UAE tcm139-167255

UAE
UAE
Market & Trade Profile
Updated May 2010
Contents 1 - the Market

1. Market snapshot
2. General Market Conditions
Population / Languages
Economics / Politics
Exchange Rate
Interest in UK University Education
Annual Leave
Consumer and Travel Trends
3. Motivations and attitudes to holidays
Attitudes Towards Holidays

Motivation to Travel
Understanding Travel Needs and Behaviour
Attitudes Towards Destinations
4. reaching Uae Consumers
Deciding and Planning Patterns

Booking Behaviour
Online Environment
Media Habits
8.travel to Britain
Current Volume/Value Statistics and Historic Trends
Trip Characteristics
Type of Accommodation
Visiting the UK as Part of a Multi-Country Trip
9. Who is the Uae Visitor to Britain?
Demographics
Travelling Companions and Travelling Group Types
Interest in Britain/Key Market Segments
1st Timer/Repeat Markets
10.activities Undertaken in the Uk

What did Visitors Do on their Visit?
11.Caring for Uae Consumers
Understanding Middle Eastern Culture

Language and Information Provision
Accommodation and Food
Interests and Etiquette
Contents 2 the trade/B2B
5. Perceptions of Britain
12. the trade
Motivators and Barriers to Visit

Products/Experiences Identified as Attractive
Overview of Trade Structure

Reaching the Travel Trade
6. Market size, share and Forecasts for Growth
13.Business Visits and events
World Regions Visited and Forecasts for Growth

The UKs Market Share and Forecasts for Growth
Statistics and Trends
7.access to Britain
Working in Partnership with VisitBritain

Overseas Contacts
London Contacts / Further Information
Information Sources Used to Compile this Report
www.visitbritain.org
Political Situation
Passport and Visa Issues
Gateways and Access to Britain
14. VisitBritain in Uae
UAE
1) Market Snapshot
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Purpose of Visit
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73% visited the UK only

and 27% stayed in anothe
r
country as well on their trip
(2007)
Internet access
2.9 million users in Septem
ber 2009
61% population penetratio
The UAE is estimated to

be
home to 79,000 US$
millionaires
Population
economics / Politics
The US Census Bureau puts the population of UAE at 4.6 million in 2008.
This is forecast to increase to 6.2 million by 2018 and will keep on
growing reaching a peak of 8.03 million by 2047 before it starts to
decline.
The UAE is a political federation, with a president elected by the rulers of

the seven emirates. Indirect legislative elections are due in 2010.
Long-term, increases will occur across all age groups but

