Travel Trade Monthly April 2013 by T.T.W. Travel Trade Weekly LTD

Travel Trade Weekly proudly enjoys readers on average per day

LURING IN MORE & MORE READERS EVERY DAY!

APRIL 2013

ISSUE 42

ONSITE: AJMAN Led by the recently inaugurated tourism authority, Ajman continues to widen its scope and appeal.

Over the past decades, Sharjah has grown from strength to strength to become one of the Middle East’s fastest-developing destinations.

12 EXCLUSIVE: BUSINESS TRAVEL With the MENA region having rapidly gained ground with the corporate world, business travel is expected to increase vastly across the region, with countries such as the UAE, Qatar, and Bahrain leading the way.

16 IN THIS ISSUE MARKET UPDATE

VIEW: Airlines

VISIT: Sharjah

EXPLORE: Umm Al Quwain

ONSITE: Ajman

TOUR: Malta

EXCLUSIVE: Business Travel

INVESTIGATION: Adventure

WHO’S MOVED

TRAVEL TALK

RENDEZVOUS

NEWS & EVENTS

VISIT: Sharjah

MARKET UPDATE

TRAVEL TRADE WEEKLY

MENA EXCHANGE RATES Accurate as of

MANAGING EDITOR Mary Kammitsi mary@traveltradeweekly.travel JOURNALISTS Stefanie Saghbini Rita Kasziba Dominique Christou Maria Kazeli SALES & MARKETING Maria Demetriadou Pauline Shahabian DESIGN & LAYOUT Elena Stylianou DIRECTORS Andreas Constantinides Mary Kammitsi HEADQUARTERS T.T.W. Travel Trade Weekly LTD P.O. Box 25255, Nicosia 1308 Cyprus Tel: +357 22 021607, Fax: +357 22 210466 WEBSITE www.traveltradeweekly.travel EMAILS info@traveltradeweekly.travel sales@traveltradeweekly.travel editorial@traveltradeweekly.travel PRINTED IN CYPRUS Cyprint Plc P.O. Box 58300, CY-3732, Limassol, Cyprus Tel: +357 25 720035, Fax: +357 25 720123 Email: info@cyprint.com.cy

27/03/2013 Currencies shown in red are fixed against the US Dollar

COUNTRY

CURRENCY

1USD=

UAE (AED)

Dirham

3.67

Egypt (EGP)

Pound

6.80

Saudi Arabia (SAR)

Riyal

3.75

Lebanon (LBP)

Pound

1,504.00

Bahrain (BHD)

Dinar

0.37

Jordan (JOD)

Dinar

0.71

Syria (SYP)

Pound

70.60

Kuwait (KWD)

Dinar

0.29

Qatar (QAR)

Riyal

3.64

Oman (OMR)

Rial

0.38

Tunisia (TND)

Dinar

1.59

Morocco (MAD)

Dirham

8.64

Iran (IRR)

Riyal

12,285.00

Yemen (YER)

Rial

214.31

Algeria (DZD)

Dinar

79.11

Libya (LYD)

Dinar

1.29

ADAC Posts Record Performance Abu Dhabi International Airport greeted a record number of 14,700,420 passengers in 2012, up 18.9 percent over 2011.

ased on Abu Dhabi Airports Company (ADAC)’s report, gateway cargo traffic rose 17.9 percent to 567,965 tonnes, as ADAC’s ongoing investment towards improving the airport’s facilities and its comprehensive airline marketing strategy have attracted new airlines and encouraged existing carriers to expand their services to the UAE capital. The top five routes proved to be Bangkok, London Heathrow, Doha, Manila, and Sydney. Having expressed his hope that this will be another record year for the capital’s airport, and further commenting on the recent achievements, Ahmad Al Haddabi, chief operating officer, ADAC, said, “2012 also witnessed the signing of the construction contract for the Midfield Terminal Building, a key milestone for the company and Abu Dhabi in delivering a state-of-the-art infrastructure that will cater to more than 30 million passengers by 2017.”

APRIL 2013

VIEW

Airlines

Sovereigns of the Skies  Stefanie Saghbini writes

ATA’s Airline Industry Forecast 2012-2016 report illustrates a total increase of 28.5 percent in passenger numbers over the next three years, indicating that the world’s aviation sector will be catering to 500 million new passengers travelling on domestic routes and 331 million new passengers on international services, over the specified period. In addition, the study shows that the emerging economies of Asia Pacific, Latin America, and the Middle East are set to see the strongest passenger growth, led by routes within or connected to China, which are expected to account for 193 million of the 831 million new passengers over the forecast period; 159 million on domestic routes and 34 million travelling internationally. According to Tony Tyler, director general, IATA, airlines are expected to carry some three billion passengers this year alone, with this figure expected to double by 2030, thus he stressed that connectivity remains a critical component for modern economies which requires innovation and a need to understand the expectations of

A study by International Air Transport Association (IATA) recently revealed that aviation currently supports some 57 million jobs globally and USD2.2 trillion in economic activity, and these figures are soaring with 3.6 billion passengers set to take to the skies in 2016, illustrating the great magnitude of this booming sector consumers and what they value enough to pay for. “Aviation is team effort and that is a challenge for all industry stakeholders,” he emphasised, adding that travel agents, airports, air navigation service providers, regulators, manufacturers, ground service providers, global distribution systems, and many others must work together to make each passenger’s journey as safe, secure, seamless, and convenient as possible. BUCKLE UP! Safety evidently remains the number one priority for the industry, according to Mike Higgins, regional vice president, Africa, IATA, thus the association, International Civil Aviation Organization (ICAO), and other global aviation organisations have created data-sharing programmes for spreading best practice and tools such as the IATA Operational Safety Audit (IOSA) and other global standards. Sharing the same opinion, Tyler stated that data collection and analysis underpins all safety efforts whereby the more that is understood about how accidents and incidents occur, the better equipped aviation professionals are to identify the risks. “This allows us to take mitigation steps long before risks become a safety issue that could contribute to an accident”, he said, adding that aviation has become a routine part of daily life.

“The first commercial airline flight took place on January 1, 1914. Since then, […] the airline industry has made continuous improvements in safety, as its top priority,” Tyler assured, praising the dedication and cooperation of every segment under the aviation umbrella which, he believes, have made air travel remarkably safe, with 2012 proving to be the best year in history with regards to safety performance. “Nevertheless, there is still work to do,” he continued. “As commercial aviation prepares to enter its second century, we must live up to the ideals of our industry’s pioneers and recommit ourselves to making aviation ever safer,” Tyler further commented. One regional airline which recently completed its fifth bi-annual IOSA successfully, is Gulf Air whose decisive factor for planning, execution, and evaluation of strategic management decisions is safety, this according to Nasser Al Salmi, chief operating officer, Gulf Air. “For over 60 years, Gulf Air has been in the forefront of international safety standards and safety practices,” Al Salmi stated, explaining that the airline has equipped its young fleet of 4.3 years with the latest and best safety equipment, while it executes extensive training for ground staff and flight crew, and utilises a state-of-the-art safety management system. “This has enabled Gulf Air to make strategic operational decisions based on factual information to further enhance safety standards, policies and procedures,” he concluded. STRESS-FREE TRAVEL According to the ITB World Travel Trends Report 2012/2013 compiled by IPK International and commissioned by ITB Berlin, in Europe alone, there are 80 million people with disabilities, while global estimates range from 600 million to 900 million. “That means that with the world’s population now at seven billion, about 10 percent require barrier-free and easily accessible facilities,” explained Lilian Müller, president, European Network for Accessible Tourism (ENAT), who also pointed out that when including travel companions, the potential size of the ‘accessible tourism’ market is estimated at 133 million people. Furthermore, with demographic ageing in Europe and other developed countries, Müller further elucidated that the proportion of elderly people with mobility restrictions, disabilities, or other limitations, such as reduced sight or hearing, will inevitably increase. Given this data, she stressed that this underestimated market will unsurprisingly grow significantly in importance in the years and decades to come, thus at the 20th World Travel Monitor Forum, Pisa, Italy, which took place on October 30-31, 2012, she reiterated this optimistic outlook on barrier-free tourism and pointed out that with improved accessibility, the EUR100 billion (USD130.8 billion) travel and tourism market for people with disabilities or physical restrictions could develop strongly. Echoing Müller’s thoughts on the matter, is Martin Buck, director, Competence Center Travel & Logistics, Messe Berlin, who pronounced that it is of great importance for the global travel industry to exploit this APRIL 2013

Airlines potential, and by removing barriers, he added, this will enable not only the disabled to enjoy stress-free holidays, but also families with young children, accident victims, and the elderly. Müller concurred, asserting that barrier-free tourism should no longer be a niche market and that it should cover all parts of the value chain from better information and booking, transportation, and through to facilities at the destination, including accommodation, catering and activities, as well as tourism services. “People with disabilities or reduced mobility want to travel just like everyone else. They do not want to stay at home. Accessibility arrangements must be part of every single travel package. There is also a demand for specialist operators to offer services for customers with greater mobility needs“, she continued, further stating that with the rising economic impact on this market, and the new legal obligations in terms of access being faced by the sector, it is certainly a good idea to invest in tomorrow’s consumers. Gulf Air is certainly playing its part to guarantee all passengers, regardless of age or physical condition, the best services, ensured Al Salmi, who pointed out that Gulf Air regards customer experience as a priority and the team continuously endeavours to provide the best to cater to the elderly and physically disabled both on the ground and in the air. “When making a reservation, passengers are able to select and indicate the assis-

APRIL 2013

tance that is required during their travels. The airline offers special support for elderly passengers who might need extra attention during boarding, onboard flights, and at arrival including allocating wheelchair facilities. Gulf Air extends its aid to the physically disabled, hearing-impaired, and visually-impaired passengers with a ‘meet and greet’ service for worry-free travel arrangements,” Al Salmi assured. GLOBALLY COMMITTED Tyler continuously reminds professionals across the airline industry that air transport needs to be sustainable however admits that aviation has certainly embraced this with promises to improve fuel efficiency and to cap and cut net emissions. “No other industry has made tougher commitments to emissions reductions than aviation,” he said. “We are making good progress toward our targets to improve fuel efficiency by 1.5 percent annually to 2020, cap net emissions from 2020 with carbonneutral growth, and cut net emissions in half by 2050 compared to 2005. Along with new technology, biofuels, and better infrastructure, market-based measures will also be needed, at least temporarily. And we must ensure that these measures are developed with a global approach through the ICAO,” he continued.

