Dubai focuses on bleisure

With an increasing number of events and conferences in Dubai, the emirate has become a favourable destination among corporates in not only offering world-class venues but also packing the right punch in bleisure.

TT Bureau

India remains at the top for Dubai in terms of source markets. Steen Jakobsen, Director, Dubai Business Events (DBE) agrees, “Building on the momentum from 2017, India has consolidated its position as the number one source market for visitors to Dubai, with over 1 million overnight visitors in the first half of 2018, representing year-on-year growth of 3 per cent.”

Claiming that business visitors as well as those coming for MiCE have also increased to Dubai in the past couple of years, Jakobsen shares, “In 2017, approximately 12 per cent of the 15.8 million overnight visitors to Dubai came for business. This number represents a slight increase proportionally on the previous year and emphasises on the importance of the segment in the overall tourism growth.”

DBE conducts roadshows through major cities in India every year, bringing stakeholders to update the market on latest developments and opportunities

Many of those coming for business also extend their stay for local sightseeing. “Thanks to the city’s wide range of leisure offerings, we regularly see interest among business visitors to extend their stays. In 2017, the average length of stay for business visitors was 5.2 days. For those travelling to Dubai for business, the city has plenty to offer from a leisure standpoint, ranging from a spread of world-class, action-packed theme parks to impeccable beaches and resorts,” said Jakobsen.

“Visitors from India enjoy visiting Dubai’s breathtaking beachside destinations overlooking the Arabian Gulf, such as the newly opened La Mer. During the winter months, visitors enjoy desert safari or a walk by the Dubai Canal,” claimed Jakobsen.

Saying that India is an important focus for them from a business events and travel perspective, Jakobsen reiterated, “DBE conducts roadshows through major cities in India every year, bringing stakeholders including hotels, airlines and DMCs, to update the market on the latest developments and opportunities in Dubai. We also invite selected industry professionals to the city for tailored study missions, showcasing hotels, venues, attractions and activities. Beyond these activities, we participate in trade events such as The Experiential Planner Expo & WOW Awards Asia and work closely with our stakeholders to ensure that planners and buyers can take advantage of special packages and offers to meet their needs.”

For him, the goal is to further build advocacy and continuously communicate the evolution of Dubai’s proposition for visitors to extend their stays and return more regularly. “As we continue to further develop our destination offering, we are using industry platforms to help us collaborate and partner with new and existing stakeholders from the private sector, government sector and the travel industry at large to cater to the demands of travellers,” added Jakobsen.

DBE offers a Business Events Support Programme that provides customised support to organisers of international meetings, conferences and incentives. Considering the strategic importance of India and its contribution in terms of business travellers to Dubai, DBE set up a dedicated office in Mumbai just last year.

DBE in Mumbai

• DBE facilitates strong partnerships with various key stakeholders in Dubai, including hotels, professional conference organisers and other service providers, supporting in bringing international MiCE to the city