dubai tourism marketing strategy

Effective Marketing Strategies for Travel and Tourism in Dubai

Mar 27, 2024 | Blogs , Digital Marketing

Dubai’s allure transcends borders, drawing millions of visitors each year to its iconic landmarks, and pristine beaches. The UAE Department of Tourism formulated the forward-thinking ‘Dubai Tourism Strategy 2020’ with the goal to entice 25 million visitors. While the initiative gained approval in 2013 for the first time, the UAE’s Tourism Department has devised an ambitious tourism strategy, poised to attract 25 million tourists by 2025 . Likewise, Dubai is expected to contribute 12.4 percent of the GDP by the end of 2027. However, behind this magnetic appeal lies a range of marketing strategies for travel and tourism – meticulously crafted to captivate audiences worldwide. Here’re a few of them. 

• 1 1. Engage in Social Media Campaigns
• 2 2. Invest In Influencer Partnerships
• 3 3. Think along the lines of Localized Content and SEO
• 4 4. Cultivate Engagement and Conversions with Email Marketing Campaigns
• 5 5. Integrate Mobile-Friendly Website and Apps
• 6 6. Prioritize Analytics and Performance Tracking
• 7 7. Leverage Content Partnerships and Collaborations
• 8 8. Remarket and Retarget Campaigns
• 9 Takeaway 

1. Engage in Social Media Campaigns

An average traveler has 400 digital moments on average before making the booking decision, and almost 90% of those experiences are mobile experiences. Likewise, 27% of travelers make the initial decision to travel to a specific destination – all thanks to Facebook posts!  In the digital age, social media undoubtedly serves as a powerful conduit for inspiration and engagement. So, go ahead and utilize popular social media channels namely Facebook, Instagram, Twitter, and LinkedIn as avenues to market your Dubai tours and interact with prospective travelers. Share captivating visual content, encourage user-generated posts, and provide exclusive glimpses into your offerings. Actively engage with your audience by responding to comments and inquiries, and employ targeted advertising campaigns to extend your reach to a broader audience. By orchestrating user-generated content initiatives and employing relevant hashtags, a vibrant community of travelers can be cultivated, amplifying the reach and resonance of marketing efforts. 

2. Invest In Influencer Partnerships

Influencer Partnerships tops the list of marketing strategies for travel and tourism. According to The State of Influencer Marketing 2020 Benchmark Report , the majority of people believe that influencer marketing is effective. Another research by Twitter shows that 40% of the consumers follow decisions made by influencers – right, left and center! Hence, collaborating with influencers possessing a penchant for immersive storytelling facilitates authentic engagement with diverse demographics. Partner with influential figures in the travel sphere who boast a substantial following and resonate with your desired demographic. Collaborate with them to spotlight your tours, experiences, and packages of Dubai via sponsored posts or influencer initiatives, expanding your reach and fostering credibility among potential travelers.

3. Think along the lines of Localized Content and SEO

No discussion on marketing strategies for travel and tourism is complete without bringing forth SEO. By weaving Dubai-specific keywords like “travel agents in Dubai”, “travel operator in Dubai”, “best travel booking website Dubai”, “Dubai based travel agency”, “luxury travel booking Dubai” into website content, organic discoverability is augmented. Craft tailored landing pages and informative articles catering to the nuances of Dubai’s offerings. This enhances visibility, ensuring prominence in search engine rankings and facilitating seamless exploration for intrigued travelers. Conduct keyword research to identify popular search terms and incorporate them into your website’s content, meta tags, headings, and URLs. Focus on local SEO by targeting location-specific keywords to attract Dubai-based travelers.

4. Cultivate Engagement and Conversions with Email Marketing Campaigns

Email marketing remains a stalwart tool for nurturing customer relationships in the field of marketing strategies for travel and tourism. According to Phocuswright Research, 36% of travelers rated travel as an important spending priority. And 58% of people check their email first thing in the morning! Curating personalized newsletters infused with enticing offers, insider tips, and updates on Dubai’s dynamic landscape cultivates a sense of anticipation and exclusivity among subscribers. Create a mailing list comprising intrigued travelers and regularly furnish them with updates, exclusive deals, and personalized suggestions. Utilize email marketing to cultivate leads, stimulate repeat bookings, and spotlight fresh tour packages or seasonal promotions.

