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TOURISM DEVELOPMENT

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• encouraged by national and international investments in past times and financed through oil sector (production and exportation)
• 1970 - 1980: boom period of constructions and tourism had been recognized as main enabler of economic growth

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• Sheik Mohammed Bin Rashid Al Maktoum (ruler of Dubai) also an influential role in the tourism development (visionary leadership)
• Department of Tourism and Commerce Marketing (DTCM) - influential role in tourism development
• Economics Vision 2030: not focus only on oil sector

Jumeirah Beach

Burj Khalifa

Sheik Zayed Mosque
Abu Dhabi

STRENGTHS

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• strong leadership and vision
• strategic location (in the heart of ME)
• pace of development
• diversification

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• stable economy and real estate market
• diverse offer of activities and sport attractions (ideal venue for specific events)
• focus on infrastructure (improvement and development)

Dubai Mall

Meraas - The Beach

Dubai - Skyline

WEAKNESSES

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• distortion of history over the years
• perceptions of the destination as an area of instability and terrorism (9/11)
• more imports than exports, deficits of venture capital
• when funding ventures - only Emirati are targeted
• 10 per cent Emirati - 90 per cent expatriates within the destination

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• parking within the destination
• maintenance of security standards
• learn from mistakes (not possible with the rapid development)
• Lots of different images, no consistent identity (image does not fully reflect the cultural identity), no key differentiator(s)

Sheik Zayed Mosque
Abu Dhabi

Spice Souk Dubai

Sheik Zayed Mosque
Abu Dhabi

OPPORTUNITIES

LEISURE TRAVELLER

• attracting families - want to be perceived as a "family destination"
• therefore, creating also low-budget accommodation facilities and products
• increasing length of stay and occupancy rate through family segment (combination of sightseeing, theme parks, adventure and relaxation - stay longer)

BUSINESS TRAVELLER

• strategic location (2/3 of world's countries - 8 hours flight away)
• transit point
• free trade zones (no taxes, revised property ownership laws)

Burj Al Arab

Harbour Dubai

Ski Dubai

CHALLENGES

LEISURE TRAVELLER

• destination not that much perceived as family-friendly / first choice for family vacation
• prices not adapted to families
• price setting and price getting
• experiences of tourists often detached from culture, tradition & family-friendliness

BUSINESS TRAVELLER

• international laws which do not apply to the whole Emirate (only to free trade zones)
• attract more international investors
• lack of information of business organizations and inflation of the Dirham

BUSINESS TRAVELLER

• need of local Emirati sponsor (who own 51 per cent of company) when not selecting a free trade zone
• involvement of more Emirati within the business sector

Jumeirah
Etihad Towers Hotels

Restaurant - Burj Al Arab

Dubai

Dubai

REFERENCES

• Balakrishnan, M. S. (2008). Dubai - a star in the east. A case study in strategic destination branding. Journal of Place Management and Development, 1(1), 62-91.
• Lookup. (2017, online). Dubai Real Estate Market: SWOT Analysis. Retrieved from https:/lookup.ae/article/16/dubai-real-estate-market-swot-analysis Last demand on 05.11.2017.

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• Personal communication (16.10.2017, 17.10.2017)
• Pictures: own
• Stephenson, M. L. (2014). Tourism, development and "destination Dubai": cultural dilemmas and future challenges. Current Isdues in Tourism, 17(8), 723-738.

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