Dubai Tourism is building on the current industry momentum by ramping up its international marketing campaign to drive further awareness of Dubai as a must-visit destination with a focus on next month’s Expo 2020 Dubai and the diversity of an ever growing destination offering.
During a discussion at a series of in-person networking events held last week in the key markets of UK, Russia and the United States, Dubai Tourism also shared its positive industry outlook with partners and leading media organisations.
Issam Kazim, Chief Executive Officer, Dubai Tourism, commented,
"Aligned with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, and Ruler of Dubai, we have increased our global marketing activities to reinforce the message that Dubai has completely regained its vibrancy and is the first choice destination for global travellers. As Dubai continues to safely welcome international tourists, we are pleased to engage with the media and our partners in key markets in cooperation with Expo 2020 Dubai to raise awareness of the region’s first World Expo and the unique destination proposition. We received encouraging feedback from participants at the recent engagements overseas, as we intensify efforts to attract more visitors from all of our strategic markets that are open. With the industry registering steady growth in the first seven months of 2021, we are confident that together with our partners we can collectively leverage the prevailing optimism to further accelerate momentum during this landmark year of Expo 2020 Dubai and the UAE Golden Jubilee."
At this meeting, Sumathi Ramanathan, Vice President, Market Strategy & Sales, Expo 2020, provided insights into the mega event, which runs from 1st October, 2021, to 31st March, 2022. Kazim also virtually joined a media breakfast hosted by Dubai Tourism in London on 8 September, the first in-person meeting to be held in the UK market since the start of the pandemic. The event, attended by consumer and travel trade media, saw Dubai Tourism addressing a range of topics, from industry updates to new attractions like Museum of the Future, Deep Dive Dubai, the world’s deepest pool for diving and Ain Dubai, the world’s tallest observation wheel to the positive development of UAE being moved to UK’s amber travel list.
On 8th September, another promotional event was hosted in November that featured a pre-recorded speech by the Dubai Tourism CEO, and a live presentation by Matthew Asada, Deputy Commissioner General for the USA Pavilion at Expo 2020 Dubai. Attendees including representatives from the media and travel trade, also had an opportunity to watch a screening of the third trailer of Dubai Presents, the latest global campaign featuring Hollywood stars Jessica Alba and Zac Efron that was produced to showcase the exceptional experiences that visitors can enjoy during their stay in Dubai. Filmed by Director’s Guild award-winning director Craig Gillespie, Dubai Presents is being rolled out in 27 countries across 16 languages via cinema, print, broadcast, out of home, digital and social media channels. It has generated over 200 million views since it was launched just over a month ago with the Spy Action trailer, followed by ‘RomCom’ and ‘Buddy Comedy’.
News Source: Emirates News Agency
