Interview with Wael Essid
At a recent hospitality trade show in Dubai, I met Wael Essid, a MICE professional with extensive knowledge in Incentive Travel, Event Management, Fintech, Blockchain, Project Management, and Team Management. I couldn’t miss the chance to interview him, and I sincerely thank Wael for sharing his time and insights.
Q1. Can you tell us a bit about your background and what first drew you into the travel and tourism industry?
I began in hospitality, fascinated by the ability to create experiences that connect people. Over time, I realized I could combine operations, creativity, and storytelling by focusing on events and destination management.
Q2. What was your educational path, and how has it influenced your professional journey?
I hold a Master’s degree from Rome Business School in Tourism Management. It gave me a strong foundation in strategy and leadership, which I apply every day in shaping MICE programs.
Q3. How did you transition into the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector?
The move was natural from hospitality. My passion shifted from individual guests to curating group experiences. MICE allowed me to scale that passion into impactful programs.
Q4. Looking back, what were the key milestones that shaped your career in events and destination management?
Expo 2020 Dubai, the FIFA World Cup in Qatar, and Formula 1 in Abu Dhabi were pivotal. Managing major programs in KSA and Oman also gave me deep regional expertise.
Q5. What motivated you to join Masarra DMC, and how has your role evolved since you started?
Masarra, backed by Miral, had a clear vision to position Abu Dhabi globally. I was motivated by the challenge of building the MICE division from the ground up. Today, I lead international programs and drive business development.
Q6. You hold the Certified Incentive Specialist (CIS) designation. What does that mean for your clients and partners?
It reflects my commitment to global standards in incentive travel. Clients know their programs are designed with ROI, creativity, and best practices in mind.
Q7. As an active member of SITE, how does the community help you stay ahead in incentive travel?
SITE connects me with peers worldwide, providing insights on trends, innovations, and benchmarks. It keeps me at the forefront of incentive design.
Q8. You’re also a Certified Fintech Expert™. How do fintech and blockchain intersect with your work in MICE?
This was essential for delivering the Cardano Summits 2023 and 2024 in Dubai and Abu Dhabi, each with 2,000 participants. These events required complex logistics, strict permits, and sensitive compliance in a regulated space.
Q9. What inspired your interest in blockchain and its role in event planning?
Blockchain offers transparency, security, and new ways to manage access and engagement. I saw its potential to transform how we design and deliver events.
Q10. Could you share more about the blockchain-focused events you’ve recently managed?
The Cardano Summits are great examples. They combined multiple venues, permits, and high-level speakers. My role was to ensure flawless execution despite regulatory challenges.
Q11. What are some of the most memorable large-scale events you’ve worked on?
Expo 2020 Dubai for its global reach, the FIFA World Cup in Qatar for its scale, Formula 1 in Abu Dhabi for its prestige, and regional programs in KSA and Oman for their cultural depth.
Q12. How do you approach project management for high-profile events with thousands of attendees?
I focus on structure, clear communication, and flexibility. This ensures alignment while allowing us to adapt quickly to changes.
Q13. Can you walk us through your process for designing a bespoke incentive travel program?
It begins with client objectives. From there, I tailor destinations, activities, and logistics into a story that motivates and inspires participants.
Q14. What’s the biggest challenge you’ve faced in event execution, and how did you overcome it?
Handling last-minute delegate and VIP changes during a summit. We overcame it with contingency planning, supplier trust, and quick decision-making.
Q15. How do you ensure seamless collaboration between sales teams, suppliers, and clients?
Transparency and communication. Everyone must feel part of the same mission, with aligned goals and shared ownership.
Q16. In your role, how do you drive business development for Masarra DMC?
By representing Masarra at IMEX, IBTM, M&I Forums, Loop, and boutique events, I connect with targeted buyers and agencies to position Abu Dhabi globally.
Q17. What strategies have you found effective in strengthening the company’s reputation in a competitive market?
Consistency, creativity, and reliability. Delivering on promises builds trust, which translates into repeat business and referrals.
Q18. How do you tailor proposals and solutions to match diverse client needs?
By listening first. Every client has unique goals—some want luxury, others sustainability. Our job is to align with their vision.
Q19. What trends do you see shaping incentive travel and destination management in the next few years?
Sustainability, personalization, and immersive experiences. Programs must be authentic and leave a lasting positive impact.
Q20. How do you measure success for an event or incentive program beyond just numbers?
By the emotional connection, client loyalty, and participant feedback. True success is when people leave inspired.
Q21. How would you describe your leadership style when managing teams and suppliers?
Collaborative and empowering. I trust my team, but I’m always available to support and guide.
Q22. What role does mentorship and talent development play in your department?
It’s central. I mentor my team and encourage them to take ownership, building confidence and future leaders.
Q23. How do you balance creativity with operational discipline in your team’s work?
We encourage bold ideas but always ground them in logistics and feasibility. Creativity only works when it can be delivered flawlessly.
Q24. Can you share an example where strong teamwork made a big difference in an event’s success?
At Expo 2020, the coordination between operations, suppliers, and client teams was seamless. That collective effort made the event a success.
Q25. What lessons have you learned about leading under pressure in the MICE industry?
Stay calm, communicate clearly, and act decisively. Pressure is part of the job, but composure makes all the difference.
Q26. What would you say are your greatest strengths as a professional?
Adaptability, relationship-building, and delivering under pressure.
Q27. And what’s an area you’re still working on improving?
Leveraging data and digital tools to better measure ROI and design smarter programs.
Q28. How do you stay inspired and continue learning in such a fast-paced sector?
By traveling, attending trade shows, and connecting with peers globally. Inspiration comes from seeing trends in action.
Q29. Where do you see yourself in five years — personally and professionally?
Professionally, leading Abu Dhabi into the top tier of global MICE destinations. Personally, achieving a stronger balance between career, family, and travel.
Q30. Finally, what interests or passions do you pursue outside of work that keep you balanced?
I love traveling, exploring new cultures, staying active, and spending quality time with family and friends.
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Masarra is a full-service Destination Management Company focused on curating a unique portfolio of experiences in Abu Dhabi and the UAE.
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