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Discovering
Dubai
Highly-focused campaigns that DTCM undertakes contribute significantly to making Dubai a preferred global destination By Latha Krishnan
W
ith path-breaking events, never-beforeseen projects and record-breaking feats, Dubai has captured the imagination and hearts of people all over the world and attracted them into its arms. And a lot of credit for that goes to the Department of Tourism and Commerce Marketing (DTCM). When DTCM first came into being in Dubai in 1989 as the Dubai Commerce and Tourism Promotion Board, its main objective was to attract tourists and inward investment into the emirate. In the past 25 years, it has achieved that objective and continues to do so in more splendid ways. “It’s hard to comprehend the pace of change that Dubai has undergone over the past 25 years and the remarkable achievements that it has enjoyed. When the precursor to the DTCM, Dubai Commerce and Tourism Promotion Board, launched back in 1989, Dubai welcomed around 600,000 visitors – today that figure is well over 11 million,” remarks, Helal Saaed Almarri, Director General of DTCM. DTCM is the principal authority that plans, supervises and develops the tourism sector in Dubai. It also holds the responsibility of licensing and classification of hotels, hotel apartments, tour opera-
tors, travel agents and other tourism services. The supervisory role of DTCM covers the upkeep and promotion of archaeological and heritage sites, and also ensures that sustainable and responsible tourism practices are carried out in Dubai. To further develop the tourism sector into a world-class one, DTCM also conducts training programmes for personnel of the tourism industry to increase their awareness of providing world-class experiences to tourists. Over the years, DTCM took up several responsibilities and crossed important milestones, such as introducing the phased classification system for hotels and hotel apartment establishments in 1999; becoming the first tourism promotion body in the world to achieve the ISO 9000:2000 Certification in 2000; opening the Dubai Cruise Terminal under its management in 2001 and establishing the Training Solutions department the same year; opening the Dubai Convention Bureau (DCB) in 2003 to promote Dubai’s MICE capacity around the world; launching www.definitelydubai.com, a consumer-facing interactive portal and Dubai Green Tourism Awards Programme in 2009; winning the Best Government Website category in The Internet Awards Middle East in 2011, and launching tge Dubai Corporation for Tourism and Commerce Marketing (DCTCM) in 2013.
In April this year, DTCM launched the new, updated hotel establishment classification system and in September, the Department introduced e-Permit and e-Ticketing Platform, a centralised platform for the sale and distribution of tickets for all events in Dubai as well as an online system through which all procedures related to the application, processing and licensing of event permits are operated. Events that Dubai experienced over the years have contributed to the increased role of DTCM in its mandate to promote Dubai as a prime destination for tourism, entertainment and events. Under the leadership and valuable guidance of His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, DTCM has worked in close partnership with different industries including real estate, transport, aviation, hospitality, healthcare, retail, as well as government departments and organisations to develop and promote Dubai as a world-class tourism destination. “Much of Dubai’s progress can be attributed to the rapid development of the city’s high-quality tourism infrastructure — from hotels, restaurants, retail establishments and award-winning attractions — and, very importantly, to the dedication of our tourism partners, who are committed to the high-standards to
which Dubai is renowned,” affirms Almarri, who also points out the support DTCM receives from the government of Dubai to ensure the successful promotion of Dubai worldwide. The government of Dubai continues to bring in new legislations to ease the establishment of businesses that enhance tourism. An example Al Marri cites is that of recent waivers put in place to appeal to developers of three and four-star hotels. In March 2014, a new ruling by the UAE Ministry of Foreign Affairs was issued exempting citizens of 13 European member states from requiring a pre-entry visa to the UAE. The highly-focused campaigns that DTCM offices around the world undertake have also contributed significantly to making Dubai a household name and preferred destination globally. “DTCM now has 20 overseas offices — from Australia to China, Russia to South Africa — all of which work to promote and market the city as the number one tourist destination. The reception of the travel trade — from tour operators, travel agents and airlines — is the other crucial ingredient. Without their commitment, our visitor figure would not be what it is and nor could we set our sights so high when we look to welcome 20 million visitors by the year 2020,” Almarri explains. “In addition, as part of the #MyDubai initiative, launched by Shaikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Dubai Executive Council, the DTCM is encouraging residents and visitors of Dubai to share their experiences about the city. The residents have proved themselves to be the biggest advocates of Dubai, and since the initiative was launched in January 2014, we have had more than 1.9 million posts on Instagram using the MyDubai hashtag, showing the remarkable experiences to be had here.” These and other initiatives that the DTCM has set in motion will see the tourism industry, which significantly impacts other industries in Dubai, grow exponentially in the coming years. Together, these industries and their growth will see that Dubai, which is already ahead of Hong Kong, France, China and Germany in the inflow of visitors, will comfortably welcome 20 million visitors by 2020.