VIEW

Remaining loyal to its obligations towards reducing its carbon footprint, IATA recently welcomed an agreement on a new noise standard with more stringent requirements for future aircraft achieved by ICAO. ICAO Committee on Aviation Environmental Protection (CAEP) recently reviewed technological feasibility, environmental benefits, and economic factors, and reached a consensus to move forward on a new standard that will result in a reduction of seven effective perceived noise decibels compared to the current chapter four standard, which came into effect in 2006 and which followed a stricter set of criteria to that of chapter three. In addition, Tyler confirmed that air transport is already 75 percent quieter than it was four decades ago and he further asserted that the industry will continuously pursue cost-effective noise management options to reduce the number of people subject to aircraft noise, in line with IATA’s broader global commitments on sustainability and environmental performance. Another illustration of ICAO’s ability to lead global progress on managing aviation’s environmental impact, is the agreement for certification procedures for the new aircraft CO2 standard, as Tyler explained, concluding, ”Coupled with the common metric system adopted in 2012, this paves the way for CAEP to assess stringency levels, the last component of the future CO2 standard.” 

VISIT

Sharjah

TRANSLATING VISION

INTO ACTION Sharjah Museum of Islamic Civilization

Al Qasba

SHARJAH IN BRIEF Country: UAE Currency: Dirham (AED) Language: Arabic

Over the past decades, Sharjah has grown from strength to strength to become one of the Middle East’s fastestdeveloping destinations, transforming its business from pearl trading to one of the region’s most diversified economies, and the emirate continues to march steadily forward, continually wooing international travellers and attracting an increasing number of investors.  Rita Kasziba writes

ince the discovery of oil, Sharjah has progressed with an accelerated pace by utilising its natural resources and its unique location being the only emirate with land and active ports on both the Arabian Gulf and the Gulf of Oman, offering access to 160 countries and over two billion people. As a result, Sharjah has evolved into the third largest emirate by contribution to the UAE’s GDP, after Abu Dhabi and Dubai, accounting for eight percent of the nonoil GDP in 2012, as it continues to harness the potential of its fastest developing sectors, which include transportation, logistics, healthcare, and tourism. In fact, tourism has long been identified as one of the main pillars of the emirate’s economic growth and as H.E. Mohamed Ali Al Noman, chairman, Sharjah Commerce and Tourism Development Authority (SCTDA), asserted, 2012 marked yet another ‘eventful year’ for the destination in terms of both tourism and economic growth. “We received 1.73 million tourists in 2012; an 11 percent increase from 1.5 million visitors in 2011. These are very encouraging numbers and we are confident they will further grow and multiply in months and years to come,” he manifested. Praising the authority’s guidance and continuous efforts, Binu Varghese, director of sales and marketing, Ramada Sharjah and Ramada Plaza Jumeirah Beach Residence, noted that the emirate’s recognition as a cultural gateway in the UAE and the Middle East comes as a result of the industry’s ongoing joint efforts. APRIL 2013

Sharjah “Sharjah’s tourism is definitely making bigger inroads to attract more tourists into the emirate [and] the various new connections by Air Arabia have also been a major boost to the destination. SCTDA is continuously planning and drawing up strategic plans to further develop and promote the tourism industry in all its forms. In addition to conducting related social and economic studies, the authority also participates in leading international and regional events and activities to promote the emirate and place it on top of the international map.” Delving into the forces behind the emirate’s fastpaced progress, Mohamed Abdelhadi, hotel manager, TIME Ruby Hotel Apartments, said, “Sharjah’s tourism sector is continuing to experience vibrancy and potential of growth. Sharjah is a unique family destination as well as a strong base for corporate clients who prefer good room rates and strong tourism offers that includes both leisure and business-related activities.” Apart from its close proximity to Dubai and Ajman, the pleasant weather, well-developed infrastructure, including connectivity with important feeder markets, the emirate’s diverse tourism product, and a year-round calendar of prestigious international events have turned Sharjah into a preferred destination for both business and leisure, which, as Jean Pierre Simon, general manager, Northern Emirates, Coral Hotels & Resorts, observed, is now entering into a new era of growth with improved infrastructure and further attractions and source markets. “Hotels too are trying to diversify and expand their services by creating multiple revenue generating opportunities to maximise profit,” he added, describing the UAE as a tree, branching out with different emirates offering different attractions. “It is impossible not to be dazzled by Dubai or amazed by Abu Dhabi, however Sharjah has its own unique charm. With a focus on cultural and educational tourism as well as ecotourism, Sharjah has witnessed amazing growth in tourism in the last few years,” Simon continued. OPPORTUNITY OR CHALLENGE Being the only emirate sharing borders with all the six other emirates, Sharjah, has long been benefitting from its central location, capturing a great share of business from the neighbouring emirates. “Sharjah has a dedicated market of its own,” stated Basel Talal, general manager, Radisson Blu Resort, Sharjah, revealing that 70 percent of the resort’s clientele transit via Dubai. “Big events and exhibitions in Dubai assist Sharjah’s hospitality sector to maximise their output. However, in low yield periods, especially in the summer, the rate competitiveness in Dubai has a negative impact on Sharjah’s cut-throat rates,” pointed out Talal, adding that Abu Dhabi has also emerged as a vital market with the government sector and the short-stay segment contributing to business levels significantly. Commenting on how the emirate’s location cuts both ways, Guy Chidiac, general manager, Royal APRIL 2013

Beach Resort & Spa, further noted that taking advantage of its central location, visitors often opt to stay in Sharjah while also enjoying the attractions of other emirates; these guests, however, often tend to leave a larger chunk of their travel budget in these emirates instead of Sharjah. The challenge is, therefore, to reach the standard and appeal of the bigger emirates, as Abdelhadi reiterated, saying that diversifying the product and the overall infrastructure is of great importance if Sharjah is to capture a bigger share of the UAE’s burgeoning tourism industry. “Overall consistency in commercial development and improvement of the tourism industry in Sharjah will increase in the next period,” added Abdelhadi. ”New tourism projects that include building of infrastructure and expansion of facilities will drive economic growth and attract investments that will help in creating new jobs and adding economic value to Sharjah’s tourism industry,” he informed. MARKETS AND MARKETING Over the past years, the upsurge in visitor volume mainly came from the GCC countries, including Saudi Arabia, Oman, and Qatar, as well as Kuwait, largely attributable to SCTDA’s and Sharjah Investment and Development Authority (Shurooq)’s highly successful promotional activities and regional roadshows, while the final months of the year, headlined some major events, and coinciding with winter holidays, gave another boost to the visitors numbers from both within the region and the European markets. “Europe and the Middle East remain our main feeder markets,” noted Al Noman, adding that tourist arrivals from the CIS nations and Asian countries are also consistently moving upwards, along with the visitor numbers from the US. Revealing similar trends, Abdelhadi listed the GCC and the UAE among TIME Ruby Hotel Apartments’ main source markets while 28 percent of business comes from within the country. “[In 2012] the Levant region account-

VISIT

ed for 10 percent of our visitors. Solid numbers came from the BRIC countries, [making up] six percent, which may seem like the market that could be interesting for us in the future.” Also demonstrating the increasing importance of the BRIC countries and the emerging markets, Al Noman said, “We would certainly like to target new, emerging markets, such as China, India, and the rest of Asia. [In 2012] we had several successful roadshows in Europe, CIS nations and Asia, including India, and there has been very positive response to these shows,” explained Al Noman, suggesting that Spain represents another promising and relatively untapped market, which the authority aims to focus on. “Same goes for North America as well from where we started getting some positive response. So this year promises to be even more eventful and productive in terms of Sharjah’s tourism profile,” Al Noman further attested. Since its inception in 2003, Air Arabia has become a major force in the emirate’s development, contributing significantly to the trade and tourism ties between the UAE and key destinations across the region as well as in emerging markets, such as Russia and the CIS nations. Reflecting Sharjah’s growing significance on the global stage, in 2012, the carrier’s passenger numbers surged 15 percent to reach over 5.3 million, 

