
Tourism Experience
Business Strategy for Miral Group
The client in this project is Miral Group, one of the major stakeholders in the Middle Eastern market, specialising in the development and management of Tourism & Leisure destinations, attractions and experiences, including key tourism points of interest on Yas Island (Ferrari World, Warner Bros. World, Sea World, CLYMB™ Abu Dhabi, etc.).
Project Scope
Horwath HTL was engaged by Miral Group to provide strategic guidance on shaping its business strategy, leveraging its robust portfolio of entertainment assets and aligning with the latest trends in the global tourism industry. The project aimed to position Miral for sustainable growth by capitalising on its unique strengths while addressing market gaps and exploring new opportunities.
The engagement began with a thorough assessment of the global tourism landscape, highlighting emerging trends, demand drivers, and competitive dynamics. This analysis enabled Horwath HTL to recommend strategic directions that would align Miral’s offerings with evolving market expectations, ensuring relevance and competitiveness.
Recognising Miral’s strong portfolio of entertainment assets, Horwath HTL engaged specialised experts in leisure and entertainment to support the development of a targeted strategy. This included evaluating the operational and market performance of Miral’s assets and identifying opportunities to optimise their appeal and profitability. Insights from these experts informed a more effective proposal, including enhancements to the experiential offerings and synergies within the portfolio.
One key area of focus was the Destination Management Company (DMC) segment. Horwath HTL’s expertise in this domain allowed for a detailed analysis of how establishing its own DMC could enhance Miral’s ability to package and promote its offerings. The proposal outlined operational frameworks, market positioning strategies, and financial implications, demonstrating how a Miral-owned DMC could drive visitor numbers, improve customer experience, and increase revenue streams.
As part of the project, Horwath HTL conducted a comprehensive benchmarking analysis, comparing Miral’s assets and destination appeal to similar global and regional competitors. This analysis identified strategic gaps and opportunities for improvement, providing actionable insights to strengthen Miral’s market position.
The outcome was a set of strategic recommendations tailored to Miral’s vision and assets, equipping the group with a roadmap for sustained growth in the highly competitive tourism and entertainment industry. Horwath HTL’s expertise ensured that Miral’s business strategy was both innovative and grounded in market realities, supporting its goal of becoming a global leader in tourism and entertainment.
Project Location
Abu Dhabi, UAE