Travel Trade MENA August 2014 by Travel Trade Publications

AUGUST 2014

ISSUE 58

VISIT: TUNISIA IN A WORLD WHERE STRESS AND ENDLESS RESPONSIBILITIES BURDEN US, A SPA IS A SAFE HAVEN. THIS WELL-KEPT SECRET IS GRADUALLY LEAKING OUT RESULTING IN THE FORMATION OF A MULTI-MILLION GLOBAL INDUSTRY.

04 ONSITE: AZERBAIJAN

20 IN THIS ISSUE MARKET UPDATE

VISIT: TUNISIA

EXPLORE: TURKEY

EXCLUSIVE: SPAS

TOUR: INDIAN OCEAN

WHO’S MOVED

ONSITE: AZERBAIJAN

TRAVEL TALK

RENDEZVOUS

NEWS & EVENTS

EXCLUSIVE: Spas

MARKET UPDATE TRAVEL TRADE PUBLICATIONS

MENA EXCHANGE RATES

MANAGING EDITOR

Accurate as of

Mary Kammitsi mary@traveltradeweekly.travel

28/07/2014 Currencies shown in blue are fixed against the US Dollar

ASSISTANT EDITOR Maria Kazeli SENIOR JOURNALIST Rita Kasziba PRESS Maria Demetriadou Pauline Shahabian

COUNTRY

CURRENCY

1USD=

UAE (AED)

Dirham

3.67

DESIGN & LAYOUT Elena Stylianou

Egypt (EGP)

Pound

7.15

Saudi Arabia (SAR)

Riyal

3.75

Lebanon (LBP)

Pound

1,511.72

Bahrain (BHD)

Dinar

0.37

Jordan (JOD)

Dinar

0.71

Syria (SYP)

Pound

149.6

Kuwait (KWD)

Dinar

0.28

Qatar (QAR)

Riyal

3.64

Oman (OMR)

Rial

0.38

Tunisia (TND)

Dinar

1.72

Morocco (MAD)

Dirham

8.34

Iran (IRR)

Riyal

26,315.00

Yemen (YER)

Rial

214.85

Algeria (DZD)

Dinar

79.77

Libya (LYD)

Dinar

1.23

WEB DEVELOPER / IT Soteris Constantinou 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 103670 WEBSITE www.traveltrademena.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

Etihad Airways: Strongest Ever H1 Etihad Airways reported double-digit growth in passenger and cargo volumes for the first half (H1) of the year, marking its strongest ever performance for the six-month period, with total revenues reaching USD3.2 billion.

uring H1, the Abu Dhabi-based airline carried a total of 6.7 million passengers, up 22 percent, while cargo volumes reached 268,713 tonnes, a year-on-year rise of 25 percent, contributing significantly to the 28 percent revenue growth. “At a time when the global airline industry has struggled with high fuel prices, intense competition and a slowdown in the cargo market, Etihad Airways has achieved record success, carrying more passengers and cargo to more destinations around the world, with our biggest fleet to date,” pointed out James Hogan, president, Etihad Airways.

AUGUST 2014

VISIT TUNISIA

FERTILE GROUND IN TRANSITION CURRENTLY FACING THE CHALLENGE OF RESTORING ITS ECONOMY AND ELIMINATING POLITICAL TENSIONS, TUNISIA’S LEGISLATIVE AND PRESIDENTIAL ELECTIONS, SCHEDULED FOR THE END OF THIS YEAR, ARE HOPED TO HELP MOVE THINGS FORWARD.

 Maria Kazeli

writes

unisia is a serious competitor to other Mediterranean destinations and its many strengths include its geographical position, weather, history, culture, gastronomy, nature, hospitality, and quality of service, amongst others, as Sami Ounalli, executive assistant manager, Radisson Blu Ulysse Resort & Thalasso and Radisson Blu Palace Resort & Thalasso, Djerba, highlighted. In the first six months of the year the destination saw an increase in its incoming tourism by 1.3 percent in comparison to the total influx during the same

period of 2013. Specifically for the first semester of the year, Tunisia had welcomed a total of 2,656,002 visitors, according to Mohamed Bachar, representative, Greece, Tunisian National Tourism Board, who attributed this to continuous efforts on behalf of the tourism body. “To increase our tourists’ incoming volume, we never stopped to reinforce and to intensify our presence into the principal tourist markets, to advertise our rich tourist product and our destination in general, by frequently organising press and publicity campaigns per market, participating in major tourist fairs and exhibitions in the world, organising various cultural and touristic events abroad and within the country, and many other public relations initiatives,” he said.

TUNISIA IN BRIEF

Capital: Tunis Currency: Tunisian Dinar (TND) Language: Arabic Population: 10.9 million Calling Code: +216 Capital Time Zone: GMT +1:00

CHALLENGING TIMES Despite that since January 14, 2011, when the Arab Spring broke out across the region, no tourist faced any problem,

as Bachar assured, political instability is affecting the country’s tourism industry. “Tunisia is currently facing many challenges. The biggest challenge is to restore the economy in order to reassure local and foreign investors and hence create new business opportunities. Since both aspects, political and economic, are closely intertwined, the economic recovery cannot exist in a climate of political tensions,” explicated Mohamed Derouiche, director of sales, Sheraton Tunis Hotel. He added that in the first half of the year the property has known a stagnation compared to the same time in 2013, in terms of tourist arrivals, something he also attributed to the political uncertainty which led to economic recession AUGUST 2014

VISIT TUNISIA ness in the different fields and activities, particularly in its incoming tourism. In post-revolution Tunisia, the tourism sector is still respected and appreciated.” Leaving aside the political dimension, Mohamed Maknine, assistant director of sales and marketing, Mövenpick Resort & Marine Spa Sousse, pointed to seasonality being a constant struggle for the hoteliers. “Come summer, demand is such that it is difficult to satisfy it and having extra room capacity would be great. But filling those very same rooms in the lower occupancy periods is also challenging. This is the sort of arbitrage that needs to be considered: building more capacity, or trying to use the existing one in a more efficient and profitable manner,” he questioned.

the hotel is only 10 minutes away from the airport,” elaborated Amine Moukarzel, president, Golden Tulip MENA. Another global brand reinforcing its presence in the North African country is Dusit International, which in July announced its plans for Dusit Thani Samara Sousse launching in 2018. Being a com-

mains as fertile ground for the development of hotel business, pledged Wissem Arfa, director of sales and marketing, Mövenpick Hotel Gammarth Tunis. With Tunisian airports having posted a 9.6 percent increase during the first four months of this year, and Tunisian carriers announcing new routes, the

