The tourism profile of Dubai will shift dramatically by 2010, according to Dubailand’s CEO Salem bin Dasmal, who pointed to a dramatic shift in the leisure business split as essential to meeting government targets of 15 million visitors per year.
Bin Dasmal, who was speaking at Cityscape, the biggest international property investment and development event, revealed the initial findings of a study undertaken by Dubailand to an audience of key global industry players.
He said: “If Dubai is to meet its target of 15 million visitors by 2010, there will have to be a fundamental change in the type of visitor coming to the city. That means we need the infrastructure for more affordable air transport; and package tour operators, as well as an increase in the non-luxury hotel sector.
“To put this into context: the balance of visitors will alter dramatically. In 2004, the visitor mix was 40 per cent business, 60 per cent leisure. By 2010, the leisure share will rise, which will have a knock-on effect on business and conference business, which will serve to grow the total market.”
Bin Dasmal pointed to key international markets, including within the GCC, as the potential sources of the increased number of visitors.
“Dubai must increase its penetration in key international markets, such as UK and Germany. Take the UK leisure market as an example. In 2004, Dubai took 7 per cent of the UK’s outbound market - by 2010, this figure should rise to 18 per cent. Likewise, with regional visitors: the 2004 figure of 18 per cent should reach 48 per cent.”
He identified a gap in the global integrated leisure and entertainment offering in Arabia. “We need to create the widest possible tourism portfolio for Dubai, and Dubailand will play a major part in this. We are not just a giant theme park – though creative entertainment concepts will be one of our USPs – but a stand-alone destination.”
By 2010, tourism will contribute 20 per cent to the country’s GDP, which represents a rise of 8 per cent from 2004. That 8 per cent is worth approximately $6 billion a year to the UAE economy.
Dubailand and its investors have taken 15 per cent of the total floor space at the show. With a stand covering 650 square metres, Dubailand is the largest single presence at the event – held at the Dubai International Exhibition Centre - and the inclusion of its investors’ stands takes the figure up to 1,500 sq.m.
Just two years into the launch of Dubailand, 25 projects have been signed up, at a value of more than $8 billion.
Covering an area of 3 billion square feet, Dubailand will be 10 times the size of Monaco and double the size of Disney World. It is the largest and most innovative leisure and entertainment tourist attraction in the region.
Divided into five themed worlds and comprising more than 45 mega projects, Dubailand will feature state-of-the-art sporting facilities, and world-first concepts, including giant theme parks, eco-tourism resorts, museums, galleries, spas and shopping and recreation venues. Dubailand will open in 2008.
