Travel Trade mena, November 2016, Issue 85

NOVEMBER 2016 - ISSUE 85

04 13

EXCLUSIVE

Wellness

VISIT: UAE

Tourism

24 EXPLORE: RIYADH

26 Travel Talk 28 Rendezvous

30 Travel Channels

MARKET UPDATE

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TRAVEL TRADE PUBLICATIONS MANAGING EDITOR Mary Kammitsi mary@traveltradeweekly.travel

DUBAI HOTEL ROOMS ON THE RISE

ASSISTANT EDITOR Rita Kasziba JOURNALIST Ellen Petty CONTRIBUTORS Ana Mladenovic

Dominique Christou SALES & SALES SUPPORT Maria Demetriadou Magda Christou Raluca Apostolescu DESIGN & LAYOUT Elena Stylianou

Dubai

WEB & BUSINESS DEVELOPMENT MANAGER Savvas Kammitsis DIRECTORS Andreas Constantinides Mary Kammitsi HEADQUARTERS

Key players in Dubai’s tourism industry came together to mark the emirate’s milestone achievement of reaching 100,000 keys across its expanding hotel and hotel apartment inventory, following the soft opening of The Westin Dubai, Al Habtoor City.

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

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PRINTED BY Cyprinters Ltd P.O. Box 58300, CY-3732, Limassol, Cyprus Tel: +357 25 720035, Fax: +357 25 720123 Email: info@cyprinters.com WORLDWIDE REPRESENTATIVES Representative for North, South & Central America, and the Caribbean: Neil Strickland GlobeTM Tel: +19542969515, Email: neil@globetm.com

ooking to the future, Dubai Department of Tourism and Commerce Marketing expects annual room nights at these establishments to soar to 35.9 million by the end of 2018, representing a 10.8 percent compound annual growth rate from 2015. In line with this, the overall room supply is anticipated to follow a similar path, reaching 134,000 units within the next two years.

With demand increasing, occupancy rates are set to remain strong at around 77 percent, reaffirming Dubai’s rising appeal and allowing the destination to effectively compete on the global stage.

Representative for Indian subcontinent: Faredoon Kuka RMA Media Tel: +912229253735 Email: kuka@rmamedia.com

IATA: 7.2 BILLION PASSENGERS BY 2035 Dubai International

Representative for UK & Ireland and Scandinavia: David Simpson Simpson Media Tel: +447900885456, Email: david@simpson-media.com

MENA EXCHANGE RATES

as of COUNTRY

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27.10.2016 CURRENCY 1USD=

Bahrain (BHD)

Dinar

0.37

Jordan (JOD)

Dinar

0.71

Oman (OMR)

Rial

0.39

Qatar (QAR)

Rial

3.64

Saudi Arabia (SAR)

Riyal

3.75

UAE (AED)

Dirham

3.67

Algeria (DZD)

Dinar

109.81

Egypt (EGP)

Pound

8.88

Iran (IRR)

Rial

31,768.88

Iraq (IQD)

Dinar

1,167.82

Kuwait (KWD)

Dinar

0.30

Lebanon (LBP)

Pound

1,508.26

Libya (LYD)

Dinar

1.40

Morocco (MAD)

Dirham

9.91

Syria (SYP)

Pound

213.30

Tunisia (TND)

Dinar

2.26

Yemen (YER)

Rial

250.10

By 2035, some 7.2 billion globetrotters are set to travel the world, according to the International Air Transport Association (IATA).

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he figure is almost the double of this year’s 3.8 billion travellers and demonstrates a 3.7 percent compound annual growth rate (CAGR), which is in line with the central scenario outlined in IATA’s 20-Year Air Passenger Forecast.

Based on the second scheme, if trade liberalisation gathers pace, demand could even triple the 2015 level. Conversely, if the current trend towards trade protectionism gains strength, development could lower to a 2.5 percent annual CAGR which would see passenger numbers stand at 5.8 billion by 2035.

“Runways, terminals, security and baggage systems, air traffic control, and a whole raft of other elements need to be expanded to be ready for the growing number of flyers. It cannot be done by the industry alone,” stressed Alexandre de Juniac, CEO, IATA.

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MARKET UPDATE Traveller Experience Highlighted at WTC

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he fourth World Tourism Conference (WTC) was held in Malaysia under the theme Tourism Delights: Delivering the Unexpected, concentrating on strategies that aim to enhance the visitor experience.

Jointly organised by the World Tourism Organization (UNWTO) and the Ministry of Tourism and Culture Malaysia, experts debated tourism trends beyond 2030 and ways to transform the sec-

tor with a more precise focus on customer-oriented services.

Commenting on the changes within the industry, Taleb Rifai, secretary general, UNWTO, explained, “We have witnessed two revolutions: on technology and on travel. The confluence of these has resulted in a new traveller who is technology-savvy, connected and informed, who increasingly desires authentic, unique and valuable travel experiences and who is also more responsible and conscientious.”

Experimental Travel Gains Momentum

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xperiential travel, encompassing the adventure, culture, heritage, wellness and spa, and cruise tourism segments, which are currently trending globally, will be adopted as the official show theme for Arabian Travel Market (ATM) 2017.

The schedule will integrate the topic across all activities by offering focussed seminars and dedicated roundtable sessions.

“Travellers are increasingly looking beyond conventional leisure programmes and itineraries and are actively seeking out atypical experiences that deliver a true taste of local culture. This growing trend is now on the radar of the region’s tourism chiefs as destinations face increased competition for their share of the more traditional travel segments, […],” said Simon Press, senior exhibition director, ATM. ATM will take place at Dubai World Trade Centre between April 24 – 27, 2017.

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VISIT UAE Abu Dhabi

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SHOWING HOW

It Is Done WITH A METICULOUSLY PLANNED STRATEGY, HEAVY INVESTMENTS IN THE SECTOR, ASTONISHING DEVELOPMENTS AND NEVER-BEFORE-SEEN ATTRACTIONS, THE UAE HAS OVER THE PAST YEARS BECOME ONE OF THE WORLD’S FASTEST-GROWING DESTINATIONS, ATTRACTING MILLIONS OF GLOBETROTTERS AND BUSINESSMEN EAGER TO CAPITALISE ON THE COUNTRY’S THRIVING ECONOMY. TODAY, THE UAE IS SETTING AN EXAMPLE OF NOT JUST HOW AUTHENTICITY AND TRADITION CAN SEAMLESSLY BLEND WITH THE MODERN WORLD AND INNOVATIONS, BUT ALSO IN HOW TOURISM CAN BECOME THE STEAM ENGINE OF SOCIO-ECONOMIC DEVELOPMENT AND NATIONAL PRIDE.

UAE IN BRIEF Capital: Abu Dhabi Currency: Emirati Dirham (AED) Language: Arabic Population: 9.4 million Calling code: +971 Capital time zone: GMT +4:00

Abu Dhabi: MORE THAN MEETS THE EYE ELLEN PETTY WRITES

ABU DHABI IS WELL-ESTABLISHED ON THE INTERNATIONAL TOURISM MAP AS A HAVEN FOR CORPORATE TRAVELLERS, AND NOW, THE EMIRATE IS TRANSFORMING ITSELF INTO A LEADING CULTURAL DESTINATION WITH UPCOMING PROJECTS LIKE SAADIYAT ISLAND SET TO FOREVER CHANGE THE CAPITAL’S LANDSCAPE.

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“C

ultural tourism continues to grow, and our research has shown that guests are hungry for more authentic and real experiences,” explained Lisbeth Beneski, director, marketing and communications, Beach Rotana Abu Dhabi.

Shaun Dean, director of revenue management, Courtyard by Marriott World Trade Center, Abu Dhabi, corroborated, “[Cultural tourism] is a growing segment for us, and one in which we place great importance and emphasis in our future business planning.”

Perhaps due to the two addresses’ location, Kevin Dsouza, executive assistant manager, Radisson Blu Hotel, Abu Dhabi Yas Island and Park Inn by Radisson, Abu Dhabi Yas Island, highlighted that only a small percentage of the properties’ guests venture out of the island to explore the emirate’s rich cultural offerings, with many taking advantage of the leisure activities available on Yas Island itself.

The broadening of tourism in Abu Dhabi – which Dsouza accredits to Abu Dhabi Tourism & Culture Authority’s (TCA Abu Dhabi) enormous efforts in positioning the emirate as a cultural and leisure destination – has been fundamental in boosting hotel revenues during a turbulent period.

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VISIT UAE Abu Dhabi

Due to the capital’s status as a corporate business driven market, the impact of decreasing oil prices has prompted organisations to look for cost reduction measures, which in turn have been putting a strain on rates, explained Dsouza, highlighting at the same time the importance of diversifying the destination’s tourism offering.

“Rate has continued to be under pressure as hotel room supply exceeds demand,” continued Dsouza further specifying that as a result, during the first six months of the year, average daily rate plummeted five percent and occupancy levels also fell marginally at the properties.

In the face of decreasing room rates, a drop in demand and increased competition, Beneski described the planning and careful execution of business strategies as the key to maintaining and retaining performance during a challenging year.

