was able to open “Very well organised
full of interesting great insights into a new door in my event with great
people to discuss the an industry that is project development participation from
industry with and we gaining relevance in process valuable the local leisure and
got the necessary the region” for moving forward tourism industry”
feedback that we CEO, Commercial, King successfully. We Managing Director,
went for. “ Abdullah Economic City also had a chance Team Leisure
Senior Project Manager, (EEC) to understand risk
Al Zorah Development factors in developing
projects of this
scale.”
Partner, Dubai Wave Project

For more information or to register e


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Meet Your Industry Leaders:1

Eng Rashad Jin Woo, Yousuf Lootah, HE Prof. Mashari Al Naim,


Mohamed Bukhash, Advisor to the Executive Director Tourism General Director of National
CEO, Secretary-General on Development & Investments, Built Heritage Center,
Architecture Heritage Tourism and Culture, Dubai’s Department of Saudi Commission for
Society, UAE World Tourism Organization Tourism & Commerce Tourism & National Heritage
(UNWTO), Spain Marketing (DTCM) (SCTH)

Dr Anna Paolini, Dr Zaki Aslan, Munthir M. Alansari, Dr Saied Hamed,


UNESCO Representative in Regional Representative of Director General for Tourism General Director of
the countries of the Gulf and ICCROM for the Arab States, Information and Research Conservation of Archaeological
Yemen, Director, and Director of ICCROM- Centre, Saudi Commission Museums of Cairo,
UNESCO Doha Regional ATHAR Regional Conservation for Tourism and National Ministry of Antiquities, Egypt
Office Centre in the UAE Heritage

Dr Monther Dahash Jasper Hope, Dr Georges S. Zouain, Dr Moain Sadeq,


Jamhawi, Director General, Chief Executive, Principal, History & Archaeology,
Department of Antiquities, Dubai Opera GAIA-Heritage, Lebanon College of Arts and Sciences,
Ministry of Tourism and Department of Humanities,
Antiquities, Jordan Qatar University

Dr Saleh Al Shaaibi, Dr Eman Assi, Isobel Abulhoul, Dr Sue Millar,


Director General of Specialist Conservation CEO & Trustee, President,
Tourism Development, Heritage Studies, Architectural Emirates Literature ICOMOS International
Ministry of Tourism, Oman Heritage Department, Foundation and Festival Scientific Committee on
Dubai Municipality Director, UAE Cultural Tourism (ISCCT)
and ICOMOS representative
on UNESCO World Heritage
Centre’s World Heritage
Sustainable Tourism
Programme

May Al Mazrou, Aylin Orbasli, Dr Ayse Ege YILDIRIM,


Director of Architectural Reader in Architectural Koruma Plancisi- Heritage
Conservation and Restoration Regeneration, Planner, Istanbul
Department, Oxford Brookes University
Sharjah Institute for Heritage & Independent Consultant

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Conference Day One – Monday, 14 November 2016
08:30 Registration The design and development of sustainable cultural products
& emerging trends
09:00 IQPC opening remarks
12:20 
Heritage, tourism and development in the light of
09:10 Chairman opening remarks economic theory
 Eng Rashad Mohamed Bukhash, CEO, Architecture Dr Georges S. Zouain, Principal, GAIA-heritage, Lebanon
Heritage Society, UAE
12:45 Dubai Opera House- A valuable cultural landmark
Strategic overview: Cultural heritage as a key enabler for a This session will discuss how music and art play an
sustainable future important role in cultural tourism development and will
discuss the modernization of Middle East culture and
09:20 KEYNOTE ADDRESS: Tourism and culture partnership localization of international influences such as the Opera
for sustainable development house. Jasper will also take us through how Opera
 Jin Woo, Advisor to the Secretary-General on Tourism and Dubai is positioning itself in the region and what effective
Culture, World Tourism Organization (UNWTO), Spain marketing and promotional strategies they are using to
promote it as a world-class cultural destination.
09:50 KEYNOTE ADDRESS: SCTH efforts in rehabilitating of Jasper Hope, Chief Executive, Dubai Opera
built heritage sites to host cultural projects
 HE Prof. Mashari Al Naim, General Director of National 13:10 Session presented by Arab Engineering Bureau
Built Heritage Center, Saudi Commission for Tourism &
National Heritage (SCTH) 13:30 Networking lunch break
10:20
 EYNOTE ADDRESS: Who is visiting World Heritage
K 14:30 Key trends of cultural tourism in Saudi Arabia
sites and why? This presentation will cover key trends in Saudi Arabia

