As previously mentioned, Dubai Tourism is actively stimulating the sector to become one of the most competitive destinations worldwide. The target for the government department is to attract 20 million visitors by 2020. This goal will partly be achieved by becoming fully accessible to disabled visitors. In addition, Chinese families will be able to explore and build Dubai’s landmarks via a virtual ‘Map’ of the city made by Dubai Tourism’s new partners – LEGO and Tencent. Dubai Tourism also enables Chinese visitors also benefit from instant VAT refunds via another partnership scheme with Tencent, and payment-provider Planet.
Dubai Tourism Statistics 2019
These events point to the government’s wish to attract more Chinese tourists while becoming accessible to disabled visitors. Identifying segments who are frequent-travelers, high-spenders, and long-staying visitors is key. Once your ideal consumers are fully profiled and in your sights, adapt your offering to their needs – become customer-oriented.
Create an experience which incorporates memorabilia, sporting activities, business opportunities, or services which transform the visitor, such as sightseeing, education, healthcare and beauty. This is known as leisure marketing.
The existing tourist segments of Dubai require positioning which offers more value at a reasonable cost. On the other hand, new segments can be targeted through international marketing campaigns as well as local contact-points such as travel agents.
Tourism sector businesses involve providing either travel services, tours, or accommodation to visitors. The Expo 2020 is projected to attract over 25+ million visitors, from over 192 participating countries, for 173 days. AED 25 billion (USD $6.8billion) is projected to be the investment value of this event, constituting 43% of government expenditure in 2018.