On the other hand, with Courtyard by Marriott World Trade Center, Abu Dhabi’s strategic location appealing to both business and leisure visitors, Dean enthused, “The hotel has had a great first half of the year, especially with our

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occupancy which is tracking about four percent ahead of the competition whilst still achieving an average bedroom rate broadly in line with other upscale hotels.”

Beneski remarked on the need to be proactive and resilient in the current climate, due to the global economic conditions and the inevitable impact on the local market.

As a result, hoteliers have had to roll out further incentives to stand out in a crowded marketplace.

“Leisure guests during summer have increased tremendously though due to the competitive rates offered by Ferrari World Abu Dhabi and Yas Waterworld parks packaged together with the rooms,” revealed DSouza.

EMBRACING TRADITIONS As well as promoting the emirate’s cultural attractions, Beach Rotana Abu Dhabi incorporates traditional Arabic hospitality in its services.

“We take our cultural heritage seriously,” claimed Beneski, further 

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highlighting small yet meaningful ways to inject heritage into all aspects of the experience from guest arrivals to experiential packages and the infusion of Arabic spices and flavours in food and beverage offerings.

All these are being supported with a focussed effort to educate visitors, suggested Beneski, referring to the informative books and historical photography displays at the property which will be further enhanced with the introduction of pre-arrival guides in 2017.

As Dsouza explained, Radisson Blu Hotel, Abu Dhabi Yas Island and Park Inn by Radisson, Abu Dhabi Yas Island have also long been accommodating guests seeking authentic experiences and to ensure a truly memorable journey for them, the hotels’ teams are assisting them in their queries related to transportation, city tours and any other requests.

Benefitting from its close proximity to rich and diverse sites such as Sheikh Zayed Grand Mosque, Qasr Al Hosn and Heritage Village, Dean described the location of Courtyard by Marriott World Trade Center, Abu Dhabi as a prevalent competitive advantage, adding, “Our hotel’s concierge team is always happy to arrange excursions for guests.”

Besides Abu Dhabi’s plethora of cultural attractions, Al Ain, known as the Garden City, also continues to lure visitors. Ahead of this year’s cruise season, the historically significant ancient destination was recently presented to cruise excursion operators in a bid to highlight the unique spirit the city is famous for, further demonstrating TCA Abu Dhabi’s focus on cultural heritage.

Beneski also drew attention to a roster of events that celebrate the emirate’s deep-rooted traditions, such as the Al Dhafra Camel Festival and Abu Dhabi International Hunting and Equestrian Exhibition, reaffirming that there is more than meets the eye across Abu Dhabi and Al Ain.

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focussed on two fronts; preservation and development, as well as modernisation.”

Along parallel lines Beneski elaborated on how the juxtaposition of old and new ensures that each and every traveller is pleased.

“From the charm of Qasr Al Hosn to the modernity of the new skyline, there is so much for visitors to see and experience,” she said.

Dsouza continued, “While care is being taken to protect the emirate’s unique archaeological heritage and remarkable natural landscape, a whole new cultural quarter is being built on Saadiyat Island.”

Currently under development, Saadiyat Cultural District is set to appeal to locals and tourists alike with its world-class museums, including the highly anticipated Louvre Abu Dhabi.

Acknowledging the significance of the project, Beneski commented, “The addition of Louvre and upcoming museum attractions will shift the cultural tourism spotlight to Abu Dhabi. […]. Saadiyat Island is a win-win for the emirate and the country. It will forever change our landscape.”

Speaking about the destination’s evolving image, Dsouza added, “With the development of Saadiyat Island, Abu Dhabi will definitely tap into a more affluent, intellectual and discerning market which will help us grow a more sustainable tourism industry.”

TCA Abu Dhabi’s efforts to reposition the UAE capital as a cultural destination will undoubtedly prompt hotels to rethink their current strategies, suggested Dsouza.

“We will have more and more tourists coming to discover the history and cultural side of the city and we [will have] to plan a definite set of actions to cater to them,” he proposed.

Furthermore, the new cultural hub and similar projects will certainly act as catalysts for more hospitality provision going forward, predicted Dean.

A NEW WAVE OF ARTS Nevertheless, Abu Dhabi’s standing as a hub for creativity and cultural innovation is not reliant on the imminent Saadiyat Island; the destination’s arts scene has been

A PLACE OF CONTRAST While traditions are a key part of culture in the UAE capital, the city is evolving into an ever-contrasting destination.

As Dsouza summarised, “What is fascinating about Abu Dhabi is that it is

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VISIT UAE Abu Dhabi

growing year after year, stated Beneski. In particular, she deemed the new arts district, Warehouse421, as outstanding. The converted warehouses in Mina Zayed act as a platform for the emirate’s creative community to present art, music and performances to locals and visitors alike.

Furthermore, Beneski highlighted Abu Dhabi Classics, a programme that attracts some of the world’s brightest musicians to the city to showcase traditional Arabic performances as well as a range of international classical music.

With what she described as an abundance of exceptional events, including the annual Abu Dhabi Art and Abu Dhabi Festival, Beneski remarked, “One is truly spoilt for choice.”

Based on past years’ promising results, it is clear that TCA Abu Dhabi has done a remarkable job to boost this sector and turn these events into major attractions, observed Beneski, underlining the importance of supporting, encouraging and growing the emirate’s arts and music calendar.

A MULTIFACETED DESTINATION Despite describing Abu Dhabi as a corporate-driven market, Dsouza noted how the emirate has successfully diversified its tourism industry, developing Saadiyat Island into a cultural hub, and promoting itself as an adventurous lei-

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sure hotspot with Yas Island being a major attraction.

In fact, as Beneski explained, Yas Island has over the years become a destination on its own.

According to Dsouza, the out-of-the-box experience provided on the island has been crucial to its success, attracting more outgoing and thrill-seeking guests who enjoy alternatives such as Yas Waterworld, Ferrari World Abu Dhabi, Yas Marina Circuit as well as the upcoming Warner Bros theme park.

The ever-popular Yas Island has recently undergone a rebranding process, with its new identity mirroring a vibrant representation of an Emirati-bred, world-class destination that is home to a variety of leisure, cultural, social and business options.

“Abu Dhabi is taking a close look at every touch point and opportunity to ensure that its visitors have a memorable experience,” added Beneski.

As Dean further noted, the emirate is fast becoming a key leisure destination in the Middle East and Africa region thanks to the multifaceted approach of industry stakeholders.

Nevertheless, although the capital already offers a wide selection of memorable experiences, Dsouza believes that there is still room for growth.

He said, “An extensive programme of more high-end cultural, sporting and entertainment events, such as the Formula 1 Grand Prix, would definitely bring in more tourists, along with the development of leisure and cultural attractions.” 

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VISIT UAE Dubai

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Dubai: QUALITY OVER QUANTITY BY 2020, OVER 20 MILLION TRAVELLERS ARE EXPECTED TO VISIT DUBAI, POSING MAJOR CHALLENGES FOR A DESTINATION OF JUST 2.5 MILLION INHABITANTS TO MAINTAIN QUALITY OVER QUANTITY.

RITA KASZIBA WRITES

“D

ubai is an ambitious city and it will never stop its developments, not even after Expo 2020,” stated Shahzad Butt, general manager, Ramada Downtown Dubai.

Illustrating just how far the emirate is willing to go to amaze the world and firmly set itself apart from other destinations, in just the span of mere four years, Dubai is planning to thoroughly revive its already mesmerising skyline by building new infrastructure and erecting record-breaking structures.

Ahead of the six-month Expo 2020, a 438ha site is being developed in Dubai South and by the time the mega event – for which more than 8,000 companies have already registered – visits the region for the first time, the emirate is set to complete the 15km extension of its metro line, unveil the AED160 million (USD44 million) Dubai Frame near Zabeel Park, add six kilometres to its waterfront with the AED2 billion (USD544 million) water canal, launch the Museum of the Future and construct The Tower, which – demonstrating Dubai’s soaring ambitions – will even eclipse Burj Khalifa to become the world’s tallest tower.

“The vision of Dubai Tourism, as outlined by the leadership of Dubai, is the strength with which we move forward. Dubai is one of the top travel destinations acknowledged by global tourists,” stated Ahmed Badawy, general manager, Jood Palace Hotel, Dubai.

According to Manoj Padhi, general manager, Raviz Center Point Hotel, one of the main catalysts of Dubai’s success is its constant innovation, which creates an abundance of opportunities to investors and business communities.

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The emirate’s long-term goal is indeed clear; to become the leading destination for global travel, business and events by 2020.

“Dubai already caters to around 10 million visitors a year and the current infrastructure that is in place and what is being planned and undertaken will prepare [the emirate] to handle 20 million – or even more – visitors by 2020,” asserted Fadeel Wehbe, general manager, Pullman Dubai Jumeirah Lakes Towers.

In fact, as data released by Dubai Department of Tourism & Commerce Marketing (DTCM) shows, in 2015, some 14.2 million overnight travellers were recorded in the emirate, marking a 7.5 percent year-onyear growth and establishing it as the world’s fourth most visited city.