Dr Anna Paolini, UNESCO Representative in the countries and will look into sustainable indicators for cultural tourism
of the Gulf and Yemen, Director, UNESCO Doha regional destinations
Office  Munthir M. Alansari, Director General for Tourism
Information and Research Centre, Saudi Commission for
10:50 Networking break Tourism and National Heritage
11:20
 overnment Panel on Tourism Development: Taking
G 14:55 Cultural tourism in Oman
a closer look into cultural tourism in the Middle East The Sultanate of Oman is one of the countries in the
region Middle East which has various tourism resources that
• How is the region setting a strong foundation to support make it a potential tourism destination for future to come.
the expected doubling of tourist arrivals over the next This session will provide an overview of Oman’s culture and
years in light of the economic downturn? heritage highlighting its unique cultural resource.
• What role does cultural tourism play in economical  Dr Saleh Al Shaaibi, Director General of Tourism
transformation in a mission to diversify economy? Development, Ministry of Tourism, Oman
• What needs to be done to boost cultural and societal
awareness? 15:20 Session presented by Haley Sharpe
• How could the region make full use of their cultural
heritage assets to improve their tourism performance? 15:40 Networking coffee break
• Would integrated long term strategic plan and joint
marketing work for the region? World heritage sites & cultural tourism
• How can tourism authorities in the region strategically
align objectives and facilitate visitors’ access to cultural 15:55 
Overcoming challenges in meeting site management
destinations? guidelines for World Heritage sites
• How would cultural tourism strengthen cultural  Dr Eman Alassi, Specialist Conservation Heritage Studies,
understanding and perception of the Arab world? Architectural Heritage Department, Dubai Municipality
Panelists include: 16:20 
Development and management of historical towns and
Jin Woo, Advisor to the Secretary-General on Tourism archeological sites for increasing cultural tourism
and Culture, World Tourism Organization (UNWTO),  Dr Saied Hamid, General Director of Conservation Of
Spain Archaeological Museums of Cairo, Ministry of Antiquities,
Yousuf Lootah, Executive Director Tourism Development Egypt
& Investments, Dubai’s Department of Tourism &
Commerce Marketing (DTCM) 16:45 
The World Heritage Site of Al-Zubarah in Qatar;
A promising cultural site in sustainable tourism
Eg Rashad Mohamed Bukhash, CEO, Architecture One of the most promising assets of cultural tourism in
Heritage Society, UAE Qatar is the city of al-Zubarah which was designated a
Sue Millar, President of ICOMOS International Scientific UNESCO World Heritage Site in 2013. This session will
Committee on Cultural Tourism (ISCCT) and ICOMOS provide an insight into the World heritage site of Al-Zubarah
representative on UNESCO World Heritage Centre’s with a special focus on its historical and architectural
World Heritage Sustainable Tourism Programme values and how the governmental and private tourism
Dr Saleh Al Shaaibi, Director General of Tourism sectors could invest the historic and cultural potential
Development, Ministry of Tourism, Oman of al-Zubarah in promoting cultural tourism industry and
securing sustainable economic growth
 Dr Moain Sadeq, History & Archaeology, College of Arts
and Sciences, Department of Humanities,
Media Partners: Qatar University

