2. Introduction
United Arab Emirates consists of many well-known cities. It is made up of seven
emirates that make it a country. One city that is included in the seven emirates is Dubai.
Dubai is one of the most popular cities of the UAE. It is situated in the southeast coast
of the Persian Gulf. Being a global city, it plays a major role into the country’s economic
growth. The city’s and the remaining UAE’s revenue comes from a variety of industries.
The industries involve tourism, aviation, real estate, and financial services. The
following visual representation helps us better understand what these industries are
made of:
TOURISM AVIATION
REAL ESTATE
FINANCIAL SERVICES
Burj Khalifa Burj Al Arab
Adventure Water Park
Dubai Marina Yacht Club
Gurunanak Darbar Sikh Temple
Dessert Safari
3. Location
Dubai is an emirate in the United Arab Emirates (UAE) federation. The main city of the
emirate is also called Dubai. Today Dubai is Global City in world. It is higly developed
city. It has the largest population in the UAE (2,106,177) and the second-largest land
territory (4,114 km2) after the capital, Abu Dhabi. Where Abu Dhabi is the economic city
of the UAE. Since 2000 real GDP of Dubai has been growing at a CAGR of about 15%.
In 2009, 95% of Dubai’s GDP came from non-oil sectors. More than 120 airlines operate
to and from Dubai International Airport to more than 260 destinations. Annual
passenger traffic in 2013 reached 66,431,533, up 15.2 per cent compared to
57,684,550 recorded during 2012. Dubai is expected to accommodate over 15 million
tourists by 2015. Dubai alone has more than 70 shopping centers, including the world's
largest shopping centre, Dubai Mall.
4. Tourism at a Glance
Out of the four major industries, this report will give an in-depth analysis on how
“Tourism” plays a critical role in Dubai. According to a news article in “The National”,
11.6 million people visited Dubai in year 2014. In 2014, Dubai had an increase of 5.5
percent in the tourism sector. The following graph shows the increase in the tourism
over the past few years according to the DTCM (Department of Tourism and Commerce
Marketing).
Because the growth rate is steady, Dubai’s target by year 2020 is 20 million tourists.
This rate takes into consideration that when tourists arrive into Dubai, they stay at
holiday rentals such as hotels and cruise ships. Also, a major reason why the city has
had a growth in this sector is because of affordable rates offered by many hotels that
meet the different price ranges for all the people that come. For example: In the summer
time price range for hotels range from $50 US and up per night. Different seasons play
different roles into this sector. In the winter, they may be an increase into the number of
tourists because of Dubai’s warm weather. The city’s main motive is to increase the
number of tourists from ever part of the world. This is because the higher the tourist
rate, it will produce greater revenue and the better it is for the country’s economic
growth.
During my month’s stay in Dubai, I have come to know and examine various things in
this city. Dubai is filled with rich culture and beautiful infrastructure. I have visited many
places and come to know myself on why people enjoy coming to this country. The night
life, the various malls, the delicious food, the affordable currency rate and a chance to
start and own your own business are all contributors in my opinion.
0 2 4 6 8 10 12 14
2011
2012
2013
2014
Tourism Growth
Growth Rate
5. Few Major Attractions
I believe that the following key attractions are a major source for Dubai’s tourism. It is
because of these few places Dubai is very well known throughout the world.
Burj Khalifa
Burj Khalifa also known as Burj Dubai is the tallest building in the world. It opened its
doors on January 4, 2010 with the height of 829.8m which is about 2722ft. it was
designed to be the center of attraction amongst all the tallest buildings around the world.
Because Dubai is also known for its oil, the government of UAE wanted the city to be
more diversified and known. Therefore, this building was built and as a result, not only
Dubai but the entire United Arab Emirates gained international recognition. The
structure was designed by the same firm which designed the World Trade Centre.
The building is designed according to the Islamic architecture. Islamic infrastructure
consists of both secular and religious styles form the foundation of Islam. For example:
the spiral minarets of the building.
Its Y-shaped design is built for hotel and residential use. This gives people the most
outside few from where they stay in the hotel. The building consists of 57 elevators and
eight escalators. In the year 2009, office space in Burj Khalifa was sold for US$4000.00
per square ft. According to the www.bayut.com, the current office space price is 29, 391
888.00 AED and US$7, 983 295 in Burj Khalifa. This means that the city makes large
amounts of revenue. This is because of its innovative marketing scheme not only
allowing business to operate but allowing tourists to make their stay in Dubai a
memorable one.
I believe that Dubai is a land of opportunity because of structures like Burj Khalifa. It
gives young and emerging entrepreneurs and businesses a chance to build and grow
their roots. My reason for such statement is because if people know that you are
situated in the Khalifa, they will automatically be interested in knowing your field of
business and perhaps even make an investment.
Spiral
Minarets
6. Burj Al Arab
Burj Al Arab also known as the Tower of Arabs is a luxurious hotel located in Dubai.
