Destination Development and
Institutionalization Strategies
In the OIC Member Countries
78
The tourist arrival statistics are monitored and each one of the major source markets is evaluated by
conducting surveys both at the Dubai airport and in the source countries. The needs of the travelers are
studied and visitor experience is monitored by looking at travelers’ social media feed. When visitors from
a particular country comment about their good shopping experience in Dubai, then shopping is promoted
in that country to encourage more travelers. When, for example, Russian visitors talk about the lack of
Russian restaurants, the marketing revolves upon promoting the Russian restaurants in the city. 257
Currently DCTCM is focusing on online advertising for their marketing and almost 90% of the marketing
budget is spent in online promotions258 . However, trade fair participation and roadshows with some
stakeholders is also part of the marketing mix.
One big advantage of Dubai Tourism is that Emirates Airline also spends heavily on marketing Dubai and
single campaign budgets of $15 million are not uncommon.259 Besides, the expanding network of Emirates
helps to diversify tourist inflow into Dubai. Advertising by hotels, theme parks and trade shows also
encourage the inflow of tourists to Dubai.
b) The role of DMOs in terms of destination development
While Dubai Tourism is not directly involved in developing attractions, it focuses on discovering gaps in
the product mix and encourages the private as well as public sector to pitch in and develop the facilities
demanded by tourists. Family entertainment for example, is a major thrust and theme parks are being
developed. Providing statistics and research to the private sector and highlighting the need for investing
in entertainment facilities is the primary driving force that encourages investment.
Dubai Safari – with thousands of animals – has just opened its doors and will be a great draw for families
with young children. This was developed by a public-sector entity – Dubai Municipality. Another tourist
attraction being developed by Dubai Municipality is the Dubai Frame which will be used as an observation
deck to conveniently view several Dubai landmarks.
Regular shopping festivals are being promoted by the Dubai Festivals and Retail Establishment to increase
footfall in the shoppingmalls both by residents and by tourists. These shopping and retail events are being
run on a public-private partnership where the private sector provides funding which is then pooled and
utilized to market the festival.
A new Dubai Cruise Terminal has been built by DP World (a Dubai government entity that is a global port
operator) and cruise tourism is being encouraged. Cruise liners are being encouraged to make Dubai a
regular stop in their itinerary. While the port development has been done by DPWorld, Dubai Tourism is
assisting in marketing the terminal and interacting with potential cruise lines that can bring tourists to
Dubai.
Whenever there is a need for developing a particular tourism offering, Dubai Tourism suggests this to the
stakeholders in their meetings backing these suggestions with research and statistics. Based on feedback
from the stakeholders, Dubai Tourism facilitates them by removing roadblocks.
257 Ibid.
258 Ibid
259 Emirates Airline, Media Centre. (2017, October 15). Emirates launches US$15 million campaign to promote Dubai hub and inspire travel
[Press release]. Retrieved from
hub-and-inspire-travel#