17:10 Chairman’s closing remarks and end of conference


day one

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Conference Day Two – Tuesday, 15 November 2016
08:30 Registration 11:50 
Tourism and historic settlements: emerging models,
challenges and opportunities
09:10 Chairman opening remarks from the conference Chair Focusing on the Middle East, the presentation will establish
Eng Rashad Mohamed Bukhash, CEO, Architecture the ways in which historic settlements are attractive to
Heritage Society, UAE tourism and elaborate on ways in which they are being
conserved and managed for this purpose. A number of
The promotion of cultural destinations and the establishment issues specific to the regional context will be addressed,
of partnerships including the typical morphological and social character
of Islamic urban settlements along with the challenges
09:20 
Creating & Promoting Distinctive Destinations through of dealing with largely abandoned settlements. Drawing
Cultural Heritage on case studies from Saudi Arabia, UAE and Jordan,
Creating and promoting distinctive destinations through the presentation will focus on ways in which tourism
cultural heritage brings to the fore strategic decision- opportunities can be harnessed whilst maintaining heritage
making relating to the challenging – and sometimes value and community interests.
conflicting - demands of conservation, tourism planning,  Aylin Orbasli, Reader in Architectural Regeneration,
development and marketing communications. This Oxford Brookes University & Independent Consultant
presentation focusses on the impact of cultural heritage
– tangible and intangible - as the ultimate driving force 12:15 Literary tourism – a growing band of travellers
behind creating and promoting distinctive destinations. This session will discuss the importance of marketing in
Building exclusive brand identities for individual cultural creating awareness about a variety of cultural opportunities
events and heritage attractions is important. These are the and the role of social media in advertising festivals. It
jewels. But strong and effective leadership is required to will also cover other promotional strategies and will
create distinctive successful cultural tourism destinations demonstrate global examples from Edinburgh and Jaipur
with brand values that reflect the wider culture and cultural Isobel Abulhoul, CEO & Trustee, Emirates Literature
heritage, so maximising opportunities for sustainable Foundation and Festival Director, UAE
economic success. Case studies illustrate an emergent,
mature and over-extended cultural tourism destinations 12:40 Session presented by HB LaserKomponenten
centred on World Heritage sites.
 Sue Millar, President of ICOMOS International Scientific 13:00 Roundtable discussion session
Committee on Cultural Tourism (ISCCT) and ICOMOS As the conference draws to a close, it is time for everyone
representative on UNESCO World Heritage Centre’s to reflect on their key learning and takeaways.
World Heritage Sustainable Tourism Programme The following session will feature a series of interactive
group discussions set in a roundtable format. At the end
09:45 Sustainable cultural tourism and tourism-culture of the session there will be a roundtable summary and
strategic partnerships in the MENA Region feedback session from each round table leader.
Dr Zaki Aslan, Regional Representative of ICCROM Why participate?
for the Arab States, and Director of ICCROM-ATHAR These interactive brainstorming discussions are a prime
Regional Conservation Centre in the UAE opportunity to have your say on some of the burning
issues within the cultural heritage tourism sector and ask
10:10 
The Use of IT-Innovation and Technology Applications the questions that you want to know the answers to. The
for Cultural Tourism: The Case of Madaba, Jordan group format also facilitates an excellent opportunity for
This study assessed the use of ICT in the promotion networking between industry professionals.
of tourism and the management of Madaba city in
Jordan. Accordingly, an interactive Virtual Tour 360° HD Roundtable topics include:
was designed including an online website and mobile
application to offer new ways of visitor interaction with the  able 1: The localization of international cultural products
T
visited sites in Madaba. In addition, a web GIS Map was in the Middle East region
produced for the downtown of the city to transfer the use
of advanced technologies in the integrated management of Table 2: Making sure that cultural assets are responsibly
the city managed for tourism
 Dr Monther Dahash Jamhawi, Director General,
Department of Antiquities, Ministry of Tourism and Table 3: Raising public awareness and achieving
Antiquities, Jordan destination revenue through well thought marketing and
promotional strategies
10:35 Networking break
13:30 
Round table wrap up and summary from round table
11:05 Sharjah creating a historical cultural destination leaders
 May Al Mazrou, Director of Architectural Conservation and
Restoration Department, Sharjah Institute for Heritage 13:50 
Closing remarks from the conference Chair and end of
day two followed by networking lunch
11:30 S
 ession presented by Kvorning Design and
Komunikation

The published programme is correct at time of printing.


However, given the seniority of our speakers and the nature
of their roles, speakers may subsequently substitute or
remove themselves from the programme. This is always
regrettable, and we will always try to replace the speaker
with a speaker with equivalent insight. For the most up-to-
date programme, please visit the event website.

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Sponsorship and Exhibition Opportunities
IQPC has been hosting events developed for senior executives for more than 40 years. We serve businesses
representing over 15 sectors at more than 1,700 conferences around the globe. Our client list includes
corporations such as IBM, Cisco, SAS, Alstom, Boeing, Avaya, Logmein, Siemens, and GE, just to name a select
few. Senior executives travel from around the world to our events looking to garner best practices and concrete
solutions to assist them in improving their organisations. IQPC provides many different platforms for you to
increase your market share, stay ahead of your competition, increase awareness to your target audience and
position yourself as a key supplier to the cultural tourism industry.

Your platform – getting your message across:


Because we know that each sponsor has a different message, business development goal and branding
objectives, each sponsorship package is tailored to your corporate strategies. Though most sponsorship offers
multiple levels and types of exposure, there are a few main ways for you to highlight your corporate strengths:

1 Thought Leadership 2 Premium Branding 3 Featured Networking Events


As a sponsor at the Cultural We bring together buyers and Networking and information sharing
Tourism Middle East suppliers for collaboration, are two major aspects of our
conference, your company will networking and knowledge conferences and IQPC builds in
gain second-to-none exposure sharing. Branding is often a major many opportunities for sponsors to
to senior-level decision makers initiative for our clients who are benefit from meeting industry leaders.
at the point in time that they are seeking to get the message out Focused and high-level, our events
seeking solutions, information about their offerings. Build your will provide you with the perfect
and systems for improving their company’s brand and visibility in environment to initiate new business
firm’s strategies. For a select front of senior decision-makers relationships, identify upcoming
few sponsors, you can build in order to get shortlisted. As a opportunities and achieve face-
your reputation as a market sponsor, your company branding to-face contact that overcrowded
leader through subject-specific will appear alongside the global tradeshows can not deliver. The
presentations, masterclasss leaders associated with best exhibition area is designed to be
and focus days. This highly practices in this field. Our the heart of the event – a place to
selective sponsorship dedicated marketing team will network and share strategies with
allows your firm to establish help you achieve your promotional key decision makers. Sponsorship
tremendous capability and aims in the months leading up to opportunities range from exhibition
expertise in your specialty as the conference. IQPC leverages stands to sponsored lunches, cocktail
well as highlight successful multiple marketing channels receptions, gala dinners and a host of
work completed with your including online, direct mail, other branding opportunities.
clients. email, press releases, media
partnerships and social media Additionally IQPC offers a selection
to publicise the event and of sponsorship opportunities that
increase awareness about your enables our clients to increase
participation to our extensive their opportunity to develop new
database, as well as through our relationships during our events,
network of partners. including one-to-one meetings with
clients to understand their challenges,
requirements and opportunities.

Do you have a product or service that our senior decision-makers and influencers need?
The Cultural Tourism Middle East conference offers you the perfect platform to showcase your solution to your
target market and meet and network with senior-level decision makers who are leading the way in the industry
We specialise in providing business development, marketing and sales solutions that are tailored to specifically
deliver on your business objectives. We pay patient attention to what our exhibition and sponsorship customers
want, expect, need and value. Every sponsor wants to create customers, develop qualified sales leads, convert
leads into sales and retain customers. Our tailored sponsorship packages help you to achieve these objectives.
If you would like more information on sponsorship and exhibition opportunities or to discuss which package will
best help you achieve your objectives, please contact Noel Greenway on +971 4 360 2800 or
email partnership@iqpc.ae.

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SPECIAL GROUP BOOKING
PACKAGE AVAILABLE!
›› Group of 3+ save 10% off the standard price
›› Group of 5+ save 15% off the standard price
›› Group of 8+ save 25% off the standard price
Call +971 4 364 2975 for more information.

International Conference: 14-15 November 2016 VENUE & ACCOMMODATION


Al Murooj Rotana, Dubai, UAE
Hotel and travel costs are not included
in the registration fee. For assistance
REGISTRATION in your travel and accommodation
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directly as per the details above quoting IQPC
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Pricing for government, tourism authorities, industry associations and
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CONFERENCE DOCUMENTATION
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If you cannot make the conference, you can still access
2-Day Conference US$1599 all presentations delivered throughout the conference
days for just US$450, post event. Contact us on
+971 4 364 2975 for further details.
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PAYMENT
Package Standard Price • Payment is due in full at the time of registration and includes
lunches, refreshments and detailed conference materials.
Payment prior to conference is mandatory for attendance.
2-Day Conference US$2899 • Your registration will not be confirmed until payment is received
and may be subject to cancellation.
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require payment at the time of registration.
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CANCELLATION, POSTPONEMENT AND SUBSTITUTION POLICY
• You may substitute delegates at any time by providing reasonable
DELEGATE DETAILS advance notice to IQPC.
• For any cancellations received in writing not less than eight
(8) days prior to the conference, you will receive a 90% credit
Mr Mrs Ms Dr Other to be used at another IQPC conference which must occur
within one year from the date of issuance of such credit. An
First Name: ............................................................ Surname: .................................................................................... administration fee of 10% of the contract fee will be retained
by IQPC for all permitted cancellations. No credit will be
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(inclusive) of the conference.
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agreed with IQPC, which must occur within one year from the
Address: ...................................................................................................................................................................... date of cancellation.
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contract fee paid. You may use this credit for another IQPC
Approving Manager: ................................. Training Manager: .................................................................................... event to be mutually agreed with IQPC, which must occur
within one year from the date of postponement.
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If you have not received an acknowledgement before the conference, please call us to confirm your booking. event. IQPC shall assume no liability whatsoever in the event
this conference is cancelled, rescheduled or postponed due
EVENT CODE: 27731.001

to a fortuitous event, Act of God, unforeseen occurrence or


any other event that renders performance of this conference
impracticable, illegal or impossible. For purposes of this
clause, a fortuitous event shall include, but not be limited to:
CREDIT CARD PAYMENTS war, fire, labour strike, extreme weather or other emergency.
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