5. Integrate Mobile-Friendly Website and Apps

In an era dominated by mobile technology, optimizing digital assets for seamless accessibility across devices is imperative. A mobile-friendly website coupled with intuitive apps serves as indispensable tools for travelers navigating Dubai’s myriad offerings. Providing features such as real-time updates, itinerary planning, and exclusive discounts enhances user experience, fostering convenience and loyalty among discerning travelers.

6. Prioritize Analytics and Performance Tracking

In the dynamic landscape of digital marketing, informed decision-making is contingent upon meticulous analysis of performance metrics. Ensure to monitor and assess your digital marketing endeavors utilizing platforms such as Google Analytics. Consistently scrutinize the effectiveness of your campaigns, website traffic, conversion rates, and return on investment (ROI) to inform data-driven decisions and refine your strategies for enhanced outcomes. By leveraging insights gleaned from analytics, marketing strategies for travel and tourism can be refined iteratively, ensuring maximal efficacy and return on investment. 

7. Leverage Content Partnerships and Collaborations

Collaboration lies at the heart of innovation. Likewise, forging strategic partnerships within the travel ecosystem amplifies marketing reach and resonance. By aligning with airlines, hotels, tour operators, and local attractions, synergistic opportunities for cross-promotion abound. Joint social media campaigns, guest blogging, and bundled offerings confer added value to travelers, fostering a cohesive ecosystem that beckons exploration and adventure.

8. Remarket and Retarget Campaigns

Remarketing and retargeting campaigns help in rekindling interest among prospective travelers. Create remarketing and retargeting strategies to connect with individuals who have previously browsed your site or displayed an interest in traveling to Dubai. Utilize focused advertisements on platforms such as Google Ads and Facebook to jog their memory about your services and motivate them to finalize their travel plans.

Takeaway 

Standing in today’s ever-evolving dynamics, adept navigation of marketing strategies for travel and tourism is paramount to position Dubai as a premier destination. As Dubai evolves and adapts to meet the changing needs of travelers, its magnetic charm will endure, inviting visitors to embark on unforgettable journeys filled with discovery and wonder.

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How Dubai Achieved Tourism Success: Insights from Issam Kazim, CEO of Dubai Corporation for Tourism & Commerce Marketing

Dubai’s tourism sector is on an impressive upward trajectory, with a notable 11% increase in international overnight visitors in Q1 2024, reaching 5.18 million visitors. This follows a record-breaking 2023, which saw 17.15 million international overnight visitors, cementing Dubai’s status as a global tourism leader.

The city's success is not just reflected in numbers; it is a result of a diversified approach, tailored strategies, and activities across more than 80 markets. These efforts have helped maintain Dubai’s appeal as a top destination, earning it the top spot in the Tripadvisor Travellers’ Choice Best of the Best 2024 awards for the third consecutive year.

Adding to the success, Dubai International Airport (DXB) reported its busiest quarter ever, with 23 million passengers passing through its terminals.

At the recent ATM show , Issam Kazim, CEO of Dubai Corporation for Tourism & Commerce Marketing , shared insights on the strategies, innovations, and vision driving Dubai’s global success.

Driving Dubai’s Tourism Success

Kazim attributes Dubai’s achievements to visionary leadership and ambitious targets.

"Our strategic plan launched in 2014 aimed to diversify beyond our strong traditional markets,"

he explains. The dynamic environment, influenced by external socioeconomic and geopolitical factors, necessitates a flexible market approach. This adaptability allows Dubai to pivot between markets, ensuring continuous growth.

Transitioning from traditional marketing to a digital-first approach, Dubai has become a leader in this space, leveraging strong relationships with key global players. The ambitious targets of increasing visitor numbers, length of stay, spending, GDP contribution, and repeat visitation have been met with remarkable success.

"We are proud to have a 25% repeat visitation rate within 12 months,"

says Kazim .

Kazim emphasizes that success is driven not just by marketing but also by the quality of service provided by both private and public sectors. From the moment visitors board a flight to Dubai to their entire stay, every touchpoint is designed to ensure a smooth, safe, and enjoyable experience.

The introduction of initiatives showcasing Dubai’s culture, tradition, and affordability, in addition to its luxury offerings, has attracted a diverse range of visitors. Collaborations with key opinion leaders, influencers, and celebrities from Bollywood, Hollywood, Nollywood, and more have further strengthened Dubai’s global appeal.

Exploring New Markets

Kazim confirms that Dubai is continuously exploring new markets and segments within existing markets.