HOPEFUL INVESTMENTS Many international hospitality brands are planning expansion into the country, a fact very well-received by the existing properties’ management, since diversity and fair competition is for the sake of customers when it improves the quality of service, as Mohsen Jlaiel, director of sales, Golden Tulip Sfax, underlined. Specifically the tourism and hospitality landscape of greater Tunis will soon be reinforced by a new integrated tourism resort worth TND70 million (USD41

thus leaving no margin for new market opportunities since most of the capital’s clientele is made of business travellers. Bachar appeared reassuring claiming that, “The main challenges in Tunisia are going towards the right and positive way, for the country and for its people. After such a revolution, it was normal for any destination to lose its competitiveAUGUST 2014

million) which will include a mall and the upcoming Golden Tulip Utique – Ariana. “The hotel will be taking two years to open as it is under construction. Estimated to open mid-2016 the property’s target audience and main feeder market will be, for a change, customers from Tunisia’s neighbouring countries. [The focus will be] especially on MICE and events, as

Hammamet

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IN POST-REVOLUTION TUNISIA, THE TOURISM SECTOR IS STILL RESPECTED AND APPRECIATED

plete reconstruction of an existing hotel, the property will be housed within a mixed-use development comprising a shopping mall of 26,000m2 and an additional 350 residential apartments. Chanin Donavanik, CEO, Dusit International, stated that it is a good time to enter Tunisia as it is well back on track. “Tunisia is attractive to these brands for the same reasons that made Mövenpick Hotels & Resorts one of the first international brands to believe in the destination. [...] There is a new breed of hotels appearing in the country over the past few years, built to modern standards and offering facilities and services that are in line with the expectations of the modern traveller,” commented Maknine. Thanks to the country’s cultural and natural resources as well as its proximity to Europe, Africa and the Middle East, and even though Tunisia is going through a transitional phase, it still re-

country’s aviation sector is also growing. Nouvelair, the Tunisian private airline specialising in carrying passengers from Europe to Tunisia, registered a year-on-year increase of 10 percent in passenger volumes in the first half of the year, according to Imen Kaabi, marketing director, Nouvelair. Kaabi explained that the carrier was initially operating mainly charter flights but shifted its business strategy to launch scheduled services to France, Russia and Germany; all of which, as Bachar revealed, are Tunisia’s main feeder markets with France alone having sent 302,726 tourists in the first half of the year. “Nouvelair is operating from more than 130 European airports to Tunisia and serves more than 35 countries. Concerning MENA, we are targeting to launch flights in the Libyan market,” Kaabi added. Even though Tunisia is going through a period of transition and instability, its tourism industry seems to be doing a good job in supporting the overall economy but serious steps have to be taken, supported Arfa. “We must confront this crisis and achieve our objective in terms of number of tourists. Objectively I think we have enough hotel and number of beds to meet demand. The problem is in the implementation of hotels by geographic area that requires a real update. We must also work a lot on infrastructure and creating hotels suitable for welcoming VIP customers all year round,” he concluded. 

EXPLORE TURKEY

Home of Countless Possibilities HOME TO NOT ONLY 74 MILLION PEOPLE BUT ALSO TO A MYRIAD OF WIDELY RECOGNISED LANDMARKS, DIVERSE LANDSCAPES AND CULTURES, TURKEY CONTINUES TO CLAIM AN EVER-GROWING SHARE OF THE GLOBAL TOURISM MARKET AS IT AIMS TO BECOME ONE OF THE WORLD’S TOP DESTINATIONS. 

Rita Kasziba writes

uilding on its ever-rising profile, infrastructure and improved accessibility, over the past two decades arrivals to Turkey have quadrupled reaching 34.9 million international tourists in 2013, up almost 10 percent year-on-year. “Despite the turmoil in neighbouring countries, Turkey has made quite noticeable growth,” supported Selçuk Kurtel, director of business development, Hilton Bursa Convention Center & Spa, saying that what really distinguishes the country from other destinations is the fact that Turkey is a true melting pot of civilisations, and this distinct image is being promoted by effective marketing campaigns. As Levent Cengiz, director of sales and marketing, JW Marriott Hotel Ankara, explained, the remarkable development in the sector is a result of strong offer and demand. “Turkey is one of the most suitable destinations for vacations with its geographical fea-

tures, climate and historical richness, as well as being the focus of business travellers due to its location and investment potential,” said Cengiz. According to Kai Winkler, general manager, Kempinski Hotel Barbados Bay, the positive figures also confirm that the Turkish tourism industry has gained confidence and sustainability supported by investments in infrastructure, professional management and an educated and trained workforce. Remarking on the crucial role of the country’s political stability and recent economic boom, Leonardo Baiocchi, general manager, Four Seasons Hotel Istanbul at the Bosphorus and Four Seasons Hotel Istanbul at Sultanahmet, further added, “Travellers are now discovering and exploring more parts of the country apart from the magical Istanbul and places like Bodrum, Cesme and Antalya, which are attracting a lot more interest for sea side holidays and catering to all budgets.” REINVENTING TOURISM As Figen Caglar, director of sales and marketing, Shangri-La Bosphorus, Istanbul, noted, besides AUGUST 2014

EXPLORE TURKEY TURKEY IN BRIEF

Capital: Ankara Currency: Turkish Lira (TRY) Language: Turkish Population: 74 million Calling Code: +90 Capital Time Zone: GMT+3:00

the key selling points of the country, and Istanbul in particular in terms of history and culture, the destination’s strategic geographical setting and easy accessibility have also been crucial. “Turkey has everything to compete on the world stage with its tourism offering a wide selection of facilities and services to fit every budget level,” asserted Caglar. Over the past years concerted efforts have been undertaken to diversify the country’s product and target niche seg-

AUGUST 2014

ments, in a bid to alleviate seasonality and further increase visitor expenditure. “Turkey has responded to the change that tourism trends showed during recent years with very successful breakthroughs,” asserted Cengiz, saying that the recent improvements in the service industry and transportation have had a direct correlation to increased investments in the golf, congress and health tourism sectors. Commenting on the recent trends, Winkler elaborated, “Relaxation, wellness and medical tourism are showing positive trends while cultural tourism will also remain a key reason to visit Turkey.” Throwing the light on yet another promising niche, Cengiz stressed, “Turkey, and particularly Istanbul, embodies important centres with regard to congress tourism. Following Istanbul come Antalya [...] and the capital city of Ankara [and] Izmir. When the inadequacies in the area of transportation are eliminated, we cannot see any obstacles for Turkey to become the world’s congress centre in the future.”