VISIT

as Adel Ali, group CEO, Air Arabia, asserted. “The airline also enjoyed a very high seat load factor; filling an impressive 82 percent of its seats to existing destinations was central to the significant growth in passenger numbers that the airline witnessed over the past year,” Ali further explained. Demonstrating the airline’s ambitious growth strategy, in 2012 alone, the carrier inaugurated nine new destinations from its primary hub and took delivery of six new aircraft as part of an order for 44 aircraft placed in 2007, which, once completed by 2016, will ultimately more than double the size of the airline’s fleet. “Air Arabia has ambitious plans to expand its network in the Eastern European and CIS region, where the airline currently operates 27 weekly services covering nine destinations [including] Moscow, Yekaterinburg, Kazan, Odessa, Kiev, Ufa, Kharkiv, Rostov, and Donetsk,” revealed Ali, noting that since the beginning of the year, the carrier has already launched three new destinations and has also taken delivery of the region’s first Airbus sharklet-equipped A320 aircraft. Shedding light on the airline’s vital role in the emirate’s progress, Ali said, “Air Arabia alone operates to 60 destinations from its base in Sharjah, so it is fair to say that the emirate is already a significant aviation hub in the region. There is no doubt that the rapid growth of Sharjah’s aviation industry has been

Sharjah

spearheaded partly by Air Arabia’s decade-long success story as the region’s first low-cost carrier [...]. “Moreover, there are approximately two billion people within a three-hour flight from Sharjah, so the potential for future growth is self-evident,” he further indicated. Driven predominantly by Air Arabia’s fast-paced expansion, in 2012, passenger volume at Sharjah International Airport totalled over 7.5 million versus 6.6 million recorded in 2011, and with a number of new airlines committing to the emirate and existing carriers increasing frequencies, the coming months are set to deliver further improvements. According to Ali, cargo traffic has also shown significant growth in recent years with Sharjah International Airport now considered one of the region’s largest cargo hubs, further consolidating the emirate’s position as a leading trade and industrial hub. Likewise, Sharjah Duty Free, inaugurated in 1988, continues to carefully observe the needs of travellers, and constantly improve its offerings and services. Currently, passengers enjoy a wide selection of products of five retail stores, including two duty free shops, a luxury fashion and accessories store, and two news outlets, while a new book store is set to open later this year. As a result of its continuous efforts to constantly exceed passengers expectations, Sharjah Duty Free has been chosen as the centre of excellence for Retail Sales Training Program 2013. In accordance with its mandate to serve passengers in a ‘simple complete and comfortable manner’, Sharjah Duty Free lays great emphasis on providing proficient and first-class customer service at all times, offering passengers the ability to contact the service prior to their arrival for advance information on their requirement. The emirate’s impressive development is also well reflected in Sharjah Airport Travel Agency’s (SATA) growth over the past three decades. As Arshad Munir, general manager, SATA, revealed, in 2012 the company not only achieved a 45 percent growth in business volumes, but also further extended its network in

the UAE with the launch of its first branch in Dubai. “We expect our Abu Dhabi branch to be operational by the end of April, and we also plan to open more branches in Dubai, Abu Dhabi, further to our first branch in Fujairah,” revealed Munir, who expects this year to be another record-breaking year for Sharjah. KEEPING THE PACE Known for its celebration of culture, historical monuments, and popular festivals, Sharjah has long distinguished itself as the cultural capital of the Arab World, as Manal Ataya, director general, Sharjah Museums Department (SMD), explained. “Sharjah has positioned itself as a cultural emirate since the late 80s with museums first opening in the early 90s and continuing the develop rapidly.” Ataya described 2012 as a very eventful year with numerous educational activities and international exhibitions across SMD’s 16 museums, along with a number of community outreach programmes under the ‘Because We Care’ social responsibility initiative. Speaking about the coming months’ busy agenda, she said, “Our regular programmes, events and exhibitions continue throughout the year. This year the Sharjah Archeology Museum celebrates its 20th anniversary and 40 years of archaeological excavations in Sharjah. Also, Al Hisn is currently being renovated and completely redesigned as part of an extensive urban redevelopment project called the ’Heart of Sharjah’. This museum is due to reopen in early 2014.” Adding to the emirate’s diverse offering Sharjah Golf & Shooting Club (SGSC), located a mere 15 minutes from Dubai, provides exemplary facilities for a wide range of indoor and outdoor activities and has, over the past year, launched an additional four outdoor Astroturf football fields, as well as the much anticipated ladies-only gym. “We anticipate a good year especially with the new ladies gym,” Ziad Al Sharabi, sales and marketing manager, SGSC, said, adding that in order to attract visitors, the club is engaged in various marketing activities, which run the gamut from word of mouth promotion to media advertisements. “The main market for us at this point in time is the local market. We have not yet worked on international markets, but we could be looking into that towards the end of this year,” shared Al Sharabi, who also revealed that future developments in the pipeline include the addition of more sports and recreational facilities. Likewise, since its opening in 2011, Mega Mall has established itself as one of the UAE’s leading shopping destinations, home to over 190 tenants and concepts. “2012 saw an increase in our footfall with 8.1 million visitors,” revealed Laura Watts, general manager, Mega Mall, who further explained that over the past decade, visitor volume has steadily risen with an average annual rate of 10 percent. “This year, Mega Mall is to undergo a renovation in areas that are much needed,” Watts explained, suggesting that the main objective of the upgrades, that  APRIL 2013

VISIT

Sharjah

will also include the renovation of the food court area, is to keep Mega Mall a top-of-mind shopping destination that can confidently compete with the UAE’s new shopping centres. “In doing minor renovations and by having compelling strategic marketing activities throughout the year, footfall is expected to increase this year,” concluded Watts. THE MANY FACES OF SHARJAH Utilising its excellent infrastructure and connectivity and state-of-the-art facilities, Sharjah has also emerged as an important MICE hub in the region, with 2012 marking yet another successful year for Expo Centre Sharjah and the emirate’s burgeoning events and exhibitions sector. “The year 2012 saw Sharjah getting back on track for high growth with a lot more energy and confidence,” said Said Al Midfa, director general, Expo Centre Sharjah, stressing that the growth indicators are particularly strong and visible in sectors like education, industry and culture, all of which Sharjah is becoming a hub for. During 2012, the centre staged 20 shows and welcomed some 700,000 visitors from all around the world, and this year, 21 shows including two new events are scheduled to take place, according to Al Midfa, who further noted that following the recent addition of 22,000m2 of new space, 10,000m2 of which has been dedicated to exhibitions and conferences and the rest for offices and various services, the coming months will see the construction of a new car park for 1,500 vehicles, and a mosque that can accommodate over 300 people. “We are also planning a hotel with 213 rooms, work for which will start this year,” he further revealed. Healthcare is yet another growing sector, and Sharjah Healthcare City (SHCC), initiated in March 2012, is set to firmly establish the emirate as a worldclass medical hub both regionally and globally. Considering that by 2025, the population of Sharjah and the Northern Emirates is expected to reach 2.7 million, the Sharjah Health Authority estimates that the emirate alone will require some 630 additional beds by the beginning of 2016. Built on an area of 246ha, SHCC operates as a free zone thus offering investors 100 percent ownership of their entity, zero tax and duties, and 100 percent repatriability. Besides a number of hospitals and clinics, the project will also feature various wellness and spa faciltities, as well as a museum, a library, and commercial and non-commercial residences. While developing niche segments, Sharjah also remains committed to exploit its cruise tourism potential. “Sharjah is the only emirate in the UAE that is strategically located on the confluence of international sea trade routes and has access to the sea on both the Arabian Gulf and the Gulf Oman boasting three seaports,” highlighted Al Noman, noting that given the potential of international cruise tourism, Sharjah has

Sharjah Museums

Khorfakkan Port

been working to develop cruise tourism infrastructure on the East Coast. “Given the response over the past couple of years, we hope this area will attract a large number of international cruise traffic directly helping the economy,” attested Al Noman, adding that with the arrival of numerous international cruise lines in its deep water port on the East Coast, the emirate has witnessed a notable surge in luxury cruise tourism in recent time. “With 40 calls by international luxury ships during the 2012-13 cruise season, an approximately 130,000 cruise passengers are scheduled to visit Sharjah,” explained Al Noman, adding that with Khorfakkan port receiving 23 calls by luxury cruise liners during the last season, more than 67,000 passengers visited the emirate’s East Coast. Through various activities and developments, the Sharjah Investment and Development Authority (Shurooq) has also long been working to capitalise on the emirate’s potential, and over the past few years the authority has already seen a number of highly successful leisure developments come to fruition, with projects such as Al Qasba and Al Majaz Waterfront having become favourite destinations,