"This customization allows us to tap into various demographics,"

he explains. Efforts have been made to showcase that even three-star or four-star accommodations in Dubai can rival five-star experiences elsewhere, incentivizing investment in these sectors.

Close monitoring of routes opened by flydubai and Emirates helps identify potential growth markets, aligning marketing efforts accordingly.

"Our approach is meticulously planned and analyzed,"

Kazim adds, emphasizing the collaboration between public and private sectors to ensure favorable visa policies and regulations.

Achieving the D33 Economic Agenda Targets

Dubai’s tourism strategy now includes remote working opportunities and new visa types, attracting more people to relocate to Dubai.

"We are the number one destination for relocation and remote working globally,"

Kazim highlights. The introduction of a retirement visa further broadens Dubai’s appeal.

Dubai’s connectivity and visa policies have made it an attractive location for regional and global headquarters. The city's free zones facilitate easy operation for companies, and continuous engagement with the private sector ensures new programs address their needs.

Sustainability Efforts

Sustainability is deeply rooted in Dubai’s cultural ethos.

"Originating from a desert landscape where resources were scarce, we've embraced a mindset of preservation,"

says Kazim . Initiatives include incentivizing hotels to meet stringent sustainability standards and providing tools like carbon calculators to track and reduce environmental footprints.

Stringent regulatory standards for new developments and swift adoption of sustainable practices, such as eliminating single-use plastics in hotels, reflect Dubai’s commitment to sustainability. The recent launch of Dubai Reef under the Dubai Can initiative aims to enhance marine biodiversity and promote eco-tourism.

The Impact of the GCC Unified Visa Initiative

Kazim believes that simplifying visa procedures will enhance Dubai’s appeal to tourists. The introduction of the GCC unified visa allows visitors to explore multiple destinations within the GCC region with a single visa, positioning Dubai as a pivotal hub for diverse experiences.

"This unified visa highlights the interconnectedness of GCC destinations, encouraging repeat visits and extended stays,"

Kazim notes.

Future Prospects for Brand Dubai

Dubai continues to innovate, with new attractions like cycling and hiking tracks, a Real Madrid World theme park, new hotels, and numerous gastronomy offerings. The expanded Michelin Guide highlights Dubai’s culinary excellence, including three Green Star restaurants for sustainability.

Developments in Hatta, the new airport with a capacity of 260 million passengers, and the unified visa initiative are part of Dubai’s efforts to enhance its tourism landscape.

"Dubai is always striving for what's next,"

Leadership Lessons from Dubai

Kazim praises Dubai’s leadership for combining vision with commitment to execution.

"Sheikh Mohammed bin Rashid Al Maktoum sets ambitious targets and ensures transparent progress monitoring,"

he says. This approach enabled Dubai to quickly rebound from COVID-19, achieving record-breaking growth in 2023 and continuing into 2024.

"Dubai’s leadership is accessible and dedicated to public service, fostering a culture of agility and responsiveness. We are a startup at heart, always striving for what’s next."

News Source: Gulf Business

Written by Maryam Pervez

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Dubai sets goal to be ‘world’s most-visited city’ by 2025

The emirate has revealed its ambitious plan to become the world’s most popular travel destination by the middle of the next decade

Dubai has revealed its tourism targets post-2020, declaring its ambition to be the world’s most-visited city by 2025.

Building on its previous goal of welcoming 20 million tourists annually by 2020, the year Dubai stages the first World Expo in the Middle East and North Africa (MENA) region, the Dubai Department of Tourism and Commerce Marketing (DTCM) has set out its vision for the coming decade.

Its ‘Dubai Tourism Strategy’, which was approved by the Dubai Executive Council at the beginning of October, aims to attract 21 to 23 million visitors by 2022 and 23 to 25 million visitors by 2025.

The blueprint for tourism sector growth, with a view to boosting its contribution to Dubai’s economy, includes a far-reaching commercial marketing strategy.

His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, who chaired the executive council meeting, heard how DTCM planned to achieve its goal of becoming the most-visited city worldwide by adopting ambitious development plans, initiatives and projects that will cement its position as a preferred tourism destination for millions of people each year.

"These plans and strategies to strengthen the tourism sector reflect our efforts to promote Dubai’s stature in international tourism forums and make it a favoured destination for tourism, business and events, through ambitious initiatives that aim to achieve sustainable growth and guarantee our international competitiveness, which will enable Dubai to deal with the changes witnessed by economic sectors and international markets,” Sheikh Hamdan said in comments published by UAE news agency WAM.