To depict Turkey as the home of countless experiences, the Ministry of Culture and Tourism’s year-long branding campaign, running under the motto, Turkey Home, has been devised to celebrate the country’s diversity in terms of destinations, culture, values and emotions. CLOSER TIES These experiences are also rapidly gaining popularity among Arab visitors, with arrivals from MENA following a steady upward trend. “Bilateral relations with the Arab World, the trade volume that is created, activities like shopping fests, the positive impact of Turkish series produced in Arab countries [...] have been a few of the important factors that contributed to the growth,” explained Cengiz. In fact, based on the Turkey Cultural and Tourism Office’s data, arrivals from the Middle East continue to rise with Qatar, Bahrain and Kuwait recording increases of 46 percent, 40 percent 

EXPLORE TURKEY Tehran, Emre Pekesen, director of sales, Pegasus Airlines, explained. “We have established Istanbul’s Sabiha Gökçen International Airport as an important hub linking all the regions that we fly to, including Europe and the Middle East, making the city a vital bridge between these two major regions of the world,” said Pekesen, adding that these new markets in the Middle East represent major boost. LOOK NO FURTHER As Turkey continues to claim a bigger slice of the tourism market, investors and developers are keeping a close eye on the country’s burgeoning industry. “The hospitality sector is develop-

Grand Bazaar

and 28 percent respectively for the first four months of the year. “Turkey remains a popular destination, not only for the GCC but globally,” said Mustafa Ozdemir, cultural and information attaché, Dubai, Turkey Cultural and Tourism Office, disclosing that the GCC currently accounts for five percent of the country’s annual tourism revenue. “It is understandable that the GCC and Turkey both have historical and cultural ties and this is evident in the increase of tourists over the last years,” Ozdemir pointed out. “In order to further increase visitors and highlight Turkey [to the GCC countries], we will be looking for opportunities to invest in tourism in order to foster sustainable growth and mutual understanding.” The Middle East is increasingly seen as a key growth area for the Turkish tourism industry with Winkler describing Arab guests as Kempinski Hotel Barbados Bay’s top buyers for the property’s upscale rooms and suites. Caglar reaffirmed this trend, disclosing that Middle Eastern travellers tend to book higher category rooms and suites at shorter booking windows. As Okan Karadağ, general manager, Radisson Blu Hotel, Istanbul Sisle and Radisson Blu Hotel, Istanbul Pera, noted, the increased demand from the Arab countries has also aided to mitigate seasonality. TOP OF THE WORLD Demonstrating the country’s growing popularity among both regional and global travellers, traffic at the country’s

prime hub, Istanbul Atatürk Airport followed a steady upward trend in recent years with passenger numbers reaching 17.22 million in 2013, while on the other side of the city Sabiha Gökçen International Airport served 18.9 million domestic and international travellers marking a year-on-year increase of 27 percent. In order to facilitate the anticipated surge in traffic, Istanbul is set to become home to one of the world’s biggest airports. Developed at a cost of USD5.6 billion, the six-runway hub is being constructed on the Black Sea coast and will be delivered in four phases. According to architectural firm, Grimshaw Architects, the first phase is scheduled for completion in 2019 and will serve 90 million passengers per year, while once fully completed, Istanbul New Airport, also known as Istanbul Grand Airport, will boast a capacity of 150 million travellers per annum, allowing national carrier, Turkish Airlines to further extend its worldwide reach. The airline aims to serve 60 million passengers this year after carrying 48.3 million travellers in 2013, 3.7 million of whom travelled to and from the Middle East, up 25.8 percent year-on-year. “The Middle East has undoubtedly underlined its credentials as one of the fastest growing aviation and tourist hubs,” said Adem Ceylan, vice president, marketing and sales, Middle East and Cyprus, Turkish Airlines. Likewise, over the years, low-cost carrier (LCC), Pegasus Airlines has extended its reach in the Middle East to seven destinations, including Bahrain, Beirut, Dubai, Erbil, Kuwait, Doha and

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DESPITE THE TURMOIL IN NEIGHBOURING COUNTRIES, TURKEY HAS MADE QUITE NOTICEABLE GROWTH

Carlson Rezidor Hotel Group, which as Romain Avril, vice president, business development, Carlson Rezidor Hotel Group, revealed, aims to double its Turkish portfolio by 2020 with approximately 30 hotels in operation and under development. “Turkey is a market of strategic importance for Carlson Rezidor Hotel Group. [In Turkey] all the ingredients are present to justify our ambitious targets: a market of critical mass, perfect geographical location between Russia and the CIS, Europe and the Middle East, strong GDP growth in the last 10 years [...], industrialised landscape and so on,” highlighted Avril. Neville Graham, director, international member services, Best Western International (BWI), concurred, saying that Turkey’s economy has developed significantly and at a fast pace over recent years and it is likely to continue to do so for the foreseeable future, therefore, as Graham underlined, it is crucial to have the right products in the right locations. As Graham revealed, over the next 18 months, BWI’s Turkish network is expected to reach 19 properties with new projects currently under development in Izmir and Gaziantep. Meanwhile, Carlson Rezidor Hotel Group’s focus remains on the contempo-

Kempinski Hotel Barbados Bay

ing with continued growth in Turkey,” attested Başak Erel, senior vice president, brand management, Rixos Hotels, the Turkish hotel chain, which currently operates 13 properties in the country, and which, according to Erel, has experienced consistent success in recent years. Home-grown brands however are facing ever-greater competition as international heavyweights are making their way into the country, including

rary mid-market brand, Park Inn by Radisson, the company, however also looks to introduce new brands to the market. As Avril explained, although the upper upscale Radission Blu brand is well suited for both mega cities, such as Istanbul, as well as resort destinations, the low average rate performed by hotels in the same category in Anatolian cities is a clear constraint thus the main potential lies in the midmarket sector.  AUGUST 2014

EXCLUSIVE SPAS IN A MODERN WORLD WHERE STRESS AND ENDLESS RESPONSIBILITIES BURDEN EACH ONE OF US, A SPA IS A SAFE HAVEN WHERE YOU CAN UNWIND AND RELAX. THIS WELL-KEPT SECRET IS GRADUALLY LEAKING OUT RESULTING IN THE FORMATION OF A MULTI-MILLION GLOBAL INDUSTRY.

 Maria Kazeli

writes

study presented at the inaugural Global Wellness Tourism Congress (GWTC) in late 2013 found that wellness tourism is a near USD0.5 trillion market, representing 14 percent of total global tourism revenues overall. Additionally, according to The Global Wellness Tourism Economy report, the sector is projected to grow on average 9.9 percent annually over the next five years, reaching USD678.5 billion by 2017. The study also noted that over one half of the growth in wellness tourism through 2017 will come from the Asian, Latin American and Middle Eastern/ North African markets, while wellness tourists are deemed to be higher spenders, on average, splurging 130 percent more than the average global tourist. More recently GWTC released new data on the Middle East and African wellness tourism markets at the Arabian Travel Market held in May. As per this data, MENA ranks first in the world for wellness tourism growth, representing 16.2 percent annually and expanding the market from USD5.3 billion in 2012 to USD16.6 billion in 2017. It is also projected that the UAE will grow faster than any MENA nation between 2012 - 2017. AUGUST 2014

Yvette Enriquez, assistant spa manager, The Address Dubai Marina, suggested that the industry has seen tremendous growth, especially since spas now contribute nearly 40 percent of a hotel’s revenue, as per industry estimates. “This growth comes from spas being popular among men and women, and newer relaxation treatments being introduced,” she said. The spa business has grown due to the fast-changing life rhythms which lead to stress, pressure and tense in

