Corp Executive Hotel Apartments Al Barsha Dubai will be participating in ITB Berlin Convention 2012, the travel industry’s leading think-tank, to be held from March 7 to 9. The hotel is eyeing the European market in its bid to increase its share of business arrivals from the continent.

“Dubai is a favoured destination of travellers from the UK and other European countries, with a recent CNN poll voting it the most preferred city for business travel after Hong Kong and Singapore. That’s not surprising, considering it’s a global hub for finance, business and trade and a key MICE destination,” observes General Manager Aamir Pervez.

“Our hotel is ideally equipped to serve this international clientele, which is why we are the preferred choice of discerning business and leisure travellers. Our location in the heart of new Dubai, in close proximity to key business centres, serves our corporate guests well, as does our range of facilities, which include a fully equipped business centre. Hence, we are very keen to take part in international travel shows such as ITB to generate greater awareness about our property,” he adds.

Last year, the ITB convention focused on the Middle East crisis, underlining the fact that recent changes affecting the global political, social and economic situation are having a dynamic impact on the business travel world.

This year, a key area of discussion will be the challenges facing the hotel industry, which is currently witnessing a churning, with society trends demanding flexible services that meet the needs of specific consumer groups.

Fortunately, despite the on-going turbulence, Europe’s tourism industry remains upbeat, with the ITB World Travel Trends Report showing a four percent year-on-year increase in trips out of the continent.

This is good news for Dubai and its hospitality sector. MasterCard has estimated that Dubai received eight million visitors in 2011, ranking the city first among 21 cities in the Mena region and ninth worldwide.