as H.E. Marwan bin Jassim Al Sarkal, CEO, Shurooq, explained. To ensure that Sharjah’s tourism sector continues to flourish, Shurooq is constantly assessing the viability of new projects and working to complete its ongoing developments, said Al Sarkal. “In addition to Al Qasba and Al Majaz Waterfront, the authority currently has a number of other projects, spread across the width and breadth of Sharjah, that are all progressing on schedule. Shurooq has also taken great care to ensure that it diversifies the type of projects, so that the emirate’s tourism offering is both well rounded and comprehensive, with projects including top tier luxury resorts, eco-tourism, heritage restoration, culture and arts, outdoor recreation, and more.” In line with its endeavours to revive heritage, Shurooq has recently announced the first traditional Emirati five-star hotel as part of the ‘Heart of Sharjah’ project. Spreading over almost 10,000m2, the AED100 million (USD27.2 million) Al Bait hotel will comprise 54 guest rooms with five heritage houses, and is slated for completion between December 2014 and January 2015. Joining the fast-extending list of hotel brands in Sharjah, Hilton Worldwide has recently marked its debut in the emirate with the opening of Hilton Sharjah, previously known as Corniche Al Buhaira Hotel, while Copthorne Hotel Sharjah is set to welcome its first guests in the second quarter of the year. Located on Corniche Road, the 255-room property is set to become the emirate’s premier business lifestyle hotel, as Asem Bader, director of sales and marketing, Copthorne Hotel Sharjah, explained. Starwood Hotels & Resorts Worldwide has two properties in the pipeline with both the 220-room Four Points by Sheraton and the 343-unit Sheraton Sharjah slated to open in the first quarter of 2014, further strengthening the emirate’s standing as a quality leisure and business destination. As Sharjah continues to forge ahead with ambitious plans and long-term strategies, offering a diverse tourism product is in fact of great importance. “Sharjah continues to grow as a perfect tourism destination and an ideal venue for international conferences, exhibitions, and MICE events thanks to its modern infrastructure, strategic location, well-connected international airport, free trade zones and a conductive economic environment attracting businessmen and investors,” commented Talal, noting that despite a presumably challenging business environment, owning to the growing competition, this year could once again outperform the previous results. “The competition among all the emirates is growing day by day; we have to maintain good standards, facilities and safety at a competitive price,” added Chidiac. As Al Noman highlighted, the emirate’s leadership has a vision and ambitious plans to develop Sharjah as a truly world-class and sustainable tourist destination and a global hub of art, culture and commerce, and SCTDA along with the emirate’s industry professionals, are constantly working to realise this dream.  APRIL 2013

Umm Al Quwain

EXPLORE

An Undiscovered Destination Having concluded 2012 with flying colours, Umm Al Quwain, with its serene atmosphere and penetrating cultural heritage, is paving the way this year for yet another unbeatable performance, once again proving itself to be a quaint choice of destination for travellers from all around the globe. UMM AL QUWAIN IN BRIEF Country: UAE Currency: Dirham (AED) Language: Arabic

 Dominique Christou writes

he year 2012 has been a positive one, with encouraging performance results for Umm Al Quwain, and a great outlook can be seen on the horizon as the next few months are expected to bring in healthy figures as well, thanks to the emirate’s welcoming weather, outdoor activities, and family offerings, as Rajesh Ravi Nair, property manager, Pearl Hotel, explained. “We have sun for around eight months in a year, which makes it even more ideal for people from the cold countries to spend their vacation time here. We offer our guests a variety of fun activities like kayaking, banana rides, island tours, crab hunting, speed boat rides, and a visit to the water theme park,” he said. Ghassan El Kesti, park manager, Dreamland Aqua Park, the water theme attraction which Nair referred to, also highlighted the emirate’s attractive plethora of offerings suitable for all types of travellers from bird watching, as the region is considered as a big reserve for wildlife, to crab hunting, diving, snorkelling, and fishing, to name a few. “Umm Al Quwain also offers car and motorbike enthusiasts the chance to enjoy drifting competitions, drag racing, solo rallies, as well as a dirt bike track experience at our neighbour Emirates Motorplex track. [It] also features some good budget hotels and has a nice family orientated marina, UAQ Marine Club, which offers all kinds of water sports and some competitions attracting lots of visitors from all the emirates. Not to forget the most known attraction place, Dreamland Aqua Park.” Sanal Xavier, business development manager, Barracuda Beach Resort, described Umm Al Quwain as an undiscovered destination, where the culture and heritage, a mix of old and new Arabia, can be experienced, boasting clear beaches and a serene environment, away from the hustle and bustle of the city, making, what he believes is an ideal vacation spot for visitors. This year, Xavier anticipates an even better performance result to 2012, announcing that the past few years have brought in steady growth, with the hotel’s APRIL 2013

Umm Al Quwain

main source markets hailing from the GCC as well as the CIS region. Nair also views the CIS market as a promising one and one which has placed itself among the fastest tourism producing regions for the entire UAE. Also witnessing positive, albeit subtle, figures in 2012 and looking ahead to a positive outcome this year, is Flamingo Beach Resort, according to Arun Menon, resort manager, Flamingo Beach Resort, who highlighted, “Compared to 2011, 2012 saw a revenue increase of approximately 12.5 percent. Even though not significant, this development hinted a steady growth in business, aiding optimism. This year, we expect further enhancement of business and a stabilisation of overall performance.” Menon further noted that apart from the steady contribution from the domestic market, which treats Umm Al Quwain as an easily accessible gateway, the hotel’s major contributors also stem from Central and Eastern European as well as west and central Asian markets. In fact, Menon stated that all lucrative markets are the property’s targets, which, he emphasised,

keep changing along with universal socio-economic and socio-political scenario and hence target markets are based on studies and trends. El Kesti, who portrays 2012 as a good year for the waterpark, having witnessed a 25 percent jump in the number of visitors compared to 2011, characterises this year as more challenging yet more tourist driven, capitalising from the gains of 2012. He shed light on the efforts being made by the team to diversify the park’s market sources by tapping into the hotel segment and having great tie-up packages. “To boost visitors and get new customers we have a more aggressive marketing approach by running different promotions every month to keep the buzz and hype going. We do, as well, trust our partners and commitments to deliver high footfall through their different channels,” El Kesti concluded. 

ONSITE

Ajman

Broadening the Horizons Since the early years, when Ajman’s economy relied on fishing and trading, a momentous industrial and building uprising has injected a new impetus into the development of the smallest emirate of the UAE, turning it into a promising investment and tourist destination which, led by the recently inaugurated tourism authority, continues to widen its scope and appeal. AJMAN IN BRIEF Country: UAE Currency: Dirham (AED) Language: Arabic

 Rita Kasziba writes

ver the past one year, since H.H. Sheikh Humaid bin Rashed Al Nuaimi, ruler of Ajman, ordered to set up a new tourism organisation, the Ajman Tourism Development Department (ATDD) has embarked on a number of initiatives, as Faisal Al Nuaimi, general manager, ATDD, explained, adding that the new entity has already built up its corporate identity, corporate chart, and human resources, and the recent approval of its budget enables it to commence the implementation of the proposed projects. Despite Ajman’s conspicuous infrastructural development and urban boom over the past decades, the smallest of the seven emirates, covering an area of just 260km2, equivalent to 0.3 percent of the UAE’s total land area, has long lagged behind its national and regional counterparts, the recent initiatives, however are expected to open up new markets and new dimensions for the emirate. “Leisure guests look first for a holiday destination, and then for the best suitable hotel. Hence it is paramount to partner with ATDD and promote the destination ‘Ajman’,” stressed Christian Hushka, director of business development, The Ajman Palace, which, together with ATDD, premiered on the global stage, at one of the world’s leading international travel trade shows, ITB Berlin. As Arun Kumar, group general manager, Tulip Inn Royal Suites Ajman, also noted, the support of the tourism body is much welcomed by the industry, and is expected to help develop and promote the emirate’s own niche. “Truly Ajman is the perfect weekend destination in the UAE,” conveyed Kumar, pointing out that unlike the bigger emirates, such as Dubai, Abu Dhabi or Sharjah, Ajman offers a more tranquil and more affordable environment. “Logically when we look at cost factor, Ajman hotel rates are very reasonable and our hotel offers the most competitive rates where as middle class tourists can afford comfortably in Ajman.” As Al Nuaimi also suggested, with its individual characteristics and gentler pace of life, Ajman has its own charm and appeal. “The emirate of Ajman is a unique tourism experience. For us, it is all about originality. We are a quiet city. It is peaceful here and there is a lot of history and heritage. Also, the beaches are some of the best in the UAE,” he noted, also shedding light on the emirate’s investment potential. “From a business point of view, nobody knows about [Ajman], so there APRIL 2013

