DTCM to deliver 20m arrivals by 2020
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Dubai’s Department of Tourism and Commerce Marketing (DTCM) has outlined a three-pronged strategy that it believes will help the emirate achieve its ambitious growth target for the tourism sector.
Under the ‘Tourism Vision for 2020’, authorities are aiming to double 2012 arrivals to 20 million by year 2020, an objective that will require a compound annual growth rate (CAGR) in excess of 7% across leisure and business travel segments.
The DCTM has articulated a strategy to achieve this, which it presented to representatives of the hospitality industry on 30 January at the Dubai World Trade Centre.
“Bringing 20 million of the global outbound visitors to Dubai and increasing the GDP contribution from them by 2020 requires us to remain focused on increasing the competitiveness of Dubai’s tourism sector on three fronts,” said DCTM director general, Helal Saeed Al Merri.
The three-pronged approach emphasises innovative marketing, service excellence and cutting-edge technologies, and pioneering mutli-faceted experiences.
Efforts to enhance the destination offering will prioritise services and products that are specifically designed to shape Dubai into a priority destination for the 25-55 year age segment across the main regional and global source markets.
The scheme also aims to elevate Dubai’s overall business destination proposition, and vital travel market that constitutes 20% of target traffic.
This 20m arrival target was given a major boost with the successful Expo bid, but preparations for the event naturally involve a fresh array of challenges for policy makers.
Additional measure and incentives have been introduced since Vision 2020 was announced in May last year.
With specific reference to increasing the emirate’s room inventory by 20,000 units in six years, three and four-star hotel projects are entitled to government land allocations, municipality fee waivers, and fast-track permissions.
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