The tourism marketing of Dubai: Why it's a success

Résumé du document

Dubai has emerged as one of the most attractive tourism destinations in the world with the help of an excellent marketing strategy, which gives the city a unique identity in relation with its origins. Dubai has chosen to invest in tourism as the ruling power had the foresight to realize that oil is not an unlimited resource. Sooner or later, these "black gold" resources will run dry and therefore, it would be foolhardy to base the country's development on it.
Not benefiting from a very rich cultural heritage, the government of Dubai chose to develop luxury tourism. The basic concept was not confined only to the beach, the sun and luxury; Dubai wanted to offer something special that would make the country a leading contender of the tourism world. The government of Dubai chose an offer which had not existed in the world before: inhabitable artificial islands representing each country of the world and the Burj Al Arab Sailboat Hotel - the only seven-star hotel in the world. The offer features only magnificent products, some more extraordinary than the others.
The purpose was to target rich tourists who were on the lookout for something different with regards to the classic tourism offers such as Monaco or the Maldive islands.

Extraits

[...] As I said previously if all the workers of Dubai go on strike together or decide to leave, Dubai will not be able to assure the construction of these high rises anymore and will thus have to moderate its tourism to the current hotels. Conclusion: As we saw during this study, the marketing of Dubai is a success. This success is due the politics adopted by the government of Dubai ten years ago. This one planned the depletion of oil resources. [...]

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[...] Tourism principles and practice, p. 39). Two elements of suppressed demand can be distinguished: first, potential demand refers to those who will travel at some future date if they experience a change in their circumstances. Second deferred demand is a demand postponed because of a problem in the supply environment. For the first element the government of Dubai has to stress its marketing to convince this category that Dubai is the ideal place for holidays and that the infrastructures of the State are the best of the world and which are the only to be able to satisfy them. [...]

[...] The tourism is even the sector which will have the faster growths. The most important sector will be transportation and storage, this sector is actually increasing but according to the previsions it will be a new sector that Dubai wants to develop. From the five sectors defines before, the Government of Dubai has established five main mission to support and maintain the actual status of Dubai of major city for tourism and business: Achieving comprehensive development and building human resources Promoting economic development and government modernization Sustaining growth and prosperity Protecting National's interests, public interests and wellbeing Providing an environment conducive for growth and prosperity in all sectors Tourism is representing here by two sectors: economic development and infrastructure, land and environment. [...]

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