growth rates are higher for the oldest. However, unlike in many markets,
the older age groups will not start to dominate the population. By 2047,
25-39 year olds will still make up around the 40% that they currently do.
According to the Emirates statistical body the population of Dubai
increased by 7.6 per cent last year. The population grew from 1.6 million
in 2008 to 1.7 million by the last quarter of 2009. The figure runs
counter to widespread estimates by banks and consultancies that Dubais
population shrank by as much as 17 % last year due the cancelling of
work visas between the end of 2008 and early last year. The figures
showed that Dubai is largely a male society with 1.4 million men and
slightly over 400,000 women. The federal government estimated in
January that the countrys population would reach 7.55 million this year,
a significant increase from 5.6 million in 2006. The National Human
Resources Development and Employment Authority also stated that the
countrys population doubles every 8.7 years. By comparison the world
population doubles every 55 years. Emirati citizens are estimated to
represent 13% of the country.
Gulf News (2007) commented on a deep demographic imbalance in the
UAE. According to the 2005 population census, 8 out of 10 people living
in the UAE were born abroad. If the current double digit annual
economic growth continues, the percentage of non-citizens will reach 90
per cent by 2015. Gulf News identified that this imbalance is likely to
raise serious issues regarding national identity, citizenship, residency,
multiculturalism, sustainability and, ultimately, the question as to who is
going to be in the driving seat of this rapidly globalising society?
Languages
Languages: Arabic (official), Persian, English, Hindi and Urdu.
The UAE is more than just Dubai which is important to recognise when
considering the recent bursting of Dubais financial bubble. There is also
a renewed sense of optimism now that agreement appears to have been
reached regarding the restructuring of Dubai Worlds debt. Ahead of
global stock market jitters brought on by the perilous situation for Greek
finances local stock markets had enjoyed a strong rebound from the
gloom of a few months ago. The risk of contagion causing difficulties
for the banking sector in other of the Emirates would appear to have
been averted.
But a note of caution still needs to be struck, with an anticipated 6%
reduction in spending by the Dubai government over the coming
months. According to Oxford Economics UAE Gross Domestic Product
is set to increase by 2.7% in 2010 on the back of a modest 1.3% growth in
2009.
Dubai and increasingly Abu Dhabi have been diversifying economically
with tourism having become increasingly important, as is Dubais role as
a key hub for the global aviation sector. Nevertheless, the UAE remains
the fifth largest oil produce among OPEC nations.
According to the International Monetary Fund, the standard of living in
the UAE remains very high. The average income per head in purchasing
power parity terms is estimated to be around $39,000, just about the
same as the figure for the UK. However, there is a definite polarity
between the living standards of the three broad demographic groups
based on nationality (Emirates, Westerners and those from the Indian
sub-continent working in the construction sector).
In 2009 the UAE was the UKs 36th most valuable trading partner in
terms of imports and 13th most valuable in terms of exports value.
UAE is regionally distinct in the Middle East in terms of its religious and
political tolerance. This may be due to the large proportion of the
resident population who are not native to the UAE (estimated at more
than 75%), with substantial Indian, Bangladeshi and Western
communities in addition to nationals from many other countries.
Arabic is the official language of the UAE. English is used as the favourite
medium of communication in the majority of trade and commerce
activities, along with Arabic. English is widely spoken and understood in
major cities of the UAE like Dubai, Abu Dhabi, and Sharjah etc. Urdu,
Hindi, and Farsi are other major languages in the UAE. As a large number
of expatriates are from the Indian sub-continent, South East Asia, Africa
and several other regions, you will find people here speaking Bengali,
Malayam, Punjabi, and Tagalog too.
UAE
2) General Market Conditions
Exchange Rate
holidays / annual Leave
Since 2001, the Dirham has somewhat fluctuated against Sterling. In

January 2001, 1 = 5.40 however it steadily rose to a peak of 7.45 in
March 2008. However since mid 2008 the Dirham has slowly decreased
and now has virtually reached 2001 levels. In March 2010 1 = 5.53
which once again makes Britain an affordable destination for Arab
travellers.
According to Labour laws, people are entitled to thirty days annual leave
if service exceeds one year. From the end of June until the beginning of
September, the vast majority of the Arabic community leave Dubai to
escape the harsh summer temperatures. There are also two short Eid
holidays. These are linked to Ramadan so the dates vary.
UAE
2) General Market Conditions (continued)
The trade offer Eid packages to Britain, although these are currently not
popular given that they are more expensive than competitor
destinations.
In 2010 Ramadan is expected to begin on 11 August
Eid ul-Fitr: 10 September
Eid ul-Adha: 16 November
The school year runs September to September and the main school
summer holiday being mid June to mid September. School Winter
holidays take place between mid December to early January and schools
break for two weeks towards the end of February, May and over
Ramadan.
Consumer trends
Interest in Uk University education
The reputation of UK education is increasing in UAE market. UCAS
received 3,024 applicants from UAE in 2009 to study at a British
university. Of these, 435 of these were accepted, which represents a
14% acceptance rate.
Business and Administrative Studies, Engineering and Technology and
Computer Science are the most popular subjects studied by students
from the UAE . Due to cultural and traditional reasons these subjects
have tended to be more male orientated. However, things are changing
and increasingly more females are studying in the UK. Popular subjects
are education, medicine related studies and social studies.
Uae as a source of pride for many arabs

VisitBritains 2007 research amongst young Arab nationals in the UAE
found a real sense of pride in their nations progress from undeveloped
desert to booming ultra-modern state. There is great admiration for their
nations growing global status.
There is a feeling that UAE offers a great standard of living and is leading
the world in hospitality along with thriving creative and media industries.
Its an exciting place to be at the minute, so weaning young Arabs away
from their very own playground is a challenge to all tourist destinations!
Living up to their understandably high hospitality expectations is another.
London is the most preferred city by students from UAE followed by the
North of England and third is the South of England.
Work hard, play harder

