Dubai, the largest and most populated city of the United Arab Emirates (UAE) is one of the most visited places in the world because of its multiple tourist attractions. These include the Burj Khalifa, a 160-storied skyscraper, Burj Al Arab Jumeirah, a luxury hotel well known for its beach and posh dining, Dubai Mall, a leisure complex and an expansive shopping area, and many more such locations.
The Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) is planning to boost the tourists’ experiences in the UAE by initiating a new set of activities titled as “Only in Dubai” experiences. These initiatives will charm the tourists to visit the country.
The initiatives are a key pillar of the Tourism Vision 2022-2025 for Dubai. They will ensure that tourists enjoy world-class experiences throughout the country. Under this grand plan, several initiatives have been designed keeping in mind the needs and wishes of the people who visit Dubai for tourism purpose.
These new set of initiatives or strategies have been developed by the leaders of Dubai with a focused goal to make this city the most visited place in the world. This means that Dubai is targeting an increase in tourist visits to 25 million per annum by the year 2025. The new set of strategies will enhance the tourists’ experiences by providing delightful moments at unexpected locations and timings. These initiatives aim to reduce the disappointments faced by the visitors and decrease the pain points or detractor moments. As a result, the tourists will get the best of the culture and luxury offered by one of the most luxurious places in the world. This will increase the number of tourist visits, and the positive and exciting experiences will force the tourists to visit the city again.
Dubai also has a Tourism Happiness Index that measures the visitors’ satisfaction and their likelihood to recommend Dubai to other travellers. The program was inaugurated by His Highness Sheikh Mohammed bin Rashid Al Makhtoum, who is the Vice President and Prime Minister of the United Arab Emirates (UAE). He is also the ruler of Dubai. This index is not only responsible to measure the city’s ability to exceed visitors’ expectations, but it also assists in ensuring that every tourist is a firm advocate of Dubai and is passionate about visiting the city again.
Issam Kazim, the CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), highlighted Dubai’s diverse locations and its well-known and excellent strategies that act as a magnet for visitors. He informed that the city is collaborating and working in close coordination with the stakeholders and partners to develop, choose, and implement strategies which will provide end-to-end personalised experiences. He is confident that these strategies will create beautiful memories for visitors that will start from the day they visit Dubai and will continue even after they have completed their trip. He believes that the “Only in Dubai” experiences will provide a happy frame of mind to the tourists during and after the visit. As a result, the visitors will crave to visit this luxurious city once again and recommend their friends and family members to explore its delightful offerings.
Dubai Tourism is planning to make use of the United Arab Emirates’ responsive and agile ecosystem to develop and implement the “Only in Dubai” experiences. These strategies will involve specialised activations, programmes, and other such unique experiences. Dubai Tourism has collaborated with multiple stakeholders and partners to ensure the success of this project.
The first step that Dubai Tourism has taken to enhance the experiences of tourists is the development of the Dubai Way Programme. This programme is handled by the Dubai College of Tourism (DCT) and is playing a big role in elevating the customer service. The Dubai Way Programme targets the private and government sector staff working to enhance the tourists’ experience in a number of different departments and sectors, ranging from retail to hospitality to the domestic transportation services. It ensures that these workers are up-to-date with the recent developments and are imparting proper instructions and standardised information to the tourists so that they can enjoy every minute of their stay in Dubai. This programme is helping in establishing excellent guest relations of the workers with the tourists and thus elevating the customer service.
Dubai Tourism and its partners and stakeholders are confident that the implementation of “Only in Dubai” experiences will enhance the enjoyment and compel them to visit Dubai again and enjoy the luxuries of the city.
