Our Tourism Vision is a strategic roadmap with the key objective of attracting 20 million visitors per year by 2020, doubling the number we welcomed in 2012.
His Highness Sheikh Mohammed bin Rashid Al Maktoum, Ruler of Dubai and UAE Vice President and Prime Minister approved the vision in May 2013. Since then we have worked diligently to position Dubai as the ‘first choice’ for the international leisure and business traveller.
The strategy behind the vision helps us to achieve our goal by outlining what needs to be delivered for the city to both drive and serve this visitor growth. It has resulted in many initiatives, covering everything from regulatory policy, infrastructure development and product offerings, to destination marketing investments.
With tourism as a central pillar of Dubai’s economic growth and diversification it is important that we leverage the sector by broadening the emirate’s offering across events, attractions, infrastructure, services, and packages. Part of this strategy has involved adapting our marketing approach to showcase Dubai to a wider audience, increasing awareness and boosting the conversion of flight and hotel bookings.
To accomplish our goals, we’re harnessing the collective power of public and private stakeholders and focusing on three key objectives:
- Maintaining market share in existing source markets
- Increasing market share in markets we’ve identified with high growth potential
- Increasing the number of repeat visits.