The DTCM’s strategy is based on the theme ‘Only in Dubai’ and also involves promoting the city as a leading business destination.

Dubai is already a fully-fledged, multi-faceted tourism hotspot offering visitors from around the world a multitude of unforgettable experiences.

For this reason, the city is well on track to meeting its target of welcoming 20 million visitors by 2020.

Dubai welcomed 15.8 million international visitors in 2017 and 8.1 million during the first half of 2018, buoyed by growth in visitor numbers from its top three feeder markets – India, Saudi Arabia and the UK.

Arrivals from Russia, China and Western Europe also aided the growth of Dubai’s tourism sector, which in 2017 contributed AED109 billion ($29.68 billion) to the emirate’s economy, DTCM statistics reveal.

India delivered the largest number of international guests during the first half of 2018, once again crossing the one-million-mark over a six-month period and up 3% year-on-year.

Saudi Arabia and the UK remained the second and third largest feeder markets respectively, while China ended the first half of 2018 in fourth place, delivering 453,000 tourists, up 9% on H1, 2017.

However, Russia topped the growth charts with a stellar 74% increase over H1, 2017, delivering 405,000 visitors to jump five positions within the top 10 source markets.

Today, Dubai is the world’s fourth most-visited city after Bangkok, London and Paris respectively, according to the latest MasterCardGlobal Destination Cities Index (GDCI) report.

Dubai also ranks as the world’s top destination in terms of international overnight visitor spend, with total expenditure reaching $29.70 billion in 2017, the Mastercard’s report confirmed. The city has maintained this position for the past three years.

Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), attributed Dubai’s growing reputation as one of the world’s top travel destinations to the city’s “new attractions and experiences – from culture and the arts to history and heritage, as well as updates to attractions”.

“The retail sector is also further enhancing its offering, presenting visitors with the opportunity to experience an ever-evolving array of shopping districts, activities, and offers,” he added.

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Dubai Tourism increases global marketing activities

Posted by Claudia De Brito on 19 September 2021

The latest data shows that the emirate welcomed close to three million visitors from January to July 2021

Dubai Tourism is ramping up its marketing efforts to reach travellers in international markets. Throughout the pandemic, Dubai Tourism focused on domestic travel, but the emirate has now shifted its focus to the international market.

Speaking about the new strategy, Dubai Tourism CEO Issam Kazim said: “Aligned with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, vice president and prime minister of the UAE, and ruler of Dubai, we have increased our global marketing activities to reinforce the message that Dubai has completely regained its vibrancy and is the first choice destination for global travellers.

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“As Dubai continues to safely welcome international tourists, we are pleased to engage with the media and our partners in key markets in cooperation with Expo 2020 to raise awareness of the region’s first World Expo and the unique destination proposition.

“We received encouraging feedback from participants at the recent engagements overseas, as we intensify efforts to attract more visitors from all of our strategic markets that are open. With the industry registering steady growth in the first seven months of 2021, we are confident that together with our partners we can collectively leverage the prevailing optimism to further accelerate momentum during this landmark year of Expo 2020 and the UAE Golden Jubilee.”

Globally, Dubai was one of the first destinations to reopen its borders and businesses in July last year. 

For more information, visit www.dubaitourism.gov.ae

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UAE Tourism Strategy 2031

The UAE Tourism Strategy 2031 comes under the ‘Projects of the 50’ as one of the biggest projects of the next years. The strategy includes 25 initiatives and policies to support the development of the UAE’s tourism sector.

The UAE Tourism Strategy 2031 comes under the ‘ Projects of the 50 ’ as one of the biggest projects of the next years. The strategy aims to:

• raise the tourism sector’s contribution to the GDP to AED 450 billion, with an annual increase of AED 27 billion
• strengthen the position of the UAE as one of the best destinations in the world for tourism
• boost competitiveness by attracting AED 100 billion as additional tourism investments
• welcome 40 million hotel guests.

The strategy includes 25 initiatives and policies to support the development of the UAE’s tourism sector. It is based on 4 key directions:

• strengthening the unified national tourism identity
• developing and diversifying specialised tourism products
• building tourism capabilities and encouraging the contribution of national cadres in the tourism sector
• increasing investments in all tourism sectors.

