David Prince, Area Vice President Dubai & Northern Emirates, Rotana, says Dubai’s myriad charms have been marketed to audiences around the world.
In your opinion, what forms the core of Brand Dubai?
Dubai has built its reputation as a global mega city by going big and bold, and it is this limitless ambition and fearlessness that have transformed the city into a hugely successful global brand. The city offers something for every type of visitor, with a diverse and endless list of tourist attractions, and is also a major hub for trading, finance and commerce. Dubai’s myriad charms have been marketed to audiences around the world in a compelling, deeply engaging manner. Basically, you could say that Brand Dubai is a good story told well.
How has Brand Dubai reinvented itself over the years, according to your experience?
Any conversation on the amazing pull of Brand Dubai has to start with the foresight and determination of its leaders, who not only had the vision and resourcefulness to turn a barren stretch of desert into a modern metropolis, but also the passion and commitment to keep building on that vision to make the city’s success story an ongoing one.
Throughout its modern history, Dubai has consistently found a way to keep reinventing itself, adding new surprises at every turn to entrench its position as one of the world’s leading tourism destinations. As the premier hotel management company in Dubai and the region, Rotana is proud to have played a part in the evolution of the hospitality industry, which is a pillar of the city’s tourism ecosystem.
Dubai is today the fourth most-visited city in the world and it remains on track to achieving the seven to eight per cent annual growth in visitor numbers that will catapult it into the position of the world’s top tourism destination.
What more needs to be done to transform UAE and the GCC region into a must-see experiential destination?
The UAE is the perfect destination for the experiential traveller. From skydiving and dune-bashing to experiential dining concepts, enchanting cruise excursions and a variety of thrill rides and extreme sport experiences, the country offers a plethora of experiential and adventure travel options.
This shift in focus is evident in the hotel industry too, where players are rapidly adapting their strategy and service offering to cater to the experiential appetite of today’s travellers, particularly millennials. As with the country’s own growth story, the private sector has made immense contributions to boosting the UAE’s credentials as a world-class experiential destination. Incentivising players in the tourism and hospitality sector could help take the growth of this segment to the next level.
(This interview first appeared on AMEinfo’s sister title Gulf Marketing Review)