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Improving tourism in Africa: Tips from Dubai
The Dubai shopping festival is one of many initiatives that have helped set Dubai as one of the preferred destination for holiday makers over the years. So what can African countries learn from Dubai in attracting tourists? CNBC Africa spoke to Stella Ibiene Obinwa, Director for Africa at Dubai Tourism.
Tue, 19 Sep 2017 08:42:13 GMT
Disclaimer: The following content is generated automatically by a GPT AI and may not be accurate. To verify the details, please watch the video
AI Generated Summary
- Dubai's tourism market growth driven by ambitious targets and strategic investments in infrastructure
- Shift in marketing focus from luxury to affordability to cater to a wider market segment
- Expansion of hotel offerings and introduction of stopover programs to attract diverse travelers and increase visitor numbers
Dubai has long been established as one of the go-to destinations for luxury travelers, but in recent years, the city has been working on rebranding itself as a more affordable and family-friendly destination. Stella Ibiene Obinwa, Director for Africa at Dubai Tourism, shared insights on how Dubai has managed to grow its tourism market and what African countries can learn from its success. With a vision to attract 20 million visitors by 2020, Dubai has invested heavily in its tourism infrastructure. The ruler of Dubai has set ambitious targets, and the city is close to achieving its goal, with approximately 15 million visitors annually. African countries also play a significant role in Dubai's tourism numbers, given the short flight distances from various African regions to Dubai. This proximity makes it a logical choice for Dubai to focus on enhancing its presence in Africa. While Dubai has been perceived as a luxury travel destination, Obinwa revealed that the city has been actively promoting an image of affordability in recent marketing campaigns. With affordable luxury options available, Dubai is catering to a wider market, including middle-class and affluent travelers. The city has also been working on expanding its hotel offerings, with a focus on three and four-star properties, to accommodate different budget preferences. In addition to attracting travelers from Africa, Dubai is capitalizing on the large number of international business travelers passing through its airports. The city has introduced a stopover program to encourage travelers to spend a few days in Dubai on their way to other destinations. By offering incentives to both travelers and travel agents, Dubai aims to showcase its attractions and entice visitors to explore the city. Despite its status as a popular travel destination, Dubai continues to face challenges in terms of raising awareness, particularly in markets like Africa. Obinwa acknowledged that many people are still unaware of Dubai's accessibility and visa processes. To address this issue, Dubai Tourism has been actively participating in travel exhibitions, roadshows, and media campaigns in Africa. By partnering with local companies and influencers, Dubai is working towards enhancing its visibility and attracting more visitors from the continent. When asked about key takeaways for countries like Nigeria looking to boost their tourism sectors, Obinwa emphasized the importance of identifying and capitalizing on the unique products and offerings each destination has. She advised countries to focus on their strengths and target specific markets that align with their offerings. By learning from Dubai's success in creating a distinctive tourism product and effectively marketing it to the right audience, African countries can work towards enhancing their own tourism industries.
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