Strategising a new normal

While the world stood still, the tourism boards were busy with various new plans, thus initiating their own strategies to weather the storm. Developing new strategies for the new normal and gaining confidence of their clientele were top on their list. The leaders share with TRAVTALK in detail.

HE Khalid Jasim Al Midfa, Chairman – Sharjah Commerce and Tourism Development Authority
We have developed a number of initiatives for the post-COVID-19 return aimed at boosting guest confidence, solidifying new public-private partnerships and investing in digital transformation. Additionally, we are ensuring that any travel restrictions introduced in response to COVID-19 are continuously assessed. SCTDA have recently issued the Post-COVID-19 Guidelines manual to the hospitality sector of the emirate, detailing the safety protocols to be followed by the hotel establishments in Sharjah, assuring guests’ health and safety. Our trusted partners in the hospitality industry work closely with the Authority to make sure precautionary measures are implemented in addition to the efforts of SCTDA inspectors. A carefully coordinated approach to reopening may lead us to receive in-bound visitors with travel approval sometime between August and the end of the year. Bearing in mind the challenges of long-haul destinations, our Indian and GCC visitors will likely be the first to visit Sharjah as a captivating option with ease of access.

Raki Philips, Chief Executive Officer – Ras Al Khaimah Tourism Development Authority
Ras Al Khaimah Tourism Development Authority had announced a range of support initiatives in April, aimed at its hospitality, leisure and development partners, which in addition to real time support has aided recipients and continues to influence their operational strategy. A comprehensive contingency plan, mapping out short- and long-term solutions to navigate the reduced footfall to the emirate as a result of the negative impact of coronavirus was shared. This included the Financial Incentive Package, open to non-government owned entities covering midscale and four-star hotels, golf courses and tourism attractions, in addition to wider tourism support initiatives, spanning a six-month waiver of all touristic licenses; waiver of tourism dirhams from March to May; 100 per cent waiver of tourism licensing fees for Q2/Q3 and tourism licensing fines until September 30 as well as no participation costs for roadshows in 2020 and 2021. The Authority has further invested in training its travel partners over the course of the past two months, with more than 1,000 travel partners reached via destination webinars. Planning of co-marketing campaigns and leisure and M!CE roadshows is also underway, which will be activated as the necessary restrictions are lifted. These efforts are meant to ensure Ras Al Khaimah is placed as a destination of choice as and when travellers start booking their holidays again. Aligned with guest and employee well-being as the foremost priority, RAKTDA launched the RAK ‘Stay Safe’ Hotel Certification in conjunction with the Public Services Department. This involved an official assessment on full sterilisation programmes, outlines of appropriate guest interactions and employee engagement, as well as a detailed guide of operational and hygienic practices. To further strengthen the endeavour, the Authority partnered with Bureau Veritas Certification (Bureau Veritas), a globally recognised leader in testing, inspection and certification services, to support hospitality partners adopt adequate health, safety and hygiene measures to mitigate risks, promoting transparency and credibility. Bureau Veritas will certify 45 hotels in Ras Al Khaimah ensuring safety and hygienic procedures are in place and aligned with regulations and global best practices.

The Authority’s four-step road to recovery places initial focus on the domestic market, followed by the GCC and wider Middle East, to then be extended to Asia and Europe. Over the course of time, it anticipates a staggered approach to re-opening travel with the launch of ‘fit to fly corridors’, based on bilateral arrangements between the UAE and international travel markets. Currently facing the onset of travel between emirates, the Authority has launched initiatives within the first step, whilst implementing strict sanitary and hygiene measures across its hospitality offering.

Ahmed Obaid Al Qaseer, Chief Operating Officer – Sharjah Investment and Development Authority (Shurooq)
The safety and well-being of our guests and visitors is paramount. Complementing the mandatory preventive guidelines, we are enforcing other exhaustive measures such as enhanced cleaning protocols, use of disposable cutlery, minimal staff contact, limited capacity, frequent sanitisation of high-frequency touchpoints, emergency medical services, and daily comprehensive sterilisation of all our facilities across all our destinations, Al Qasba, Al Majaz Waterfront, Al Montazah Parks Al Noor Island, The Flag Island, Heart of Sharjah, Mleiha Archaeological & Ecotourism Project, Khorfakkan Beach, Maraya Art Centre and City Sightseeing Sharjah. From operating at 30 per cent capacity to physical distancing protocols, thermal temperature checks, walk-through sanitisation booths, regular disinfection of common areas, single entry and exit points, no entry without masks policy, and customised precautionary measures for each of our destinations, we are successfully addressing the heightened concerns of our staycation guests. We have worked closely with our partners from GHM Hotels, managing The Chedi Al Bait Sharjah hotel, UAE’s first 5-star luxury and heritage hotel developed by Shurooq.

Yamina Sofo, Director, Sales & Marketing – German National Tourist Office, Gulf countries
To continue inspiring tomorrow’s travellers, the German National Tourist Board (GNTB) launched the global campaign #DiscoverGermanyFromHome in 50 source markets of German incoming tourism through over 30 social media channels. The campaign provides inspiring, empathetic, and informative content with virtual experiences of Germany’s 16 federal states, featuring a microsite, Spotify playlists, destination movie, an interactive map, quizzes, and recipes. Since its launch mid-March, the campaign reached 9.6 million users via the GNTB’s channels and generated more than a million interactions in addition to 19,000 contributions on external channels, which in turn triggered 210,000 interactions.Furthermore, the German National Tourist Office, Gulf region has partnered with Wego, the largest online travel marketplace in the Middle East and North Africa (MENA) to promote the destination of Germany to the GCC travellers with the message ‘dream now – visit later’. Prior to the restriction of movements measures, the Gulf region was among the Top 20 of the most important source markets to Germany and the third largest source market outside Europe.

Inputs by Shehara Rizly