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The Feel Good Factor

SPAS NOW CONTRIBUTE NEARLY 40 PERCENT OF A HOTEL’S REVENUE AS PER INDUSTRY ESTIMATES

one’s life while at the same time, people have more awareness towards living a healthy lifestyle. This according to Souhel El Achbah, director of spa, Six Senses Zighy Bay, who emphasised that Six Senses Spa commits to deliver integrated wellness experiences with the combination of innovative and ancient holistic treatments. Personalised wellbeing programmes, tailor-made after an assessment combining spa and fitness, is indeed one of the hottest trends, said Chané Sandor, assistant spa manager, So Spa, Sofitel The Palm Dubai. She also mentioned that older health services from different origins like Chinese Medicine, Turkish Hammam, Indian Ayurveda and Shirodhara treatments are becoming popular. A TRENDY ESCAPE

Talise Ottoman Spa at Jumeirah Zabeel Saray

“Talise spas in Dubai are among the most popular in the region and yes, we have seen year-on-year growth in business, especially at the Talise in Jumeirah Zabeel Saray and Madinat Jumeirah. We have also been delighted with the performance of the Talise in Jumeirah Messilah Beach Hotel & Spa, Kuwait,” corroborated Paul Hawco, director of Talise spa operations, Jumeirah Zabeel Saray. Spa and other related wellness 

EXCLUSIVE SPAS activities are highly sought after by today’s health conscious traveller and providing such facilities opens up the range of activities available to guests staying at the hotel, he said. Similarly ShuiQi Spa at Atlantis, The Palm, Dubai is also witnessing an increase in advanced bookings from repeat customers, keen to experience innovative treatments. As Neil Hewerdine, vice president, ShuiQi Spa and Fitness, Atlantis, The Palm, Dubai, said, “Our British and European guests are always keen on the package offers, however our local guests from the GCC are more interested in individual treatments,” suggesting that the UK makes up the largest portion of foreign guests at the property. Stressing the significance of having a spa in a hotel and revealing that there has both been a surge in revenue and repeated guests, Made Sudiarti, spa director, ESPA, Yas Viceroy Abu Dhabi, commented, “We easily attract hotel guests to book for the spa and we have a significant number of external repeat guests who also use our food and bev-

ural spa services,” she added. Moving away for the cosmopolitan UAE, the Dead Sea provides a natural spa haven where health and wellness is at the epicentre. Crowne Plaza Jordan Dead Sea Resort & Spa is almost two years old and since its opening, it gained popularity both locally and regionally, while its spa has enjoyed positive word of mouth with its welltrained team, the many treatments and massages it provides, and the overall serene and luxurious ambiance and surroundings, attested Tarek Madanat, area director, sales and marketing, Jordan cluster hotels, InterContinental Hotels Group.

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SPA PRODUCTS WHICH ARE LOCALLY-SOURCED AND ORGANIC ARE MORE ACCEPTED BY THE GUESTS, ENHANCING THE FEEL-GOOD FACTOR erage outlets; this not only maximises the revenue of the hotel but the overall hotel database.” At the same time, a revived interest for spa-centred packages is on the rise at Kempinski Hotel & Residences Palm Jumeirah, whose guests, being at a resort property, are ideally looking to relax and unwind, according to Monique Andrade, public relations and marketing manager, Kempinski Hotel & Residences Palm Jumeirah. “Definitely, spas and gyms with a hotel, as opposed to a hotel that includes a spa and gym, are emerging quickly in the market. We have certainly noticed the demand for spa services at our hotel increased this year, with more guests interested in authentic and nat-

Atarmia Spa, Park Hyatt Abu Dhabi Hotel and Villas

AUGUST 2014

EXCLUSIVE SPAS MINDFUL LIVING The importance of sustainability for modern spa-users is growing as they are looking for authentic spa experiences that incorporate traditions like Ayurveda and the use of all natural, eco-friendly and organic products, as Andrade proposed. Resultantly, in many organisations, including the spa industry where health and well-being is the focal point, there is an opportunity to simply and effectively address global sustainability as awareness is the key, pointed out Hande Ünveren, marketing communications manager, Park Hyatt Abu Dhabi

good about doing something positive is contagious. Spas are all about a feelgood experience and raising awareness of self-responsibility,” Ünveren commented. The same point was made by Suraj Jokhushankar Dubey, director of spa and wellness, Mövenpick Resort and Spa Dead Sea, who said, “The modern travellers both for spa and wellness are increasingly conscious about the sus-

tainability aspect of services and products offered at spas. [...] The spa products which are locally-sourced and organic in nature are more accepted by the guests, enhancing the feel-good factor.” Chantelle Mason, corporate director of spa operations, Beach Rotana, agreed saying that sustainability is a global trend and spa goers are always more interested in natural or organic products and treatments, especially

since a spa takes care of their skin and health, therefore going green and natural is definitely the future. As Ünveren concluded, today’s world is supercharged, which affects people’s physical and spiritual health, but the key to remain in balance and at peace is mindful living, or staying attentive to the present moment, as this philosophy is one of the driving forces in today’s wellness world. 

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SPAS AND GYMS WITH A HOTEL, AS OPPOSED TO A HOTEL THAT INCLUDES A SPA AND GYM, ARE EMERGING QUICKLY IN THE MARKET Hotel and Villas. “When spas educate their guests and their staff members about the simple things they can do to help themselves and the environment, the spas will be helping others make small steps toward lifestyle improvements. Feeling AUGUST 2014

TOUR MALDIVES once in their lives. According to Eugene Feklistov, director of sales and marketing, Park Hyatt Maldives Hadahaa, the overall global economy recovery with a positive outlook has also aided the figures, as it has enabled people to splurge out more on long-haul travel. “The economy around the traditional markets has become stable. Like in Europe we do see a slow positive growth especially compared to 2013,” noted Shuhan, commenting on the destination’s main source market which is Europe. Yet, while traditional markets struggle to keep pace with previous results, new sources have emerged, such as Eastern Europe, this according to Warwick, adding that the boom from China, and even the positive increase in business from the GCC, has given a major boost to the industry. Correspondingly, according to Adam, aside from China and the top European countries, the tourism entity’s scope of work focuses on capturing a larger share of the fast-growing emerg-

On to the Next Record AS THE WORLD’S NUMBER ONE DESTINATION IN TERMS OF INDUSTRY’S RELATIVE CONTRIBUTION TO THE NATIONAL GDP, MALDIVES IS SOLELY DEPENDENT ON TOURISM, AND THUS THE ISLANDS’ RELENTLESS EFFORTS TO PLACE THE COUNTRY ON A PATH OF SUSTAINABLE GROWTH.



