The vision aims to welcome 20 million visitors per year, double what it received in the year 2012. Amidst these numbers, India has emerged as the second largest source market for the Emirate
Dubai has succeeded in placing itself among popular tourist destinations on the global map of tourism, entering effortlessly into the future through launching ambitious developmental initiatives and high quality projects, stated Helal Saeed Almarri, Director General, Department of Tourism and Commerce Marketing (DTCM).
The DTCM unveiled ‘Dubai’s Tourism Vision for 2020’ at the recently concluded Arabian Travel Market (ATM). The vision, which was officially approved by Shaikh Mohammed Bin Rashid Al Maktoum, Vice- President and Prime Minister, UAE and Ruler of Dubai, aims to welcome 20 million visitors per year, thus tripling the annual contribution to Dh300 billion to the city’s economy by 2020.
The Vision envisages a strategy to double the annual visitor numbers from 10 million in 2012 to 20 million in 2020. “The strategy behind the Dubai Tourism Vision for 2020 will further leverage a sector which has been a central pillar in the city’s economic growth. The vision is based on two central views : to widen our range of tourism offering across events, attractions, infrastructure, services and packages in order to enhance the overall visitor experience; and to adapt our marketing approach to showcase Dubai to a wider audience and grow the conversion rate of awareness to bookings,” Almarri said.
Speaking about the various initiatives that DTCM will take to achieve their 2020 vision, Almarri added that they will maintain the existing market share of outbound tourism of all source markets, increase awareness and consider visiting a number of source markets and increase the number of repeat visits. DTCM has identified certain markets as having significant potential for growth, such as Latin America, China and the emerging economies of Africa.
Almarri further highlighted that the Dubai-India relations have been showing signs of rapid growth which reflects the eagerness and expansion of economies on both sides. “India comes under the top 2 source markets for DTCM and has remained one of the largest trading partners of Dubai, with the two-way trade posting remarkable year-on-year growth. Indian guests to Dubai have reached a total of 763,846 in 2012, which clearly reflects the growing relations between the countries. Dubai has always been a hot favourite with Indian middle class tourists looking for a quick trip abroad on an affordable budget,” he opined.
It’s the shopping-cum-sight-seeing extravaganza that’s crystallising Dubai’s reputation as a preferred tourist destination for Indians. To widen the range of tourism offerings for Indians DTCM will focus on three key areas of focus – family, events and business travel. “DTCM will play a central role in coordinating the activities of industry and public sector partners to expand the existing attractions, events and experiences that cater to all the segments of travel. This will include creating segmented packages and tailored offerings that make the most of the Emirates assets, by effectively marketing the historic and cultural sites, world class sporting facilities, MICE facilities and the upcoming cruise industry,” said Almarri. In an effort to position Dubai as an events destination the Dubai Events and Promotions Establishment (DEPE) were recently integrated into DTCM.
Focused on presenting Dubai in a new light, Almarri stated that DTCM will also focus on niche segments such as student groups, senior citizens, sporting enthusiasts, heritage and culture enthusiasts, up-market leisure travellers and the lucrative wedding segment.
Speaking about hotel accommodation in Dubai he added, “The travel and leisure industry in Dubai have upped its ambitions. Hotel chains, resorts, and luxury spas have announced expansion plans for Dubai. In 2012, the number of hotels climbed to 599 from 575, with a clutch of new kids on the block like Fairmont, The Palm, JW Marriott Marquis and Jumeirah Creekside.”