Dubai, however, is not resting on its laurels and has firmly set its sights on the top spot.

According to Helal Saeed Almarry, director general, DCTM, to hit the 20 million milestone by 2020, the emirate needs to deliver a threshold seven to eight percent annual growth consistently. So far, this year remains on track with 8.37 million travellers on record between January and July.

As Butt noted, to this end, hoteliers are actively working in close cooperation with DTCM to help identify the right tourism strategies for the destination. He referred to the establishment of new air links – especially by Emirates – which is always being followed and supported by proactive campaigns by the tourism organisation with the participation of other industry stakeholders.

“Dubai always surprises. The pace of development is phenomenal,” added Emmanuel Bungeri, cluster director of sales, Raviz Center 

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VISIT UAE Dubai

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Point Hotel, saying that hoteliers are playing a crucial role in this progress and although with the launch of new hotels, hotel apartments, holiday homes and Airbnb options the emirate’s room inventory is expected to further swell, industry stakeholders will be able to rise to the occasion to ensure the successful outcome.

ELUSIVE STANDARDS Underneath the ambitious goal to become a leading destination are indeed intricate nuances and well-thought-out actions that are being meticulously planned to create a bucket-list destination which fulfills the wishes of diverse demographics.

As Ulrike Andorff, general manager, BurJuman Arjaan by Rotana, noted, over the past years, demand has been developing in tandem with the destination’s offering.

“Dubai has been planning and responding to the increase of visitors proactively by improving infrastructure by building new roads, bridges, extending the airport and the metro. Besides the increase of new top luxury hotels, the hospitality industry has also extended its portfolio with a number of four- and three-star hotels to attract a diverse clientele [by] making the destination more affordable,” explained Andorff, saying that apart from a varied hotel portfolio, the emirate has also enhanced its leisure offerings with appealing projects, such as Dubai Parks & Resorts, IMG World of Adventure or Bluewaters Island with the much anticipated Ferris wheel being its highlight.

“As these attractions aim at the mass market, midmarket hotels are set to benefit,” suggested Andorff.

In recent years, Dubai has indeed deliberately swung away from its well-es-

tablished profile of strictly high-end hotels and spectacular but often pricey attractions to appeal to a broader audience.

“I believe that the development of Dubai’s tourism sector has by now ensured that we also cater for the midmarket segment; the younger generation that wants to explore the destination and is looking for a good quality product but not necessarily a high-end offering,” supported Michael Kuhn, general manager, Park Inn by Rezidor Hotel Apartments, Dubai.

This view was reiterated by Saleem Mogral, general manager, Al Majid Travel & Tourism Dubai, who elaborated on the emirate’s transformation into a year-round value for money destination, which appeals to a wide spectrum of travellers from economy tourists to elite globetrotters.

In fact, in recent years the emirate, which was previously saturated with luxury properties, has witnessed the emergence of a myriad of midscale establishments on its horizon, in line with its long-term targets and its core multi-source visitation strategy.

“We have seen in the past few years, and will continue to see in the coming years, a surge in three- and four-star hotels being built and managed by reputed international chains,” said Wehbe, arguing that the shift towards such addresses would dilute the quality.

“It is not that Dubai is going cheap or offers economy stays but that there are different types of clients and they would like to have the choice to stay in five, four or even three-star hotels,” said Wehbe.

Yet, as Butt noted, the stiffening competition should be taken as a challenge and opportunity to further improve service levels and high standards rather than an excuse to lower the values.

Likewise, Frida Audi, director of business development, Habtoor Grand Resort, Autograph Collection, a Marriott Luxury Lifestyle Hotel, touched upon the significance of personalisation as a crucial factor, saying that guests should be well taken care of from the moment they land in the emirate up until their departure.

As a matter of fact, focussing on the constant delivery of quality services to ensure guests’ many return to Dubai is mandatory to all hoteliers, stressed Andorff.

“Assessment of [guests’] changing geographical origin is obligatory in order to cater to the requirements of a varied clientele. Hoteliers need to stay updated on the happenings to promote not only the hotel but the destination as well,” underlined Andorff.

Along parallel lines, Pierre Sokhon, general manager, hospitality division, Al

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VISIT UAE Dubai

Khoory Hotels, said, “To be able to exist and survive in Dubai, quality always [has to be] the priority whether it is a one-star or a five-star hotel.”

In order to maintain impeccable standards, Sokhon called for the establishment of more hotel management institutions to ensure qualified staff in the long run.

Quality has never been a concern and as Padhi reminded, governmental departments have long played a great emphasis on maintaining service levels and ensuring customer rights. Remarkably even a happiness minister has been appointed to enhance the wellbeing of residents and visitors alike.

As Samir Arora, general manager, Hawthorn Suites by Wyndam Dubai, JBR, also noted, Dubai already set out high hotel classification standards, ensuring the destination’s favourable perception. To remain competitive, hoteliers are also boosting their offering in terms of food and beverage, bundle packages as well as freebies.

All these come amid increasing competition, which, as Arora noted, still allowed the hotel to achieve a year-on-year improvement in occupancy, however, average daily rate remained flat due to the emirate’s expanding room inventory.

In fact, according to HotStats, in the first half of the year all three key performance metrics, including occupancy, average room rate and RevPAR showed notable declines, leading to a drop of 13 percent in gross operation profit per available room.

As Badawy pinpointed, Dubai’s current room inventory stands at around 100,000 keys and by 2020, this number is set to soar to 120,000 which, as he said, should be sufficient for the anticipated 20 million visitors per annum.

Yet, industry stakeholders show little sign of concern about supply outpacing demand growth with Sokhon stating that with current developments and the upcoming launch of crowd-pulling attractions, including theme parks, the recentlyunveiled Dubai Opera as well as adventure activities, along with an array of conventions and shopping festivals throughout the year, the destination is laying the

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foundations for long-term success.

Further elevating Dubai’s position on the global tourism map, the much-anticipated Dubai Opera has recently held its opening night, offering world-class entertainment with almost 75 shows already announced, and according to Jasper Hope, CEO, Dubai Opera, the number is expected to rise to 200-250 performances per annum with various forms of arts from opera to jazz and Broadway and West End hits all coming to Dubai.

In the same context, Philip Jones, general manager, Mövenpick Hotel Jumeirah Beach, cited Dubai’s consistent track record of generating year-on-year increase in arrivals.

“The reason for this are manifold, however, the two main driving factors are the significant growth in reach of Emirates airline and its ability to handle more inbound passengers to Dubai. This, together with the increase in the hotel inventory to meet the ever-growing number of visitors has been the perfect model for success,” elaborated Jones, saying that despite the resourceful investments, there is still room for growth not only due to the aforementioned facts, but also due to the scale of upcoming projects coupled with infrastructure enhancements, including the emirate’s new hub, Dubai World Central (DWC), which upon completion will boast a capacity of more than 160 million annual passengers, becoming the world’s largest airport.

ALL ROADS LEAD TO DUBAI Dubai is in a race to keep up with its fast-escalating visitor volumes. In 2015, some 77.5 million international passengers passed through its existing main hub, making Dubai International the world’s busiest airport in this category in Airports Council International’s (ACI) list. With its robust traffic growth in recent years, the airfield 

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also climbed to the third position in terms of overall traffic with only Atlanta and Beijing beating it to the top spot. Taking into account the emirate’s 10.7 percent annual growth rate – the only double-digit increase in the top 10 in 2015 – Dubai is well on its way to become the busiest hub globally.

Considering that in the first six months of the year, the airport welcomed more than 40.5 million travellers, up 5.8 percent, it is likely to be yet another record-breaking year for Dubai International.

Traffic has been also skyrocketing at DWC with over 410,000 travellers on record in the first half of the year, an astonishing year-on-year surge of 95.4 percent. The fast-growing airport is already served by 17 passenger airlines, including flydubai, operating an average of 174 services per week and traffic at the airfield is set to continue to soar year after year.

Considering that according to ACI, passenger volumes in the Middle East and Africa are expected to rise 7.7 percent between 2014 – 2040, versus the 4.9 global average, as the region’s busiest air hub, Dubai is set to witness a major boom in arrivals and demand over the coming years.

To this end, Emirates plays a crucial role in achieving the destination’s ambitious goals by linking it with over 150 key business and leisure locations in 82 countries across six continents. Having commenced operations in 1985 with just two aircraft, today, the airline offers over 1,800 flights per week from its hub at Dubai International.

Demonstrating Dubai’s rising global status as both a leisure as well business destination, Emirates has in recent years significantly expanded its network well-beyond the region. Taking the US as an example, since launching services to New York in 2004, the airline has carried more than 14 million customers on US flights, prompting steady investment in the market. Raising the

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bar in terms of passenger experience, the carrier also continues to expand its Airbus A380 coverage to new territories. As the largest operator of the double-decker aircraft, Emirates’ fleet of 83 A380s now fly to over 40 locations from Dubai.