According to the Burj Al Arab website, the hotel is a “Symbol of modern Dubai”. This is
because of its beautifully designed structure and its surroundings. One of the key
features of this hotel is that it is located on an artificial island which has been built 280m
offshore. The shape of the hotel resembles a sail ship. The hotel’s design and
construction were taken care of by a Canadian engineer named Rick Gregory. Rick
designed the building in such a way that it became an iconic symbol for Dubai.
The Burj Al Arab took almost over six years to build due to its complex design structure.
It now holds the place of being the third tallest hotel in the world. The hotel is made up
of 28 double story floors which hold 202 suites of which three floors re below ground.
Guests who come to stay at the hotel are welcomed in an exceptional ways of their
choice. These choices are listed below with their rates:
Also, the starting price for the hotel for a one bedroom suite is 7990.00 AED =
$2175.60USD. Burj Al Arab is the only seven star hotel in the world catering towards
higher income families and businesses.
I believe that the hotel has several plus points attracting wealthy tourists. This includes
it’s over the top service to meet the client’s needs and wants. The stay at the Burj Al
Arab is worth the money that the client pays for their stay.
•One way transfer
rate is 500 AED =
$136.15USD
•One Way Transfer
rate is 450 to
500AED = $122.53
to $136.15 USD
•One way transfer
rate is 900 to 1300
AED(seasonal) =
$245.06 to
$353.98USD
•One way transfer
rate is 1500 AED =
$408.44 USD
Helicopter
Transfer
Rolls
Royce
Transfer
Mercedes
GL450
Transfer
Mercedes
S400
Transfer
7. Adventure Water Park
The Adventure Water Park in Dubai is the No. 1 water park and the Middle East and
Europe. This water resort is filled with thrills and adventure that make peoples’ stay a
memorable one. According the park’s website, Adventure Water Park is “A World of
excitement and adventure”. The park being located on a beach resort offers the
following things:
Beaches and Pools
Boat Cruises
Tennis Court
Shopping
Helicopter Tours
The Night Life at this resort is also very appealing to tourists. This is because it consists
of beach parties and the famous night club called N’Dulge Night Club. The park is also
filled with any restaurants and much more. After a person’s day at the water park is
finished, they have a vast variety of options to choose from. During the day at the water
park, the following things are offered:
A free day at the adventure park on your birthday
Water rides include The Tower of Neptune, and The Tower of Poseidon
River rides in the Aquaventure
Special splash play area for Children
Adventure beach and much more
A one day stay at the Adventure Water park costs 250 AED = $68.07USD. The cost will
vary if more things are added by people. During my stay in Dubai, I had the opportunity
to go to Adventure Water Park. I had an unforgettable experience and would everyone
to go once in Dubai. The Water Park itself is affordable and appeals to everyone.
8. Dubai Marina Yacht Club
Dubai Marina Yacht Club is located in the heart of new Dubai. It is a great tourist
attraction because it offers private yacht club house surrounded by many marinas.
These marinas offer a variety of activities which are very entertaining. The club house
consists of many formal and informal dining areas for people to enjoy their meals. There
is something for everyone in the club house because it includes a sports lounge and
many state of the art facilities. The Yacht Club is for those who like to live life the
luxurious style. Five star luxury services are offered every day at the club house. The
club is very relaxing and calming for those who like to spend time away from the crowd.
The Marinas also provide a sheltered berthing space for over 500 yachts. There have
been extremely positive views about Dubai Marina Yacht Club on Trip Advisor. People
describe the club house as stunning, romantic, breathtaking, best yacht trip ever and
much more. I believe that it is a perfect get away for people looking to spend quality
time together with friends and family. The prices start form $80USD and above for the
club house.
9. Desert Safari Dubai
Dubai’s desert safari is also one of Dubai’s key tourist attractions. In the safari, Dubai’s
Military Air base located. The desert is filled with high rides, music and entertainment.
The safari offers three tours throughout the day. It includes the Morning Desert Safari,
Evening Desert Safari and Overnight Desert Safari. The types of activities at the Safari
are sunset photography, camel rides, belly dancing, dune dashing, henna painting,
shisha, dinner, sand skiing and much more. The price for these tours start from
$119.00USD.
I believe that this is a perfect way to enjoy the outdoors of Dubai and its culture.
10. SWOT Analysis of Dubai Tourism
STRENGTHS
Perfect Location
An array of hotels
Shopper’s Paradise
Events & Festivals
Business Hub
Heritage & Museums
Nightlife
WEAKNESSESS
Ineffective promotion
High Cost of living
Major Tourist from nearby locations
Rely heavily on tourism
Very expensive City
OPPORTUNITIES
Attract Medical Tourism
Family Tourism
Make Dubai Educational Hub
Host the Global events
Real Estate
THREATS
Other growing locations
Recession (Economic Slowdown)
More hotels being built
GDP depend on Tourism
Pollution
Tourism-Drugs & Sex
SWOT Analysis
of Dubai
Tourism
12. Dubai’s Tourism and Hospitality Sector Overview
The hospitality sector accounted for 5% of total GDP in 2013. However, the GDP breakdown for the
hospitality sector measures only restaurants and hotels. Tourism in the broader sense is a much bigger
driver of economic growth in Dubai; some officials have indicated 20-30% of Dubai’s GDP is tourism related.