VisitBritains research found that daily life for young UAE nationals is
characterised by fast-paced hard work plus an overarching sense of
opportunity, pleasure and possibility. They are spoilt for choice but not
for time! Most are prosperous, with money to spend on luxury goods,
education and travel. Women are an active part of the workforce and can
drive.
safe freedom
Young people enjoy freedom, fun and adventure, within safe,
comfortable confines. It is a luxurious world, with family at the heart of it.
One drawback of the safety is perhaps a relative lack of truly
spontaneous fun...
Life is busy and full of diversity. Those surveyed by VisitBritain (2007)
were ambitious and optimistic about their future.
Young people are worldly wise from an early age - able to have platonic
relationships with the opposite sex and mix within a diverse expatriate
community.
the mouthpiece of the arab world
Dubai is a true internet city and a hub for local and global media. It is
apparently an oasis of freedom from censorship (but debate rages
around this), publicly embracing media freedom.
Middle East and Levant Consumer Purchasing Priorities
Consumers are expecting to maintain their spend on discretionary items
such as dining out, trips abroad and consumer electronics for the next six
months, according to the latest MasterCard Worldwide Survey of
Consumer Purchasing Priorities (December 2009).
It appears that many UAE residents love to wine, dine and enjoy
themselves and home is where the heart (and discretionary spend) is.
Similar to the previous survey released in July 2009, dining and
entertainment (52%) as well as fashion and accessories (47%) remain the
top two spending priorities across MEL for the next six months. The
purchase of consumer electronics has however slipped two notches,
with buying or upgrading/renovating ones home (38%) now in third
place.
Shopping in the stores continue to be more popular with consumers in
the Middle East, with 83% of consumers stating that they do not shop
online at all for their discretionary spend items.
Personal travel is in the number two spot in UAE. Auto purchases, used
to be among the top priorities, dropped to the number nine spot in UAE.
Source: Consumers Maintaining Levels of Discretionary Spend Going

into 2010: MasterCard Survey
UAE
2) General Market Conditions (continued)

travel trends
Online Booking
Online booking continues to grow however the local Emirati population
still prefers the face to face contact with a travel agency who will have
responsibility for their travel plans. Local Emiratis also prefer dealing in
cash and are mistrustful of credit card payments over the internet.
Travel Volumes
Travel volumes remain stable however there has been a tightening of
belts and a shift from long haul to short haul travel. Visits home and to
family and friends have become even more popular as cost is an issue
with job security at the forefront of UAE residents minds due to the
effect of the recession, in Dubai especially.
Value for Money
Price and value for money are becoming increasingly important when
choosing an airline or hotel with more economy class travel and low cost
carriers selected for business and leisure. Staying in budget hotels and
or family/friends houses has also become more popular. Promotions and
deals are currently the strongest drivers when choosing a holiday with
last minute bookings increasing to wait for best price. Travellers are
asking for special offers and added value to their stay plus expecting
more amenities from hotels.
Low Cost Carriers
The majority of travellers from the UAE have flown a low cost carrier in
the last year, and the main reason not to have is a lack of opportunity.
More travelers are likely to try them in the next year due mainly to an
increasing need to get value for money.
VFR
Going on home visits and visiting friends/family are still the most popular
types of holiday from the UAE although luxurious holidays, like beach,
resorts, cruises and romantic trips are expected to be more popular in the
future.
Sustainability
A survey conducted by YouGov in late September 2009 shows that
environmental issues are not at the forefront of consumers minds and
UAE travellers have a distinct lack of knowledge about it and what they
can do.
Destinations three to four hours away such as Seychelles, Maldives,
Lebanon and Sri Lanka are becoming increasingly popular.
Holiday Trends
Experimental holidays such as swimming with the dolphins and deep
sea fishing in Mauritius and festivals in countries like Vietnam are being
asked for by UAE based travellers.
Short lead in times as clients are booking holidays and breaks at the last
minute to get good deals.
Kids clubs are important to families clients are seeking out facilities with
professional staff and daily activities for tots through to teens. Sporting
holidays are of interest with travellers looking for something to do such
as golf or skiing.
Wellbeing and health is a strong trend for both men and women with
Chiva Som in Thailand a favourite destination.
There is an increasing demand for all exclusive packages at all price
points.
attitudes towards holidays
Understanding travel needs and travel Behaviour
Various research projects conducted by VisitBritain over the past few

years show that travel is all about: relaxation, having fun/breaking away
from routine, exploring and discovering, improvement, reflection and
escaping the heat/changing atmospheres. Interestingly, all travel needs
centre around a key theme of connectivity.
Emiratis and expat Arabs have differing getaway preferences. Expat

