Dubai welcomed 8.36 million international overnight visitors within the first six months (January-June) of 2019, posting a constructive three % in tourism quantity progress compared to the identical period last yr, in accordance with the newest knowledge launched by Dubai’s Division of Tourism and Commerce Advertising, Dubai Tourism. The brand new figures reinforce the continued power of Dubai’s tourism sector as a key driver of financial diversification and a reliable catalyst for GDP acceleration via 2020. The most important visitors turbines in addition to newer high-potential segments have set a robust preparatory pace to gasoline Dubai’s climb to turning into probably the most visited international destination.
Helal Saeed Almarri, Director Common, Dubai Tourism, commented: “Tourism is one of the cornerstones of Dubai’s diversified economic growth, and we measure success based on our ability to aggressively advance towards our goal to be the number one most visited and most preferred city as envisioned by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai. The consequent rise in value creation opportunities, and more inclusive sector participation are core priorities, as we equally strive to sustainably grow GDP contribution. Our first half results are a particularly encouraging reflection of our progress towards this ambition and underline the effectiveness of our diversified market outreach with holistic ‘awareness to booking’ cycle content amplification and audience delivery, through a deeply networked ecosystem of global partners, industry stakeholders and government enablers.”
The sustained effectiveness of the Division’s market-specific strategies and customised annual programming are evidenced in the tangible visitation outcomes delivered across the normal strongholds, propelled by focused campaigns highlighting Dubai’s propositions, and tapping into the town’s dynamic attraction and growing connectivity across continents.
Different Locations Competing For Tourism
India as soon as once more led the pack, drawing the very best half yr volumes with 997,000 guests – notably noteworthy given the extreme air visitors and seat capacity challenges resulting from geopolitical volatilities. Dubai continued to drive reserving curiosity from Indians on a mass scale largely as a consequence of high-impact supply of phase and season-specific campaigns throughout probably the most accessible Tier-1 and Tier-2 cities. From targeted ‘family’ or ‘couple’ oriented promotions to the Bollywood megastar Shah Rukh Khan-led international #BeMyGuest marketing campaign, the Department’s investments yielded robust returns, with the latter alone surpassing all data, logging 160 million views in a short few weeks. Additionally, at an viewers penetration degree, travel share of Indian families with youngsters rose by a considerable 10 proportion points from 24 to 34 %, immediately reflecting greater GDP impression as a consequence of celebration measurement and spend potential.
Coming in robust as Dubai’s second largest feeder market as soon as again, the Kingdom of Saudi Arabia,KSA, delivered 755,000 guests at two per cent year-on-year progress over six months with a notable 4.9 % improve over the Eid break alone – signifying continued stability in Dubai’s attractiveness for Saudi households and millennials. With the GCC as an entire, and KSA (as its lead contributor), being key priorities on Dubai Tourism’s strategic agenda, investments in deepening alliances with the country’s travel ecosystem continued to extend in H1 2019, reflecting the worth of such partnerships – notably by way of consolidated marketing-promotions-sales programmes. In addition to the deliberate calendar of specialized fam journeys for KSA’s prime travel agents and tour operators, showcasing the newest and most relevant Dubai offering to assist them develop tailor-made itineraries for his or her audiences, Dubai Tourism entered into a long-term association with the Seera Group, one of many area’s main providers of travel providers within the Middle East and North Africa.
Staying firmly within Dubai’s prime three visitors drivers, the UK delivered 586,000 travellers beating all odds towards a considerably devalued British Pound (vs. US Greenback), amidst growing political and financial turbulences surrounding Brexit. Opposite to basic dampening in shopper sentiment, Dubai retained high demand from couples – constituting 56 per cent of share – and families accounting for 20 % – collectively up three proportion points from H1 2018. As the two focus segments for Dubai Tourism’s strategy in the UK, the results validate the success of its ‘always on’ strategy leveraging bespoke and seasonal campaigns; advocacy-based content partnerships and localised influencer advertising; and audience-specific trade alliances. One among H1 2019’s highlights included a Pink Bull signature ‘Only in Dubai’ collaboration featuring the UK’s very own BMX star Kriss Kyle in motion across Dubai’s iconic landmarks – garnering 5 million views within every week.
With over 501,000 Chinese guests to Dubai from January to June 2019, the stellar 11 % year-on-year progress from inarguably the world’s most aggressively sought-after shoppers is testament to Dubai Tourism’s successful methods to take care of high conversion attraction for China’s outbound market. Constructing on its confirmed three-pronged strategy, 2019 saw Dubai Tourism actively pursue enhancements throughout all points – (i) ‘direct-to-consumer’ platform-based consciousness programmes; (ii) customised trip-planning supplemented by advocacy-driven collaborations; (iii) in-city expertise and China Readiness delivery.
