Cool as a cucumber

Dubai Metro's Green Line launches on 9 September adding a further 18 stations and 23 km to the existing rail network.

A diverse destination
As new hotels open their doors, DMCs say Dubai is evolving as a destination in general. “Dubai has become a more “complete” destination catering for a wider range of guests, and the diversity of services helps boost inbound traffic,” says Luc Delcomminette, vice president, Arabian Adventures.

Delcomminette believes that Dubai no longer has a reputation as being solely a “luxury destination” which is “often out of reach”, but can now attract all sorts of business ranging from groups and incentives with moderate budgets, to larger conferences and cruise lines.

Visitors are also increasingly seeking something more from their experience says Delcomminette. “Increasingly, a good proportion of guests are looking for experiences other than run-of-the-mill tours and excursions. Clients are asking for environmental or socially-responsible options and programmes with a strong influence on local culture.”

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This developing trend led Arabian Adventures to launch its new ‘Exclusive Collection’ — a bespoke brand that offers guests such activities as being a conservationist in the desert for a day, visiting private stables, or tailor-made activities on the sea or in the air.

Despite these opportunities, many in the industry argue that Dubai is still badly lacking a mega attraction in order to move up the next level of global tourism.

“Already we are seeing interest from families for innovation and interest beyond the beach," said Toufic Tamim. "If there was some large-scale attraction we have the market for it with feed from Emirates Airline. It could swallow 10,000 plus rooms easily.”

Maintaining standards
DMCs warn that with increasing numbers of tourists coming into the destination, it is crucial standards are maintained so that Dubai maintains its reputation as a trouble-free, high-quality tourism destination.

“Maintaining the quality of services and experiences may become a challenge as there are more and more tourists visiting the destination and more competition due to the growing numbers of hotels and service providers — but the quality of service should not be impacted," argues Delcomminette.

“It is important to continue offering such experiences, align pricing strategy to promote the destination at the right level to meet guests’ expectations whilst keeping sight of development at other destinations."

Devadason agrees: “It is crucial that we don’t fall short on delivery and ensure the reputation of service standards that we have as a destination, only gets better.”