DTCM
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Magical city of the Middle East Dubai looks forward to a bright future in tourism Dubai Duty Free shopping complex at Al Maktoum International - Dubai World Central
Gold and Jewellery Shop at Concourse A
Setting new benchmarks Dubai Duty Free has been listed amongst the top three airport retailers in the world in terms of sales
Over the past three decades, Dubai Duty Free (DDF) has become a highly recognised global brand that has shown considerable sales growth, consistently setting new retail milestones, when it recorded sales figures of $1.8 billion last year. The operation, which is the single largest airport retailer in the world in terms of turnover, is expected to achieve sales of $1.9 billion in 2014.
Colm McLoughlin, Executive Vice-Chairman of Dubai Duty Free For the past several years, DDF has been listed amongst the top three airport retailers in the world
Dubai Duty Free shopping complex at Concourse A
in terms of sales. Based on the recent annual report by independent industry researchers – Generation Research, for the fourth time (2008, 2009, 2010 and 2013), the operation has nudged ahead to the No.1 position, ahead of Incheon (Seoul), Changi (Singapore) and Heathrow (London) airports. DDF has been recognised many times in its 31-year history for its retail excellence and to date, it has received some 450 awards, which includes the Business Traveller Award Middle East for Best Duty Free Shopping, DFNI Asia Pacific Awards for Middle East Retailer of the Year, DFNI Global Awards for Travel-Retail Excellence for Best Airport Travel Retailer of the Year and Best New Shop Opening; Gulf Industry Business Awards for Airport Retailer of the Year and UAE Company of the Year; and the Superbrands award presented by the Superbrands Council in the UAE. On a personal level, DDF’s Executive Vice-Chairman, Colm McLoughlin was awarded for his Outstanding Contribution to Business at the 5th CEO Middle East Award, as well as being inducted at the 4th Asian Leadership Awards Hall of Fame. Recently, he was named a recipient of the Irish Presidential Distinguished Service Awards for Business and Education, presented by the Irish President, Michael D. Higgins at his official residence Aras an Uchtarain in Dublin, Ireland. Along with retail sales growth, DDF expanded its operations significantly. Currently, it operates some 26,000 square metres of retail space at Dubai Internation-
Innovative leaders A creative approach to destination management sets Arabian Explorers apart from competition
Arabian Explorers is a dynamic destination management company for the UAE and Oman, offering tailor-made services and ideas for a range of sectors including tour operators and establishments dealing with individual tourists, leisure groups, business travellers, and Meetings Incentives Conference and Events (MICE). Since its inception in 2004, Arabian Explorers has capitalised on the conversion of Dubai as a hub for travel, tourism and trade in the Middle East by providing an array of services in the leisure and MICE sectors. The company has been a pioneer in the CIS and European market, bringing tourists to the UAE and Oman for over a decade. A regular participant in the major exhibitions and travel events across the globe, Arabian Explorers has been frequently represented at events, such as the Internationale Tourismus-Borse — Berlin (ITB), World Travel Market (WTM), Arabian Travel Market (ATM), Moscow International Travel and Tourism Exhibition (MITT), Kazakhstan International
Tourism and Travel Fair (KITF), International Tourism Fair — Spain (FITUR), and the India International Travel Mart (IITM), in a bid to focus on CIS, European, GCC, South American and the Japanese markets. In addition to in-bound tourism, the company also manages important local corporate accounts for team-building activities. Arabian Explorers also offers a customised B2B online reservation system (containing the respective market rates – CIS, GCC, European) for Foreign Individual Tour (FIT) bookings, where accommodation, airport transfers, limousine service, tours and excur-
sions, restaurants and other travel related services can be booked instantly. The company holds contracts and allotments with all major hotels and hotel apartments in the UAE and has also been in valuable long-term relationships with multiple suppliers. Fine attention to detail, organised operations, quick reply and creative approach to destination management is what sets Arabian Explorers apart from its competition. The success of the organisation is attributed to its staff and management who possess vast travel industry experience, excellent knowledge of products and destination, and are constantly driven to improvise and serve better. Arabian Explorers’ mission is to be internationally recognised as specialists and innovative leaders in the travel and tourism industry and across markets. The organisation wants to continue expanding and aims to be profitable through dynamic leadership, offering variety of products and services, which meet and exceed the expectations of customers.