The National Tourism Strategy 2031 comes in cooperation between Ministry of Economy and various local and federal entities and institutions, including Ministry of Foreign Affairs and International Cooperation , Federal Authority for Identity, Citizenship, Customs and Port Security , UAE Central Bank , General Civil Aviation Authority , the UAE’s airlines, World Tourism Organization , a number of international companies and Federal Competitiveness and Statistics Centre .

Read related news coverage on WAM .

Discover the  World Coolest Winter  in the UAE.

Related links

• Investment in the UAE tourism industry – Ministry of Economy
• Department of Culture and Tourism - Abu Dhabi
• Department of Tourism and Commerce Marketing - Dubai
• Sharjah Commerce and Tourism Development Authority
• Ras Al Khaimah Tourism Development Authority
• Ajman Tourism Development Department
• Department of Tourism and Archaeology Umm Al Quwain
• Fujairah Tourism and Antiquities Authority

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Dubai tourism strategy targets 25m visitors by 2025

Business travel & tourism.

Government seeks to boost growth in major markets

Dubai has approved an ambitious tourism strategy to attract 21 to 23 million tourists by 2022 and 25 million visitors by 2025.

This is a part of a strategy to strengthen Dubai’s position as a favoured destination and the most visited city in the world. The strategy was approved during a meeting of the Dubai Executive Council (DEC) chaired by Shaikh Hamdan Bin Mohammad Bin Rashid Al Maktoum, Dubai Crown Prince and Chairman of DEC.

The strategy is in line with His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai.

The strategy focuses on ensuring that Dubai is not impacted by fundamental changes in the future, and to be a leader when it comes to changes in the tourism sector. It also will seek to boost growth in major tourist exporting markets and diversifying sources from markets with high potential.

Shaikh Hamdan said that plans and strategies to develop the tourism sector entail Dubai’s limitless ambition to bolster the emirate’s global position in the tourism field.

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Dubai Tourism and stakeholders intensify efforts to boost city’s position as a safe destination for global travellers

Monday, March 1, 2021 12:00 AM

The Department of Tourism and Commerce Marketing (Dubai Tourism) has provided a positive outlook of the industry at a meeting held with key stakeholders and partners. The meeting highlighted the robust new safety measures deployed across sectors and new initiatives taken to further enhance the city’s position as a safe destination for global travellers.

Given the strong momentum created by a second half rebound in 2020, the meeting also explored ways of building on the gains during 2021, a landmark year that will feature the UAE’s 50th anniversary celebrations and the region’s first World Expo hosted by the UAE. Presided by His Excellency Helal Saeed Almarri, Director General, Dubai Tourism, the meeting was held as part of regular dialogue with key industry leaders, paving the way for Dubai Tourism to exchange insights with stakeholders and work with them in aligning on initiatives and strategies.

HE Helal Saeed Almarri, Director General, Dubai Tourism, commented: “Under the guidance and visionary leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, our commitment to safeguard the health and wellbeing of citizens, residents and visitors formed the cornerstone of our recovery strategy since the start of the pandemic. While we are encouraged by the success of the strong safety procedures deployed across all tourism touchpoints, we will continue to proactively update safety protocols in the hospitality, tourism and travel sectors in accordance with the changing situation. We are deeply appreciative of the latest precautionary measures established by Dubai’s Supreme Committee of Crisis and Disaster Management, allowing us to further intensify efforts in cooperation with our stakeholders and partners to ensure Dubai remains open and maintains its position as one of the world’s safest destinations.”

Dubai Tourism also provided an update on the steady progress made since the reopening of the city to international tourists last July, the local and global impact of the pandemic, future industry trends and global marketing initiatives. It was pointed out that the UAE has one of the world’s most effective test and trace programmes and is currently ranked among the top five nations globally in terms of overall vaccine rollout.

The meeting also observed that the pace of the global industry revival in 2021 will be highly dependent on the evolving COVID-19 situation, particularly noting the recent travel restrictions in several countries, as well as the speed of economic recovery in key source markets.

Dubai launched the ‘DUBAI ASSURED’ stamp, a compliance programme to certify and recognise hotels and other establishments across the tourism ecosystem that have implemented all public health protocols. Inspectors of Dubai Tourism, Department of Economic Development and Dubai Municipality are also taking a zero tolerance approach to ensure full compliance with the wide range of guidelines that have been outlined by Dubai’s Supreme Committee of Crisis and Disaster Management. The successful citywide management of the pandemic received a strong endorsement from the World Travel and Tourism Council (WTTC) which gave the city a ‘Safe Travels’ stamp.

