Dubai Tourism shares positive industry overview amid pandemic

By Rahul Vaimal, Associate Editor
Dubai
Representational Image

The Department of Tourism and Commerce Marketing (Dubai Tourism) hosted a gathering for stakeholders and partners to share their industry viewpoint in the midst of a recovery in the sector after the reopening of Dubai to the foreign tourists.

The meeting offered insights into the current tourism situation both in the UAE and globally and actions taken to boost growth momentum, including worldwide marketing strategies designed to improve the profile of Dubai as a secure destination.

Over 600 main officials from leading enterprises in the hospitality, transport, leisure and retail sectors attended the meeting held outdoors at the Fitness Village, Dubai Festival City.

Hospitality rebound

The meeting highlighted the turnaround in the hospitality industry, which in September saw hotels in Dubai achieve occupancy rates of 51 percent, further instilling confidence in the sector and demonstrating its ability to draw visitors and provide them with a memorable holiday.

Dubai is placed second globally in terms of occupancy after Singapore and ahead of Paris and London, according to data from STR, a global hotel management analytics company.

Helal Saeed Almarri
Helal Saeed Almarri
Director-General
Dubai Tourism

“A diversified multi-geographic strategy that allows us to react quickly to market changes across source markets combined with the strong economic relief programme put in place by the local and federal governments, as well as the support of our stakeholders have helped the destination remain highly competitive despite global challenges. Our constant dialogue with stakeholders and partners, especially in these tough times, allows us to keep them abreast of the latest domestic and global developments.  This provides them with an opportunity to be aligned with new industry initiatives and take advantage of diverse campaigns and efforts being made to ensure Dubai stays at the forefront of the world’s safest destinations.”

Multi-geographic framework

“Our constant dialogue with stakeholders and partners, especially in these tough times, allows us to keep them abreast of the latest domestic and global developments. This provides them with an opportunity to be aligned with new industry initiatives and take advantage of diverse campaigns and efforts being made to ensure Dubai stays at the forefront of the world’s safest destinations,” Mr. Almarri added.

The meeting also addressed global efforts to combat the spread of COVID-19 and the wide-ranging safety precautions used to protect the health of populations in the UAE. Forum participants were provided with an overview of the numerous digital activations that Dubai Tourism has started as part of its continuing global marketing strategy to assure that the city continues to be a first-choice international tourist destination.

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