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Dubai: The GCC’s tourism industry needs to speak with greater confidence about the region’s safety, attractions, and growing range of experiences as international travel continues to recover, according to industry leaders at this year’s Arabian Travel Market in Dubai.
Speaking during the round table “Selling the GCC with Confidence” on the third day of the event, senior tourism executives have highlighted that destinations and travel companies must work closely with partners, respond to changing traveller behaviour, and remain ready for a gradual return in demand.
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‘Tell the story of Dubai’
John Bevan, CEO of dnata Travel Group, has noted that the industry has an important role to play in communicating Dubai’s strengths to international travellers.
“We have to get out there and tell the story of Dubai on how great it is and how safe it is through our travel partners and customers,” shared Bevan.
He has bared that visitors returning to Dubai could discover a destination with a wider range of attractions and products than before.
“If everything is back to normal then people coming here will discover a whole new Dubai with lots of products and attractions,” he said, adding that this demonstrates the confidence within the tourism industry.
Bevan has also pointed to the changing approach to hotel pricing and promotions. Over the past six months, dnata Travel has activated its “secret stays” offering, making selected hotel deals available to staff living in the UAE as well as customers.
He has stressed that the recovery should not be viewed simply as a race to lower prices.
“We’re not forcibly pushing the prices down for the hotels, they actually get it for the value that they paid for.”
He added that demand is returning at different speeds across markets and that the recovery is likely to be gradual.
“I don’t think it’s about the offers right now. If you look at the demand, there are certain markets that are coming back faster than the others. It’s going to be a gradual build back.”
RAK sees ‘cautious optimism’
For Ras Al Khaimah, the focus has been on preparing for the next stage of tourism growth while recognising the challenges facing the industry.
Brent Anderson, chief commercial officer of Ras Al Khaimah Tourism Development Authority, has emphasised that there remains strong belief in the destination’s future.
“There’s a lot of people who believe in the future of the destination,” exclaimed Anderson.
He has acknowledged that the sector faced challenges, including difficulties getting supplies into the emirate, but said the industry had learned important lessons from the Covid-19 period.
“We have to have a new story to tell.”
Anderson has mentioned that many barriers to travel have been removed, but the industry remains in a period of “cautious optimism.”
“We have to learn with our partners. I think the key for all of us is being ready.”
Staycations help UAE resorts adapt
The UAE domestic market has also become an important source of business for resorts as international travel patterns change.
Philip Dickinson, group vice-president of sales at JA Resorts & Hotels, has underscored that the company had pivoted towards the local market, with staycations helping to support demand.
“We do have a fair amount of staycations,” remarked Dickinson.
According to him, local trade partners, including dnata and other travel agencies, have played an important role in generating business, not only from Dubai but also from Abu Dhabi, Ajman, Sharjah, and other emirates.
The strategy has allowed the resort business to be supplemented by customers from across the UAE rather than relying solely on international visitors.
New experiences become a key selling point
Dickinson has pointed out that resorts also need to keep adapting their offerings to changing customer expectations.
“We were creative in terms of making sure we were doing some added value with the experiences that we offer in the resort,” explained Dickinson.
Rather than relying only on traditional accommodation offers, the company has been expanding its portfolio of activities and experiences.
“For example, we are just about to open up a new sports and shooting club, brand new restaurant concept, new team building, you add that to our lineup of padel, tennis, golf, horse riding, and everything else.”
He has noted that the priority was to understand the profiles of customers arriving at the resort and adapt accordingly.
“We have to adapt to the profiles of the clients that were coming in to make sure that we are ready. It’s more about the effort and being flexible.”
Tourism leaders have underlined a broader message from the GCC travel sector, recovery is not simply about waiting for international visitors to return. Destinations and hospitality businesses are adjusting their products, strengthening local partnerships, and creating new experiences while preparing for demand to build at different speeds across markets.