The stakeholders were unanimous that there was positive sentiment surrounding Dubai as a key destination and reaffirmed their commitment to support the industry, including the strict implementation of health and safety protocols in collaboration with Dubai Tourism.

Paul Griffiths, Chief Executive Officer of Dubai Airports, said: “Air transport is key to the global mobility necessary for social and economic recovery.  Dubai Airports and its stakeholders in the aviation industry have taken enormous steps to ensure that the highest standards of health and safety protocols are followed throughout the passenger journey to provide the reassurance that travellers can fly with confidence.  We will continue to position Dubai in the lead of the recovery of global aviation with more than 146 cities in 80 countries already being served by 56 airlines, retaining our position as the world’s busiest international airport.”

Mohammad Al Hashmi, VP Commercial Products Dubai, Emirates, said: “The health and wellbeing of our customers and employees remain our top priorities. Emirates continues to work closely with the authorities and our industry partners to offer travellers a safe and enjoyable experience. Travellers can be assured that the comprehensive bio-safety measures implemented at Emirates, and across the Dubai tourism eco-system, are regularly reviewed and updated to reflect the latest best practice and health guidance.”

Jochem-Jan Sleiffer, President, Middle East, Africa & Turkey at Hilton, said: “DTCM has gone to great lengths to work alongside industry stakeholders in ensuring measures are put in place to keep visitors safe as international travel has returned in recent months. We've seen these efforts reflected across our diverse portfolio of Hilton branded hotels in the UAE, all of which operate the Hilton CleanStay and Event Ready programmes to provide optimal standards of cleanliness and hygiene.”

José Silva, CEO Jumeirah Group added: “There is a direct correlation between the performance of the hospitality sector and the collaborative efforts to protect the health and safety of our guests and our people. Dubai has led a consistent campaign throughout the pandemic, prioritising health and safety and steered our nation towards an earlier than anticipated rebound. However, now is not the time for complacency. We must continue to ensure compliance with all precautionary measures, especially in the upcoming months, to sustain demand for Dubai’s diverse destination propositions across domestic and international markets.”

Mark Willis Chief Executive Officer, Accor, said: “It’s super to see a positive booking trend in Q1 2021 vs. Q3 & Q4 2020. As we look forward, Dubai continues to trend positively with demand in March looking increasingly solid. This is clearly driven by the sound safety measures put in place by the government and the desire to travel to one of the top leisure destinations in the world.”

Philippe Zuber, CEO of Kerzner International, said: “Performance has been strong right across our portfolio, including One&Only The Palm and One&Only Royal Mirage, as well as Atlantis, The Palm. We are proud to be able to offer a variety of experiences, with the highest health and safety protocols, during this unique time of travel and tourism in Dubai.”

Mohamed Jassim Al Rais, Deputy Managing Director, Al Rais, said: “Dubai continues to be a popular destination of choice, not only with holidaymakers from all corners of the world but also with business travellers. As the contribution of players in the tourism community is crucial for recovery,  Al Rais will continue to support the efforts of Dubai Tourism to herald a new era and create a more resilient industry, while working towards the common goal of positioning Dubai as a safe global destination.”

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Dubai makes strategy to attract 25 million tourists by 2025

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dubai - Dubai aims to achieve the target of being the most visited city in the world

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Published: Wed 3 Oct 2018, 8:22 PM

Last updated: Wed 3 Oct 2018, 10:24 PM

Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Dubai Executive Council, on Wednesday said the Executive Council approved the 'Dubai Tourism Strategy' that aims to attract 21-23 million tourists by the year 2022 and 23-25 million visitors by 2025. While chairing the executive council meeting, Sheikh Hamdan said Dubai will achieve the target of being the most visited city in the world. In order to achieve this target, he said many plans, initiatives and projects will be adopted to promote Dubai as the favourite tourism destination for millions of travellers around the world. Sheikh Ahmed bin Saeed al Maktoum, chairman of Dubai Airports, president of the Dubai Civil Aviation Authority and chairman and CEO of Emirates airline and Group; Sheikh Maktoum bin Mohammed bin Rashid Al Maktoum, Deputy Ruler of Dubai, and other top executives attended the meeting. He added that tourism is an active source of income that enhances the emirate's gross domestic product (GDP) and it is a fundamental pillar for Dubai's economic diversification. Additionally, he added that all tourism-related entities have to cooperate and support the strategy to develop the sector and improve the infrastructure, its capacity and services which improve Dubai's position in the global market. The executive council's new strategy depends on five priorities to ensure that Dubai will not get affected by major changes in the future by leading the market and being a pioneer, especially with the most promising tourist source markets. Additionally, the strategy aims at creating 'Only in Dubai' full tourism packages and smart shopping experiences based on tourist information, establishing sustainable developing tools and boosting the attractiveness of Dubai as an attractive destination for enterprises and a centre for expanding businesses. The next phase of the strategy is based on the sustainability of the sector's contribution to Dubai's GDP, in line with the UAE 2071 Centennial and the Dubai 2021 strategy, which focus on growing the non-oil economic sectors. - Wam