Dubai Tram Officially launched on November 11, 2014, Dubai Tram is the is the first tram system outside Europe, powered by ground-based electric cables extending throughout the tramway, avoiding the need for hanging cables, and the first tram in the world to utilise platform screen doors that synchronise with the opening and closing of the tram doors to provide additional safety to riders. It is also the first tram to offer air-conditioned stations and different cabin classes, integrating the same gold, silver and women and children carriage system as the Dubai Metro. The first section, a 10.6-kilometre long tram line currently serves 11 stations. When complete, the tram will run for 14.5 kilometres along Al Sufouh Road from Dubai Marina. The tram will interchange with Jumeirah Lakes Towers Station and Dubai Marina Station on the Dubai Metro’s Red Line. The Dubai Tram will also connect with the monorail of the Palm Jumeirah at the entrance of the Palm from Sufouh Road. A cycle path will run beside the environment friendly tram line with cycle racks installed at every tram station.
al and a further 2,500 square metres with the opening of the passenger terminal at Al Maktoum International - Dubai World Central. In the long term, Al Maktoum International has capacity for over 160 million passengers and ultimately, the retail operation will cover some 65,000 square metres. The next phase will be the opening of Concourse D at Dubai International Airport, which is scheduled for early 2015. This terminal will be for all non-Emirates, Qantas and flydubai flights and will be an important development for the entire airport. Dubai Duty Free will operate around 7,000 square metres of retail space in Concourse D, mainly located around a central atrium. Meanwhile, DDF’s subsidiary businesses include The Irish Village, The Century Village and the Dubai Duty Free Tennis Stadium; home to the Dubai Duty Free Tennis Championships. Located on the same site in Garhoud, the Jumeirah Creekside Hotel, which encompasses the Aviation Club, is owned and developed by Dubai Duty Free and managed by the Jumeirah Group.
ture, Dubai Frame, a centrepiece in Dubai Zabeel Park, Hatta Village Inn and Market, Quran Park, Legoland Dubai, Dubai Opera House and Dubai Opera District, Six Flags By Latha Krishnan Theme Park, Bluewaters Island, Dubai Canal and Aladdin “DTCM has an ambitious, but City. The Dubai Expo Site enachievable, task ahead as it visaged to be completed by works to reach the targets set 2019 will be spectacular, for down in the Tourism Vision in want of a better word to deMay 2013 by His Highness scribe the massive enterprise. Shaikh Mohammed bin Rashid These will no doubt ensure Al Maktoum, Vice-President that the stream of visitors in and Prime Minister of the UAE the millions continue unabated and Ruler of Dubai, to wel- into Dubai. DTCM is all set to come 20 million visitors to work from its offices to see that Dubai by the year 2020. At the people all over the world are time of the announcement, aware of what awaits them in this meant doubling the num- this magical city of the Middle ber of visitors from the 10 mil- East. “Education is a crucial faclion welcomed in 2012. “However, with just five tor. Following substantive reyears left before 2020 — when search into both what our tarDubai will also host World get visitors want from a Expo 2020 — the DTCM is destination and how Dubai’s confident that this Vision will offering is perceived, delegabe realised and is working tire- tions from the DTCM have siglessly to harness the collective nificantly increased their power of our tourism stake- schedule of familiarisation holders. We are also strength- trips, road shows and marketening our coordinated ap- ing campaigns, heavily targetproach to attracting visitors ing the travel trade and media. with the collective aim of mak- We have also developed a new ing Dubai the world’s most rec- digital ecosystem, the launch ommended leisure and busi- of which is imminent. ness destination,” declared But it must be emphasised Helal Saaed Almarri, Director that while 2020 is a goalpost, our plans for growth go well General of DTCM. Almarri’s confidence is justi- beyond that. We won’t stop affied, as Dubai looks forward to ter Expo. We are not building a bright future in tourism. just for the six months of the Some of the tourist attractions exposition. Expansion is part to be completed in the near fu- of the DNA of Dubai and our ture include Wire World Mey- work – and progress – will aldan Adventure Park, Dubai ways continue,” Almarri stated Safari, IMG Worlds of Adven- enthusiastically.