Mumbai, April 28: In an effort to promote Dubai as an upmarket touristdestination, the Government of Dubai, Department of Tourism and Commercemarketing (DTCM), has hiked its India-specific promotional budget by 25 percent. The hike in budget comes in the wake of a slew of marketinginitiatives lined up for the Indian market.For the first time, DTCM held roadshows in Mumbai, Chennai, Delhi andBangalore this week where presentations on ``Destination Dubai'' followed bya direct interface with leaders of the local travel community was made.``This was aimed at furthering and developing new ties and alliances. Theemphasis was to promote Dubai not only as a shopping destination but morethan that -- desert safari, culture and heritage, water sports and beach,''says DTCM's manager overseas promotions Ibrahim Ahli.
In effect, DTCM has changed the positioning in its global advertisingcampaign this year. While the earlier campaign gave glimpses of the shoppingplaces in Dubai, the new campaign gives glimpses of it being the destinationfor all kinds of cuisine, business conferences, beach, safari and sports.
About nine companies from Dubai participated in the roadshows to interactwith the Indian travel trade community. The turnout was also huge. While inBangalore, there are about 130 tour and travel operators, about 115 attendedthe roadshow.
At present, about 29 flights go to Dubai from Mumbai alone and about 55flights from across the country. Airlines like Cathay Pacific, Emirates andIndian Airlines fly to Dubai. The Government of Dubai is in talks with theGovernment of Spain, Portugal, Sweden and Belgium to fly their aircraft alsointo the country.
Apart from promoting Dubai in India and elsewhere, the country is alsoincreasing its infrastructure to accommodate greater tourist traffic. OnApril 15, 2000, the Government of Dubai set up a new concourse with acapacity of more than 100 aircraft. The company invested US$540 million forthe same. The existing concourse in Dubai now accommodates about 96aircraft. For the current year, DTCM is spearheading the seacruiseterminals. Dubai has a population of about 800,000 people. About 260 hotelsranging from one-star to five-star which include service apartments andbudgeted hotels dot the country.
In the last two years, the Indian tourist traffic has increased by more than70 per cent. While in 1998, it was about 146,000 tourists from India whostayed in hotels and apartments in Dubai, it was 250,000 in 1999. Says Ahli:``We have not counted the tourists who stayed with friends and relatives.''With all this and more, DTCM is expecting about 350,000 visitors.
Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.