Very close on China’s heels, the second GCC stronghold – Oman – catapulted into the top 5 with an enormous 28 % progress to land 499,000 visitors to Dubai, as Dubai Tourism’s seasonal campaigns, tactical programmes and metropolis activations reaped tangible dividends. Aimed toward retaining ‘top-of-mind’ consideration – especially for brief frequent visits – Dubai piloted revolutionary new platform collaborations with the likes of TikTok, the world’s main short-form cellular video software to launch the #ThisisDubai marketing campaign. Inviting GCC travellers to share their unique Dubai tales with specifically themed music for an opportunity to win a visit to the emirate, the programme delivered exceptional response from the goal audiences with over 30 million video views and almost 10,000 posted UGC videos.
Following an exceptional resurgence in Dubai journey for 2018, because of the visa-on-arrival enablement, progress from Russia levelled to more sustainable levels, as H1 2019’s sixth largest source market delivered 375,000 visitors to Dubai.
The USA adopted in seventh spot with 329,000 guests, marginally up from 327,000 guests in H1 2018, supported by concerted advertising efforts and commerce collaborations with five new trade partnerships developed within the first half of 2019, to boost consciousness of the destination and promote vacation packages and offers.
Germany’s five % progress to deliver 316,000 guests, and Pakistan’s three % progress to yield 253,000 guests, introduced them in at eighth and ninth positions respectively, as Philippines jumped three ranks into the top 10 ending a robust first half with 216,000 travellers, reflecting a 29 % improve that made it the quickest growing source marketplace for Dubai this yr.
Almarri added: “Designed to counter unforeseen macro-economic variables faced by the global travel ecosystem and mitigate impediments associated with over-reliance on any one market or region, we have been long-standing proponents of a globally diversified market strategy – which continues to support our resilience as a sector. Our agile and customised strategic programmes also continued to deliver novel and market-centric solutions to strike a fine balance in fuelling more traffic from our traditional strongholds and unlocking the immense potential that exists in the emerging markets.”
With the help of visionary leadership, Dubai continues to make daring moves to promote accelerated progress of the tourism sector. Streamlining access to the emirate by establishing hassle-free entry procedures continues to be a prime priority for Dubai Tourism. The current nationwide implementation of a vacationer visa payment waiver for youngsters underneath 18 years of age, who are accompanied by their mother and father, has augmented Dubai’s place as a leading family-friendly tourism destination.
Dubai Promotes Tourist Points of interest
In the first six months of 2019, the town continued to give attention to offering its residents and vacationers a plethora of first-class entertainment offerings and points of interest, including the opening of the area’s largest multipurpose indoor entertainment centre, the Coca-Cola Area. With a capacity to carry 17,000 guests, the world presents a year-round programme of occasions including sporting tournaments, e-gaming, theatre and musical performances, conferences and gala dinners.
Designed to offer numerous international audiences a holistic understanding of the town’s Islamic heritage, the just lately opened Quranic Park is a complete and immersive cultural and academic expertise unique to the region. The park spans over 60-hectares with two foremost points of interest, The Glass Home and The Cave of Miracles. Visitors have the chance to expertise extra points of interest citywide throughout theme parks and different family entertainment centres, as Dubai continues to take a position closely in tourism infrastructure and amenities, in addition to mega improvement and retail tasks.
Dubai’s lodge sector continues to be integral to the emirate’s destination promise and to the overall progress of the tourism business, delivering best-in-class high quality and standards on par with prime resorts in other leading world cities and an increased variety in its portfolio, providing vacationers more decisions to satisfy the needs of their numerous traveller profiles.
Dubai Expands Hospitality
Between January and June 2019, additional strides have been made to broaden Dubai’s hospitality providing to match the evolving needs of tourists, with the opening of latest inns including Waldorf Astoria Dubai International Monetary Centre, W Lodge Palm Jumeirah, Studio One Lodge, Rove at the Park at Dubai Parks and Resorts, Premier Inn Lodge Al Jadaf and Vida Emirates Hills including to the town’s portfolio of world-class amenities and facilities.
Common occupancy for the lodge sector stood at 76 % – one of many highest lodge sector occupancies on the earth – with institutions delivering a combined 15.71 million occupied room nights through the first six months of the yr, a 5 % improve over the identical period in 2018.
Spread across a total of 714 establishments, Dubai’s lodge room inventory stood at 118,345 on the end of June 2019, representing a six % improve, which showcased continued robust investor confidence in Dubai’s tourism demand and market urge for food. This wholesome correlation between provide and international demand additionally resonates with the regular rise in the number of guests opting to stay in lodges, indicating that not solely is the inventory maintaining tempo in quantity but in addition in product variety – evolving competitively throughout totally different tiers to allow for a extra aligned asset mix providing custom providers that may attraction to extremely divergent wants of Dubai’s international viewers.
Luxury five-star and four-star inns commanded 34 and 25 % of the emirate’s complete stock, respectively. In the meantime properties in the one to three-star classes represented a share of 20 per cent. Growing demand for diversified accommodation choices was met with a mixed 21 per cent of lodge condo establishments throughout the deluxe/superior and normal categories.
Ivy Heffernan, scholar of Economics at Buckingham College.
Junior Analyst at HeffX and skilled advertising director.