‘Summer is Dubai’ encompasses several festive initiatives including Dubai Summer Surprises, Ramadan in Dubai, Eid in Dubai, and Modhesh World.
DUBAI, UAE: The Department of Tourism and Commerce Marketing (DTCM) recently concluded its annual program, ‘Summer is Dubai’. The campaign spans over three months and aims to promote Dubai as a tourist destinations for summer tourists and families. ‘Summer is Dubai’ encompasses several festive initiatives including Dubai Summer Surprises, Ramadan in Dubai, Eid in Dubai, and Modhesh World. YouGov evaluated the impact of the event across the Middle East using YouGov BrandIndex, a tool that assesses consumer perception to determine brand health.
As part of ‘Summer is Dubai’, participating malls across Dubai planned numerous activities to increase footfall. Among participating malls, Dubai Mall remained the clear leader in Buzz score, finishing with 42.3 points. Mirdiff City Centre witnessed an increase of 6.5, the highest jump in Buzz score during the campaign, to reach a Buzz score of 30.7 points. Dubai Festival City also so a strong performance in Buzz score, gaining 6.0 points during the campaign to reach 30.1 points.
The campaign attracted domestic and international tourists to Dubai, reaching its peak in August with the sixth edition of ‘Eid in Dubai’ celebrations, in addition to post Eid events and summer attractions that continued until 7th September. During the same period, the ‘Hotels & Resorts’ sector witnessed an improvement in Buzz score as well. Leading in Buzz score improvement within the category, Ramada Hotel witnessed a 7.2 point increase. Jumeirah Hotel & Resorts topped the Buzz score chart with 25.5 points, while Grand Hyatt Hotel ranked second, gaining 5.3 points to reach a Buzz score of 24.1. Leading in Buzz score improvement within the category, Ramada Hotel witnessed an increase of 7.2 points.
Upon conclusion of the ‘Summer is Dubai’ campaign the Emirate will now focus on preparations for the Dubai Shopping Festival, the largest annual shopping festival set to begin in January 2014.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