Considering the growing air links connecting the emirate to the world, it comes as no surprise that hoteliers are witnessing the emergence of new markets with Andorff reporting notable interest from beyond the GCC, especially from the Indian subcontinent and Far East. Likewise, Arora is also looking to penetrate new segments with a strong focus on Eastern Europe, while also maintaining existing levels from well-established markets, such as Saudi Arabia and the Gulf region in general.

LIVING UP TO EXPECTATIONS In recent years, Dubai has heavily invested to effectively, and even more, innova-

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VISIT UAE Dubai

tively raise the international profile of the destination’s tourism and commercial offering. By pioneering multi-dimensional, next-generation experiences, the emirate has come to inspire people to visit and return to Dubai, thus, further strengthening the local economy by attracting tourists and inward investment.

As Kuhn noted, visitors planning a trip to Dubai set the bar high and arrive with firm anticipations, thus, as ambassadors of the destination, all industry stakeholders need to make sure that these expectations are met.

To that end, ensuring an efficient and qualified workforce is of high priority, especially for a destination like Dubai which already caters to guests of almost five times its population.

“As the number of visitors increases year-over-year and gets closer to the expected 20 million for Expo 2020, the population of the emirate will continue to expand beyond what we currently have in order to service the needs of these [guests],” suggested Jones.

However, quantity is not everything.

“All hoteliers and business operators have a responsibility to ensure their teams of today continue to learn and develop new skills that can prepare them to take on bigger roles in the future. This can even include roles outside of their current organisation. We cannot be so naive as to think that we can retain 100 percent of our staff. As much as we might like that, the reality is that with many new businesses opening to meet the demand of Expo 2020, opportunities will present themselves and many people will be lured away by the prospects of continued growth and better prosperity,” admitted Jones.

Although 2020 will mark a major milestone for Dubai, the destination is likely to use the date to usher in a new chapter since the emirate, as Arora said, never stops innovating.

“Dubai is already on the world’s top tourism map and it will only get better after 2020 as the emirate gears up to host more international events in the future,” asserted Arora.

Kuhn looked back at the past decade to recall what a long way the emirate has come and to underscore how ambition and firm determination can propel development and innovation, saying that Dubai did not stop setting new goals even after the completion of such globally famed landmarks like Palm Jumeirah or Burj Khalifa.

Giving a sense of what it feels like to be part of such an unprecedented development, Sokhon said, “I have been in the UAE since 1985 and have witnessed the growth step by step. Given the positive energy and attitude of its promotors encompassed with the vision of its rulers, I believe Dubai will always have room for growth and will surprise us with what it will offer

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in the near future.”

As Wehbe noted, though 2020 certainly signifies a major turning point, the emirate is set to continue to evolve and reach new objectives well beyond that date.

“The good thing about Dubai is the forward thinking and the execution, which is always done professionally in a timely manner,” asserted Wehbe, expressing high hopes for the future. “I think Dubai has already plans for 2030 and 2020 is only a stop along the way.” 

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VISIT UAE Ajman

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Ajman: CULTURE IN THE SOUL WITH UAE NATIONALS TOPPING AJMAN’S VISITOR STATISTICS, THE EMIRATE IS LOOKING TO BOOST INBOUND TOURISM BY 20 PERCENT BY YEAR-END. WITH A DIVERSE OFFERING THAT PLACES A STRONG EMPHASIS ON CULTURE, THIS COULD VERY WELL BE ACHIEVED.

MARY KAMMITSI WRITES

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n line with the UAE’s commitment to maintaining the country’s traditional roots while achieving significant economic and social development, Ajman Tourism Development Department (ATDD) strives to ensure that visitors experience authentic Arabian hospitality. According to ATDD, cultural tourism plays a crucial role in fuelling this growth with both residents as well as foreign visitors expressing a strong interest in learning more about the UAE’s past, present and future ambitions.

“Because tourists want to know more about Arabic culture, they want to meet local people, understand the dress, the food, go on desert safaris, ride camels and purchase handmade gifts,” explained H.E. Faisal Al Nuaimi, general manager, ATDD. Speaking about the tourism organisation’s ambitions, Al Nuaimi revealed, “We will continue to support our feeder market which is the GCC, and will tap into potential international markets such as India

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which will make up 30 percent of the UAE’s population.”

In the first half of the year, the emirate received 272,021 visitors compared to 237,549 in the same period in 2015 and in order to further boost figures, ATDD puts strong emphasis on the visiting friends and relatives segment with middle-income families increasingly travelling to the UAE, staying in value for money accommodation establishments and seeking interesting attractions.

“Our brand positioning is Sincerely Emirati, which highlights the exceptional hospitality of the people of Ajman,” explained Al Nuaimi.

Acknowledging the importance of authenticity, hoteliers fully support the destination’s cultural focus.

“For travellers keen on understanding the rich heritage of the emirate, Ajman Museum is definitely a must-visit, and therefore Ajman has recently introduced a sightseeing bus, offering a complete show-around of the emirate […],” commented Kai Schukowksi, general manager, Kempinski Hotel Ajman.

Adding to this, Ajman boasts some of the best beaches in the UAE, according to Ferghal Purcell, general manager, The Ajman Palace Hotel. Moreover, as he said, a plethora of other activities await visitors.

“One being to discover Ajman’s sporting attractions,” suggested Purcell, encouraging travellers to explore the rugged landscape of the Hajar Mountains in Masfout.

“From modern malls to authentic souks, Ajman also has plenty of shopping opportunities to enjoy,” stressed Purcell. A rapid economic development over the past 40 years has changed the UAE’s lifestyle. However, according to Al Nuaimi, the country’s rulers are committed to safeguarding and preserving heritage, and in line with this strategy, ATDD endorses projects that attract people interested in culture and traditions.

“Ajman has got tremendous potential and a great heritage to build on, as well as a very local appeal,” noted Purcell. “Some of the challenges in drawing tourists to Ajman include the lack of global awareness about the destination, a need for greater family and entertainment attractions, a strong annual calendar of cultural and business events and direct connectivity with feeder markets, [among others].”

According to Schukowksi, although Ajman is not as vastly developed as Abu Dhabi or Dubai, the emirate is capitalising on its own strength to promote its rich heritage and create awareness of the destination.

“Ajman is rapidly working towards a new restaurant concept, located next to the Ajman marina waterfront area, which will eventually become the second Jumeirah Beach Residence The Walk, with a cultural souq, hosting a lot of events […],” explained Schukowksi.

ATDD’s first and foremost target is the Arab countries, including the UAE’s new generation, thus, the organisation aims to connect them with the country’s past. As Al Nuaimi noted, the upcoming Expo 2020 in Dubai will provide an excellent opportunity to lure more visitors seeking cultural activities.

“Ajman offers a unique tourism experience with its peaceful and quiet location overlooking the Arabian Gulf. It combines both ancient heritage and a rich history and culture as well as a modern appeal that is emerging, owing to the development taking shape in the emirate,” stated Purcell.

Schukowksi concluded, “Whilst remaining the smallest of the emirates, Ajman has a bright future ahead, and with the recent additions of new projects, international hotels, as well as the planning of malls, a water park and marina, the vision, direction and way forward for Ajman towards 2021 is clear.” 

NOVEMBER 2016

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VISIT UAE Ras Al Khaimah

Ras Al Khaimah: THE EMIRATE TO LOOK OUT FOR WITH VISITOR NUMBERS FOR THE FIRST EIGHT MONTHS OF THE YEAR SHOWING A 7.4 PERCENT YEAR-ON-YEAR RISE, RAS AL KHAIMAH IS SURELY ON A GROWTH PATH. WITH IMPRESSIVE IMPROVEMENTS RECORDED FROM THE EMIRATE’S CORE MARKETS, THE DESTINATION’S TOURISM SECTOR CONTINUES TO THRIVE.

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hen analysing key tourism performance indicators, besides the rise in visitor figures, a notable surge in average length of stay is also considered a positive sign, according to Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority (RAK TDA).

“The average length of stay of our guests is up 13 percent [for the

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timeframe between] January and July, versus the same period in 2015, while total guest nights are up 15.2 percent”, added Mattar.

Michael Calixte, general manager, Marjan Island Resort & Spa, also indicated that this year has been a strong period of growth with total revenue soaring 18 percent, driven by improved occupancy levels. As he further noted, the rise occurred despite a slight decrease in average daily rate, yet high demand from Europe has continued to fuel the hotel sector’s development.

This was also underscored by Mattar, who revealed that between January and August, arrivals from Europe skyrocketed 45 percent with Germany delivering a robust 63 percent increase and the UK showing a 31 percent hike.

Tourism in Ras Al Khaimah is indeed growing rapidly, and as Al Hamra Real Estate Development’s management revealed, investment and development opportunities in the emirate continue to attract strong interest.

“We have built and delivered over 1,100 villas and townhouses as well as nearly 2,500 apartments,” stated Barry Ebrahimy, head of commercial, Al Hamra Real Estate Development, disclosing that the company’s key focus is now to develop Al Hamra and Ras Al Khaimah into a residential destination of choice and to bring the masterplan to life by attracting world-class events, retail outlets as well as uniquely positioned restaurants.

