Destination Development and
Institutionalization Strategies
In the OIC Member Countries
75
Sports tourism:
In 1993 Dubai Duty Free launched a Men’s Open Tennis championship that started attracting world class
players to Dubai. In 2001 women also participated. Leading players like Andre Agassi and Roger Federer
came to Dubai to play and helped attract global attention to the city. Another major sporting event, the
Dubai World Cup horse racing championship was launched in 1996. It has now become the richest day in
horse racing with total prize money of $30 million. PGA Golf, Dubai Rugby 7’s and international cricket
matches bring in tourists from around the world.
Business clusters/free zones:
Besides the creation of Jebel Ali port and the development of an industrial and re-shipment base, Dubai
was the first in the region to recognize the importance of the knowledge economy. In 1999 Sheikh
Mohammed bin Rashid al Maktoum the then Crown Prince of Dubai, announced the launch of Dubai
Internet City to attract knowledge workers to Dubai. Dubai Media City, Knowledge Village, and a number
of other initiatives were launched to attract foreign direct investment (FDI) into Dubai. People set up their
offices, brought their families to Dubai and soon after VFR tourism (Visiting Friends and Relatives) became
an important source of tourism into Dubai.
Medical tourism:
In 2002 Dubai launched Healthcare City with the objective of attracting medical practitioners from around
the world to set up their practices in Dubai to cater to the needs of both the local and regional population.
Today, people from the GCC as well as other countries visit Dubai for medical care.
Infrastructure and iconic buildings:
The architect Tom Wright said, "The client wanted a building that would become an iconic or symbolic
statement for Dubai; this is very like Sydney with its Opera House, or Paris with the Eiffel Tower. It needed
to be a building that would become synonymous with the name of the country." The client was the Crown
Prince of Dubai and the structure that was built in 1999 is now called the world’s first seven-star hotel –
the iconic Burj al Arab with its sailboat design and a helipad where the world has watched Tiger Woods
teeing off and Andre Agassi and Roger Federer playing tennis.
In 2010 another iconic building brought world attention to Dubai – an edifice that is testament to man’s
ability to build gravity defying structures – Burj Khalifa - which is the world’s tallest man-made structure.
Being home to the world’s tallest building has made Dubai a great magnet for “bucket list” travelers who
want to see Burj Khalifa.
The launch of the Dubai Metro in 2009 is yet another development that has positively impacted Dubai.
Ease of transportation is a major tourism enabler and Dubai is continuing to expand its transport
infrastructure in anticipation of its goal to host 20 million tourists by 2020.
Theme parks and entertainment:
Within the last 12 months several family oriented theme parks have opened in Dubai to attract family
friendly tourism. Dubai Parks and Resorts, IMG Worlds of Adventure, La Perle and Dubai Opera are all
developments which have filled the need for entertainment, particularly family entertainment. The world’s
first Bollywood themed park is aimed at attracting a large number of travelers from India (which is Dubai’s