FEATURE DUBAI
mark its opening in January 2010, the symbolism was striking. Their rapid descent from the world’s tallest building mirrored that of Dubai’s economy, which had been in freefall since the beginning of the global recession. Financial constraints meant a halt to
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many of the ambitious construction projects through which the emirate plans to maintain its dominance as the business and leisure centre of the Gulf. The exception was work on the US$1.5 billion (£1 billion) tower. That said, it was only built with
assistance from Abu Dhabi, capital of the UAE, which provided Dubai with financial bailouts throughout the recession. In recognition of this, the tower, originally known as Burj Dubai, was renamed Burj Khalifa in honour of Sheikh Khalifa bin Zayed Al Nahyan, ruler of Abu Dhabi. But if Dubai, located at the southern tip
of the Arabian Peninsula, has suffered from the downturn, there is evidence that it is beginning to recover. Some delayed building schemes have restarted, and tourism is rising, says Dubai Tourism and Commerce Marketing (DTCM). Underlining a determination to regain
some momentum, last year the DTCM unveiled a new identity, 'Definitely Dubai', reflecting what the emirate offers a diverse target market, from singles to couples, golfers to nature lovers, sun- seekers to shoppers. The authority also commissioned a
study into winter sun destinations, which revealed that Dubai emerges as the perfect, family-friendly hot spot when Europe is ice-bound. This is borne out by tour operators, who report that family holidays to the emirate are on the increase, along with every sort of break. Travel 2 recorded year-on-year growth
in sales of over 50% in 2010, its clients citing luxury hotels in romantic settings, world-class golf courses, varied watersports, and a flourishing culinary scene as reasons for their choice. No one suggests that the emirate has
yet turned the corner on the road to full recovery, but optimism is in the air. Says Ian Scot, director UK and Ireland
of the DTCM: “Of course, we recognise the challenges, but the outlook is positive with a range of new projects in the pipeline that will continue to inspire first- time, as well as repeat visitors. All in all, we feel Dubai is on course for more positive growth in 2011.”
28 February 2011 •
www.sellinglonghaul.com
hen skydivers Nasser Al Neyadi and Omar Alhegelan took the plunge from the top of the Burj Khalifa tower to
From the Front Line
GORDON MCCREADIE SALES AND MARKETING DIRECTOR, TRAVEL 2 “Dubai was a stellar performer for Travel 2 in 2010. This was driven primarily by our
placing a greatly increased marketing focus on the destination. As a result, we have a much closer relationship with both the tourist board and key hotel partners, which is delivering a leading range of product and extremely competitive pricing."
ANDREA LODDO LEAD REGIONAL PRODUCT MANAGER HAYES AND JARVIS
“Demand for Dubai is steady, although the emirate is hampered by the exchange rate,
which has dipped over the past year. This is likely to be a challenge in 2011. One of the ironies is that it is the luxury beach resorts that are offering great deals like free half-board or bonus nights, with the three- and four-star properties not as competitive on price. Much of our business has therefore been at the upper end of the market, with Atlantis, The Palm particularly successful.”
Top: Dubai is a great 'beach destination;' Dubai smiles; Dune bashing in the desert
WHAT’S NEW Dubai’s culinary scene reached new heights at the beginning of 2011 with the opening of Atmosphere. The fine- dining establishment is located on the 122nd floor of Burj Khalifa, making it the highest restaurant in the world. Also new is Jamie’s Italian at the Festival Centre, the TV chef’s first restaurant in the region. The Fashion Dome has opened at the
Mall of the Emirates, adding 42 luxury and high-end brands at the vast retail outlet. The emirate will stage two Fashion Weeks in 2011. Featuring well-known and up-and-coming designers, they are scheduled for April and October. Dubai’s expanding marine tourism
sector, expected to grow by over 58% by 2015, saw the first naming of a cruise ship in the Gulf in 2010, with the inauguration of Costa Deliziosa. The ship will sail on cruises around the Arabian Gulf during the current winter season. The newly opened Amwaj Rotana
TOP SELLING TIPS...
Dubai caters to singles, couples and families The emirate’s attractions
are diverse, with theme parks, watersports, golf courses and luxury spas
Desert and mountain safaris
are easily arranged – and the shopping is unsurpassed
Assure clients that alcohol
is available in hotel bars, night spots and golf clubs
Dubai is 'liberal', although
revealing dress should be confined to the pool or beach
The best time to visit Dubai
is late September to the end of April, when the climate is pleasantly warm
ANDREW MARSHALL HEAD OF PRODUCT, W&O TRAVEL “Our clients have been favouring a move away from the busy beach resorts in search of
Dubai’s ‘soul’ – the desert and the downtown area. With the Burj Khalifa towering above, The Address is the chicest place to stay right now. The Dubai Mall, with every brand name you could wish for, is adjacent. Another hot resort is the new Banyan Tree Al Wadi, 20km outside Dubai in a superb desert setting.”
RUTH MORGAN-OWEN BATH TRAVEL, TOTTON, HANTS “I visited Dubai for the first time on a recent agent fam trip and it certainly has the wow
factor. I was impressed by the high standards of the hotels and the exceptional service. The trip showed me the whole product, including the golf academy, Dubai mosque and dune-bashing in the desert. We sell mostly city breaks to the emirate."
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