Rita Kasziba writes

he year 2013 proved to be a landmark year for Maldives with tourist arrivals surpassing the one million mark for the first time – from just a few thousands in 1972, when the foundations for this flourishing industry were laid down. Although the industry only began to burgeon just 40 years ago, it has since experienced tremendous growth, noted Ahmed Shuhan, resort manager, Baros Maldives, indicating that today the islands are home to over 105 distinct resorts. As Mohamed Adam, director, Maldives Marketing & Public Relations Cor-

poration, noted, the success of the one island one resort concept coupled with sustainable tourism development projects, joint efforts by the government and the private sector, and adequate marketing campaigns to position the country as a high-end destination, have firmly established Maldives’ presence on the global tourism map. In fact, according to Maldives Monetary Authority’s quarterly economic bulletin, in the first quarter of the year, total tourism receipts rose 10 percent yearon-year, reaching USD801.1 million. The development come as no surprise, considering that, as Tricia Warwick, regional vice president, sales and marketing, Viceroy Hotel Group, noted, Maldives as a destination is highly accessible and is today on most people’s list to visit at least

Baros Maldives

MALDIVES IN BRIEF

ing markets, having stated that “The Middle Eastern market is also a potential market for us.” EYEING MENA

Capital: Malé Currency: Maldivian Rufiyaa (MVR) Language: Dhivehi Population: 350,000 Calling Code: +960 Capital Time Zone: GMT+5:00

Arrivals from the Middle East have grown at an accelerated rate over the past years, escalating from just over 9,000 in 2008 to over 32,000 in 2013; largely attributable to the improved air links between the region with the Indian Ocean destination, and the tourism AUGUST 2014

TOUR MALDIVES organisation’s steadfast work. Saudi Arabia remains Maldives’ largest market from the Middle East, accounting for nearly one-third of the total arrivals from the region. “MENA is a major source of business for our resort and one that we focus on,” attested Ranjit Phillipose, general manager, Taj Exotica Resort & Spa, Maldives. Likewise, Shuhan described MENA as one of the most important markets for Baros Maldives, noting that, “For us nothing is better than having the

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WE SEE MORE AND MORE FAMILIES CHOOSING MALDIVES ON A REPEAT BASIS

yani Atoll, sees the Middle East and the GCC in particular as a highly important market, indicated Warwick. “The number of visitors from MENA has definitely increased over the years and we look forward to welcoming more guests from this region,” indicated Ahmed Siyam Mohamed, chairman, Sun Siyam Resorts, the operator of The Sun Siyam Iru Fushi. As he noted, with major airlines, including Emirates, flydubai, Qatar Airways as well as Oman Air now flying to Malé, Maldives is now just a comfortable, fourhour flight away from most GCC cities. ONE DESTINATION, MANY CHOICES Building on the past months’ positive developments, Maldives is set to surpass 2013’s record of 1.13 million visitors, as the destination continues to broaden its offerings and, subsequently, audience. “We see more and more families choosing the Maldives on a repeat basis, where only a few years ago, Maldives was purely seen as a couples and

the recently launched guest house island project, which, as Adam explained, allows locals to get involved and invest into the flourishing tourism industry. While the government’s retains its one island one resort concept, the new initiative is set to diversify the destination’s tourism product and appeal to a wider clientele. The first guest house island, to be established on Thumburi in Laamu Atoll, will offer over 20,000 beds, informed Adam, suggesting that the project is set to increase arrivals by some 200,000 by 2017. Yet, according to Phillipose, the one island one resort concept, which is unique to Maldives, is likely to remain a major draw for visitors. “We think that Maldives as a destination will continue to grow in the coming months and years,” added Phillipose. “The advent of new airlines and charters into the destination from Asia and MENA will certainly help drive the business even further.” Nevertheless, according to Warwick, it would be extremely beneficial

for the destination to have at least another airport or runway for jets in the north of Maldives, taking into account that more islands are now opening in that increasingly popular area. In order to reach this goal, creating a strong image that distinguish the Maldives from other island destination, is crucial, emphasised Feklistov. “Creating a better awareness of Maldives as a perfect destination for leisure travellers 365 days a year, without any significant difference between summer and winter months – something that very few other destinations in the world can offer.” 

The Sun Siyam Iru Fushi

guests travel just a short distance and have easy access for a quick getaway or for a long weekend. It always [boosts] last minute bookings.” Regionally renowned names also capitalise on brand loyalty, noted Feklistov, saying that with an increasing number of properties now flying the Hyatt flag across the Middle East, the region has established itself as a strategic market for Park Hyatt Maldives Hadahaa. Likewise, Viceroy Hotel Group that manages Viceroy Maldives in the ShabiAUGUST 2014

honeymoon destination, unless you were a professional scuba diver,” elucidated Warwick, saying that business has since evolved with an increasing number of groups also opting for the Indian Ocean destination. As Shuhan revealed, today, more than 45 properties, equivalent to almost half of the total, are in the fivestar category, yet new concepts are fast spreading in the country. One of these new and supposedly ground-breaking trends in Maldives is

TOUR SEYCHELLES DRIVING FORCES According to Nicole St. Ange, group branding and communications manager, Mason’s Travel, one of the oldest travel companies in the country, Seychelles’ well-established reputation as a safe and secure destination boasting excellent flight connections, some of the most marvelous beaches in the world and a wide variety of accommodation options to fit any every taste and budget, have all contributed to the islands’ appeal. Pointing out another aspect, Marilyne Morin, director of marketing and communication, Raffles Praslin, Anse Takamaka, Praslin, praised the Seychelles Tourism Board (STB)’s endeavours to promote the destination to various markets by putting

SEYCHELLES IN BRIEF

Capital: Victoria

Another World WHEN ONE DREAMS OF SEYCHELLES, FAR-STRETCHING PRISTINE BEACHES, A SERENE SKY AND SIMPLY ANOTHER WORLD COMES TO MIND. DESPITE ITS STEADILY GROWING POPULARITY, THE INDIAN OCEAN DESTINATION MANAGED TO MAINTAIN ITS IMAGE AS A QUALITY HAVEN.



Language: French, English, Seychellois Creole Population: 90,000 Calling Code: +248 Capital Time Zone: GMT+4:00

into the spotlight its unique attractions. As Roberto Viviani, sales and marketing manager, Wilderness Safaris, the operator of North Island, noted, improved air access to the islands has also aided the figures, with Middle Eastern airlines playing a major role in stimulating the market. OFF TO THE SEYCHELLES

Rita Kasziba writes

ver the past decade, international arrivals to Seychelles have almost doubled from just 122,000 in 2003 to well above 230,000 in 2013. Yet, in spite of the growing global appeal, the country managed to avoid being labelled as a mass tourism hotspot by focussing in positioning itself as a destination boasting incredible biodiversity and a unique tourism product which proudly pays homage to the values of the Seychellois culture

Currency: Seychelles Rupee (SCR)

and traditions. Looking behind the steadily rising figures, Ahmed Fathallah, regional manager, Seychelles Tourism Office Middle East (STOME), said, “More intensive marketing both from the tourism board as well as the major international brands now in the country has slingshot the destination into the public eye.” Applauding the tourism organisation’s initiatives in both traditional markets, such as Europe, as well as emerging destinations, including China and South Africa, Natalie Litowtschik, assistant director of sales, Kempinski Seychelles Resort, Baie Lazare, said, “Positive developments in air connectivity

have also contributed to the increase in arrivals. In addition, the islands have become more affordable in the past 10 years since new hotel products and international brands entered the market and helped the tourism board educate [partners] on the destination and launch joint marketing ventures.” As Fathallah disclosed, all major markets recorded notable increases in arrivals in 2013 with the traditional ones, including France, Italy and Germany, remaining the main feeders for the destination. Emerging markets however have also showed encouraging signs to become, as Fathallah said, strong and profitable sources.