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How Can Brands Become More Salient in the Year 2020

What Communication Strategies are Teachers Adopting Amid the COVID 19

• Marketing Strategies for UAE Tourism Industry to Follow After the COVID 19

While COVID 19 is impacting the lives of millions, there is still an upsurge in the online market related to reservations for online tour and travel. There’s a lot going on in the digital world and among many searches, some of the most commonly searched terms by the average UAE population include key phrases such as vacation packages, amazing stays, theme parks, cruise & dinners, and much more.

Research data from Airbnb and Oyo provide such research metrics that indicate what people are interested in searching during the lockdown phase. While we can’t say for sure how many people will be interested in travel and tourism once the lockdown lifts, but if there’s one thing for sure, many individuals are abundantly searching such key terms and searching up the latest trends in tourism.

Based on what the people are searching for, we have come up with a few basic marketing strategies for UAE tourism industry that we believe every tour operator offering its services in the UAE should consider.

With more than a million people searching key phrases like best hotel rooms to stay and cheap airline tickets , it’s only fair if you, as a tour operator, should dive into tested online tactics to boost your business .

What are the marketing tactics that can outshine your tourism business from the rest? Read on.

Table of Contents

Understand What Your Target Audience is Searching

Whether you’re operating in the UAE’s travel & tourism industry as an independent ticketing website, a homestay aggregator, a vacation aggregator or something else related to online tourism, your target market is a subset of the overall search volume falling in the travel & tourism category.

As a tourism business, if you’re going to target a wide audience, there’s a high chance that you may fail to get the attention you desire for your digital business. Hence, it is best that you select a subset.

For example, if somebody is more interested in going on a cruise in Dubai, you can make use of that audience and market them with the best discounts, travel packages, cheap hotel stays and more. You can survey such audiences by using dedicated tools from Google & Bing, which provides in-depth detail on searches performed by defined demographics.

For instance, 68% of the searches, including the key phrase “vacation ideas” are usually performed by the female gender belonging to the age group 35-49. Relevant searches will provide in-depth detail on who your target audience is and it will help you devise a much powerful content marketing strategy to grasp their attention & convert.

Understand that Online Search Experience Changes

Search experiences have changed from the traditional ways of coming across a paid ad and clicking on it to engaging and emotionally exciting the audience through compelling content.

Content has become a pivotal source to make sure the audience develops an interest in your service.

Some use pictorial graphics and a remarkable story-telling to grasp the attention, while others create Vlogs and publish them on platforms like YouTube and other platforms to attract their audiences.

One way or the other, the online research experience has grown from just clicking an ad impulsively to a refined research-oriented approach where people spend time before they decide their next destination. Right now, COVID 19 is having quite an impact on our lives because of which many of us are under strict lockdown. Numerous people now have plenty of time on their clock, which has given them the opportunity to plan their vacations. Once the lockdown lifts, some of them will require inspiration to pick their plans up from where they left off and more emotional experience can help.

Just like the target audience, marketers working to stabilize the tourism industry in UAE should also focus on creating such memorable experiences for their target audience when they have the time. Once the lockdown lifts, they will have plenty of time to share these experiences on social media and websites to engage their target audience. Create experiences & plan specific content to get the best.

Understand that Tourism and Vacations is Time-Bound

UAE is a tropical region and because of its atmosphere, a majority of people visit UAE for their vacations in the summer season. The search volume on Google presents the same suggestion. People eventually start searching about vacations from April and carry on forward until September. If you are an SEO marketing executive working in an SEO based firm , you will eventually observe that most of the searches performed for theme parks and hotels are done in these four months of the summer season. Now depending on which market you serve, use powerful content to engage audiences during the right time of the season.