ONSITE

Ajman are a lot of investment opportunities.” Ajman has also long been benefitting from its strategic location, highlighted Nehal Rizvi, general manager, Crown Palace Hotel. “We get a big share from the Abu Dhabi market and almost every weekend, we have more than 30 percent walk-ins from all the UAE, including Dubai and Sharjah,” said Rizvi, adding that especially during holidays, festivals and conferences, Ajman receives a great share of business from the bigger emirates. Iftikhar Hamdani, general manager, Ramada Hotel & Suites Ajman, concurred, “We have good number of room nights from the local market, particularly from Abu Dhabi and Al Ain. Currently, we noticed that expats from Dubai are coming to Ajman for short stay or weekend stay with their families.” As for overseas markets, Ajman has already established itself as a popular choice among German and Russian holidaymakers, and as Al Nuaimi revealed, ATDD has added a number of prestigious international events and promotional activities to its agenda in order to penetrate new markets. Further to divulging that the department is set to lead knock-door missions to the CIS countries, Al Nuaimi enumerated the emirate’s key target markets, and said, “ATDD began its foreign efforts at ITB Berlin, where it targeted the official organisations and travel agents from China, Germany, India, Kazakhstan, Kyrgyzstan, Russia, Singapore, Switzerland, Thailand, Turkey, Ukraine, Uzbekistan, and the UK.” Similarly, Hamdani also commented on the significance of the CIS market which, he stated, is rapidly increasing. “We have experienced 200 percent overall rise in the leisure segment in 2012, particularly from the CIS market,” he explained, noting that while Germany remains a strong and stable contributor to the hotel’s results, the management also looks to tap new markets. “We are continuing to mix the CIS market to reach other areas of the CIS. At the same time, we are looking at GCC as well as Asian markets, including India and Pakistan, which were the major nationalities in our occupancy in 2011 and 2012,” elaborated Hamdani. “We have seen a decline in the Indian and Pakistani markets due to rapid increase of the CIS market but still we want to keep a share of each market rather than depending on a solo target.” Likewise, Kumar listed Russia and the CIS as the hotel’s top emerging markets, and expressed confidence in capturing an even bigger share from these countries. Echoing similar views, Rizvi noted that the latter part of 2012 saw a ‘tremendous flow’ from the CIS markets, boosting business volumes significantly, as these guests often tend to stay up to 10-12 days with their extended families. “[For this year] our main target market will again be the CIS and China, which have both emerged as strong markets contributing significantly to the revenue and our average room rate.” In a bid to reach out to a wider audience and further strengthen ties with existing markets, ATDD has outlined a comprehensive scheme, as Al Nuaimi explained. “ATDD’s executive plan for this year is based on four axes, namely tourist exhibitions and events, APRIL 2013

tourist projects, corporate social responsibility initiatives, and improving services.” GOING LARGE In a quest to further consolidate Ajman’s status, the emirate has been investing heavily in infrastructure and services. Fairmont Ajman is set to open in the first quarter of 2014, while work in already underway on Al Zorah Resorts, a joint venture of the government of Ajman and Solidere International. Extended on a total area of 5.4 million m2, the project is billed to become a spectacular destination in Ajman’s northern coast, as Imad Dana, CEO, Al Zorah Development Company, asserted, further adding that it will comprise over 1.6 million m2 of built-up area and will boast an exclusive water frontage spreading over 12km. “The masterplan is divided into four key sectors, each enjoying its own attributes,” revealed Dana, explaining that ‘The Gateway’ is a high-rise mixed-use community, while the golf course development will include a 18-hole golf course along with a golf academy, a club house, and a residential complex. “Occupying the centre of the project and comprising Al Zorah’s primary magnets and amenities, ‘The Peninsula’ is carved inside a dense strip of development, and contains the beach zone in addition to a central commercial spine and a mangrove zone,” explained Dana, adding that the fourth component of the project, the ‘Marina Village’, is a reclaimed island housing a mixed-use development. Speaking about the construction works, Dana explained that the infrastructure works are still in progress, while four marinas, accommodating some 200 boats and yachts, have already been built. The design development is ongoing and is expected to be completed before the end of the year for all the remaining components of phase one that comprises a 230-key resort, a boardwalk, beach club, theme park, golf course, and a visitor’s pavilion. All works related to the first stage are slated for completion by the end of the third quarter of 2015, according to Dana, who continued, “We will see main components of the first phase fully devel-

oped, including ‘resort 1’, which comprises 160 keys, and ‘resort 2’ containing 230 units. Not to omit also, that other facilities like the boardwalk and the beach club which will be delivered in this September. This goes as well to Al Zorah’s main entertainment hubs like the theme park, the golf course as well as the visitor’s pavilion which will be completed in the same period.” STEP BY STEP According to Al Nuaimi, one of the main tasks of ATDD is to strengthen relationships with partners who share and support its strategic goals. Praising the authority’s endeavours, Hamdani, who expects another record-breaking year, commented, “ATDD is very active and we are taking part in some exhibitions and roadshows together targeting different markets which will definitely benefit all the hotels in Ajman.” Huschka further added, “The development of Ajman in the premium hospitality sector, having now two five-star beach resorts in operation and another two expected to open over the coming 18 months, will mean nearly 1,000 rooms within 1km along the prime beachfront, which will affect the entire infrastructure of the emirate and create new opportunities for the travel trade and tourism-related businesses.” 

TOUR

Malta

Mediterranean, Medieval, Maltese

Azure Window, Gozo Island

Mdina

The warm climate along with a rich cultural heritage which can transport any tourist back to the medieval times, make the three islands of Malta one unique attraction for its neighbouring North African and Middle Eastern countries. MALTA IN BRIEF Capital: Valletta Currency: Euro (EUR) Language: Maltese, English

 Maria Kazeli

writes

ata in hand confirms that 2012 was the fourth record year for the islands of Malta’s tourism industry with tourist arrivals exceeding 1,440,000 and their respective expenditure surpassing EUR1.3 billion (USD1.7 billion), this according to Mario de Marco, former minister of tourism, culture and the environment, Malta. Exact figures provided by Malta Tourism Authority (MTA), reveal that the number of inbound tourists for 2012 reached 1,443,973, signifying an increase of 29,471 and 2.1 percent over 2011. According to MTA, arrivals from Cyprus shrank by 37.7 percentage points compared to 2011, whereas Libyan visitors to the islands rocketed to 17,367, registering a 174.1 percent growth. Additionally, figures by the country’s National Statistics Office bring the inbound tourism January estimates at 64,887, indicating an increase of 5.8 percent over January 2012, while total expenditure of tourists is assessed to have reached EUR52.9 million (USD40.7 million), a growth of eight percent over the corresponding month in 2012.

Recent announcements have underlined that traffic for this year at Malta International Airport continues on an upward trajectory, as figures for both passenger movements and average seat load factor registered in February, reached a record-high. Passenger movements for the second month of this year amounted to 176,818, equivalent to a 4.2 percent increase compared to the same month in 2012 while the list of top 10 countries for passenger movements include two from the MENA region; Libya, which occupies fifth place, climbing up from its previous position at eighth, contributing to a total of 6,740 visitors to the country and jumping 67.3 percent over February 2012. Following in sixth place is the UAE with 4,544 tourists, having dropped 18.2 percent compared to February 2012.

Air Malta

CONNECTING TIES In an effort to strengthen bonds and attract future MICE business to the Maltese islands, MTA, alongside the Consulate General for Malta in Dubai, organised a seminar in the emirate, where Josef Formosa-Gauci, CEO, MTA, gave an overview of the islands’ offer for tourism, underlining that they provide a unique experience for the leisure as well as the corporate business market out of Dubai and the Gulf region. Daily connections with Dubai ensure great access and flexibility for those travelling from the Middle East, attested Warren Zahra, managing director, Alpine Sterling, a Maltese destination management company, who added that the country, being a relatively unknown destination to the Middle East region, has the potential to offer a fresh experience. He further elaborated on Malta’s attractions with reference to the Middle East guest and said, “We have a very cosmopolitan culture; Southern European in character but with a slightly British flavour from our historical links with Great Britain, and naturally, one can also see very clear similarities with the Middle East through our language which has very strong Semitic roots but which is the only Semitic language written in the Roman alphabet. This unique mix is pretty similar to the mix found in our culture and environment generally.” Zahra explained that Malta’s infrastructure offers an interesting portfolio of options for those travellers in terms of accommodation and services, while he clarified that the company works with Middle East APRIL 2013

TOUR

Malta clients in the MICE field mostly. Mario Borg, director, AGL Alliance Group, which operates a destination management company, a travel agency, and a cruise line, explained that Malta is attractive for Middle East visitors because a strong part of its history and culture originated from the region. According to Borg, the group handled about 500 projects between 2008 and 2012 making up around 22,000 delegates, of which at least around 10 percent hailed from the Middle East. Commenting on the industry’s offerings to MENA travellers, he added, “Malta embraces social and religious diversity and provides top service to all its clients irrespective of origination. Special emphasis has been placed on certain markets with their own particular needs such as dietary requirements and flexible dining periods.” All in all, millions are being spent in upgrading Malta’s built heritage, in embellishing public spaces, in creating new visitor attractions, and improving the country’s infrastructure, as De Marco clarified,

crease being recorded from Libya. Edward Bonello, director of sales and marketing, The Westin Dragonara Resort, Malta, commented, “We believe that the Middle East market is of great importance, hence we do cater for the needs of Middle East customers by ensuring their favourite foods are available in the hotel, as well as modifying our current offerings to ensure everyone feels at home. Starwood [...] is also investing a lot in the Middle East by opening new hotels and organising press trips.” He hopes that this will result in brand awareness and more guests willing to travel to Malta. Bonello did not hesitate to further express his belief that the Middle East will evolve as an important market for the island’s tourism industry, both for MICE and leisure travellers. Hilton Malta is an international destination, according to Julian Diacono, director, business development, Hilton Malta, who revealed that for 2011 to 2012 the percentage of guests from the Middle East doubled and reached just under three percent of total guests staying in the hotel for the year. He attrib-