In fact, enhanced air services to and from the Seychelles have been crucial to the destination’s substantial growth, leading to national carrier, Air Seychelles’ second consecutive year of profitability in 2013 with net profit rising a whopping 171 percent year-onyear, to USD3 million. The positive results, which were fuelled by a 100 percent increase in passenger numbers on the airline’s international network, demonstrate  SPONSORED BY SEYCHELLES TOURISM OFFICE MIDDLE EAST

AUGUST 2014

TOUR SEYCHELLES the ongoing success of the company’s turnaround strategy, launched in January 2012 when the government of Seychelles and Etihad Airways signed a memorandum of understanding wherein the UAE carrier acquired 40 percent stake in Air Seychelles. Building on the past two years’ success, the first quarter (Q1) of the current year saw a 38.2 percent rise in passenger numbers and a telling 77.3 percent hike in international figures, resulting in a 66 percent growth in revenue, largely attributable to improved connectivity with codeshare partner, Etihad Airways. “Our Q1 passenger and cargo performance indicates that we are delivering on our mandate to support the Seychelles’ economy both through tourism and trade,” stressed Manoj Papa, CEO, Air Seychelles. THE WEEKEND GETAWAY Demonstrating the close bilateral ties between the Seychelles and the Middle East, in 2013 Abu Dhabi proved to be Air Seychelles’ busiest international route, with a total of 90,746 passengers carried between the archipelago and the UAE capital, up 178 percent year-on-year. “MENA is very important as the region is in close proximity to the Seychelles, allowing convenient access and short travel time, a logical market for the Seychelles to target,” highlighted Danie Davids, sales and marketing manager, MAIA Luxury Resort & Spa, Paradise Sun Hotel.

“

MORE INTENSIVE MARKETING [...] HAS SLINGSHOT THE DESTINATION INTO THE PUBLIC EYE.

Due to strategic location and excellent air links to and from the area, MENA is becoming an increasingly important market for the Seychelles, noted Morin. “The UAE is one of the top five markets for our resort, and we saw an increase of 20 percent in room nights and 30 percent in terms of revenue for the month of May,” added Morin, attributing the property’s popularity to its

luxurious facilities, utmost privacy and personalised services, all of which are much appreciated by the Arab clientele. “The spending power is also remarkable of the MENA region, as virtually every booking consists of multi villa rentals,” enthused Viviani, who also reported a slight increase in MENA arrivals. “As North Island is a very particular offering, it does attract high-net-worth individual customers who are looking for something totally unique [...], as opposed to a hotel room offering,” she explained. “[What makes MENA a key market for us] is the fact that there are also many expats as well as MENA nationals living in this part of the world who will view Seychelles favourably as a tourism destination. Also, that they will feel at home in the Seychelles in terms of language and culture,” supported Fathallah, saying that the Middle East is now among the top

performing markets, having registered a year-on-year increase of seven percent in 2013 with a total of 19,392 travellers. “This year our target is to achieve 23,000 visitors,” he stated. “Ultimately it is the consumer who decides where to take their holiday and accordingly we engage in a variety of activities throughout the year to promote the Seychelles directly to the consumer,” emphasised Fathallah, saying that in addition to the above, STOME also engages in regular destination presentations and activities with social and business groups as well as in brand alliances with high-end consumer brands.

serving its main assets and taking stewardship of crucial issues related to sustainability, hence the recent appeal of Alain St. Ange, minister of tourism and culture, Seychelles, to the United Nations on the question of sustainable tourism development in Small Island Developing States. “To be seen and remembered as having been good custodians of what we have been blessed with, we need to act today and follow the sustainable route,” stressed the minister. Underscoring this, today over 50 percent of Seychelles’ total land area is declared protected zones as nature reserves, and to support the country’s long-term vision, the government has put into place the necessary approach to claim back the tourism industry in order to encourage the employment of locals and ensure the sector’s continual growth. Yet, in order to accommodate the increasing number of travellers and offer a diverse product, the Seychelles remains open to hotel investors. In fact, according to Morin, the recent new offerings, including Raffles Praslin, have been a major draw for visitors. Vivani concurred, saying that the arrival of top hotel brands has helped attract a broader audience. Utilising the country’s favourable business environment and promising potential, Dubai-based hospitality company, JA Resorts & Hotels chose Seychelles to launch its first project outside the UAE: Enchanted Island Resort. “The islands of the Indian Ocean have always been popular with honeymooners and leisure travellers. For JA Resorts & Hotels, the Seychelles was a logical step in the company’s expansion plans,” disclosed David Thomson, chief operating officer, JA Resorts & Hotels, saying that travellers are increasingly looking for different and exciting places and the holiday experience that guests receive in the Seychelles is unrivalled. Adding to the growing portfolio of international brands already present on the island, Six Senses Hotels Resorts and Spas has earlier this year announced its intention to enter the market with a resort on a private island 55km from Mahé. Scheduled to open in 2015, the property will feature 30 villas and 17 private residences. 

QUALITY OVER QUANTITY Despite its growing global appeal, Seychelles remains committed to pre-

SPONSORED BY SEYCHELLES TOURISM OFFICE MIDDLE EAST

AUGUST 2014

WHO’S MOVED

DORIEN SMIT

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Dorien Smit has been promoted to area director of sales and marketing for InterContinental Hotels Group (IHG) in Oman. Smit joined InterContinental Muscat two years ago from InterContinental Amstel Amsterdam Hotel where she served as director of rooms. In her new role, Smit will overlook the company’s sales and marketing activities in the Sultanate with a strong focus on developing new strategies, reaching targets and setting goals for the area she is responsible for. IHG’s Oman portfolio includes InterContinental Muscat, Crowne Plaza Resort Salalah, Crowne Plaza Duqm, Crowne Plaza Sohar, Crowne Plaza Muscat and Holiday Inn Muscat Al Seeb.

MAHA BOURACHI

Maha Bourachi has been appointed director of sales and marketing at Four Seasons Hotel Beirut. A hospitality veteran, Bourachi has held various sales and marketing positions at InterContinental Phoenicia Beirut, starting in 2000 as a catering manager before moving to the positions of conference services manager, sales manager and finally director of sales, heading the department until mid-2008. Bourachi then continued her carreer path as director of sales and marketing at Mövenpick Hotel & Resort Beirut until September 2013 when she accepted the general manager position at Holiday Inn Beirut, Dunes.