Arabs would most like to take beach holidays followed by visiting friends
and relatives and resort holidays. Emiratis would most like to take
shopping trips followed by general sightseeing holidays and fly drives.
Emiratis also prefer spa holidays and visiting national parks and
wilderness areas more than expat Arabs.The perfect holiday would offer
a variety of experiences as well as the feeling of freedom from judgment.
On an individual level connnectivity is:

Taking a break from routine, a change in climate, something new and
different
Physical and mental revival and rejuvenation, stress relief
Self-discovery in a new environment, with new people
Intellectual stimulation, education, discovering something new
Time to take stock of life, goals and aspirations, time to reflect and reinvigorate the spirit
Escaping from problems and reality
At a family level connnectivity is:
Spending quality time with the family and an opportunity to express
love and care towards the family. An opportunity to indulge the family
Relaxation: An opportunity to create, maintain and enhance family
dynamics
Re-uniting with family members abroad
Spending quality time with the family, away from every day life
Fulfilment of parents role as educator and transferral of cultural values
At a social level connnectivity is:
Meeting new people, spending time in a like-minded community
Deserving and rewarding accomplishments in front of others
Showing wealth- boosting the ego in the eyes of others
Keeping up with the Jones- visiting countries due to
recommendations from friends
Improvement: Education from abroad, showing prestige and selfdevelopment to the home social circle
Similarly VisitBritains research amongst under 25s in the UAE (2007)
found that travel is a key part of experiencing new things and learning
about the world. As travellers, young UAE nationals are savvy, discerning
and hard to please. They live a life of high octane, luxurious and fastpaced experience gathering.
Motivation to travel
The family is central to all that Emiratis do and therefore spending quality
time with family is very important. Fathers spend most of their weekdays
at work, but on weekends and holidays they try to spend as much time as
possible with their families. Therefore a destination has to meet the
needs the whole family when deciding where to go.
Parents are heavily involved in decision making about travel and are likely
to be until the children are married. However amongst some of the older
male youths there are signs that the parents are starting to act as advisors
rather than the rule makers. Some of the older male youths are able to
travel with older siblings, cousins, friends and class mates rather being
only allowed to go on holiday with their family. Travelling with friends is
far more alluring than traveling with en-families and provides a sense of
security in shared customs, beliefs, language, values, way of life etc.
Arab youths tend to travel when the schools and universities are closed
but also during the summer period to avoid the overwhelming heat.
(VisitBritain Arab Youth research 2007)
uae
3) Motivations and Attitudes to Holidays
However, Arabs are not very interested in hotel spas as hotels are not
viewed as specialists in this area and their spas are simply considered
something offered by all hotels. As the holidays get longer, there is an
increased preference for serviced apartments and other less expensive
alternatives. Expat Arabs stay with friends and family where possible on
longer trips while locals likes serviced apartments so they have service
and flexibility, which suit the needs of longer stays. Also staying with
family and friends is considered to be more cost affective and knowledge
that they will be looked after and shown around; however, restrictions
and lack of freedom are felt.
attitudes towards destinations