FLYING THE FLAG Air Malta, the national airline of the Maltese islands, carries around 1.6 million passengers a year, according to Philip Saunders, chief commercial officer, Air Malta, who added that during 2012, the MENA region contributed around eight percent to the total passenger number. Saunders explained that due to the uprising and the United Nations Security Council resolution that established a no-fly zone over Libya in March 2011, Air Malta, like all other international carriers, had to discontinue its operation to the country. However, in November 2011, it was one of the first international airlines to return back to Libya operating three weekly flights out of Tripoli International Airport. In addition, Air Malta restarted a twice weekly service to Libya’s second largest city, Benghazi, in May 2012, while increasing its frequency to Tripoli to daily flights. “Throughout the years, Air Malta has registered strong passenger traffic on its Libyan routes reaching

In November 2011, Air Malta was one of the first international airlines to return back to Libya operating three weekly flights out of Tripoli International Airport. In addition, Air Malta restarted a twice weekly service to Libya’s second largest city, Benghazi, in May 2012

The Westin Dragonara Resort

explaining that these investments are set to lure in repeat visits, and alongside the government’s tourism policies, will deliver sustainable growth and further strengthen this all-important economic activity. PLAYING HOST De Marco argued that the country’s positive performance concerning the hospitality industry is evident, with Maltese hotels having enjoyed the second highest occupancy levels among the EU countries in 2011 and 2012. The Malta Hotels and Restaurants Association’s report for the third quarter of 2012 confirmed that hotel performance improved year-on-year, and according to de Marco, the review showed gross operating profit per available room had increased over the nine-month period by 8.1 percent, 19.2 percent, and 14.6 percent in the five-, four- and three-star categories respectively, in comparison to 2011. The Westin Dragonara Resort, Malta, welcomed 5,000 guests from MENA in 2012 with the highest inAPRIL 2013

uted this increase to Emirates’ connections with daily flights to Malta from Dubai and justified the hotel’s positive performance saying, “Hilton Malta appeals to the Middle East guests because of the high quality of accommodation and service offered by the hotel with international cuisine available and over and above all a strong dose of Maltese hospitality offered by the team members in the hotel.” Diacono also explained that Maltese is a Semitic language with over 80 percent of it originating from classic Arabic roots; something which, he believes, makes the Middle East guest feel at home. Commenting on Hilton Malta’s main feeder markets, Diacono said, “We have already seen an increase in demand, with requests from Dubai on the increase, and have already hosted a number of groups from Dubai and other countries in the Middle East. We are very encouraged with the response from the region especially since our property is adjacent to the Hilton Malta Conference Centre, that can cater for up to 1,400 delegates, so the MICE segment is a very important part of our business.”

1.5 million passengers since 1974. With the resumption of services to this country, Air Malta managed to restore the commercial link between both countries and provide the vital link for people to travel for business, leisure, or to visit family and friends,” suggested Saunders, adding that there is room for development in the Middle Eastern market with stimulation of demand with direct flights. He further revealed that the airline is evaluating opportunities to expand its network in the shortto medium-term and is considering new destinations in the Middle East among other regions. 

Hilton Malta

EXCLUSIVE

Business Travel

On the Go

tainly one of them, with the current average per capita spend of MICE visitors in the emirate at AED2,400 (USD657.5), according to a study carried out by Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi). This figure forms the total economic benefit from this sector around AED2.4 billion (USD640 million) when taking indirect and induced expenditure into account. Gillian Taylor, business tourism manager, TCA Abu Dhabi, elucidated that the study anticipates total economic impact to rise to AED4.9 billion (USD1.3 billion) in 2020, which equates to a compound annual growth rate of 7.2 percent, with strategic benefits outweighing by far the economic benefits. She added that the emirate is very well equipped to attract and host corporate visitors, as she elaborated, “The development of outstanding meeting facilities, venues, and services, together with state-of-theart conference and exhibition centres, and an array of luxury hotel and resort-based conference and meeting venues, mean Abu Dhabi’s tourism proposition is more mature and more diverse than ever.” Moreover, Olga Hoyal, marketing and public relations manager, Mafraq Hotel, argues that modern business travellers look for high-quality business facilities as well as promptness in services, and confirmed that the property showed a constant increase in business clientele in 2012, thanks to the hotel’s good location and Abu Dhabi’s positioning in the business tourism market.

With the MENA region having rapidly gained ground with the corporate world, business travel is expected to increase vastly across the region, with countries such as the UAE, Qatar, and Bahrain leading the way.  Maria Kazeli

writes

nternational outbound business travel plummeted in 2012, despite it previously being a strong driver of overall spending growth, increasing by just 0.7 percent, according to the Global Business Travel Association, which, however, predicts a 5.9 percent rise in international outbound spending for this year. In addition, data for the MENA region compiled by the 2012 YouGov Travel Oracle revealed that 43 percent of the MENA corporate travellers surveyed, reported an increase in business travel budgets during the year, and the most popular destinations for these travellers were the UAE, claiming 14 percent of the total figure, and Saudi Arabia, obtaining nine percent. Meanwhile, according to the study, 29 percent of the respondents flew in a premium class during 2012. Amadeus, the travel technology partner and transaction processor for the global travel and tourism industry, also released a report charting the behaviour and aspirations of the niche segment under review, entitled Amadeus Business Travel Insights: The 21st Century Business Traveller, and found that convenience is prioritised by business travellers above

cost and comfort, with 62 percent of respondents stating that this was the most important factor when on professional trips. “Today’s business traveller is time-conscious and would like to maximise the use of his/her travel time in the most efficient way. Thus, time is an important factor in the decision-making process,” stated Maher Salman Al Musallam, acting CEO, Gulf Air. Similarly, Amanda Claassens, head of region, Middle East, Wings Travel Management, stressed that business travellers are tech-savvy and they want efficiency, immediacy, and connectivity. One hotel group which has taken these crucial constituents into consideration is Westin Hotels & Resorts, having recently rolled out Tangent, a new concept for business travellers that allows them the ability to book workspace on demand, offering video conferencing, TVs, printers, sound systems, Xbox 360 for games or DVDs, floor-to-ceiling white boards, and fully stocked office supplies, to mention a few. POWER PLAYERS Some countries in the region are already ahead of their international and regional competitors with regards to corporate travel, and Abu Dhabi is cer-

Grand Hyatt Doha - Business Centre

Likewise, Darroch Crawford, managing director, Premier Inn Hotels Middle East and Africa, stated that with the property being situated right next to the Abu Dhabi National Exhibition Centre (ADNEC), high demand during events takes place. “There is no doubt that business travel is increasing and nowhere more so than in Abu Dhabi, where the huge investments in infrastructure and tourism and the strength of the oil and gas industry are the key drivers of growth,” he assured. Hyatt Capital Gate Abu Dhabi is yet another property whose business directly relates to ADNEC. Ashwini Kumar, general manager, Hyatt Capital Gate Abu Dhabi, verified that the emirate is renowned for its high-yield business travel supported by multinaAPRIL 2013

Business Travel tional companies, world-class business-tourism facilities, the benefits of free-zone areas, and the growth in the diplomatic and UAE government traffic, backed by the booming business of the oil and gas industry. Abu Dhabi’s burgeoning sister emirate, Dubai, is also further developing as a business destination, this according to Angela Christodoulopoulou, director of sales and marketing, Park Hyatt Dubai, who added that the modern corporate guest looks for quick and efficient in-hotel services, proximity to business districts and airports, dedicated meeting spaces, and a team who can efficiently handle last minute requests. Dubai definitely is the most well-equipped and well-marketed destination in the Middle East to attract business and MICE tourism in general, Tassos Diavatis, managing director, Net Tours and Travels, claimed while providing some useful insights on a business traveller’s profile. He supported that business tourists are less costsensitive than leisure tourists, spending, on average, twice as much per day, with two-thirds of corporate travellers extending their business trips for pleasure when they can, thus creating enormous potential in this market, he continued, adding that they are most likely to participate in tourism activities if the effort required is minimal and the risks are low. Diavatis further indicated that a destination is able to globally compete in hosting MICE events when it has main attributes such as amenities, accessibility, accountability, affordability, attractions, and activities, but above all, a destination’s image is critical in travel decisions. Claassens corroborated Diavatis’ view, confirming that location, facilities, and value service for money, along with group activities and transportation options, are crucial considerations for this market. She also pointed out that as the MENA region continues to gain ground in the corporate world, there has been activity and interest in Egypt while Iraq is increasingly rising in preference with Wings Travel Management clients. EMERGING FORCES “The GCC nations are now working together in many aspects in the business and trade sector,” echoed Ian Mckie, area general manager, The Gulf Hotel and Gulf Convention Centre, Bahrain. “As such, there are many conferences and expos that are and will be held in the region. Many of these will be hosted in Bahrain. There are numerous projects in the Eastern Province of Saudi Arabia, which, with its links to Bahrain, will see increased travel from that region. There is a feeling that the worst of the recent troubles are in the past and this paves the way for a concerted focus on growing and developing the Bahrain economy.” Mckie further explicated that despite 2011 not having proved a good year for the country, due to the unrest that unfolded as part of the Arab Spring, the situation improved significantly in 2012 and certain developments in the Kingdom suggest a return to a more normal and stable domestic situation. He APRIL 2013

