Dubai’s Department of Economy and Tourism (DET) recently organized the 30th Arabian Travel Market (ATM) at the Dubai World Trade Center, aiming to solidify its position as a top global travel destination. Over the course of four days, the event gathered more than 122 public and private sector organizations, fostering valuable business prospects and promising developments for the country’s tourism industry.
Dubai has emerged as a captivating global destination that effortlessly blends tradition with innovation, creating a unique tapestry of experiences for travelers. Over the years, Dubai has evolved from being a transit hub to a vibrant city that beckons visitors to immerse themselves in its dynamic culture, architectural marvels, and luxurious offerings. With an ambitious economic agenda and a vision to become one of the world’s top three most visited destinations, Dubai is on a transformative journey that seeks to redefine its identity and charm tourists from around the globe.
Bader Habib, Head of the South Asian region at DET recently spoke to a panel of various Pakistani journalists expanding on DET’s efforts and initiatives taken by Dubai to attract more Pakistani tourists. He shared that Dubai has been focusing on increasing its visibility in Pakistan and reminding Pakistanis of its proximity and historical ties. They have engaged with the trade industry through roadshows and events, showcasing the best of what Dubai offers. Dubai aims to position itself as a welcoming destination for Pakistani tourists through media outreach, trade engagement, and campaigns.
“We have been ramping up our efforts in Pakistan since 2017. We started off by posting the first set of agents, around 10 of them and today, we have 25 agents and experts.” Bader also elaborated on how Pakistan has consistently been among their top 10 source markets ranking at number 9 last year. “It has been a very reactive market in the past, but now we realize that with a bit of push, we need to be more visible in Pakistan. We also understand that Pakistanis are sought after by other destinations, such as Turkey, Singapore, Malaysia, Baku, and Sri Lanka. However, we acknowledge Dubai’s proximity to Pakistan and our historical ties and brotherhood relationship with the country.”
Wanting to build on this potential and continuing to remind Pakistanis that Dubai awaits them, Bader added, “Many non-resident Pakistanis use Dubai as a transit hub, particularly when travelling to and from Karachi, Lahore, and Islamabad. Proximity is not an issue, as every Pakistani knows someone who lives in Dubai, and they consider Dubai as a second home. We understand that the job is half done, and our responsibility is to tailor our efforts to reach Pakistanis. We will use various channels such as media, trade, the lives of celebrities, and campaigns to reiterate that Dubai is a welcoming destination for Pakistanis”, he said.
According to Bader Habib, Dubai is shifting its focus from being a transit hub to promoting stopover tourism, in terms of attracting more tourists from Pakistan. They are working with trade to offer packages suited for shorter stays and are emphasizing Dubai’s attractions and evolving experiences to encourage repeat visitation.
Regarding the economic agenda launched by His Highness Mubasher Mohammad, Dubai aims to double its economy’s size and become one of the world’s top three most visited destinations. Pakistan is a key focus market for Dubai, and the goal is to establish Dubai as not just a place for businesses but also a liveable destination for families.
Bader further said, “Dubai faces the challenge of changing the perception that it is an expensive destination and encouraging repeat visits.” They plan to continuously highlight Dubai’s evolving attractions and itineraries to attract more visitors. While there are no specific bilateral exchange agreements between the UAE and Pakistan for tourism, there have been efforts to improve relations, such as establishing a large visa center in Karachi.
Technology, social media, and digital marketing have significantly impacted Dubai’s campaigns. They have transitioned to digital mediums and collaborated with influencers, bloggers, and vloggers to reach their target audience. Dubai’s data-driven marketing efforts enable them to extract insights from their campaigns.
Although trade and tourism are not directly linked, increased work can contribute to more people travelling to Dubai. DET does not have particular agendas for business, but they have a vision and key performance indicators (KPIs) to achieve.
According to Bader’s perception, Dubai ensures everyone has a fair chance to visit and enjoy Dubai regarding treating different segments equally. They position Dubai as a year-round destination and offer affordable packages, discounts, and campaigns, including the Dubai Summer Surprises event, to make it accessible to different population segments.
In conclusion, Dubai has been actively working to attract more tourists by strengthening its ties and showcasing the unique offerings the city has to offer. Dubai has engaged with the trade industry, conducted roadshows, and launched media campaigns to position itself as a welcoming destination. With its vision and commitment to enhancing visitor experiences, Dubai continues to strive towards its goal of becoming a top global destination for tourists from all over the world.
