Mumbai : More than 5.5 million tourists visited Dubai in the first half of 2013, representing an 11.1 per cent year-on-year increase, indicating that Dubai is on the way to achieving its Tourism Vision for 2020.The first half visitor number results, released by Dubai’s Department of 
Announced earlier this year under the directive of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai and spearheaded by DTCM, Dubai’s Tourism Vision for 2020 sets out how the city will double its annual visitor numbers from 10 million in 2012 to 20 million in 2020.
His Excellency Helal Saeed Almarri, Director-General of DTCM commented: “The figures for the first half of 2013 are extremely encouraging and indicate that we are on the way to achieving our Tourism Vision for 2020. Our strategy is to position Dubai as a foremost destination for both leisure and business travellers by continuously evolving our broad and diverse tourism offering, and attracting visitors from a range of source markets, including targeting a new generation of first-time travellers from emerging markets. The increase in visitors from each of our key source markets is particularly encouraging, with a number of these markets showing particularly strong growth, including the GCC countries, China, India, Australia and many countries in Europe.”
Visitors and source markets
Guest numbers across all hotel establishments (hotels and hotel apartments) in the first half of the year reached 5,583,379, an 11.1 per cent increase on the 5,027,223 in the first half of 2012. Dubai’s top 10 tourism source markets remained the same as those for the first half of 2012, with some slight changes in positioning, and reflect the diversity of visitors who are attracted to the city. Saudi Arabia, India, UK, USA, Russia, Germany, Kuwait, Oman, China and Iran made up the top ten for January to June 2013.
Despite already being Dubai’s primary source market, Saudi Arabia experienced the most growth, with visitor numbers swelling by 31.6% to 710,472. Australia (ranked 13th) also recorded a sizeable rise in visitor numbers, with growth rates of 24.3 per cent reflecting the increased flight volume resulting from the partnership between Emirates Airline and Qantas, formalised in April. The Netherlands entered the top 20 source markets for the first time, at number 20, with a 17 per cent increase in visitors.
Guests from the world’s two most populous nations, China (ranked 9th) and India (ranked 2nd), continued to show strong increases, with visitors from both markets up by 15.8 per cent buoyed both by the growth in the emerging middleclass and first-time international travellers, and by targeted destination marketing campaigns led by DTCM and its overseas offices, and tourism sector partners.
With regards to India consecutively ranking as the top source market globally for visitor traffic into
Dubai, Mr. Carl Vaz, Director ‐ DTCM India said: “India continues to be a top source market for inbound visitors into Dubai with the total number of Indian guests reaching 463,175 for the first six months of 2013, a growth of 15.8% crease over the corresponding period January – June 2012. Going forward for the year, one of our key focus areas is to tap the Indian wedding, family and luxury segments. Currently underway is the summer promotional campaign titled ‘Summer is Dubai’. Several joint marketing initiatives with leading travel and tour operators across the country have been activated in order promote the campaign which comprises offers and discounts for families. As part of our B2B contact engagement, we have in place an online travel agents training program which enhances the trade’s product knowledge which in turn helps give travelers a more qualitative experience.”
Hotel occupancy and length of stay
The occupancy rate for hotel rooms and hotel apartments saw steady growth during the first half of the year. Hotel room occupancy averaged 84.6 per cent over the six month period, up 2.8 per cent from 81.8 per cent in the first half of 2012, while the occupancy rate for hotel apartments was 85.8 per cent, up 6.5 per cent from 79.3 per cent in H1 2012.
This increase in occupancy gains greater significance when viewed against a backdrop of the increased availability of hotel rooms – Dubai has 16 more hotel establishments than it did at the end of June 2012, bringing the total to 603and adding 5,484 rooms to the Emirate’s offer, which now totals 81,492: a 7.2 per cent increase since the end of H1 2012. Hotel openings during this period included the JW Marriott Marquis, Oberoi Hotel Dubai, and JA Ocean View Hotel, all of which broaden Dubai’s hotel offering.
In the first six months of the year, the average length of stay across hotels and hotel apartments was 3.89 days – arise on the average 3.82 day stay in H1 2012. Increasing the length of stay has been identified as a key driver of tourism growth across Dubai within the Tourism Vision for 2020.
Hoteliers can also take encouragement from the figures indicating the busiest months for guest visits. The month of June 2013 saw the third highest levels of hotel guests, after January and March, indicating the success of Dubai’s positioning as a summer tourism destination, particularly for travellers from across the region.
His Excellency Helal Saeed Almarri added: “The growth recorded in the first half of the year is on target for our medium-term plans, and most importantly, it is sustainable. We’re seeing continued growth in the quantity and breadth of hotels and hotel apartments designed to meet the increased demand from travellers; and the recently introduced changes to the hotel classification system provide greater clarity for both operators and tourists. We’re also continuing to see the benefits of Dubai’s focus on the events and festivals sector – with huge gains being made in the summer months in particular thanks to a coordinated and concerted effort from both public and private sectors to develop and promote our seasonal attractions.
“We must also recognise the importance of our city’s world-class infrastructure in ensuring we are able to continue to grow. Dubai is now home to the world’s second-ranked airport in terms of traffic, another achievement made during the first half of this year – and we are the home of two thriving airlines – Emirates and Flydubai – which by continually expanding their portfolios, are critical contributors to our tourism success.”
Hotel revenues
Revenues for hoteliers and hotel apartment operators saw significant growth – with total first half revenues reaching AED11.62billion (US$3.18bn) up by 18.6 per cent. Total guest nights also recorded similarly impressive rises, up 13.1 per cent to 21,715,848 from 19,209,037 – or more than 2.5million additional guest nights from January to June 2013 when compared to the first six months of 2012.
Festivals and events focus
In terms of events, Dubai hosted some of the world’s top acts in the first half of the year including Justin Bieber’s first concert in the Middle East, Cirque du Soleil and the all-star line-up of Amr Diab, Shamma Hamdan and Hussain Al Jassmi as part of the du world Music Festival. Events such as the Dubai Shopping Festival, Emirates Airline Festival of Literature, Dubai World Cup, and Summer Is Dubai, including Dubai Summer Surprises, have all contributed towards the growth in visitor numbers. The integration of Dubai Festival and Retail Establishment – creators of Dubai Shopping Festival, Dubai Summer Surprises and Modhesh World – and Dubai Calendar into DTCM, will strengthen the coordinated approach to creating, attracting and marketing a year-round programme of events and festivals.
Dubai’s status as the region’s leading Meetings Incentives Conferences and Events (MICE) hub has also played a central role in boosting first half visitor numbers. Major business events held during the first six months of 2013 include Arab Health, Gulfood, GITEX Shopper, Arabian Travel Market, and Intersec.
Source : Rohini Saldanha