The Lobby at Mafraq Hotel

expects that this will result in increased business activity in Bahrain and strengthening of the corporate independent travellers and groups segment. Validating this opinion, Hassan Fakhro, chairman, Bahrain Exhibition & Convention Authority (BECA) revealed remarkable growth in operational performance and positive financial results for 2012, which include a 116 percent increase in the number of exhibitions and conferences, with 82 events in 2012 compared to 38 events in 2011. With regards to forecasted results based on scheduled bookings, BECA is set to enjoy yet another successful year ahead. “Bahrain is looking to the meetings and events sector to put business tourism firmly on the agenda and develop long term prospects in order to significantly strengthen its tourism industry in the next three to four years,” highlighted Lois Hall, exhibition manager, the Gulf Incentive, Business Travel and Meetings Exhibition, stressing the country’s potential. The all-important factor of air connectivity in Bahrain is served well by Gulf Air which witnessed an increase in business travel to India, the GCC and Middle East networks, as Al Musallam revealed. He attributed the fact to the airline’s newly introduced products and services which include an in-flight entertainment system on its aircraft that offers broadband Internet access, GSM phone service and live television content allowing business travellers to stay in touch with

EXCLUSIVE

corporate or leisure interests. Another exalted destination in the region for the corporate traveller is Qatar whose inbound travel segment continues to be shaped by business tourism, which accounts for up to 89 percent of the total figure, this according to a report by Euromonitor in March 2011 titled Travel And Tourism in Qatar. The review further illustrates that significant investment has been made in the development of MICE tourism in order to reap the benefits from the highly lucrative segment. Confirming these declarations, Sameh Shawkat, executive assistant manager, sales and marketing, Grand Hyatt Doha, avows that the government’s vision to promote the country in the region, supported by Qatar Tourism Authority (QTA), along with Qatar Airways’ constant expansion, result in more visitors and increasing awareness about the country. “Development is rapid in Qatar, and with the help of both QTA plans and Qatar Airways’ constant expansions, it is sure to increasingly boom. Large scale events like 2012’s COP18 contribute to this development,” he said, adding that the hotel supports the growth of business travel by hosting familiarisation trips from potential markets and destinations, as well as media specialists from overseas in order to promote the country. 

INVESTIGATION

Adventure Tourism

Off the Beaten Path  Dominique Christou writes

eralded as a popular regional choice for the adrenaline addict, MENA holds some of the most adventurous activities for visitors in search of a different type of holiday, and one company offering just that, particularly in the UAE and Oman, is Dubai-based adventure travel organiser, expedition management company, and outdoor training course provider, Absolute Adventure. Michael Camp, sales manager, Absolute Adventure, announced a significant surge in the number of adventure tourists during the 2011-2012 season, noting that part of this achievement is the increasingly active population in Dubai and also the recognition of the Musandam, specifically Dibba, as a destination for adventure activities. “We have everything on our doorstep; rugged mountains, beautiful cliffs, amazing wadi environments, and dramatic coastline,” he expressed. Camp indicated that the most thrilling activity currently on offer has to be rock climbing and deep water soloing; a type of climbing that involves climbing on sea cliffs without a rope, boasting that the company offers programmes that can take someone with no experience to become a confident and safe climber. With adventure travellers seeking to get off the beaten path, away from the conventional touristic places, sites, and happenings, Camp explained, “While some level of development is good for convenience, it is getting away from the masses that one truly understands that place and culture. This can be achieved through a trek or bike ride through remote areas seldom visited by tourists. Other adventure travellers are looking to have a thrill in a new place that will create a life-long memory.” DISCOVERING MENA The majority of clients booking through Absolute Adventure hail from the MENA region, mostly Dubai and Abu Dhabi, and are also mostly expat residents, indicated Camp, further noting that Absolute Adventure also works with a few different hotels, as well as Arabian Adventures, which is a smaller percentage of the business. Additionally, offering packages from one day adventures up to six-day treks, is Adam Travel & Tourism, Jordan, which will also be providing a new hiking tour in the near future, in partnership with Tropical Desert Trips managed by Hakim Tamimi, this according to Esra Okasha, sales executive, Adam Travel & Tourism, Jordan. With most adventure travellers seeking for soft hikes, and the most popular activities being hiking and canyoning, Okasha noted that five to 10 percent of the clients come from the MENA region, and despite performance in 2012 being weaker than 2011, due to

The MENA region has long been branded as a haven for thrill-seekers regionally and worldwide, opting for a less conventional holiday and, instead, subjecting themselves to adventurous activities under water, on land, in the deserts, and a once-in-alifetime experiences up in the air.

structure of the adventure tourism industry. Investors, who are interested in investing in Yemen, can get ready proposals with drawings for such projects to be implemented,” she noted, further indicating that Yemen Tourism Promotion Board has begun a project to set up paragliding centers in various locations in Yemen. UP, UP, AND AWAY Ballooning has rapidly become a popular activity amongst adventure tourists, and Amber McIntyre, marketing manager, Balloon Adventures Dubai, attributed this growing status to the European, CIS, South American, and Asian markets. Flying daily during the cooler months between September 20 until the end of May each year, Balloon Adventures Dubai recently participated in two Guinness World Records events. “The first record broken was for the most skydivers to parachute from a balloon during the same flight, being 40, and was achieved on February 10. The second broken record was for the most skydivers to parachute from a balloon simultaneously. 25 parachutists jumped together achieving this record in the same day,” McIntyre announced. ARABIAN ADVENTURES

Paragliding

political instabilities, this year is looking promising. Moreover, Satish Gujaran, duty manager, Sandy Beach Hotel, Fujairah, also expects a better year than 2012, for the property’s diving centre, whose most popular clientele base come from Dubai and Abu Dhabi, especially expats, he informed. Adventure tourism also remains an extremely important part of experiences offered in Jordan as Abed Al Razzaq Arabiyat, managing director, Jordan Tourism Board, pointed out, especially during the summer months when visitors come for long periods of time to enjoy the moderate weather and the many available activities and events, he affirmed. According to Arabiyat, Jordan has a large percentage of regional tourists as well as from the UK and the US who seek adventure experiences, while a significant amount come from other European countries, such as France and Germany. Yemen is yet another popular destination for travellers from all walk of life seeking an adventure-based holiday as Yasmin Al-Hamdani, marketing manager, Yemen Tourism Promotion Board, explained, “All travellers to Yemen for adventure tourism are of different nationalities, but not from the MENA region.” Al-Hamdani pointed out that the ministry works in several ways to promote adventure tourism to the region. “Yemen Tourism Ministry is preparing a number of projects for investment to improve the infra-

A market study is soon set to be released, which indicates a much higher recent rate of growth in line with the dramatic awareness and an upsurge that is being witnessed in the industry, this according to Shannon Stowell, president, Adventure Travel Trade Association (ATTA), who revealed that the adventure travel industry has been increasing at a rate of 17 percent, while tourism overall rises at a rate of around four percent. ATTA, which offers the adventure travel industry a home to network, partner, and extend their reach, allows members to connect with each other through its member-only online community when seeking solutions for business challenges or looking for partners that offer services that will help them grow their business, or even finding educational webinars, business templates, and research data, Stowell explained. Elaborating on the global adventure tourism segment, Manal Kelig, executive director, MENA, ATTA, observed that countries in the region are working steadily towards becoming an adventure tourism destination, either through making the most of the cultural assets and surrounding natural resources or creating man-made adventures. “Lastly, in the past five years the adventure travel industry in the MENA region has witnessed steady growth and is expected to grow even stronger in the next couple of years,” she added, revealing ATTA’s planned set of meetings scheduled with governments in the region to discuss projects that would support developing adventure travel tourism skills and capacity building, to increase local employment, and, in particular, the participation of youth and women.  APRIL 2013

WHO'S MOVED

THOMAS HUTH Thomas Huth has recently joined Steigenberger Al Dau Beach Hotel as the new hotel manager of the five-star property. With more than 25 years of experience in the international hotel industry, Huth has successfully filled management positions in numerous countries for top hotel chains. His previous work experience includes roles in the US, Spain, UK,

China, Russia, as well as Egypt. Having previously served as general manager of the four-star Steigenberger Al Dau Club, Huth has already gained valuable experience at the resort.

Huth has successfully filled management positions in numerous countries for top hotel chains

DUYGU KAYNAK Duygu Kaynak has been appointed marketing manager at Bin Majid Hotels. Prior to joining the group, she served as marketing manager at Turkish hospitality company, Rixos Hotels. In her new position, she has been tasked with driving the marketing strategy and further developing the wedding, corpo-

rate, and leisure business for Bin Majid Hotels. Kaynak brings a deep understanding of the hotel industry coupled with extensive marketing and public relations experience to the role.

Kaynak has been appointed marketing manager at Bin Majid Hotels

TIM CORDON Tim Cordon has been named general manager of Radisson Blu Hotel, Dubai Deira Creek. Cordon, who has over a decade of experience within the hospitality industry, started his career in 2000 as an operations manager at Crowne Plaza Edinburgh, which was later rebranded to Radisson Blu. He was first promoted to general manager at Radisson Blu Hotel, Manchester Airport, where he managed to position the property in the companyâ&#x20AC;&#x2122;s top 20 hotels worldwide. He later went on to hold general manager position in two key properties, namely Radisson Blu Portman Hotel and Radis-

son Blu Hotel Stansted Airport. Most recently Cordon managed Cumberland Hotel in London where he delivered significant revenue growth over two years. Now that he returns to Carlson Rezidor Hotel Group, his responsibilities will include overseeing operations, as well as recruitment, development, training, scheduling and guest satisfaction.