Accordingly to VisitBritain research conducted in 2008, 92% of Arabs
said that they take comfort in going back to places they have enjoyed
before and 4/5 say they are adventurous and like to explore new places.
India is still the main leisure destination and this is not surprising due to
the large Non Resident Indian (NRI) population in UAE, though travel
there is slowing down. Travel to Egypt, Syria and Jordan has risen and
longer haul leisure destinations are expected to make a comeback with
Malaysia, Turkey and Canada citied as the main contenders for summer
traffic. (Source: Yougovsiraj travel tracker February 2010)
France and Italy are Britains key European competitors however other
GCC countries are arguably Britains fiercest competition. Arabs are
comfortable in other Islamic countries as they understand the culture and
customs and consider them a home away from home. Beirut is a strong
destination this summer for Arab travelers.
On the other hand, whilst on holiday UAE nationals and expats want
some time away from Arabs from other GCC countries. They want to
experience personal freedom and not feel as if they are being judged by
other Arabs. As Arabs tend to speak English, Britain is seen to be more
accessible in communication and visitors also say they like the fact that
Britain is easy to get around and there is lots to do.
France and Italy are seen to be exciting destinations and ones where
consumers would like to visit again. This is because both France and Italy
have strong regional brands which gives people a different experience
every time they visit and thus gives them a reason to come back time and
time again.
In terms of Arab youths, the Middle East is a frequently visited region by
however Spain, Italy, France and Britain had also been visited. The Far
East and Australasia are emerging as key destinations for the UAE. North
America seems to be a common study consideration for all but has little
to attract in terms of holidays. Europe is seen to be an aspirational
destination as it offers history, culture, learning, art, beautiful cities,
greenery, temperate climate, variety and no borders.
The UAE holiday season peaks between June and August across the Gulf
with large number of both citizens and expatriate heading for cooler
climates to escape the regions sweltering summer when temperatures
cross around 45 degrees Celsius.
UAE
4) Reaching UAE Consumers

The final decision goes to husbands as they are the main decision makers
of the family. They have seen more countries when travelling on business
trips and therefore have a better idea of where to take the family.
Peace of mind is the most important factor for Arabs when choosing a
destination, it is also important when choosing accommodation. Location
is the most important accommodation factor as it needs to be in a safe
and accessible place (close to transportation and things to do). Overall,
luxury accommodation was the preferred choice and most common
amongst those in higher income brackets. They are seen to be
comfortable and relaxing, which means less worry.
Shopping plays a role in the type of trip and destination chosen. It tends
to play a more significant role when the holiday is more likely to be
shorter. Shopping is important when brands at home are seen to be more
expensive and less readily available.
Planning Process
A Mastercard survey (2007) backs up the importance of Word of Mouth
recommendation, also suggesting that familiarity with a country via a
previous visit or web research also plays a role in decision making.
deciding and Planning Patterns

VisitBritain research conducted in 2008 shows that the time of year is an
important aspect when considering a holiday. Generally, the family will
want to travel together so trips are planned to coincide with the longest
breaks their children have from school/university i.e. in summer and
winter. Summer breaks are longest and holidays in the summer also allow
families to escape the heat. Families also need to decide on the length of
the trip before deciding on other things as this will have an influence on
where they can travel and how much money they will need to spend.
In general, families plan for their main holidays two months in advance to
ensure everything is just how they want it to be. Planning for business
trips and short getaways is much more sporadic.
Excitement around planning is fueled by the approach of summer and
the end of the school year and all the family members, especially children
start developing ideas for destinations and travel brochures and TV
influence ideas.
The whole family plays a role in deciding where to go - including friends

and family (which is important for targeting purposes). The length of the
trip also influences where they go and how much money they need.
Most Arabs go on holiday for between 2-4 weeks. It is quite rare for them
to go away for longer than one month. Overnight trips are quite rare for
Arabs. Most common are three to four night stays, with Emiratis being
more likely than expat Arabs to take longer trips.
In terms of Arab youths, researching holidays tends to be a joint effort
between youths and parents. As Arab youths are so familiar with the
Internet they do a lot of the ground work online and then their parents
make the final decision.
Children play a major role in the decision making as many parents believe
that they live for their children and therefore take their opinions into
serious consideration. However, the parents role in the decision-making
process is stronger than the childrens from the peace of mind stage.
Destination Decision
Making the destination decision is based on a whole hosts of factors such
as the overall setting of the destination, exploration opportunities, culture
and heritage (a plus for Britain), nature, ease of communication, ease of
transport, visa processing, cultural compliance, entertainment for the
whole family and quality of accommodation.
Word of mouth from friends and family also plays a crucial role in
deciding where to go. Before going to visit any country which they have
never been to, families make sure to ask friends and family about
destinations. Families feel a sense of comfort when they know more
about the country they are going to and have buy-in from those close
to them.
Information sources
The internet is the preferred tool for research. Word of mouth is also
very important whilst travel agents, promotions and brochures act as
secondary sources of information.
Friends that have been to a particular destination are a highly important
source of recommendation, being used for information. They are seen to
know about countries that have been visited and the people that live
there, the cost of being there, names of hotels, shopping opportunities,
the weather, scenery and sights that should be visiting and the availability
of halal food.
Whilst travel agents are a key booking source and are used an
information source too, their advice is not seen to be as credible as
personal recommendation.
Travel agents and travel information centres are used to obtain travel
brochures and booklets as well as maps and tour information. However
interestingly, whilst tourist information centre staff are regarded as
pleasant they are not seen in the same light as travel agents. Travel
information centres are seen to focus entirely on information sourcing
and are not considered an option for the actual booking of travel.
Respondents say they ask you what you think, they show you options
of hotels and places to go to, and they save you time and give you a lot of
information.
The internet is used to for sourcing information about countries.
Research respondents mention often using Google to be directed to
sites of relevance (i.e country information, accommodation, transport
etc).
Currently everything is available online nowadays, you find different