According to Mattar, RAK TDA has launched the Vision 2019 tourism strategy with the main goal to lure one million visitors by 2018. The long-term aim, however, is to reach three million annual guests by 2025. To this end, as he revealed, the emirate’s room inventory is set to grow to 20,000 – 25,000 units versus the 5,000 keys currently on offer.

Many of these hotels will emerge on Al Marjan Island. With the development stretching 4.5km out to the sea, the destination is projected to have 20 accommodation establishments by 2025, along with a convention and exhibition centre accommodating 1,000 people.

Al Hamra Real Estate Development is also looking at the expansion of its projects, such as the Bayti Homes, Bayti Premium, Manar Mall, Al Hamra Mall as well as the Falcon Island development.

“Falcon Island is a spectacular AED1 billion (USD273 million) masterplan under construction on a natural island in the natural lagoon at the heart of Al Hamra Village […],” explained Ebrahimy.

According to Mattar, the emirate’s biggest source is the UAE, accounting for around 30 percent of the total, followed by Germany, the UK, Russia and India. Nevertheless, as he further highlighted, Scandinavia and Central Europe are also valuable contributors.

In line with these figures, Calixte revealed that half of Marjan Island Resort & Spa’s inventory consists of family suites, and with a themed playground, restaurants and activities, the management aims to attract large families, particularly from the UAE and the wider region.

“With an exclusive floor dedicated to the spa and health club, our resort is the ideal destination for wellbeing and [is a] special retreat for the leisure traveller from the Scandinavian, German, and Russian markets,” said Calixte.

Mattar assured that RAK TDA’s tourism strategy is based on solid research into potential tourist segments.

“In addition to the traditional sun, beach and golf tourism, Ras Al Khaimah’s natural and cultural assets are well-positioned to target three key high-yield global tourist segments which are wellness seekers, active adventurers and cultural explorers,” added Mattar. 

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VISIT UAE Fujairah

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Fujairah: INVESTMENT FOR THE FUTURE IN RECENT YEARS, FUJAIRAH HAS WITNESSED A RAPID GROWTH IN THE FIELD OF TOURISM AND FUJAIRAH TOURISM AND ANTIQUITIES AUTHORITY LEAVES NO STONE UNTURNED TO PROMOTE THE DESTINATION.

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raising the emirate’s performance, Omar Bani Hamour, coordinator, marketing and exhibitions, Fujairah Tourism and Antiquities Authority, said, “We are satisfied with the marketing efforts of Fujairah as a tourism destination throughout this year, and [demonstrating the results of these] marketing efforts and promotions, the number of tourists visiting the emirate has grown in the first quarter by 20 percent in comparison to 2015.”

To achieve targets, the authority does not only rely on promotional activities at international travel trade shows but also works hand in hand with industry stakeholders to market Fujairah as an attractive alternative for both travellers as well as investors.

Underscoring the recent growth in demand, Ghyath Fawaz, hotel manager,

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Nour Arjaan by Rotana, reported a notable year-on-year improvement in occupancy levels and a nearly 20 percent surge in rooms nights.

Revealing similar trends, Saad Eldahhar, general manger, Millennium Hotel Fujairah, said, “[This year’s] business performance has been on par with the budget. This increase has been in major market segments ranging from leisure, government and corporate, with the biggest [improvement coming from] the former.”

To further expand the destination’s reach, the tourism organisation is determined to tap into the lucrative Indian and Chinese markets while also placing a strong emphasis on Central European countries. As Bani Hamour explained, to this end, the authority is joining forces with renowned industry players in order to attract airlines to Fujairah International Airport and sign agreements with authorities of European countries while also continuing the all-important works on the further development of the emirate’s tourism as well as historical and archaeological sites. To meet the anticipated rise in demand, a number of new hotels and resorts are expected to open over the coming years, enhancing Fujairah’s current offering.

The development comes amidst increasing arrivals from international markets. Nevertheless, the local leisure and business segments also remain crucial to Fujairah’s overall success with weekends and holidays being particularly busy at the emirate’s hotels, explained Eldahhar.

“The Fujairah market is heavily reliant on having a strong base business, including long-term [guests] and weekenders […]. Our focus is to get a fair share of these long-term guests […],” revealed Eldahhar, further indicating that with Fujairah being seen as a major gateway for business, the management is also determined to attract this segment from other emirates.

Meanwhile, as Tarek Aboudib, general manager, Sandy Beach Hotel & Resort, revealed, staycation is also an up-and-coming trend, thus, for 2017, the hotel set the ambitious goal to become a top choice for those looking for a short vacation.

“We are lucky to have the best beach strip in the [country] with the famous Snoopy Island only a swim away from the shore,” boasted Aboudib.

Speaking about the latest trends in the emirate, Patrick Antaki, general manager, Le Méridien Al Aqah Beach Resort, referred to the increasing occupancy levels which, according to Antaki, are the result of travellers’ thirst to explore new and lesser-known destinations. At the same time, the emirate has been also benefitting from traffic being diverted from other locations.

To continue on the growth trajectory, the management is actively looking to reinforce its relations with existing partners while also penetrating new markets with a keen focus on families, who, as he said, prefer a safe yet modern location with a plethora of outdoor activities on offer. He listed Polish, German and Russian guests among the top source markets, and similarly, Aboudib also underlined the importance of the UK, German, Russian and GCC segments.

At Nour Arjaan by Rotana, the team is working hand-in-hand with the national sales office to increase marketshare. In addition to this, as Fawaz explained, maximising multichannel bookings is also high on the agenda in order to better adapt to changing demand patterns. 

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VISIT UAE Sharjah

Sharjah: CULTURE AT ITS CORE HAILED AS THE CULTURAL CAPITAL OF THE UAE, SHARJAH CONTINUES TO POSITION ITSELF AS A HUB OF NATIONAL TRADITIONS AND HERITAGE. WITH ONGOING INITIATIVES IN PLACE TO WELCOME 10 MILLION VISITORS BY 2021, SHARJAH IS ON TRACK TO MEET ITS AMBITIOUS TARGET.

importance of heritage to the emirate’s European guests who choose the destination for its authentic cultural offerings.

AUTHENTIC ATTRACTIONS With a number of accolades under its belt, including being named Islamic Culture Capital in 2014 and Capital of Arab Tourism 2015, Sharjah has long been a wellestablished hotspot in the Middle East in this regard.

As Kamal Rijhwani, executive assistant manager, sales and marketing, Radisson Blu Resort, Sharjah, explained, the emirate takes full advantage of its cultural credentials to achieve such recognitions. Speaking of the destination’s competitive capabilities, he highlighted improved accessibility and infrastructure, steady investments in related services and the strong emphasis given to archaeological sites, amongst others.

Ghulam Sajjad, head of sales and marketing, Coral Beach Resort Sharjah detailed, “Sharjah stands out from the other emirates for having two coasts [and it is] also known for heritage spots, traditional souks, old houses as well as its 

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ultural tourism is a hallmark of the entire travel and tourism sector in Sharjah,” enthused H.E. Khalid Jasim Al Midfa, chairman, Sharjah Commerce and Tourism Development Authority (SCTDA). “Sharjah is renowned worldwide for its authenticity and attachment to the culture and traditions of the UAE and the region.”

The emirate welcomed 878,000 visitors in the first half of the year with incredible growth in particular from China, a year-on-year boost of 73.2 percent, revealed Al Midfa.

H.E. Ali Salim Al Midfa, chairman, Sharjah Airport Authority, reported an overall increase in both aircraft movements and passenger traffic in the first six months of the year, up 5.74 percent and 11.55 percent, respectively, compared to 2015.

On behalf of Sharjah International Airport, Al Midfa added that during the six-month period, passenger movement crossed the five million mark, due to new routes and additional frequencies by existing carriers, most notably Air Arabia, as well as new airlines operating to the destination.

With this growing demand in mind, the airport authority’s chairman explained that the hub, a notable catalyst in the development of the emirate’s tourism sector, is constantly improving capacity and diversifying services.

While the GCC remains the largest source market, Ines Drauschke, director of marketing, Sheraton Sharjah Beach Resort & Spa, highlighted the

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VISIT UAE Sharjah / Umm Al Quwain

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In addition to the wealth of museums and historical sites, Ahmed Zahran, general manager, Sharjah Palace Hotel, noted that events such as Sharjah International Book Fair and other festivals also draw in visitors and help promote and safeguard the emirate’s rich history.

While the preservation of traditions and customs is of utmost importance, as demonstrated by SCDTA-organised events, like the Sharjah Art Biennial and Sharjah Heritage Days, the emirate also plays host to other action-packed happenings, including U.I.M. F1H2O World Championship, which will take place in December.

VISION 2021

diversity in landscapes as it has beaches, mountains as well as deserts.”

Drauschke clarified that Sharjah has been differentiating itself from neighbouring locations through its unique attractions.

She elucidated, “[...] The focus is on cultural as well as attractive family offerings which start with 16 amazing museums.”

