ITB 2017

Welcome to Dubai

The Story of Dubai

1990 70 hotels 5,000 rooms 600,000 guests

The Story of Dubai

1990 70 hotels 5,000 rooms 600,000 guests

The Story of Dubai

2016 680 hotels 102,000 rooms 14.9M visitors

4th most visited city in the world

No.1 for international visitor spend

No.1 airport for international passengers

Dubai Today

No.1 most visited city for global travel, business and events 20 million visitors per year by 2020 Most recommended destination with highest number of repeat visitors Increase tourism’s contribution to economy

Tourism Vision

• Increase consideration for Dubai • Capture higher value from

tourism • Deliver seamless Dubai

experience • Encourage visitors to stay longer

and spend more

Tourism Vision

• Primary engagement platform • De Facto means of discovery • New opportunities for innovative,

personalised services • Changing the timeframe of

travellers’ decision making • Helps travellers experience the

destination

The Rise of Mobile

VisitDubai.com • Available in 18 languages • More than 32M visits in 2016

Social Media • 60+ channels • 17 languages Social ‘Listening Room’ • Monitors engagement • Identifies opportunities to

maximise coverage

Dubai Tourism Digital Ecosystem

VisitDubai App • 210,000+ downloads – 31% within

Dubai, 69% outside • Available in 6 languages • Used for discovery, planning and

in-city navigation

Dubai Calendar App • 230,000+ downloads • Available in 2 languages • Enables users to buy tickets to

events directly from within app

Dubai Tourism Apps

Welcome to Dubai

Tapping Into Trends

• 3rd-generation apps leverage location, context, usage behaviour and data

• Not enough that users download

your app – essential to provide reasons to return for product benefits that serve a clear purpose

Developments In The Pipeline

Smart watch

Playlist integration

Flash sales

Loyalty programme

Community (social media)

Transport & dining

integration

Nearby (context-led approach)

Ratings of POIs

& events

Smart City Enhancements

• 5D Control Room • Free Wi-Fi on Dubai Metro, in

parks and at beaches • Event e-ticketing and e-permits • e-gates and smart gates at both of

Dubai’s airports • Expo 2020 partnering with SAP to

deliver personalised experiences

Improve the user experience and the overall visitor experience, ensuring: • A positive impression of Dubai • Loyalty and advocacy • Increased repeat visitation

The Ultimate Goal

THANK YOU