– Visitor experience evolves as Tourism Vision for 2020 provides clear focus for growth and
development for private and governmental stakeholders
– Attractions, events, and hotels continually being added to the destination offering
– New tourism website to be launched during 2014: previewed at Arabian Travel Market
Dubai, UAE; 4th May 2014: One year into the delivery of Dubai’s ‘Tourism Vision for 2020’, significant first steps have been taken to achieve the target of attracting 20 million annual visitors by 2020, leading the emirate’s tourism authority to state a new ambition: for Dubai to become the world’s most visited city. If a growth rate similar to that achieved in 2013 is maintained – a 10.6 per cent year-on-year increase equating to 11 million hotel guests – Dubai will achieve its Tourism Vision targets and with London currently holding the title of world’s most visited city (16 million tourists in 2013), the emirate is using its participation in the 2014 edition of Arabian Travel Market (5th-8th May, Dubai World Trade Centre) to outline why the number one ranking is an ambitious, but realistic, goal.
Having announced the Tourism Vision for 2020 at last year’s edition of Arabian Travel Market (ATM), the Department of Tourism and Commerce Marketing (DTCM) will discuss the achievements made over the last 12 months based on the collective commitment from industry stakeholders to sector growth and development; demonstrate the continual enhancements and evolution of the city’s destination offering; and preview a new marketing blueprint designed to further raise the emirate’s international profile.
Speaking ahead of ATM, His Excellency Helal Saeed Almarri, Director-General of Dubai’s Department of Tourism and Commerce Marketing (DTCM) said: “Since His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai announced the Tourism Vision for 2020 at last year’s ATM, the UAE has won the right to host Expo 2020 in Dubai; the first phase of our second international airport has opened at Dubai World Central and a substantial number of new hotels, attractions and events have opened, taken place or been announced. Further, in addition to UAE federal pre-entry visa regulations on European Union member states being lifted, major legislative changes have been made which will directly and positively impact the tourism sector and enable us to attract more business and leisure travellers.
“The Tourism Vision for 2020 is a framework which gives all of us in the tourism industry a clear and collective focus. The Vision has been embraced to its fullest by both governmental departments and the private sector – and this first year is just the beginning. During this year’s Arabian Travel Market the Dubai presence and the exhibits and announcements of our stakeholders will demonstrate that while the city is already seen as a must-visit destination, a continuous drive to innovate will lead to a constant reinvention of the visitor experience, creating one that is unrivalled anywhere else in the world. It is this collective industry commitment that makes us confident that we will be able to achieve our targets of attracting 20 million annual visitors by 2020, and inspires the ambition to eventually become the world’s most visited city.
“The pursuit of this ambition means that for the tourist the destination is constantly being enhanced with more attractions, more events, more hotels, world-leading infrastructure and services and a holiday experience which delivers beyond expectations – whether the tourist is visiting for the first time or is a repeat guest.”
New Marketing Blueprint
With Dubai being named as a top destination to visit during 2014 by both the New York Times and the Trip Advisor Traveller’s Choice Award, a key focus of the past year for DTCM has been the creation of a new marketing blueprint that will ensure this status is enhanced and that the rate of growth in guests continues its strong trajectory. The approach is based on research into the needs, requirements and wants of leisure and business travellers and a comprehensive review of both how the emirate’s destination offering compares to other leading global cities and how this offering is communicated.
Discussing the new approach, Issam Kazim, CEO of the newly formed Dubai Corporation of Tourism and Commerce and Marketing, commented: “Leisure travellers are increasingly seeking holiday destinations that provide a variety of distinctive, enriching and exceptional experiences. Across every component of Dubai’s offering we will continue to ensure that we provide this and that we communicate it throughout all of our marketing activities.
“The pursuit of this ambition means that for the tourist the destination is constantly being enhanced with more attractions, more events, more hotels, world-leading infrastructure and services and a holiday experience which delivers beyond expectations – whether the tourist is visiting for the first time or is a repeat guest.”
Issam Kazim commented: “Increased investment and focus in digital is a key element of our marketing of Dubai and a priority has been to ensure that we can speak more personally to each visitor at every stage of their traveller journey – from before they even consider Dubai as a destination, to when they are planning their trip; experiencing the city; and after they have returned home. Our new digital platforms will provide the opportunity for us to do this and, combined with the evolution of how we talk about Dubai and its offering, will deliver the message that this is a destination which must be experienced – and then help ensure that each visitor has an experience that is beyond expectation.”
Arabian Travel Market is taking place between 5th and 8th May at the Dubai World Trade Centre. The Dubai stand is located in Hall 3, Stand Number. UAE3210