A notable addition to the destination’s offering is the recently-inaugurated Mleiha, hailed as the first archaeological site of the UAE, added Draueschke.

As part of its efforts to attract 10 million visitors by 2021, SCTDA is actively promoting Sharjah through roadshows in China and India and the organisation is also present at major travel trade events, elucidated Al Midfa.

In a bid to lure in summer holiday-makers and increase their expenditure, SCTDA, in collaboration with Sharjah Chamber of Commerce and Industry, encourages hotels and retail outlets to offer attractive promotional deals.

SCTDA is positioning the emirate as a year-round destination and this approach is already proving successful. As the tourism body’s chairman revealed, “The authorities’ new strategic direction and focus on eradicating seasonality [is] contributing to the predicted growth.”

The vision is supported by all industry stakeholders, with properties such as Radisson Blu Resort Sharjah offering distinct family packages in line with SCTDA’s Sharjah My Family Destination campaign.

With a bouquet of projects underway, including a new cruise terminal at Khorfakkan Port as well as additional hotels in the pipeline, SCTDA’s Al Midfa pinpointed, “The emirate is working hard to ready the infrastructure to receive the influx of visitors we are confident we will be attracting on a yearly basis.” 

Umm Al Quwain: THE HIDDEN JEWEL ROLLING SAND DUNES, LUSH COASTAL MANGROVES AND A UNIQUE ATMOSPHERE LEND UMM AL QUWAIN A DISTINGUISHED CHARM THAT APPEALS TO VISITORS WHO ARE EAGER TO EXPLORE A VERY DIFFERENT FACE OF THE UAE.

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mm Al Quwain is a quiet town cut off from the busy city life of Dubai and Abu Dhabi,” explained Rajan Harikrishnan, manager, Barracuda Resort, Umm Al Quwain, saying that for this reason, the smallest of the seven emirates has established itself as a popular choice for UAE residents who are looking to escape the rush and stress of their everyday life, meaning that domestic travellers currently account for around 80 percent of the property’s clientele.

A hidden jewel of the UAE, as Akif Aziz, general manager, Houseoftours, said, Umm Al Quwain has also become an alluring alternative for holiday-makers staying in Dubai or Abu Dhabi and looking to add an exciting experience to their overall journey.

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As Aziz noted, most of these explorers sign up for longer itineraries and are keen to see and feel the difference this alluring destination has to offer compared to the bustling emirates.

One-of-a-kind programmes, such as crab hunting, visits to mangroves, aqua park adventures, bird watching and overnight camps, among others, make this off-the-beaten track location an enticing spot, which continues to make strides to establish itself as a must-visit destination in its own right.

“Over the last two years, we have seen an increase in the number of tourists arriving to Umm Al Quwain,” claimed Aziz, adding that to capitalise on the emirate’s rising appeal, Houseoftours is working with industry partners to promote it as a standalone destination and a complete holistic experience in

combined package offers.

Aziz called for the support of government and tourism organisations to ensure the effective branding and marketing of Umm Al Quwain to earn a spot for the emirate on the world tourism map.

To this end, as Harikrishnan noted, local authorities and businesses are investing in further enhancements, such as road developments, flyovers as well as the expansion of the port, among others, to boost the destination’s profile. These projects, as he said, are all signs of prosperity and will benefit the emirate, travellers as well as businesses in the long term.

And with Expo 2020 coming up in the UAE in just four years, as Aziz underlined, Umm Al Quwain is also gearing up to take full advantage of this much-anticipated mega event. 

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EXCLUSIVE WELLNESS TOURISM

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HOLISTIC

Experiences AS ONE OF THE MOST VALUABLE NICHE TOURISM SECTORS IN THE MENA REGION, WELLNESS TOURISM HAS GROWN RAPIDLY IN RECENT YEARS; A TREND WHICH IS EXPECTED TO CONTINUE. WITH THE SPA INDUSTRY EVOLVING QUICKLY, HEALTH AND WELLBEING ARE TAKING CENTRE STAGE.

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“T

he MENA is the secondfastest growing market in the world for spas,” enthused Simon Press, senior exhibition director, Reed Travel Exhibitions.

The Arab world, however, is not the only region benefitting from strong demand for such services. As Paul Hawco, director of operations, Talise Spa, Jumeirah Group, explained, the rising popularity of wellness-oriented travel is a worldwide phenomenon with a nine percent year-onyear surge forecasted in the sector for the next two years – a staggering leap considering that it is 50 percent higher than the projected growth rate for global tourism.

With wellness tourists spending, on average, 130 percent more than international travellers, it is no surprise that industry stakeholders are keen on tapping into this lucrative and fast-expanding market.

In fact, expenditure is growing exponentially across several segments and divisions, so much so that as Hawco clarified, “The global spa and wellness sector now represents a USD3.4 trillion industry.”

Underlining the market’s significance, Press added, “The value of wellness trips across MENA hit USD7.3 billion in 2014.”

Along parallel lines, Hawco echoed the undeniable financial impact that the sector has on tourism, adding that in the UAE, the spa industry is forecasted to achieve revenues of AED5.5 billion (USD1.49 billion) by the end of the year, with the figure expected to rise to AED8.3 billion (USD2.26 billion) by 2017, making it a top priority for authorities, hoteliers and service providers.

As Hawco suggested, these predictions prove that the phenomenon is here to stay.

“The wellness trend has certainly become more than a mere trend […],” underlined Hawco.

While the concept of wellness encompasses many aspects of wellbeing, for Middle Eastern customers, the term is closely associated with luxury, pampering and beauty, disclosed Hawco.

However, the umbrella term covers much more than that, and reflects the holistic concept of improving health and

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EXCLUSIVE WELLNESS TOURISM

quality of life through nutrition, fitness and mental balance, he explained.

Although therapeutic and remedial experiences, such as weight loss, detoxification and stress relief were once considered as just a trend, as Hawco explained, the sector as a whole has grown into a major business with a notable shift in philosophy and approaches.

Speaking about the changing patterns within the segment, Afrah Hamdy, spa director, Anantara The Palm Dubai Resort noted, “[…] More people are getting health conscious and want to adopt a healthy lifestyle.”

Providing further evidence for the paradigm shift, Hawco elaborated that today’s guests are more inclined to take advantage of alternative healthcare and wellness options when compared to older generations.

Many spa-goers at Jumeirah Group’s properties are now health-aware and are determined to take steps to improve their health and overall wellbeing, elucidated Hawco.

Having said that, it is still important for properties to uphold the Middle East’s reputation as a luxurious spa hotspot that the destination became famous for, especially since a large percentage of visitors hail from within the region.

“Our top spa guest demographics are from the UAE, followed by the UK and Saudi Arabia,” outlined Hamdy.

To ensure that the Middle East is perceived not only as an exciting hub for spas, but also as a centre for wellness that attracts visitors from across the globe, hoteliers and service providers need to embrace a more holistic approach.

As Hawco highlighted, over the years a range of initiatives have been rolled out to encourage healthier living, raise consumer awareness about wellbeing

our Wellness Journeys, which caters for weight loss, detoxing, de-stressing, antiageing and general wellbeing.”

Anantara The Palm Dubai’s Balance Wellness package aims to incorporate health and wellness as an integral element of guests’ stay. To deliver an all-around experience, the programme focusses on balance, rejuvenation as well as the mind, body and spirit.

The three, five and seven-day schedules include an appointment with a wellness and nutritional consultant, 90 minutes of therapeutic body treatments each day, yoga or fitness sessions and a healthy cleansing diet. The schedule 

and further strengthen demand.

He added, “[These factors] are all playing a part in boosting the market and making our region a global player [in the industry].”

THE BIGGER PICTURE In line with a more emphasised focus on health and the rapidly growing demand for such offerings, spas are eager to adapt to the shifting trends with the introduction of new products and services.

Reflecting the holistic nature of wellness, incorporated into all aspects of living, Hawco noted, “The dimensions of wellness will become integral to the guest’s stay and will be embedded in many elements of the overall experience, from the room to dining options and the overall activities.”

Taking a similar approach, Hamdy announced, “We have recently launched

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EXCLUSIVE WELLNESS TOURISM

concludes with advice on how to integrate what has been learnt into daily life, with the ultimate aim of ensuring a long-lasting and sustainable effect.

Acknowledging the changing patterns of demand, hoteliers working across MENA are continuously evolving their offerings.

“At Talise Spa, we have created specific wellness positioned experiences across all of our menus […],” informed Hawco.

Commenting on the needs and preferences of the 21st century traveller, he said, “Today’s consumers are suffering from the mounting pressure of our modern society; increasingly hectic schedules, a lack of true leisure time and the pressures of being in constant contact with the office, family and friends.”

As Hawco suggested, this modern urban lifestyle is exactly what makes spas and wellness holidays in general so popular, as these havens are seen as adult sanctuaries where visitors can escape their everyday routine.

Hawco added, “[Our] spas are returning to the origins of human touch, care and attention, especially in an age where technology rules [everything].”

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As he explained, while time is short and work hours are long, it is vital for Talise Spa to seize every opportunity to provide a special experience and create lasting memories for spa-goers.

