Dubai’s tourism leaders are challenging people’s perceptions of the destination in a new US$20 million multi-platform campaign.
‘See you in Dubai’ is an initiative by Emirates and Dubai’s Department of Tourism and Commerce Marketing (DCTM) targeting travellers in Europe, Asia, Africa, Latin America and the Middle East.
Spread across print, broadcast and outdoor media, the campaign focuses on displaying Dubai’s well-known iconic landmarks and its lesser experience attractions. These include desert activities, beautiful beaches, water sports, arts and culture and cuisine.
As well as showcasing its assets, the marketing initiative also challenges traditional perceptions of the destination.
This is done through images of how modern meets traditional in the UAE.
For example, one video shows a fisherman serving fresh ‘catch of the day’ infront of the Burj Al Arab – one of the world’s most luxurious hotels.
https://www.youtube.com/watch?v=qgEpSqz1D60
There’s also the contrast of a traditional dhow cruise featured in Dubai’s ultra-modern marina.
https://www.youtube.com/watch?v=uuAEi7Dh3E0
Emirates chief executive Sheikh Ahmed bin Saeed Al-Maktoum said the campaign will change people’s perception of the destination.
He also expects it will drive more visitors to the UAE and help reach tourism targets. Dubai’s tourism leaders are aiming for 20 million visitors per year by 2020. That is double the number of arrivals in 2012.
“Last year, Dubai welcomed more than 11 million visitors and our aim is to continue to grow these numbers by constantly enhancing every aspect of Dubai’s destination offering, making our city the top choice for all types of travellers from across the globe.”
Sheikh Ahmed bin Saeed Al-Maktoum, Emirates chief executive
According to a Deloitte report, Dubai needs 227 additional hotels to cater to 20 million visitors by 2020. This figure is in addition to the 56 hotels under construction or in the final stages of planning.
The report highlights that in order to achieve the goal, the remaining 227 hotels would need to be completed prior to 2017 for delivery by 2020.
Meanwhile, this week Starwood Hotels & Resorts Worldwide opened its first new-build hotel in the city in more than 30 years.
Sheraton Grand Hotel, Dubai is located in Dubai’s business district on Sheikh Zayed Road.
The 54-storey hotel has 654 rooms, suites and services apartments. It also has a business centre, spa, fitness centre and rooftop swimming pool.
Three restaurants ensure guests are never hungry and there’s a lounge for social drinks.
Sheraton Grand Hotel, Dubai #preopening pic.twitter.com/hVL38GojfC
— Sheraton Grand Hotel (@sheratondubai) July 30, 2014
