Sahara Communications set to participate at World Travel Market

Sahara Communications, the leading regional communication, advisory and corporate marketing company and part of the Sahara Group, will be taking part in the event, which is a four-day business to business travel industry expo aimed at bringing together key players from every sector of the industry. Sahara will share a stand with its long-standing client, the Sharjah Commerce and Tourism Development Authority (SCTDA), in an effort to meet, network, negotiate and conduct business with designates from major tourism markets such as the UK and Europe.

Fahad Al Deeb, Vice President of the Sahara Group, says:

"WTM is an important event for us. While we always endeavor to support our clients at major marketing events, this fair also provides us with the opportunity to demonstrate what we can do for potential clients. In addition, we get to feel the pulse of the tourism industry, ensuring that we are better placed to advise our clients who form part of this ever-important sector."

"The GCC is in an excellent position to benefit from this increase in tourism spending, particularly as the region focused on building up its tourism sector during the golden economy days," continues Al Deeb. "And while tourism budgets are increasing, funds are still tight, so although there will be more money available for marketing and promotional packages, it will be difficult at this stage to pour in the funds required to develop and update tourism and hospitality components such as hotels and resorts."

Britain is considered one of the most important tourist markets for the UAE, and there is a strong inflow of tourists to the various emirates from Britain each year.

Says Al Deeb, "The UAE is a hugely popular destination for leisure and business tourists from across the world. However, the UK is considered one of the leading source markets for our widely-expanding tourism industry. Thus, our presence here is aimed at familiarizing potential visitors with our company, as well as our country's, distinctive offerings."

Sahara, especially, has displayed extreme resilience during the tough economic climate of the past year, overcoming various obstacles while maintaining its existing client base. Says Al Deeb: "Promoting one's business requires direct presence in key markets. Sahara's participation in WTM will not only help in introducing the UAE's existing tourist attractions and investment opportunities available to the UK and European tourism and business communities, but will also establish the Sahara brand in the minds of the key decision-makers attending the event.

"As part of our strategy to expand into the UK market and enhance our position as one of the world's largest media consultancy agencies, our aim is to showcase our professional public relations and media support services," he concluded.