The inaugural Middle East Luxury Travel Show (MELTS), an invitation-only, B2B event for connoisseurs of luxury travel , is to be held in the iconic UAE Pavilion on Abu Dhabi’s Saadiyat Island in January next year.

The show is being brought to the United Arab Emirates’ capital following a strategic alliance between organiser Seren Event Management Company (SerenEMC) and Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi).

Running from January 26-29 next year, MELTS will also feature a pre-show destination familiarisation trip, an opening enrichment conference, three days of pre-arranged meetings and three evenings of networking in some of Abu Dhabi‘s most inspirational venues.

“MELTS has been designed to motivate and support the progression of the luxury travel and tourism industry in the Middle East by creating outstanding opportunities for communications, heightened exposure and knowledge enrichment both on a regional and international level,” said Alexandra North of SerenEMC. “Together, exhibitors, qualified buyers and global media will explore, discover and connect with the latest trends and opportunities for high end experiences across the Middle East.”
To register for the event, would-be exhibitors have to be operating in the Middle East’s luxury travel and tourism industry or about to enter the market.

“Invited buyers will be hand-picked and of the highest calibre and relevant to the Middle East’s upscale luxury travel providers,” added North. “Buyers will be able to explore and discover the latest trends and offerings for high end travel experiences across the Middle East, it will provide unique networking opportunities and return-on-investment with participants able to communicate directly with luxury travel buyers and media guests before, during and after the show, thereby enhancing VIP relations.”

MELTS is anticipated to become an annual event. “With a meticulous screening process in place, MELTS will ensure only superior and relevant buyers of luxury travel, both regionally and internationally, will share this distinctive platform to empower their business”

TCA Abu Dhabi is backing MELTS under its Advantage Abu Dhabi, meetings incentive initiative which catalyses and seeds innovative and viable business events which are aligned to the Abu Dhabi Government’s 2030 economic vision.

“Tourism is one of 12 strategic economic categories under which business event organisers can develop proposals for Advantage Abu Dhabi support. The level of support can range from financial grants, governmental endorsement, leadership patronage, cost rebates and marketing support,” explained Gillian Taylor, Business Tourism Manager, TCA Abu Dhabi. “MELTS fit neatly into this target portfolio and is also keenly aligned to Abu Dhabi’s positioning as a luxury destination yet one which is differentiated by its commitment to the preservation and promotion of culture and heritage.”