Dubai eyes 20m tourists by 2020 via new GCC strategy

Published on : Thursday, December 17, 2015

DTCMThe principal organisation tasked with delivering Dubai’s tourism vision of attracting 20 million visitors by 2020, the Dubai Department of Tourism and Commerce Marketing (DTCM), has launched a new GCC trade marketing and communications strategy to reinforce Dubai’s positioning and offering to GCC visitors. The new two-pronged strategy is one of the key strategic efforts directed towards attracting 20 million visitors to Dubai by 2020.

The first part of DTCM’s strategy involves internalization of its efforts directed towards raising the profile of Dubai’s tourism offering in the GCC rather than continuing to rely on outsourcing this function. Previously DTCM was operating in the GCC through close association with El Zayat Tourism & Hospitality Consultancy which was known as the Overseas Trade office.

The second pillar of this strategy involves putting in place a dedicated expert team led by Mana Al Suwaidi, Regional Director – Middle East and Sub-Continent, International Operations at DTCM which works closely with the regional markets and the different teams to deploy enhanced marketing tools, launching innovative tourism-boosting community initiatives, and intensifying direct sales efforts. This also includes the appointment of TRACCS, the region’s largest independent public relations network
with more than 200 employees across 13 markets in MENA as its communications consultancy in the GCC. As part of this engagement, TRACCS will work with DTCM providing consultancy services, marketing and communications support, and media services with the aim of raising the profile of Dubai Tourism’s offering in the GCC and the wider MENA region.

Commenting on this new direction, Issam Abdul Rahim Kazim, CEO – Dubai Corporation for Tourism and Commerce Marketing (DCTCM) said, “The GCC is extremely important and strategic for Dubai to achieve these goals with steady growth in visitor numbers witnessed over the years. It is one of the biggest feeder markets for the city’s travel, tourism and hospitality sectors with 2.8 million visitors during the first ten months of 2015, which represents approximately 25% of the total number of visitors to Dubai.”

Mohamed Al Ayed, CEO of TRACCS said, “These are exciting times for us at TRACCS. To be selected by DTCM to drive its communications efforts in the GCC, aimed at solidifying Dubai’s unassailable positioning as the leading tourist destination in the region, is a daunting but invigorating challenge and one that TRACCS is singularly capable of transcending. We are looking forward to build on the success of Dubai as a destination and brand through our deep understanding of the regional markets.”


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