Dubai tourism continues to thrive with new campaign ideas amid the pandemic

By Shilpa Annie Joseph, Official Reporter
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Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) has revealed that the emirate has received 2.85 million foreign overnight guests from January to July 2021, further accelerating momentum in this landmark year of Expo 2020 and the UAE Golden Jubilee.

The latest industry data was released as Dubai Tourism introduced the third cinematic trailer of its global campaign, ‘Dubai Presents’. Dubai’s international marketing outreach, which is backed by a strong network of stakeholders and partners, intends to maintain the steady influx of visitors to the city since it reopened to tourists in July 2020. It demonstrates Dubai’s constant and calibrated approach since the start of the global pandemic to assure the destination remains resilient and safe for foreign visitors.

Dubai was one of the first cities in the world to reopen its marketplaces and businesses, and it continues to do so while adhering to internationally recognized health and safety standards.

Dubai has continued to spend in integrated marketing initiatives, emphasizing that the city is set to welcome visitors when they are ready to return to their vacations. The latest campaign, Dubai Presents builds on a series of global marketing campaigns developed by Dubai Tourism such as A Story Takes Flight, starring Hollywood celebrities Gwyneth Paltrow, Kate Hudson and Zoe Saldanha, the award-winning #BeMyGuest featuring Bollywood superstar Shah Rukh Khan, as well as many other campaigns led by prominent regional celebrities and influencers, in addition to various digital activations.

Issam Kazim
Issam Kazim,
CEO – Dubai Tourism

“Dubai’s ability to evolve and adapt has been critical in ensuring that the city retained its position at the forefront of the world’s leading travel destinations. As we continue to play a pivotal role in the global tourism recovery with the support of our stakeholders and partners, the positive growth that we have registered in the first seven months of this landmark year for Dubai is also testament to the effective citywide management of the pandemic that has enabled us to reassure travelers and ensure their safety at every touchpoint from arrival to departure, as we further enhance our position as one of the world’s safest destinations.”

Mr. Kazim further noted that the significant momentum generated across the tourism ecosystem is in accordance with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, to further improve the position of Dubai as a global tourism destination and make it the best city in the world to live in, work and visit.

According to data from hotel management analytics firm STR, Dubai placed second globally in terms of occupancy in the first seven months of 2021, after Singapore and ahead of London and Paris. For the January-July 2021 period, Dubai’s YTD RevPAR was highest amongst the four destinations, followed by Singapore, Paris, and London, as per the reports.

“Expo 2020 Dubai is less than three weeks away from hosting the world for an unmissable six-month celebration – one that promises to be an extraordinary experience for visitors of all ages, nationalities and interests. No two days at Expo will ever be the same, and with so much on offer, every guest will want to visit many times and see for themselves the power of innovation and collaboration that Expos can unleash,” noted Mr. Sholto Douglas-Home, chief sales and marcomms officer, Expo 2020 Dubai.

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