Credits: HKTDC
In line with the HKTDC’s 2023 focus on Hong Kong-Middle East business connections, Charu Surtani, Founder of the Travel Tricks destination management company, shares her experience of running offices in the SAR and Dubai, while expanding on the prospects for the MICE sector.
Traditionally, Hong Kong and Dubai have both been major players in the international Meetings, Incentives, Conferences and Exhibitions (MICE) sector. Although all such activity pretty much ceased during the prolonged pandemic period, both cities’ MICE offerings are enjoying something of a renaissance. One company looking to capitalise on this resurgence is Travel Tricks, a Hong Kong‑headquartered business with an interest in both cities.
Established in Hong Kong in 2018 by Charu Surtani, a MICE professional with 25 years of experience in the local travel sector, Travel Tricks initially focused solely on the inbound MICE trade. Inevitably, the onset of the pandemic made a dramatic strategic rethink essential if the business was to survive.
Recalling one particular lightbulb moment, Charu says: “As the pandemic peaked and everything was in a state of flux, I noticed that many travellers had taken to using Dubai as a transit port, largely because its borders remained open. With its travel‑hub credentials clearly established, I realised that this was where I should look to expand my business.”
It was a June 2022 visit, however, that finally convinced her to commit to the city. Outlining just why, she says: “I was immediately impressed by the opportunities I saw in Dubai – so much so that I decided to open a properly staffed and resourced office rather than the virtual presence I’d initially favoured. Part of the thinking behind this was that as most of the travel agencies in Dubai already had dedicated booking portals – as did we – having a physical operation in Dubai would give us something of a competitive advantage.”
Although the Travel Tricks Dubai office opened for business just four months later in October 2022, Charu is candid that the process was not as straightforward as she might have hoped. Citing cultural differences as the root of her problems, she says: “Opening the office and getting all the required approvals took some time. Coming from Hong Kong where things, famously, get done fast, it was, at times, frustrating. The procedures and timings sometimes seemed unclear and it did oblige me to get used to the different way of doing business here. On the upside, though, finding good human resources was not an issue and most people were generally very helpful.”
Charu: “Competitive”.
To date, the Dubai operation is going well, with Charu saying: “In addition to regular business, we have had a steady stream of new opportunities that I hadn’t expected. I soon came to realise that we were not just sitting at the centre of Dubai, but at the centre of the whole Arabian Gulf. For us, opportunities are accessible across the wider region and, thankfully, people here are very open to new ideas.”
Looking to the future, Charu sees multiple prospects on the horizon. Breaking that down into specifics, she says: “At present, inbound here is very much luxury‑ and royalty‑related, with many of the other available premium services yet to be effectively marketed, something I see as a real opportunity for us.
“While the weddings business is already well established here, it will be another few years before wellness really takes off. Beyond that, the 1,000‑room Wynn Marjan will be opening in the nearby Ras Al Khaimah resort in 2026, a development that will boast the Gulf Region’s first casino facility – a clear opportunity for the MICE sector. Looking slightly further afield, Saudi Arabia is a destination with considerable potential, while the region’s big international entertainment events are also yet to be properly exploited.”
Travel Tricks Dubai is also not above borrowing a few tried and tested targeted options from its parent office, with Charu saying: “As we have previously done in Hong Kong, we are planning to offer a number of specialist women‑related tours from May, while we will also be introducing our own bespoke royalty‑focused packages. I also think our tours for solo travelers will become increasingly popular, as people do sometimes crave some time to themselves.”