Whether you like it or not, this should be a core part of your overall digital marketing strategies for UAE tourism business operating in the heart of the UAE.

Lastly, In the Wake of Social Media Ads, Don’t Forget Email Marketing

Do you know that a research conducted by Monetate reveals that nothing converts visitors more effectively than a well-designed email campaign? Yes, the power of email marketing goes beyond that.

Compared to social media campaigns, the email market still has a better ratio of getting read.

It all bubbles down to how effectively you have worked on preparing the best content for your emails. If you are using a decent template to complement your tourism packages and an interesting way to reach out. You will simply be amazed at how many individuals are just interested in travelling.

Those who didn’t even plan just might accept the affordable prices you’re offering and come visit.

In Conclusion

UAE is the heart of tourism where people from around the world visit to spend their summer vacations. This pandemic has now become a part of our lives. It’s something that we can’t ignore and we will now have to accept and live with it. Slowly, the markets are now reopening in different parts of the world and effect, so is the tourism industry. The world is now going back to its normal life soon.

As a tourism business, if you’re unable to devise a digital marketing strategy, then you’re only going to fall behind in the rat race. Branex is a web design and digital marketing company that caters to the services of creating remarkable digital strategies and online products to sell your business remarkably in the market.

Do you want to build yourself a thriving online presence? Contact Us now and let us help you build it.

Ashad Ubaid

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Please note you do not have access to teaching notes, marketing strategies of expo 2020 dubai: a comprehensive study.

Worldwide Hospitality and Tourism Themes

ISSN : 1755-4217

Article publication date: 10 June 2019

The purpose of this study is to discuss the phases and kinds of marketing strategies being employed during the conduct of mega events such as expos. The study also aims to familiarize the reader with the detailed marketing strategies used by Dubai Expo 2020 and the marketing strategies adopted by tour operators in Dubai, alongside their most used digital channels of communication and marketing. Further, an attempt has been made to understand how the marketing methods for Expo 2020 can be integrated with the marketing of general travel products in Dubai.

Design/methodology/approach

Short, unstructured interviews with open-ended questions were conducted as part of the data-collection method over a period of two weeks. The interviewees are a core group of officials from the marketing and IT sections of Dubai Expo 2020. The data were recorded for later retrieval and analysis. Also, a survey of 150 tour operators and travel agents was conducted over a period of five weeks. This garnered a comprehensive set of data on the preferred marketing strategies to promote tourism products.

The marketing strategies used for Dubai Expo 2020 have been attractive, varied and innovative. Digital marketing is the most opted-for channel of communication for marketing purposes by both Expo 2020 officials and tour operators and travel agents in Dubai. Maximum popularity in terms of usage by tour operators and travel agents is reflected in social media channels of marketing, especially Facebook. There is a need to evolve a distinctly separate digital marketing strategy that will create more tailored marketing campaigns based on the characteristics affecting the consumer behavior of people engaged in Expo 2020.

Research limitations/implications

This study could have incorporated more varied data if other stakeholders, e.g. hoteliers, had been included. More varied data would certainly have been useful in arriving at well-founded observations about the ideal marketing strategies that could be adopted for an event of this magnitude. Another limitation is that interviews with a greater cross-section of the officials of Dubai Expo 2020 would have rendered a more detailed and finer description of the marketing methods used in promoting Dubai Expo 2020.

Practical implications

Dubai is being equipped as a world-class venue for large-scale conferences and conventions rivaling Las Vegas for meetings, incentives, conferences and exhibitions. Further, Dubai will be able to position itself as a favored location for hosting a wide array of events with global participation.

Social implications

Based on this study, it is reasonable to conclude that there is a need to rethink and innovate ways of marketing by customizing the marketing strategies according to the market structure and consumer behavior, without abandoning any particular marketing channel.

Originality/value

This research on the marketing strategies of Dubai Expo 2020 is of interest to industry, government agencies and other stakeholders. The observations drawn from this study on marketing strategies can be used by other nations hosting similar events in similar geographical areas to provide a basis to design or redesign their tourism and marketing strategies.

• Marketing strategies
• Hospitality

Haneef, S.K. and Ansari, Z. (2019), "Marketing strategies of Expo 2020 Dubai: a comprehensive study", Worldwide Hospitality and Tourism Themes , Vol. 11 No. 3, pp. 287-297. https://doi.org/10.1108/WHATT-11-2018-0071

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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