Staff Member

Portrait of Karina Lance

Karina Lance

Associate Vice President, Business Events, Dubai Business Events

"European, Asian or Arab? ……One always wonders where Ms. Karina Soraya Lance is from when meeting her for the first time, as her adaptability to any environment always triggers curiosity.With a master in International Relations and Asia Pacific Studies, Karina was one of the few students who started learning Mandarin Chinese in the late 90’s to successfully punctuate her studies with a research on the economic and political implications of China, today’s power house, in the World Trade Organization.Karina is a seasoned Sales and Marketing professional currently heading the International Sales and Congress Development Team at Dubai Business Events and City Operations, the MICE division of the Government of Dubai Department of Tourism and Commerce Marketing.In her capacity, she manages a network of 11 overseas offices located across North America, Europe and Asia and provides leadership in overall business events sales strategy.Karina was also the chairperson of the BestCities Global Alliance Strategic Business Development Committee, for which she provided leadership support for the marketing and sales activities of the 12 city members in the association-bidding sphere from 2017 to 2019 . She is now an active member of the Strategic Business Development Committee providing guidance and tactical marketing support in the field of association and corporate incentive development.Part of the ICCA local organizing committee, she oversaw the International Association Programme , the social events logistics and volunteer outreach at the ICCA congress that successfully took place in Dubai in November 2018.Since early 2019, Karina has been working very closely with the EXPO 2020 Dubai Exhibition Centre and Commercial team to ensure Dubai reaches its target of visitors over the 6 month mega event in the corporate, incentive and association/NGOs segments.Karina brings with her over 15 years of Business Development and Marketing experience that took her from France, North America, China and the UAE, Middle East.Karina has developed expertise in Business Tourism strategy development, International Sales, multicultural team and set up management, in market marketing strategy, Convention Bureau Operation Structure Implementation, Conference Meeting planning execution etc…Enjoying the fine things in life, insatiable traveller and avid dancer, what is Karina’s trademark? Her distinctive joyful laugh and her energetic outlook adds upbeat to all the projects she undertakes."

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