ONSITE AZERBAIJAN

 Maria Kazeli

writes

law based on best practises, trainings on marketing strategy and tourism statistics, and finally establishing tourism recreation zones.

espite the fact that Azerbaijan is known as an oil country, the government pays great attention to the development of the non-oil sectors of its economy, and within this tourism is the main priority. This was disclosed by Aydin Ismiyev, head, tourism department, Ministry of Culture and Tourism, Azerbaijan, who added that 2011’s declaration by the government as year of tourism, gave a powerful impulse to the development of the industry. “This large-scale project reflected a serious allegiance to the new concept of tourism development in Azerbaijan. Today, one of the issues particularly relevant to the local professionals of tourism is to prepare a new draft law on tourism,” Ismiyev said. With a target to reach five million tourists a year by 2020, the ministry of culture and tourism recently participated in a European twinning project implement by Austria and Lithuania. The main aim of the initiative was to increase the capacity of the country’s tourism department through revising the structure and functions of the entity, drafting an elaborated tourism

MENA-WISE

Baku Old City

BY FOCUSSING ON THE NON-OIL SECTORS OF ITS ECOMONY, AZERBAIJAN LOOKS TO GIVE A BOOST TO ITS TOURISM SECTOR; AND WITH GLOBAL INTEREST GROWING DAY BY DAY, THE CAUCASIAN COUNTRY IS SECURING THE ATTENTION IT RIGHTFULLY DESERVES.

In the framework of the third component, twinning experts together with the department’s staff elaborated on a marketing strategy that defined primary target markets for Azerbaijan during a three-year period. Not surprisingly the Gulf countries were listed in this document as a primary market, noted Ismiyev, who went on to explain that even though traffic from MENA is not very strong, the dynamics are in place with the number of tourists from Middle East and Africa reaching 160,000 in 2013. “The Ministry of Culture and Tourism has identified several target markets. These target markets have been determined from factors such as geographic proximity, population, presence of a visa-free regime. Thus, a lot of priority countries were identified, such as Russia, Turkey, Poland, UK, France and other countries. Undoubtedly, the Gulf countries are also among the priority countries,” he elaborated. Announcing preparations for Jumeirah Bilgah Beach Hotel’s summer season and introducing a new general AUGUST 2014

ONSITE AZERBAIJAN manager for the property, Jumeirah Group confirmed the links between the two regions, as well as the rapid growth of the tourism sector in Azerbaijan and the important role of international hotels in the market. According to the group’s data there was a noteworthy increase in the number of Azerbaijani tourists travelling to the UAE and to Jumeirah Hotels & Resorts in particular. On the other hand, Martin Kleinmann, general manager, JW Marriott

AZERBAIJAN IN BRIEF

Capital: Baku Currency: Azerbaijani Manat (AZN) Language: Azerbaijani Population: 9.5 million Calling Code: +994 Capital Time Zone: GMT +5:00

and Libya, Kempinski Hotel Badamdar accommodated just a few MENA guests making up the 1.5 percent of its total guest base for the first half of the year, contributed Shahla Karimova, marketing manager, Kempinski Hotel Badamdar. THE EXTRA MILE Already accustomed to international happenings of all sorts, in June 2015 Azerbaijan’s capital city, Baku, is to host the first edition of the European Games, a multi-sport event scheduled to be held every four years. Kleinmann suggested that the city has a great experience in international events starting from 2012 when the Eurovision Song Contest took place. “That year the hospitality market started to grow very fast, infrastructure was developing every day. [...] We still have one year for preparations to complete constructions of the sport arenas and create additional hotels. But seeing Baku today we may say that the city is

JW Marriott Absheron Baku

games period, whereas language is not an issue at the Azeri capital’s hotels. According to Ismiyev, the much-anticipated event will be the springboard for a further increase in the number of visitors arriving to the Absheron peninsula for sport activities as well as for tourism purposes. Commenting on the city’s ability to cater to rising demand, he commented, “The number of hotels reached 530 and keeps increasing. About two

Four Seasons Baku

Absheron Baku, said, “Generally, about seven percent of our guests were from MENA countries at JW Marriott Absheron Baku in 2013. In the first part of the current year we see a small decrease up to five percent in the customers with MENA nationalities. We expect this number to increase in the autumn when the new business season will start.” With the major segments from MENA being business travellers within the oil, gas and construction industries originating mainly from the UAE, Saudi Arabia AUGUST 2014

definitely ready,” he said. Many new establishments are opening ahead of the upcoming sporting event, and are sufficiently equipped with English-, Russian-, Turkish- and Azeri-speaking staff, declared Elshad Mehtiyev, sales and marketing director, C-Group Hotels & Resorts, which also manages Ramada Baku, amongst others. Nasimi Taghiyev, hotel manager, Premier Hotel, Baku, remarked that many properties are already filling up with rates of 60 to 80 percent for the

thirds of all touristic facilities were renewed over the last five to six years and approximately 50 hotels are being built during the course of this year.” The country’s aviation sector is witnessing a healthy growth with the national carrier, Azerbaijan Airlines, occupying a dominant position in linking the country with the world and is increasing its offering every year. It has already launched direct routes to Geneva,

Flame Towers, Baku

“

ABOUT TWO THIRDS OF ALL TOURISTIC FACILITIES WERE RENEWED OVER THE LAST FIVE TO SIX YEARS

Switzerland for this year and is planning flights to the US, according to Ismiyev, who also added, “The government pays great attention to the development of aviation. This year a new airport was opened in Baku, which will take up to six million people annually.” Azerbaijan’s market is still too young and will take time to reach its desired goals, as Kleinmann suggested, but hopefully many issues will find a solution and the destination will become even more attractive, he concluded. 

TRAVEL TALK

Oman Air is offering a record number of seats to Salalah from Muscat

ABDULRAZAQ ALRAISI Chief commercial officer, Oman Air.

“With up to 14 scheduled flights a day from Muscat, and a minimum of 10 per day, Oman Air is offering a record number of seats to Salalah from Muscat this summer to provide the perfect introduction to the area’s natural beauty, rich culture and superb hospitality. There is no better place to escape the heat of the Middle East summer, or for visitors from further afield to experience a part of Oman that defies expectations.”

Our newest addition to the Peacock family is Montana Hotel Apartments [in Dubai]

WASSIM JABER Project manager, Peacock International Hotel Management.

“Peacock International Hotel Management has been growing for the last 10 years, seeing us acquire, design, brand, and renovate countless hotels around the MENA region. Our newest addition to the Peacock family is Montana Hotel Apartments, which opened on April 1 in Dubai, with many others to follow in the coming years.”

We have recently acquired a high-end resort in Maldives

DAVID THOMSON General manager, Mövenpick Hotel Ibn Battuta Gate Hotel, Dubai.