Some of the most popular alternatives are those tied to age-old methods and practices, noted Hawco, listing ancient rituals, Hammams, hydrotherapy, mud, clay and yoga as the most sought-after offerings.

The time spent in spas is fundamental to the overall holiday and travel experience, underlined Hawco, describing how those visiting a spa during their vacation can rejuvenate all senses.

On top of results-driven massages and skin care, Hawco mentioned the broad range of services out there, noting, “Many facets of spa are evident, including stress relief, weight loss, detoxification and therapeutic benefits.”

Reflecting the company’s Thai background, Hamdy highlighted the most favoured treatments as Thai and Anantara signature massages as well as the Nham Jai package for couples.

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In addition to its reputation for high-end products and services, the Middle East is renowned for its distinct offerings.

“In the region, we do have all natural elements to provide a unique spa experience,” enthused Hamdy, further explaining that in order to stand out in a crowded marketplace, it is crucial to exceed guest expectations by delivering personalised services and a memorable overall experience.

EXCLUSIVE WELLNESS TOURISM vantage of hotel-based wellness facilities. In fact, as Hawco revealed, the main sources of business are derived from corporate accounts and regional businesses, workplace wellness programmes and Talise Fitness Members.

Demonstrating the segment’s significance, the Arabian Travel Market (ATM) held The ATM Wellness & Spa Lounge this year for the first time, providing a platform for leading industry professionals to establish new contacts and conduct business.

Commenting on the endeavour, Press said, “It was a successful event that saw 25 international wellness and spa suppliers, representing some of the world’s most recognised health and wellness hospitality destinations, meet with 30 high-caliber buyers from the Middle East.”

With exhibitors enjoying 30 pre-scheduled appointments over two days, Press noted, “The feedback received from both buyers and exhibitors was very positive.”

Building on this success, the exclusive platform is set to further grow for ATM 2017, with 35 international suppliers and 35 Middle Eastern buyers expected to take part in pre-arranged appointments and a host of networking events to maximise opportunities and conduct business. 

A CENTRAL ROLE “Wellness is a very important aspect of our offerings at our hotel,” said Hamdy, noting how an extensive and well-rounded wellness offering can influence holiday-makers when looking for their ideal accommodation.

Whilst highlighting that the property’s spa is especially important to leisure guests, Hamdy added, “The spa is a key player in elevating the hotel value and its attractiveness to guests in making their decision on where to stay for their holiday.”

This view was also reflected by Hawco, who illustrated that, in the UAE and especially in Dubai, at times, more than half of guests stay solely because of the wellness facilities and services on offer, demonstrating the segment’s increasing importance.

In light of this, Jumeirah Group places great importance on wellness facilities.

“Within the five-star arena, hotel guests’ expectations for spa and wellness are, and will continue to be, an important element of the guest stay. Subsequently they are a very important aspect of our business models. It is most certainly a big factor and popular experience with all of our guests,” clarified Hawco.

He puts this down to not only the company’s reputation but also to the customers’ increased knowledge of the industry and of what they expect from a relaxing getaway.

“The market and our industry has matured and our guests and clients locally are familiar with spas and the benefits. [This means they] appreciate the wide and vast levels of facilities and offerings we provide, [including the] spa, fitness and leisure experiences,” he explained.

Nevertheless, it is not only holiday-makers and locals who take ad-

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Let’s Talk

Business WITH THE MICE SECTOR ACCOUNTING FOR MORE THE 20 PERCENT OF THE KINGDOM’S TOTAL TOURISM REVENUES, RIYADH CONTINUES TO PLAY AN EVER-IMPORTANT ROLE IN THE GOVERNMENT’S SAUDI VISION 2030.

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period. Speaking about the segment’s future prospects, he expressed high hopes for year-end results with a number of prestigious events taking place in the capital in the second half of the year.

SAUDI VISION 2030 “As part of Vision 2030, the Saudi government plans to invest over RIYADH IN BRIEF USD1.5 billion in the MICE sector which will support the tourism industry greatly,” suggested SiCountry: Saudi Arabia vanander, referring to the oil-rich Currency: Saudi Arabian Riyal (SAR) Kingdom’s recent drive to diversify Language: Arabic its economy.

Population: 5.19 million “There are many organisations Calling Code: +966 1 which have contributed their share Time Zone: GMT +3 to develop this sector in Riyadh [and the] government has also played a vital role in the expansion of this specific segment,” elaborated Al Barmawi. “The most important role is being played by the Saudi Exhibition and Convention Bureau (SECB), which is working very hard to advance MICE in the Kingdom.”

In particular, Schiller attributed the sector’s development to the establishment of SECB’s online facility, a comprehensive platform with extensive information and license application services.

Commenting on the niche market’s valuable contribution to the overall growth of tourism, Schiller explained, “The MICE sector is very important to push the volume and create more demand in the hotel industry.”

However, it is not tourism alone that can benefit from such investments. Sivanander highlighted the far-reaching impact of the segment, saying, “The MICE industry is key in promoting the diversity and growth of sectors such as automotive, plastics, pharmaceuticals, construction and much more.”

Al Barmawi predicted a promising future for the MICE industry in Riyadh, given the fact that the Saudi capital has already established a firm reputation for itself as a business hub in the GCC and a leading spot for international companies looking to establish or expand their presence in the region.

STAGING EVENTS

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“M

ICE business expanded significantly over the past couple of years, backed by the growing number of facilities as well as pro-business and tourist-friendly policies,” enthused Hans Schiller, general manager, DoubleTree by Hilton Hotel Riyadh, Al Muroj Business Gate.

Despite the fact that the property is still in its soft-opening phase, Aloft Riyadh already benefits from strong demand from this lucrative segment.

“We are seeing an increase in the percentage of meeting attendees as the Riyadh MICE season builds up from October to December,” commented Shankar Sivanander, director of marketing, Aloft Riyadh.

As Bilal Al Barmawi, managing director, HILL-MICE, a Riyadh-based event management company, explained, while MICE business seemed to be a little slow in the first half of the year compared to 2015, there have still been many changes over this

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With some 600 conference and meeting venues hosting approximately 100,000 functions every year – as referenced by Schiller – there is no doubt that Riyadh is well-equipped to welcome some of the region’s top events, further underlying the city’s reputation as a top choice in the Gulf region.

However, many believe that more could be done to further entice organisers to choose Riyadh, with accessibility being one of the most pressing issues.

Schiller pinpointed, “Ideally, visa restrictions should be removed to increase opportunities in the city which includes visit visa. These can be challenging and increase issues, especially when the visit visas are quite short.”

Al Barmawi claimed, “There are still many opportunities to be availed, there are for example still many events which are yet to be organised in Saudi Arabia for the first time, and that [is] surely going to increase the demand in this growing industry.”

Speaking from experience, Al Barmawi also noted that in order to continue to attract the most prestigious events, there needs to be a more efficient transport system in place as well as the provision of entertainment offerings for participants to enjoy their post-event time. All in all, as Al Barmawi suggested, these should allow for an easier way to attract and stage functions in the thriving Saudi capital. 

NOVEMBER 2016

GENERAL MANAGER, BURJUMAN ARJAAN BY ROTANA, DUBAI

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Providing unique experiences […] is the priority

“I do believe that providing unique experiences to the guests coming to Dubai is the priority. It does not necessarily depend on offers or hotels that open, but on the efficiency of the service and the unique cultural touch that differentiate Rotana from other brands. At BurJuman Arjaan by Rotana, we always focus on providing excellent service to our guests and this will always be a top priority for us […].”

Quality will never be an issue

PHILIP JONES

ULRIKE ANDORFF

TRAVEL TALK

GENERAL MANAGER, MÖVENPICK HOTEL JUMEIRAH BEACH, DUBAI

“In the many years that I have lived [in Dubai], I have seen many additional tourist attractions open which in fairness and in keeping with the tradition of Dubai have always been of the highest level. I believe that as long as Dubai continues to develop attractions that are unique to the region and are of interest to visitors, quality will never be an issue.”

NOVEMBER 2016

Q & A with

RENDEZVOUS

SHARHABEEL MADI COMMISSIONER, ECONOMIC AFFAIRS, AQABA SPECIAL ECONOMIC ZONE AUTHORITY

AQABA SPECIAL ECONOMIC ZONE AUTHORITY (ASEZA) HAS LONG PLAYED A PIVOTAL ROLE IN SHAPING THE FUTURE OF THE TOURISM SECTOR IN AQABA AND IN JORDAN IN GENERAL, AND AS SHARHABEEL MADI, COMMISSIONER, ECONOMIC AFFAIRS, ASEZA, EXPLAINS, THE FUTURE LOOKS PROMISING.

TRAVEL TRADE MENA: What are the priorities and the most pressing issue on your agenda at the moment?

SHARHABEEL MADI: ASEZA continues to offer a charter flight support programme to facilitate accessibility and increase the number of visitors. The scheme offers a bonus of USD3,000 per flight for the first service in the week of operation and the amount augments for the four subsequent flights in the same week to reach USD5,000. The programme also grants a bonus of USD3 per

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Aqaba

passenger per additional night – over four nights – for nonstop, point to point charter flights.