Cordon started his career in 2000 as an operations manager at Crowne Plaza Edinburgh APRIL 2013

TRAVEL TALK

travel talk is your space

BASEL TALAL

TASSOS DIAVATIS

General manager, Radisson Blu Resort, Sharjah.

Managing director, Net Tours and Travels.

“Our major plan [for this year] is to maximise the potential presented by the efforts of the emirate and raise the bar of our services, facilities and product. […] We will continue to present our hotel in Sharjah’s growing tourism market highlighting its distinct features, especially beach tourism and ecotourism or environment tourism. Sharjah is poised to host many more international events this year and we are working towards being a strategic partner in these events. However, we remain cautious for the second half of the year especially the summer when the market demand is relatively low.”

“Business tourism is a lucrative, fast-growing segment of the world’s largest industry sector. Good niches in business tourism exist for developing and transition economies. These countries can market themselves as cost-effective yet exotic locales, where corporate objectives can be met in a rejuvenating setting. The challenge is to identify the competitive trends and meet business travellers’ needs for both efficiency and relaxation. Tourism is the world’s largest industry, responsible for more than one in ten jobs globally. In many developing and transition economies, tourism has emerged as the dominant tool for economic growth.”

PATRICK ANTAKI Complex general manager, Al Maha, A Luxury Collection Desert Resort and Spa, Le Méridien Al Aqah Beach Resort.

“We [at Al Maha, A Luxury Collection Desert Resort and Spa] create guest loyalty by listening to our guests and anticipating their needs. We are always ready and prepared, flexible, and accommodating. The little touches such as taking care of all inbound and outbound transfer and travel arrangements, our attention to fine detail, immediately acting on guest preferences, and building great relationships with our agents and tour operators, all help to keep guests satisfied and coming back for more.”

TRAVEL TALK IS YOUR SPACE – this is a casual forum for travel industry professionals to discuss current issues and share stories. We want to hear from you, so send your comments, questions, frustrations, and observations to editorial@traveltradeweekly.travel APRIL 2013

RENDEZVOUS

Q & A with H.E. Marwan bin Jassim Al Sarkal Since its establishment in 2009, Sharjah Investment and Development Authority (Shurooq)’s vision has been to enhance Sharjah’s position as a leading tourism and investment destination in the world, and here, H.E. Marwan bin Jassim Al Sarkal, CEO, Shurooq, shares his views on the emirate’s recent initiatives and future prospects.

Travel Trade Monthly: Bolstered by a dynamic business environment and various government incentives, Sharjah has already established itself as the UAE’s industrial hub. What other aspects make the emirate of Sharjah an attractive destination for investors? H.E. Al Sarkal: One of the most important factors in Sharjah’s favour is its highly strategic location. Not only is it the only emirate that has direct access to both the Indian Ocean and the Arabian Gulf, with active ports in both, it is also centrally located within the UAE, being the only emirate to share borders with all six of the other emirates. Sharjah is also extremely rich in history and heritage, giving tourists the opportunity to experience locations that can date its origins back to 6,000 years. Sharjah offers a diverse plethora of attractions including modern malls juxtaposed by traditional markets, some of the best museums in the region, art galleries and theatres, in addition to the emirate’s natural beauty. In addition to these attractions, Sharjah is constantly working to broaden its offerings across the board. Travel Trade Monthly: The authority has long been keen to develop and further strengthen ties with various countries across the globe. Earlier this year, the authority attended the annual WAIPA World Investment Conference in Switzerland and also participated in ITB Berlin. Which countries or regions will Shurooq focus on this year? H.E. Al Sarkal: Shurooq’s presence at the WAIPA World Investment Conference in Switzerland forms part of our broader strategy to promote Sharjah’s investment potential throughout Europe [this year]. In addition to visiting Switzerland, Shurooq also took part in a number of meetings in France in the lead up to our participation in ITB Berlin. There are also a number of other European participations and roadshows on the table, the particulars of which will be released in the near future. As far as Shurooq’s main focus is concerned, the authority takes the stance that every market has significant potential, albeit potential in different formats. For this reason, Shurooq takes great care

APRIL 2013

H.E. Marwan bin Jassim Al Sarkal CEO, Shurooq

to tailor its frequent road shows and participations in international tourism and investment platform to the particular needs of each market. The authority has identified four key development sectors in Sharjah, namely travel and leisure, logistics and transportation, healthcare, and environment, which allow us to effectively focus on the investment potential within each of these sectors in such a way as is complementary to the needs and interest of the world’s diverse markets. Travel Trade Monthly: Tell us a little regarding the progress of Shurooq’s upcoming tourismrelated projects. H.E. Al Sarkal: Work on the first stage of the Heart of Sharjah’s five phases is progressing well, with the focus currently on the archaeological excavations taking place in the Bank Street. A non-intrusive ground radar survey, done in January 2012, as part of the preparations for initiating the project, had shown that the area underneath Bank Street, the first modern commercial street in Sharjah constructed in the late 1970s, might still contain extensive remains of the historic core of the city of Sharjah, including its old souq. The findings thus far have been both fascinating and enlightening, with a largely forgotten part of Sharjah’s history

being unearthed and many details about [its] past coming to light. The Chedi Khorfakkan project, which will see the development of a five-star luxury resort inspired by the location’s history and natural topography, is also on schedule. Using a design concept and construction methods that aim to minimise the need to cut into the site’s natural rock formations, the development is being built using materials to emphasise and complement the natural contours of the land and the indigenous features of the desert. At this point in time, the soil and area impact studies have been completed and construction has now started. When completed, the development of Al Hisn Island in Dibba Al Hisn will include a large water canal and a number of restaurants, cafés, and cinemas with stunning views on the canal, as well as parks, children’s play areas, and various other amenities, and it promises to become yet another unique Sharjah destination. The project is currently in its initial phase, with planning, design, and layout being undertaken. Travel Trade Monthly: What are Shurooq’s plans and main objectives for the current year? H.E. Al Sarkal: Shurooq is constantly reviewing and exploring new ways through which to exercise its mandate of achieving the social, cultural, environmental, and economic development of Sharjah on the basis of its distinct Arab and Islamic identity, as well to encourage investment and attract investors from the region and around the world. [This year] the authority aims to work on initiating a number of new tourism projects, details of which will follow later, and plans are also in effect to develop the second phase of the popular Al Majaz Waterfront. Shurooq will also continue to promote Sharjah’s investment potential in the global arena. To this end, the authority has plans underway to initiate a number of memorandum of understandings (MoU) with various government organisations in both Asia and Europe, such as the recently signed MoU with the Republic of Turkey Prime Ministry Investment Support and Promotion Agency, which aims to strengthen business relations and develop reciprocal cooperation between Sharjah and Turkey.

NEWS & EVENTS

Airport Show to Focus on ATM Multi-billion dollar airport expansion and development programmes and the latest air traffic management (ATM) technology will be one of the main focuses at the 13th edition of the Airport Show, which will run between May 6 - 8 at Dubai International Convention & Exhibition Centre. Through to the year 2025, Middle East airlines are expected to witness the highest growth in passenger traffic at 5.8 percent per annum, compared to the world average of 4.6 percent, while aircraft movements to and from the region are estimated to increase to 2,346,000 or at an average annual growth rate of 7.6 percent by 2025. As the General Civil Aviation Authority (GCAA)’s strategic plan highlights, the fast-growing demand for air travel continues to challenge the efficiencies of the ATM system, with many airports set to witness a significant rise in unscheduled traffic, or congestion and delays. “Better management of the airspace is among the serious challenges that the aviation authorities face in their growth aspirations,” stressed Daniyal Qureshi, show director, The Airport Show. “Airspace reform in the region is overdue and requires a huge commitment from all the governments and stakeholders like air navigation service providers, airports, and airlines. Current ATM systems are not able to keep up with demand and huge investments are needed.”

EVENTS International Destination Expo (IDE) Dubai, UAE, April 4 – 7, 2013 (www.asta.org/events) Organised by the American Society of Travel Agents, IDE is a destination training programme where participants can meet local suppliers and built profitable longlasting relationships.

DMCA Launches New Initiatives In line with its ongoing commitment to develop, organise and promote the maritime industry, the Dubai Maritime City Authority (DMCA) has issued the first ever marine driver’s license, marking an important step toward regulation jet-ski usage under a clear framework. The introduction of the license follows the launch of a series of leading marine initiatives in the first quarter of the year, such as the maritime buoyage system, which, as Amer Ali, executive director, DMCA, explained, aims to ensure the highest levels of maritime safety by creating a safe and integrated marine environment. The recently issued The Dubai Power Boat Handbook is yet another example of the authority’s endeavours towards enhancing Dubai’s reputation as a premier maritime hub. “It represents a significant part of our efforts to raise public awareness about the importance of safety equipments when using Jet Skis, as well as encouraging compliance with instructions, guidelines, regulations, maneuverability and traffic rules, anchoring zones, marine activity areas, and taking preventive measures to avoid potential accidents. In the following months we will continue the hard work and fruitful cooperation with our strategic partners and local government bodies in order to build a robust and safe maritime industry,” concluded Ali.