Chief operating officer, JA Resorts & Hotels.

“Our main focus this year has been gearing up for international expansion with several new properties in the pipeline. The next step was to expand further in the Indian Ocean and we have recently acquired a high-end all inclusive resort in Maldives. Beach House Iruveli, soon to be rebranded to JA Manafaru, boasts 84 keys consisting of beach and water villas and is located in the Northern Haa Alifu Atoll of the Maldives, presenting couples and families with a high-end holiday offering all year round.

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

AUGUST 2014

RENDEZVOUS TRAVEL TRADE MENA: What are the ministry’s main priorities for the year? ESTHER BAJADA: In June 2013, the Ministry for Gozo issued an international call for expression for the development of a cruise line terminal and yacht marina. Responses to these calls are currently being evaluated. The ministry is continuing and embarking on new projects, which should make Gozo a more attractive proposition. These include the project of restoration and conservation of the Citadel found in the main town of Victoria. Another project which has also been completed recently is the new visitor and interpretation centre at the Ġgantija Temples, a UNESCO World Heritage site that dates back to 3,600 BC. The Ministry for Gozo is committed to making the best of the coming European Union funding opportunities for the period between this year and 2020 with projects that would positively impact and augment the visitor experience.

Q & A with Esther Bajada

DIRECTOR OF TOURISM AND ECONOMIC DEVELOPMENT, MINISTRY FOR GOZO

TRAVEL TRADE MENA: Neighbouring Malta is currently working hard to mitigate seasonality. Is this also an area of focus for the Ministry for Gozo? ESTHER BAJADA: Seasonality is more predominant in Gozo. We are trying to counteract this by developing and sustaining other niches, such as the MICE sector. In this sector for example Gozo has considerable potential for small or very high level meetings, coupled with a number of activities that can be unAUGUST 2014

ESTHER BAJADA: The Ministry for Gozo is responsible, together with the Malta Tourism Authority, to promote Gozo as a distinct destination. Whilst these are separate entities they have a common objective and collaborate together on a number of projects which are beneficial for Gozo. Gozo is a distinct destination, however, it is also promoted as a two destination holiday together with mainland Malta, given its proximity to the main island. TRAVEL TRADE MENA: What makes Gozo such a unique tourism offering? ESTHER BAJADA: Gozo is different and this is a recurring feeling expressed by many visitors who experience both the mainland and Gozo. Its rurality and tranquillity makes it at the same time distinct and complementary in its own right to the tourism offering in Malta. Gozo’s cultural identity has remained quite intact along the years, making the island the perfect getaway.

TRAVEL TRADE MENA: How is the ministry responding to the latest trends observed on the island? ESTHER BAJADA: The Ministry for Gozo will be focussing on a strategy to increase the number of visitors who stay in Gozo for one night or more. Gozo has the potential to attract tourists who stay on the island during their holiday to experience the beauty of Gozo, irrespective of the season. Gozo offers a wide-range of activities that can be undertaken, depending on the traveller’s interests; varying from country walks and adventurous sports activities to the enjoyment of cultural activities and historical sites. The marketing strategy will focus more on online opportunities as the ministry is aware of the power of these media to reach the independent traveller.

Malta work together?

TRAVEL TRADE MENA: What can be done to further improve Gozo’s tourism offering and infrastructure?

GOZO MEANS JOY AND LOCALS STRONGLY BELIEVE THAT THIS IS EXACTLY WHAT THIS STUNNING SISTER ISLAND OF MALTA CAN BRING TO VISITORS. HERE ESTHER BAJADA, DIRECTOR OF TOURISM AND ECONOMIC DEVELOPMENT, MINISTRY FOR GOZO, GIVES AN INSIGHT INTO THE MINISTRY’S CURRENT INITIATIVES.

ESTHER BAJADA: At present, the tourism offering in Gozo is centred mainly on the self-catering accommodation sector, making up 73.2 percent with 4,832 beds, when compared to the collective accommodation sector, accounting for 26.8 percent and 1,768 beds. Both tourism products offer a good mixture suitable for all budgets. In the hotel sector Gozo has two five-star hotels, five four-star hotels, and two three-star hotels. Currently the private sector is also investing in exclusive bed and breakfast properties and boutique hotels. TRAVEL TRADE MENA: How important is MENA as a feeder market for Gozo?

dertaken on the island. Considerable potential exists also in the cultural tourism sector, as Gozo has a vibrant cultural calendar, with some events such as operas, carnivals and some important cultural festivals being held on an annual basis. We believe in the creation of a number of niches which can sustain the tourism sector throughout the whole year. A successful niche that contributes positively to the sector is diving.

Gozo has a wide range of dive centres with experienced, professional and qualified diving staff. The island is home to some of the top diving destinations in the Mediterranean with a remarkable range of shore and boat dives. Our intent is to create similar niches which can prove equally successful. TRAVEL TRADE MENA: In terms of tourism campaigns, image and promotions, how much do Gozo and

ESTHER BAJADA: The Middle East is gaining considerable strength in Gozo, especially in the area of Halal tourism. 73.2 percent of the bedstock in Gozo is made primarily of self-catering accommodation. The clusters of converted houses of character, farmhouses and villas appeal specifically to this type of market. We see great potential for the development of these niches and they fit the long-term strategy of sustainable tourism.

NEWS & EVENTS EVENTS

Dubai to Host Health Tourism Congress

INCENTIVE, BUSINESS, TRAVEL & MEETINGS EXPO (IBTM) INDIA

Chennai, India, September 3 – 5, 2014 (www.ibtmevents.com) An invitation-only event for India’s inbound, outbound and domestic incentives, business travel and meetings industry.

etween October 18 - 20 Dubai will host The 9th World Health Tourism Congress, offering a global platform to healthcare and health insurance providers, tourism promotion bodies, medical and health care regulators and tour operators to discuss a wide range

of issues and trends about the health tourism industry. Organised by Grand Aurum Marketing in cooperation with Dubai Health Care City and Dubai Department of Tourism and Commerce Marketing, this edition of the congress is the first to be held in the Middle East.

SHANGHAI INTERNATIONAL GOLF & TRAVEL (SIGT) Shanghai, China, September 5 – 7, 2014 (www.shanghaigolfshow.com) SIGT will be a meeting place where golf industry people and golf enthusiasts can interact.

KERALA TRAVEL MART (KTM) Kochi, India September 18 – 20, 2014 (www.keralatravelmart.org) KTM brings together the business fraternity and the entrepreneurs behind Kerala’s products and services.

WORLD ROUTES 2014 Chicago, US, September 20 – 23, 2014 (www.routesonline.com) An essential global gathering for aviation organisations from across all countries and continents.

CITYSCAPE GLOBAL Dubai, UAE, September 21 – 23, 2014 (www.cityscape.org) Cityscape Global’s mission is to enhance and support the vision for real estate growth worldwide to an international audience.

AUGUST 2014