CXO INSIGHT

What has your career looked like so far and how has the organisation grown since you joined the team ?

It has been one of great discovery to fully appreciate how , through our strategies , our business has the power to mobilise ecosystems and to catalyse and shape the development of the industries we serve , especially in sectors that are evolving at blistering pace .

The impetus to achieve not only scale but also excellence is our proudest achievement . We ’ ve built a culture of considering first what ’ s best for the industries and stakeholders we serve before our own business targets . This has empowered us to successfully ramp up our regional events to emerge as the largest in the world and simultaneously achieving recognition through independent surveys as the best events in the world , for delivery of service excellence and business outcomes . To achieve mega scale and globally the highest NPS [ Net Promoter Score ] quality is a phenomenon rarely achieved by event organisers .

Trixie LohMirmand , Executive Vice President , Dubai World Trade Centre

I ’ m humbled and quietly proud of the unequivocal trust and support from the leadership to supercharge our local home grown Arab-originated brands , propelling them onto some of the world ’ s biggest and most dynamic markets to become the number one reference globally . Our international achievements and launches in six countries have come fast and furious in merely the last 48 months , after we made the strategic decision to venture overseas . We now have offices in Germany , Singapore and Morocco in a year .

We ’ ve moved from routine management of events and achieving event-focused KPIs to delivering meaningful outcomes in creating far wider economic and societal impact on the Dubai and UAE economy and industries and cites we serve internationally .

We are proud to be contributing to the Dubai D33 Vision to become the top best three cities globally .

With nearly three decades of experience in the global events industry , what has been your guiding vision in leading the Events Management division at DWTC , and how has it evolved ?

We remain steadfast and focused on being outstanding and to bring real value to the industries we serve and betterment of society through our portfolio of events .

Our ability and willingness to pivot , acclimatise , recalibrate , move fast with limitless confidence and collective belief is what drives

“ At the core of it , we are not motivated to organise events to fill the calendar .”

The Dubai World Trade Centre has played a pivotal role in the growth of Dubai ’ s business tourism and trade since its inauguration in 1979 . Next month it will host GITEX GLOBAL , one of the biggest tech and start-up shows in the world , with over 6,700 companies from 130 countries . Trixie LohMirmand , Executive Vice President at the Dubai World Trade Centre ( DWTC ), spoke to Intelligent CXO about the vision and aims of the trade centre and how she motivates her team to bring real value to the industries they serve and contribute to the betterment of society through their portfolio of events .

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