Michael McGrath to explore Dubai in '24-Hour Dubai Accessibility Endurance Challenge'

In a marathon, 24hr period - call it McGrath's "24 Hour Dubai Accessibility Endurance Challenge" which means endurance because he can't walk, endurance because he uses a powerchair and endurance because he has the muscle wasting disease, muscular dystrophy.

With nearly 700,000 UK visitors in 2005 (up by 13% from the previous year), the UK is now the largest market to Dubai. Hotels in Dubai attracted 6.5 million guests in 2006, versus 6.1 million in 2005. The emirate has seen an increase of tourists staying at city hotels of approximately 6.5 per cent. In 2006, Dubai had 414 hotels offering just over 40,000 rooms; about 40% of Dubai hotel capacity was rated five-star and in January 2007, hotels in Dubai had achieved a record 85 per cent room occupancy, higher than that of a number of major worldwide cities including London, Hong Kong, Sydney, Tokyo.

McGrath says "The thriving business in this region gives hoteliers for example a unique opportunity to develop strategies that address multi-generational needs, wants and desires. They must I believe offer design and amenities that cater to the different needs of ageing consumers who for example have high accessibility requirements (like disabled visitors), as well as younger affluent visitors who in turn have high technology and design expectations."

In his figurehead role as disABILITY Champion for Hilton Hotels (UK & Ireland) and as a specialist consultant to the hospitality industry, McGrath will be attending both the Arabian Hotel Investment Conference (AHIC) and the Arabian Travel Market (ATM).

He will also be writing about his experiences whilst in Dubai (including his 24hr accessibility challenge), in seeing at first hand whether Dubai is indeed one of the most accessible tourist destinations in the world. His schedule in Dubai is being sponsored by Hilton Hotels.

"As a direct consequence of changing global demographics, there is an inextricable link between the ageing population, the disability business case and the impact on travel trends", says McGrath who adds "there is much work to be done, in for example enabling hotel operators in the Emirate's to leverage both the revenue potential and brand benefits in getting it (accessibility) right at the front-end; Dubai's emergence as a world-class tourism and business hub has called for massive infrastructure investment".

He continues "According to Jones Lang LaSalle Hotels, 55,000 luxury four and five-star hotel rooms are expected to be completed over the next five years across the UAE. In meeting Dubai's forecasted increased growth of visitors arriving on the Emirate's shores by 2010, I want to play my part in enabling Dubai to become the world's most accessible tourism destination."

Dubai is a city that has ventured into areas few destinations have dared to go; despite the fear and ignorance that prevails in many countries on the subject of disability, McGrath is an advocate of Dubai, one of the most vibrant destinations in the world, a city whose tourism product has grown hugely as a direct result of the dynamic leadership and extraordinary vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum and the extensive global marketing by Dubai Tourism & Commerce Marketing (DTCM).

"At present in Dubai, although there is some activity on the development and service provision towards Special Needs Tourism, I believe that much more can be done in positioning Dubai as an inclusive tourism destination; hotel operators for example could provide much greater product intelligence and information in promoting accessibility", said McGrath. "Based on an average stay of 5 days per annum with an average spend of $100 per day, the revenue generated from tourists with additional needs (1% of the anticipated 15 million visitors arriving by 2010) represents $7.5 billion per annum."

One of McGrath's objectives is to put this subject more firmly on Dubai's strategic agenda; "One of the top ten issues in the hospitality industry in 2007 (sited by the International Society of Hospitality Consultants) is the changing demographics of our world and the resulting impact on travel trends", added McGrath.

"Hoteliers need to develop strategies that address the multi-generational needs, wants and desires. They must offer design and amenities that cater to the different needs of aging consumers who for example have high accessibility requirements (like disabled visitors), as well as younger affluent visitors who in turn have high technology and design expectations"

Heading to Brussels immediately after his visit to Dubai, McGrath will be addressing a group of MEP's and members of the European Commission in presenting the business case for disability and to help promote an empowering positive message of inclusion to those who influence and shape EU Policy. In addition to the recent adoption of the UN Convention on the Rights of Persons with Disabilities and in light of the European Commission's spotlight on equal opportunities and the clear benefits for Europe of a diverse society via the 2007 designated European Year of Equal Opportunities for All, McGrath is a man on a mission.

In December last year, McGrath was able to personally express his gratitude to Vladimír Špidla (Commissioner for European Employment, Social Affairs and Equal Opportunities) after the European Commissions endorsement through the then Commissioner Anna Diamantopoulou of his successful pole2pole project culminating in McGrath walking the final 310 metres in January 2004 to the South Pole.