Dubai unveils new $32m tourism project

Dubai ruler Sheikh Mohammed bin Rashid Al Maktoum has launched a new AED120m (US$32.66m) tourism project, to be dubbed “Dubai Landmark”.

Sheikh Mohammed was briefed on the plans for the Al Berwaz Tower project at Zabeel Park in Dubai on Friday July 6 by Hussain Nasser Lootah, director general of Dubai Municipality, WAM news agency reported.

Dubai Municipality is supervising the design, implementation and management of the project, which has been described as “a new addition to the distinctive Dubai landmarks.”

Lootah said the new project with cost a total cost of AED120m ($32.66m) and is expected to attract around two million visitors and tourists.

The tower will have dimensions of 150m tall and 105m wide and is due to start construction within four months, to be completed by the end of 2013.

The unveiling was attended by Sheikh Hamdan Bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Sheikh Maktoum bin Mohammed bin Rashid Al Maktoum, Deputy Ruler of Dubai and Sheikh Ahmed bin Saeed Al Maktoum, chairman of Dubai Aviation Authority and Chairman of Emirates Group.

Dubai has long advertised itself as a tourism attraction and is home to the world’s tallest tower, the world’s biggest mall, a seven-star hotel and the region’s only indoor ski resort.

Last year, the number of tourists visiting Dubai rose by 10 percent to total 9.3 million in 2011.

Data published by Dubai Department of Tourism and Commerce Marketing (DTCM) also showed the number of guest nights rose by 23 percent to more than 33 million last year.

Revenues also grew by 20 percent to touch AED16bn ($4.36bn) as the emirate managed to withstand any impact from regional unrest.

The data also showed that the average length of stay swelled 12 percent to 3.6 days as visitors chose Dubai over trouble-hit alternatives such as Egypt and Bahrain.

Hotels and hotel apartments' occupancy averaged 74 percent during the year, the DTCM said, adding that the improved performance was the result of "aggressive" marketing and promotional initiatives.

In 2011, Saudi Arabia emerged as the top source market for Dubai's tourism industry with 873,152 guests, followed by India (702,142), UK (643,196), Iran (476,708) and the US (462,653).

Germany ranked sixth with 275,663 guests, while Kuwait and Russia scooped seventh and eighth positions with 273,253 and 255,746 guests, respectively. Oman was ninth on the list with 223,993 guests followed by Pakistan (221,374).