Dubai, currently securing a place among the first five destinations, is en route to become the world’s top spot for travellers from around the world.
Tourism as a sector continues to be one of the most interconnected and highly diversified pillars of Dubai’s GDP, believes H E Helal Al Marri, Director General, Dubai Tourism. “Our Vision 2022-25, as set out by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, is backed by several targeted strategic programmes for delivery by 2020-22, of which over 70 per cent are well underway already. We recognise the need for accelerated delivery to ensure that Dubai becomes the most visited, preferred and revisited global city for both leisure and business travellers. Equally in this age of disruptive yet progressive technological pervasiveness impacting every sector and most dramatically, the likes of travel and hospitality, we seek to assure even greater relevance and ‘top of mind’ consideration of our modern traveller, through agility, dynamic evolution and multifaceted experience delivery,” he explained.
These fundamentals have in essence guided all of Dubai’s initiatives, investments and outreach campaigns over the past 12-15 months as it remains focused on innovative, efficient and impactful destination promotion aided by credible global partnerships and deep-rooted stakeholder networks across the emirate’s markets. Al Marri further said, “Our first quarter is an encouraging reflection of the success of our various ongoing initiatives and the efforts of all our industry partners – not just in our attraction of visitation through successful implementation of Dubai Tourism’s planned calendar of regional and global campaigns, but also through customised itinerary programming and most importantly, in-city ‘guest promise’ delivery.”
The continued success of Dubai as a global tourism magnet relies on collaborative delivery between government and private sector, and the enablement of equitable scale-agnostic participation of players across the tourism ecosystem. “Our mandate is to become the most preferred destination – beyond other quantitative visitation targets, which means that together with our partners, we strive to improve the quality of the Dubai experience to all our guests. As we set our sights on 2025, we recognise the need to embrace technological disruptions as these will be our levers to become the future pioneers for tourism,” vhe concluded.