Dubai is switching its focus from creating awareness of the destination to actually getting people to book a visit as its tourism department set its sights on doubling visitor numbers by 2020.
The new director general of Dubai’s Department of Tourism and Commerce Marketing (DTMC), Helal Saeed Al Marri, told media at Arabian Travel Market that the tourism body is changing tack in order to achieve the ambitious target.
“Eight years ago, awareness was an issue but it’s not really our issue anymore,” he said. “Now it’s about conversion.”
Al Marri identified word of mouth as DTCM’s most powerful tool in issuing the call to action, with past visitors and social media playing a vital role.
Efforts will target traditional markets such as the UK and Europe, but with emerging markets taking on a greater significance, in line with the ongoing expansion of Dubai-based carrier Emirates.
“Emirates is opening up new routes all the time so there are some markets that are emerging and growing much higher than single digit growth,” Al Marri said.
The destination’s strength in the MICE and corporate sector will also fuel growth, although it remains a predominantly leisure destination with holidaymakers accounting for 80% of all visitors.
As a result, tourism projects including an expanded calendar of events and the development of additional family attractions will be on the agenda.
Creating additional hotel rooms is also a priority in order to ensure there is adequate accommodation for the anticipated spike in arrivals. There are currently 15,000 hotel rooms under construction in the emirate.
“We want to make sure our hotels don’t get any busier,” Al Marri said, citing occupancy averages of 86%.
He was confident the targets are achievable, highlighting the necessary growth rates as "very much in line" with those achieved in the last three years.
