Dubai receives 2.85 million international visitors within 7 months. It surpasses Paris and London in "hotel occupancy".

Douglas Home: No two days will be the same at Expo 2020 Dubai

Dubai continued to consolidate its distinguished position on the regional and international tourism map, with its leadership in efforts to accelerate the pace of the sector’s recovery globally, at a time when the CEO of Sales, Marketing and Communications at Expo 2020 Dubai, Sholto Douglas Home, confirmed that the exhibition will be an exceptional global event, and a mark A difference for the UAE, the region and the world, as "there will be no two identical days in (Expo)".

International visitors

Statistics issued by the Department of Tourism and Commerce Marketing in Dubai “Dubai Tourism” revealed that the emirate received more than 2.85 million international visitors during the first seven months of this year (January to July 2021), thus reinforcing the accelerating momentum in this exceptional year that will witness the launch of the “Expo” 2020 Dubai", and the UAE's golden jubilee celebrations.

Dubai Tourism's issuance of the latest sector reports coincides with the launch of the third movie clips as part of its new global marketing campaign (#Dubai_Provides), which is designed to consolidate Dubai's global position, a destination rich in tourist attractions.

hotel occupancy

The high demand for accommodation experiences in the city’s hotels, in addition to opening the borders to visitors from international markets, contributed to an increase in occupancy rates in Dubai hotels, reaching about 61% for the period from January to July 2021, which enhances confidence in the sector, and confirms its ability to Attracting guests and providing them with unique experiences.

The hotel capacity of the hospitality sector in Dubai during the first seven months of this year reached 129,318 hotel rooms distributed among 718 hotel establishments, with revenues available for rooms rising, reaching 225 dirhams, compared to 194 dirhams for the same period in 2020.

In turn, the number of hotel nights booked from January to July 2021 reached 16.34 million, a significant increase from the same period in 2020, which recorded 10.74 million hotel nights.

According to data from STR, which specializes in providing analytics for the hospitality sector globally, Dubai ranked second in the world in terms of occupancy after Singapore, outperforming both Paris and London, for the first seven months of 2021. Revenues per Room available to date in Dubai, the highest among the four destinations, followed by Singapore, then Paris, and then London.

Evolution and adaptation

Issam Kazim, Executive Director of the Dubai Corporation for Tourism and Commerce Marketing, said that the achievements of the tourism sector in Dubai are in line with the ambitious vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, which aims to strengthen the emirate's position as a destination. Distinguished global tourism, as well as making it the best city in the world for life and work.

He added: “Dubai has been distinguished by its ability to develop and adapt, to be able to play a pivotal role in ensuring that it maintains a leading position in the list of the best and safest travel destinations in the world. While we continue our efforts to promote global tourism with the support of partners, the positive growth we achieved during the first seven months of this year is evidence of Dubai's success in managing the (Covid-19) pandemic, and the confidence of travelers in the preventive measures followed throughout The stages of their journey from the moment they enter the emirate until they leave.

Kazim explained: “We launched a comprehensive and innovative campaign to focus on the beauty of Dubai as an attractive tourist city with its various destinations, in a move that forms an essential part of our strategy.

In order to promote the exceptional offers offered by Dubai, we have been keen to develop an integrated approach based on cooperation with celebrities and influential personalities who we consider ambassadors and friends of Dubai, to create attractive and modern content that tells the story of Dubai and its continuous successes.”

He stressed that this integration was reflected in the new global marketing campaign of "Dubai Tourism" entitled "Dubai Progress", which highlights a range of attractions and wonderful experiences that guests can enjoy, while transforming those experiences into remarkable and unforgettable stories about Dubai.

Exceptional version

For his part, CEO of Sales, Marketing and Communications at Expo 2020 Dubai, Sholto Douglas Home, said: “In less than three weeks, (Expo 2020 Dubai) will host the world in an unparalleled celebration that will extend over six months, providing a unique experience for millions of visitors from All ages, nationalities and interests.

He added, "No two days will be the same at (Expo), and with a huge amount of events and shows, our guests will want to visit several times to see for themselves what (Expo 2020 Dubai) will offer thanks to its ability to bring the world together with the aim of cooperation and innovation."

He added, "As a result of the wonderful support provided by our partners in the field of tourism, hospitality and travel, international visitors will be able to enjoy the most diverse edition in the history of the World Expo. We are excited to welcome everyone to a truly exceptional global event, which will be a milestone for the UAE, the region and the world, and we invite everyone to join." Let us create a new world together.”

Integrated Marketing Campaigns

Dubai continued to invest in integrated marketing campaigns, stressing its readiness to welcome travelers wishing to spend exceptional vacations, at a time when the new global marketing campaign (#Dubai_Proceeds) consists of a series of promotional cinematic clips with the participation of Hollywood stars: Jessica Alba and Zac Efron.

The campaign aims to draw attention to the many offers, tourist attractions, and various events in Dubai that await guests this year, especially with the organization of "Expo 2020 Dubai", as well as the celebrations of the 50th anniversary of the founding of the UAE on the second of December.

The #DubaiProvides campaign draws inspiration from the success of previous marketing campaigns such as “The Sky Embraces Story” starring Hollywood stars Gwyneth Palter, Kate Hudson and Zoe Saldana, as well as the award-winning “#Be My Guest” starring Bollywood star Shah Rukh Khan. As well as campaigns in which a prominent elite of celebrities and influencers participate, and various digital activities.

A campaign in 27 countries

The (#Dubai_Proceeds) campaign, whose film clips are directed by international director Craig Gillespie, constitutes a new concept about promoting global tourist destinations, as it aims to provide interactive content that highlights the most prominent landmarks of Dubai, and the exceptional sites it contains.

The campaign is presented in 27 countries with themes translated into 16 languages, through cinema, print, digital platforms, broadcast channels, and social media.

Since its launch only a month ago, it has achieved more than 200 million views, through two cinematic clips, characterized by suspense and adventure.

The "Dubai Progress" campaign reflects the creative spirit in a global tourist city famous for the diverse cultures it embraces, and the filming of the film took five days, while adhering to the strict precautions for "Covid-19".

• The hotel capacity of the hospitality sector in Dubai during 7 months amounted to 129,318 hotel rooms, distributed over 718 hotel establishments.

• The number of hotel nights booked from January to July 2021 reached 16.34 million.

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