The Dubai Department of Tourism and Commerce Marketing (DTCM) convened a high-level meeting with key tourism industry partners to analyze…
The Dubai Department of Tourism and Commerce Marketing (DTCM) convened a high-level meeting with key tourism industry partners to analyze market trends in view of recent international developments.
The meeting chaired by DTCM Director General, Khalid A. bin Sulayem, started off with discussions on the resilience of the tourism industry in Dubai following events in 2001.
Last year was an extraordinary year of growth for Dubai and despite a slump in international tourism receipts and feelings of apprehension among some industry experts, the tourism business in Dubai has prospered, observed Mr. bin Sulayem.
We derived encouragement from our Chairman, HH General Sheikh Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and UAE Minister of Defence who propagated the business as usual message and instructed us to step up our marketing activities worldwide and exert more efforts and this in turn sent out a strong signal for the international business and travel community that Dubai means business, Mr. bin Sulayem remarked.
He noted that the DTCM adopted a series of measures to restore consumer confidence in the destination and made prudent use of the promotional budget and resources while stepping up co-operation between the public and private sector.
Mr. bin Sulayem spoke at length about a modified strategy in response to recent developments and sought comments and suggestions from private sector tourism industry professionals to agree on the priority markets for Dubai.
It was felt by all attendees that there was an urgent need to work on a marketing communications campaign and a catchy slogan to reinforce Dubai’s position as a safe haven in a manner that appeals to the visitor and at the same time creates instant recall.
Dubai’s tourism industry is entering a phase of phenomenal growth and such meetings help focus on developing appropriate market responsive strategies to attract more visitors to the emirate, raise service standards, and review new strategies for marketing the emirate, remarked Mr. bin Sulayem.
He assured the participants that an extensive campaign was currently underway to promote Dubai and work was already in progress.
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