The latest data from the transport and hospitality sector indicate that Dubai is on its way to achieving the
ambitious travel and tourism strategy which aims to attract 20 million visitors to the emirate by the end of the
decade – approximately double the number in 2012.
There is a high degree of concentration of hotel and hotel room supply within a few key segments, shifting
the focus of the government to the upper midscale and upscale (that is 3* and 4* hotels) range as the
market is top heavy at the luxury end.
The substantial growth in the supply of accommodation is already being reflected in slightly lower hotel
occupancy rates. With the supply of hotel rooms in Dubai expected to increase substantially over the next
few years, we expect occupancy rates to remain stable or ease slightly until demand catches up.
Data from the transport sector also shows growth in capacity and visitor numbers. Passenger traffic in Dubai
rose to 46.5 million in the period of Jan-Aug 2014, up by 5.7% y/y. Passenger traffic is expected to reach
almost 100 million at Dubai International by the end of 2020, according to Dubai Airports.
Dubai’s ambitious plan to become one of the leading global medical tourism hubs is expected to attract
170,000 medical tourists (AED 1.1bn in revenues) by 2016 and 500,000 tourists (AED 2.6bn in revenues) by
2020, according to DTCM.
Capacity is also being added at Dubai’s second airport, Al Maktoum International at Dubai World Central.
Earlier this month, a USD 32bn airport expansion plan was announced that would ultimately allow the airport
to accommodate more than 200 million passengers per year.
Bank credit to the transport sector jumped to 36.5% y/y in H1 2014 from 34.5% y/y in H1 2013, according to
the UAE Central Bank
Loans to this sector accounted for 4.1% of total bank loans in H1 2014.
13. Tourism in Dubai: The Sunrise Sector
type Number of hotels rooms
5 star 67 20100
4 star 72 14100
3 star 65 8900
2 star 55 5290
1 star 122 4720
Deluxe hotel apartment 55 7650
Standard hotel
apartment
130 14000
Tourism has become a popular global leisure activity. In 2010, there were over 940
million international tourist arrivals, with a growth of 6.6% as compared to 2009.
International tourism receipts grew to US $19 billion in 2010, corresponding to an
increase in real terms of 4.7%.
Thanks to tourism sector it has helped hotel industry to grow beyond a level in uae and
especially Abu Dhabi and Dubai.
Top 10 Dubai’s tourism related projects to be awarded in 2014, % of total USD
9.95bn, as of H1 2014.
14. A lot of projects are currently under process in uae , the government does not only
focuses on oil but is now diversiying itself into other fields so that it can help them in
boosting their economy and can also help them to attract tourism in the country as
much as possible.
15. Tourism Sector Business Confidence
Dubai has been recognized as one of the top global destinations for international
travelers, retaining its top rank in the MENA region, according to the 2014 MasterCard
Global Destination Cities Index. The index provides an overview and ranking of the 132
most important global cities. In 2014, Dubai is expected to receive roughly 12 million
international visitors, up by 7.5% y/y. Dubai is in the top ten ranking in terms of visitor
spending, which is estimated to reach USD 11.95bn in 2014 while it will remain the city
that generates more international overnight visitor expenditure per resident than any
other city (USD 3,863). Separately, it was also ranked as the third most connected air
hub in the world. Dubai and Abu Dhabi are the only cities from the MENA region to be in
the top most connected ten air hubs list.
2014 Global top 10 destination cities by international overnight visitors, million
18
16
15
12.5
11.95
11.8
11.6
10.8
8.8
7
0 5 10 15 20
london
bangkok
paris
singaore
dubai
new york
istanbul
kuala lumpur
hong kong
seoul
Series 1
Series 1
16. Tourism Vision 2020
Dubai’s Tourism Vision for 2020 is a strategic roadmap with the key objective of
attracting 20 million visitors per year by 2020, doubling the number welcomed in 2012.
The Vision was approved in May 2013 by His Highness Sheikh Mohammed bin Rashid
Al Maktoum, Ruler of Dubai and UAE Vice President and Prime Minister.
This strategy outlines what needs to be delivered for the city to effectively drive and
serve this visitor growth with multiple initiatives covering regulatory policy, infrastructure
development, product offering enhancement, and destination marketing investments.
The overall goal of these initiatives and the strategy is to position Dubai as the ‘first
choice’ for the international leisure and business traveler. Tourism is a central pillar of
Dubai’s economic growth and diversification. The Tourism Vision for 2020 will further
leverage the sector by broadening Dubai’s offering across events, attractions,
infrastructure, services, and packages. Part of this strategy involves adapting a
marketing approach to showcase Dubai to a wider audience and increasing awareness
and conversion of flight and hotel bookings.
To accomplish these goals, DTCM will harness the collective power of key
stakeholders, both in the public and private sectors in Dubai and abroad, and will focus
on three key objectives:
Maintaining market share in existing source markets
Increasing market share in markets we’ve identified with high growth potential
Increasing the number of repeat visits
EXPO 2020
