5 Secrets of MICE Management in Uzbekistan
Zarina Yadgarova, founder and CEO of “Yes for Zoom”, a regional development agency, shares her views on MICE management in Uzbekistan. Having organized many events of varying nature and scale, Zarina has accumulated extensive experience in holding conferences, forums and exhibitions for guests from all over the world.
"Send your merchants to my country. We will receive them warmly and with all the honours. We will also send our merchants to your country. And you will also show them respect; do not allow unnecessary obstacles to be fixed for them. I have no other requests of you. For the world will prosper thanks to the merchants."
Amir Temur in a letter to King Charles VI of France
Our great ancestor, known to the world as Tamerlane, knew the importance of developing trade and economic ties through friendship and hospitality. Six centuries on, the need to bring nations together through commerce, tourism and diplomacy is more relevant than ever. By becoming an increasingly attractive MICE destination, Uzbekistan can show off its recent development, achievements and attractions to the world.
How did I come to work in MICE management? As a child I dreamt of being involved in a creative profession, like stage work or journalism. I also wanted to be a news anchor or a diplomat who could promote Uzbekistan by speaking at global events and presenting the culture and history of my country. MICE management is the embodiment and realization of all these dreams, so after graduating from university, I already knew what my career path would be and what I was striving for.
My dream of diplomacy is still strong, and for now I am implementing it through my regional development agency in Uzbekistan. We attract international companies to our country and organize business events that also provide opportunities to explore our history, culture and traditions through visits to the ancient cities of the Great Silk Road, with their stunning oriental architecture and unique cultural monuments, the subtleties of our cuisine and exhibitions by talented craftsmen. I’ve been working in this field for 15 years not only on advertising and marketing projects, but also in organizing events that are not just a source of income, but also a way of unlocking opportunities for Uzbekistan, a country that can offer high-quality business and cultural integration to the world.
My work in MICE as a female entrepreneur contributes to both the development of Uzbekistan’s tourism sector and the professional growth of women from the East. By broadcasting my experience and success to my compatriots, I give them self-belief and a desire for self-realization; moreover, I demonstrate to the outside world that the women of Uzbekistan are a highly skilled and competent group with their own goals. I regularly conduct master classes, write articles and give lectures, and also run my blog on the topic of women's entrepreneurship and personal growth combined with motherhood, femininity, business and self-development. This topic is close to my heart because three of my four children are girls, and because I built my own career from scratch, without influential patrons or connections, so I understand how important it is for a woman to realize herself as a professional in her native country.
These are the five subtleties of MICE management that I consider most important based on my experience:
1) The work of a guide. The guide is the eyes and soul of the journey. Our experience has shown that the most important qualities of a professional guide are not only knowledge of history and culture, but also enthusiasm and patriotism, which together set the tone and engage the tourist, making him or her fall in love with the new country.
2) Sights. After business events, there are often cultural excursions for delegations. They are not just tourism activities, but an integral part of the exchange – the basis for understanding our country in order to fully assess the prospects of partnership in the future. And it always works – the majestic domes, the oriental décor and the atmosphere of the great historical places where Tamerlane himself once ruled make a great impression on visitors. Harmoniously integrating the gastronomic enjoyment of oriental dishes in the tour experience, we help guests to replenish the resources spent at the business event and raise their levels of dopamine, nourishing the body and mind with high-quality emotions.
3) The individuality of the route. The route should be chosen precisely depending on the goals and scope of the delegation. In addition to the historical sights, it is important to demonstrate the trends and prospects of the country in the area of business that guests are interested in; for example, we show architecture to some visitors, but markets and educational institutions to others. We visit factories, universities and hotels, and show a variety of venues for business events, so that in the future the business partner will again choose Uzbekistan for business tourism.
4) Unity of the collective. Team-building and creating a friendly atmosphere in the company are important for business, as a cohesive team works more efficiently. To rally employees, it is not enough to host business events. According to research conducted by Skift and TripActions, more and more people consider business trips to be a perk, not a chore. However, there is not always a business reason, and there is demand for collective trips. Therefore, my company offers corporate field events both with and without a business programme.
5) MICE managers. I am an entrepreneur who attaches special importance to the development of each employee in the team; I encourage and motivate my staff, and I’m proud of them. The agency cannot grow without a team; the head cannot manage alone. I've been convinced of this for a long time. The MICE field is relatively new, and the profession of MICE manager is rapidly gaining momentum. I recommend it to extroverts who are dynamic by nature – those who are looking for a job that they’ll love. The feeling of satisfaction after each project and the words of gratitude from partners make you forget about fatigue and stress, which often happen on projects.
In conclusion, my background, personal brand, professionalism and trust of clients from private companies and the public sector are the foundation that inspires me and urges me to move on and develop without ever stopping. MICE management in Uzbekistan is growing and we still have a lot of work to do. It will be a fascinating journey to success!
