Strengths - Weaknesses

Opportunities - Challenges

STRENGTHS

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• strong leadership & vision
• strategic location (in the heart of ME)
• pace of development
• diversification
• stable economy & real estate market
• diverse offer of activities & sport attractions (ideal venue for specific events)
• focus on infrastructure (improvement & development)

Dubai Mall

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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 % Emirati - 90 % expatriates
• parking within the destination
• high number of appartments and villas

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• maintenance od 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)

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OPPORTUNITIES

LEISURE TRAVELLER

• attracting families
• therefore creating also low-budget accommodation facilities and products
• increasing length of stay and occupany rate through family segment (combination of sightseeinng, theme parks, adventure and relaxation)

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)

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CHALLENGES

LEISURE TRAVELLER

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

BUSINESS TRAVELLER

• international laws which do not apply to the whole Emirate (only to free trade zones)
• attract more international investors
• lack of informations of business organizations & inflation of the Dirham
• need of local Emirati sponsor (who owny 51 % of company) when not selecting a free trade zone
• involvement of more Emirati within the business sector

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FASSEN SIE EIN GESPRÄCH ZUSAMMEN

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REFERENCES

• pictures: own
• 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.
• 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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SENDEN SIE EINE NACHRICHT

TEILEN SIE EINE GESCHICHTE

STELLEN SIE SICH VOR

INSPIRIEREN SIE EINE GRUPPE

PRÄSENTIEREN SIE STOFF IM UNTERRICHT

SETZEN SIE EINE BEWEGUNG IN GANG

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