In an effort [to support the sector], the Jordanian government has waived the departure tax for all charter services, low-cost carriers as well as scheduled flights departing from King Hussein International Airport in Aqaba.

In addition to the charter flights programme, ASEZA also offers a cooperation marketing support for tour operators interested in selling and promoting a minimum of four-night itinerary in Aqaba, Wadi Rum and Petra. […]

Aqaba is also witnessing the launch of a 18-hole golf course at Ayla Oasis, opening up new segments for the destination and ASEZA is eager to support this niche segment which holds a lot of potential for Aqaba.

ASEZA has also joined forces with Royal Wings to attract regional and international tourists by increasing airline capacity from different destinations, [including] Beirut, Copenhagen, Stockholm, Helsinki and Brussels.

The authority has also tied up with the private sector to organise the Aqaba Carnival 2017 for the third consecutive year. […]

With billions being invested in new mega projects, Aqaba is adding 2,000 guests rooms to its inventory by the second half of 2017. To this end, ASEZA is focussing on conducting practical trainings to meet the booming demand and successfully compete with other regional tourism hotspots.

TRAVEL TRADE MENA: How satisfied are you with the past months in terms of business performance?

SHARHABEEL MADI: So far this year, the average length of stay has increased

from 2.03 days in 2015 to 2.07 days. This follows a notable rise in arrivals with the figure for the first half of the year rising to 278,423 from 244,199 in the same period in 2015.

TRAVEL TRADE MENA: Which markets are your top targets?

HARHABEEL MADI: Our research has shown that demand from divers has not been affected as much as some other sectors, therefore we are focussing on this niche segment. Steps have been taken to attract certain markets, such as the UK, Germany, Spain, the Netherlands, Moscow and Spain, by exhibiting in main dive shows in those countries, attracting major operators, and promoting Aqaba in leading diving magazines.

TRAVEL TRADE MENA: What approaches and tools will to used to enhance the destination’s reputation?

SHARHABEEL MADI: In order to attract both leisure as well as business visitors, ASEZA is developing a new multi-language website, which will be compatible with modern digital trends and will successfully represent Aqaba as an attractive tourism destination.

In the first quarter of 2017, the new platform will be launched in 10 languages to help promote the destination more efficiently. Two digital campaigns will be also implemented to promote Aqaba and the Golden Triangle as a playground for authentic experiences and adventures […].

ASEZA is focussing on attracting press and media representatives, bloggers as well as tour operators from the primary markets, allowing them to experience first hand all that the destination has to offer.  NOVEMBER 2016

NOVEMBER 2016

WHO’S MOVED

RAMY HAYKAL has joined Crowne Plaza Abu Dhabi and Holiday Inn Abu Dhabi as area general manager.

Haykal began his career with InterContinental Hotels Group in 1996. As the finance director for Middle East and Africa, Haykal achieved notable success in improving internal controls across all properties.

In his most recent role as general manager at Holiday Inn Al Thuraya City Kuwait, his key accomplishments include the property’s re-branding, the opening of another Crowne Plaza project and the introduction of a shared service centre to maximise operational efficiency in both properties.

Now, with 20 years of industry experience, his strengths lie in finance and operations.

RUSSELL LOUGHLAND

RAMY HAYKAL

www.traveltrademena.travel

RUSSELL LOUGHLAND has been appointed director of sales and marketing at Al Faisaliah Hotel, Al Faisaliah Suites and Hotel Al Khozama in Riyadh.

Loughland has over 25 years of expertise within the hospitality industry, including experience in the luxury market with brands such as Shangri-La Hotels and Resorts, Fairmont Hotels & Resorts, Banyan Tree Hotels & Resorts as well as Rosewood Hotels and Resorts.

His most recent position was executive assistant manager at Crowne Plaza Kuwait Al Thuraya City where he played a key role in pre-opening operations.

In the Saudi capital, Loughland will lead the sales team and develop an overall commercial strategy.

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TRAVEL CHANNELS

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MUSCAT HOTELS GIVE BACK TO COMMUNITY PASSENGER EXPERIENCE TRANSFORMATION PLAN

BY IATA

I Muscat campaign

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ix of Muscat’s leading hotels partnered for a solidarity cause on the occasion of the Global World Food Day. Volunteers from Crowne Plaza Muscat, Shangri-La Barr Al Jissah Resort and Spa, Muscat, InterContinental Muscat, Holiday Inn Muscat Al Seeb, Sheraton Oman Hotel and Al Bustan Palace, a Ritz-Carlton Hotel took part in a fun challenge race to collect as many dry goods as possible and distribute them to local communities.

“This initiative reflects our common grounds and values as responsible businesses. When it comes to supporting our communities in Muscat, we are all committed, together,” commented Katrin Herz, general manager, Al Bustan Palace, a Ritz-Carlton Hotel.

nternational Air Transport Association (IATA) has presented a transformative vision to support the air travel industry to accommodate the forecasted doubling in demand, which is predicted to grow from 3.8 billion trips this year to 7.2 billion by 2035.

IATA’s Simplifying the Business (StB) programme aims to review passenger experience from an end-to-end perspective across all processes, with a focus on transformation.

To this end, various initiatives will be implemented, including Smart Security, a joint project with Airports Council International to make security procedures more efficient and less invasive, as well as One Identity which is set to eliminate repetitive identity checks.

Additionally, New Distribution Capability will enable agents to access products only available on airline websites, while ONE Order will combine reference numbers and documentation.

DUBAI AIRPORTS SUPPORTS CHARITY

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hanks to Dubai Airports and its partners, some AED1.25 million (USD340,600) was raised for international eye care charity organisation, Orbis, which is best-known for its flying hospital.

The donation will be used to help to restore the sight of as many as 31,000 children suffering from cataracts worldwide.

The campaign hosted a special charity luncheon sponsored by Emirates Flight Catering where corporate entities could donate by sponsoring tables while individuals attending the event were offered the opportunity to sponsor cataract eye surgeries through donation coupons.

E EMIRATES AND GOOGLE ENCOURAGE ARABIC READING

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mirates and Google ran an initiative entitled Celebrating Arabic Reading all through October in a bid to reach millions of smartphone users in the region, and support the UAE’s Year of Reading.

The goal of the country-wide project is to nurture an entire generation of lifelong readers, and ensure the groundwork is in place to support the nation’s knowledg economy goals.

Celebrating Arabic Reading aimed to make Arabic books more accessible for first-time online book readers with discounts of up to 90 percent on online publications at the Google Play Books store. As a result, book lovers across nine countries, including the UAE, Saudi Arabia, Qatar, Bahrain, Oman, Kuwait, Lebanon, Jordan and Egypt took advantage of the offer.

NOVEMBER 2016

NEWS & EVENTS EVENTS

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FITUR: Spotlight on Sustainability

E-TRAVEL MIDDLE EAST CONFERENCE November 01 – 02 Dubai, UAE www.etravelmiddleeast.com Leading hotel groups, online travel agencies, airlines, social media platforms and other industry stakeholders will gather in Dubai.

WORLD TRAVEL MARKET

FITUR

November 07 – 09 London, UK www.wtmlondon.com A global meeting place for the travel trade, providing attendees with quality contacts, content and communities.

FITUR 2017 WILL PUT A STRONG EMPHASIS ON SUSTAINABILITY BY SERVING AS A PLATFORM TO KICK-OFF THE WORLD TOURISM ORGANIZATION’S (UNWTO) INTERNATIONAL YEAR OF SUSTAINABLE TOURISM FOR DEVELOPMENT.

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CULTURAL TOURISM MIDDLE EAST November 14 – 15 Dubai, UAE www.culturaltourismme.com High-level officials from the tourism, cultural development and antiquities, heritage and arts, cultural activities and architectural heritage community will convene in the UAE.

March 08 – 12, 2017 Berlin, Germany www.itb-berlin.de One of the most important annual events where leading industry stakeholders meet, network and conduct business.

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FITUR

ITB BERLIN

he international tourism trade fair, which is due to be held in Madrid between January 18 – 22, 2017, has been designated by UNWTO as the stage on which the new reality of sustainability for tourism development will become apparent. Every tool, including business opportunities, networking programmes promoting new relationships and exchanges, as well as other initiatives will be available so that businesses, institutions and other organisations can effectively meet existing and foreseeable challenges in order to become more competitive.

As a leading annual event which attracts more than 9,500 industry stakeholders ever year, FITUR aims to showcase the latest solutions and advances that are being designed to boost economic growth, social development, job creation, efficiency of resources, environmental protection, heritage values as well as cultural diversity. In this context, FITURGREEN, one of the programme’s specialised sections, will take centre stage, offering invaluable know-how and expertise.

For the next installment of Spain’s premier tourism event, Argentina has been selected as a principal partner, joining the organisers’ FITUR Partner initiative which provides the guest destination with the broadest possible dissemination and publicity.

NOVEMBER 2016