Dubai embarks on marketing transition
A new marketing blueprint for Dubai is an integral part of its strategy to achieve its hefty 2020 tourism targets, by repositioning it from a "must-see" to "must-be-experienced" destination.
Ahead of Monday’s opening of this year’s Arabian Travel Market, the Department of Tourism and Commerce Marketing (DTCM) revealed its new approach is based on extensive research into the needs and wants of leisure and business travellers in addition to a “comprehensive” review which compared the emirate’s offering with other leading global cities.
“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,” chief executive of the newly formed Dubai Corporation of Tourism and Commerce and Marketing, Issam Kazim, said.
The blueprint aims to shift the perception of Dubai from “must-see” city to “must-be-experienced” city, he continued.
“It’s a subtle shift but one that supports the reality of what the destination has offer: a breadth and depth of remarkable experiences that deliver beyond the expected.”
Kazim held up shopping is one example of this – instead of simply offering a wide selection of retail brands, Dubai enhances its shopping malls with experiences such as indoor skiing or swimming with sharks, with its souks offering a mix of retail and culture.
“We need to ensure we are communicating this effectively and work with our partners to continue to enhance that experience,” he said.
“Across gastronomy, family entertainment, events, arts and heritage, and beaches and water-sports – not to mention our hotels, with regards to the range on offer, the hospitality and the facilities within them – the experience is extraordinary. This is what sets Dubai apart and what we must ensure every potential tourist knows about our city.”
More details of the new marketing approach will be revealed during ATM, including a preview of a new “digital ecosystem” comprising of a website, app and social media platform that will be launched later this year.
Last year at Arabian Travel Market, Dubai’s Department of Tourism and Commerce Marketing (DTCM) unveiled the plan to double visitation to the emirate to 20 million arrivals per year by 2020 with the aim of tripling tourism's contribution to its economy.
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