Al Maha is a hot favourite with Japanese tourists

Japan emerged as the fastest-growing market for the ultra-luxurious, cameo resort, which has seen its Japanese arrivals increase annually by almost 30 per cent on average since 2001. The year-on-year growth rate for 2005 is forecasted to touch an approximate 40 per cent.

Al Maha, which is tucked away within the vast sand dunes of the 225 square kilometre Dubai Desert Conservation Reserve, offers its guests a rich, first-hand experience of the desert heritage and traditions through its architecture, interiors, wildlife and desert activities.

With 20 per cent of its Guest Relations staff speaking Japanese, a stay at the Al Maha is all the more appealing to Japanese tourists.

Al Maha Vice President Tony Williams said: "Regarded as one of the world's best resorts, Al Maha offers a traditional experience with an extremely high level of personal service - appreciated by Japanese travellers who seek hotels that not only cater for comfort and leisure, but also provide experiences and lifestyle elements to their holidays. It is not surprising that 15 per cent of the Japanese guests at the resort are repeat visitors."

He added: "The launch of Emirates' services between Dubai and Osaka, starting initially with four-times-a-week and now operating daily flights, has also contributed to Al Maha's growing Japanese clientele. The increasing number of Japanese companies now present in Dubai, who use the resort's conferencing facilities also add to its guest-list."

The Japanese guests at Al Maha are often honeymooners and couples, who prefer to escape the hustle and bustle of city life and enjoy quieter and more intimate moments at the resorts' 40 individual suites with private, temperature-controlled swimming pools. The secluded sanctuary offers a splendid sense of isolation - a vital ingredient for the perfect honeymoon.

Mothers-daughter travellers are also catered for, and the Jamilah Spa - set within a palm oasis with views of the surrounding dunes - is particularly popular with them for Wellness holidays.

In demand is the exclusive 'Timeless' range of relaxation and beauty products which has been developed by Al Maha, based on local ingredients like dates and frankincense. Double massage rooms offer treatment for couples in complete privacy with attached Hydrotherapy and Rasool rooms for those seeking special treatments.

Authentic Gulf architecture; some 3,000 antiques and handicraft pieces; views of the once-endangered Arabian Oryx and indigenous desert flora re-introduced by the resort; optional wildlife activities such as falconry, archery, camel and horse safari are some of the many attractions in store for Al Maha's guests.

Owned and managed by the Emirates Group, and winner of the National Geographic's World Legacy Award 2004, the Al Maha Desert Resort & Spa has been consistently promoted in the Japanese market through road shows, advertisements and travel fairs.

Japanese tourists have been visiting Dubai in increasing numbers. Last year nearly 46,000 Japanese travellers stayed at Dubai's various hotel establishments, placing Japan among the top 15 non-Arab source markets for Dubai's hospitality industry.