peoples experiences and they give you reviews
Travel programs are appreciated and viewed however, whilst they are
seen to be attractive, entertaining and aspirational they are less widely
used for specific information sourcing and other media sources are
reported to be rarely used e.g. magazines or newspapers.
UAE
4) Reaching UAE Consumers (continued)

Booking Patterns
Traditionally, travel agents are the most commonly used means for
booking however things are slowly starting to change. Arabs have not
wanted to book online in the past as they take comfort in the familiarity
and trust they have with travel agents. They have appreciated the face to
face contact and communication In particular travel agents are perceived
to be of particular benefit when booking tours or a holiday when visiting
multiple destinations but also when the chosen destination is somewhere
completely new.
Internet booking is becoming a more popular choice over the past couple
of years. It is seen to offer numerous benefits in that it is easy,
economical, you are able to find good promotions and discounts, gives
independence, is speedy and convenient.
decision to travel Lead times

In 2005, 53% of visits to the UK from the UAE were decided between
one week and three months before travelling to the UK. (IPS).
Day of/day before departure

2 days, less than a week
1 week, less than a month
1 month, less than 3 months
3 months, less than 6 months
6 months, less than a year
1 year or more
% of Visits
2
10
25
28
18
11
6
VisitBritains research into Arab families (June & July 2008) compliments
the IPS findings, where in general the planning process of the main
holidays takes two months.
Qualitative research also shows the trend for booking travel by Arab
nationals tends be quite last minute.
Consulates are visited purely for information and advice, specifically

with regards to visa information and applications. They are also used for
more general information and are appreciated for their professionalism
and credibility.
UAE

online environment
ETC New Media Review www.etcnewmediatrendwatch.com has a
wealth of further facts and figures on the Online Market in UAE.
Some highlights from that and other sources are included here:
There were 2.9 million Internet users in the United Arab Emirates
(representing 61% of the population) in September 2009, according to
Internet World Stats. It is the 2nd highest online population in the Middle
East - although this will be mainly due to expatriates.
The majority of Arabs with access to the internet would use it as a source
of information when planning to go on holiday. However, research has
shown that although the Internet is used as a source of information when
planning to go on holiday, they ultimately book their travel through a
travel agent or airlines holiday department. VisitBritains research into
Arab families in June and July 2008 reflects this. It showed that although
online shopping is growing in popularity with 45% of respondents saying
that they do some of their shopping online, this tends to be for low risk
purchases as they are still reluctant to buy flights or book a holiday online.
Amongst UAE users, the internet is the information tool used most often
when researching possible purchases across a range of categories
including hotel reservations. Search engines are the most used source of
online research information (81%) used most to research technology
(67%) and travel (48%) products. Google is the preferred search engine in
the UAE with (58% preferring google.com and 38% preferring google.ae)
780,000 people have set up a Facebook account in the UAE of which
75,000 use the site in Arabic. The walled garden appeal provided by
Facebook clearly has an appeal. A note posted on your personal
Facebook profile can be viewed only by the people you list as friends and
is kept away from the prying eyes and permanent public archives of
Google. Cultural traits of the region, such as an emphasis on protecting
the family name play a part.
The three biggest communities of Twitter users in the Middle East are the
UAE (4,952), Egypt (1,741) and Saudi Arabia (1,405). The numbers have
grown by 300% since the last count in April 2009. Middle Eastern internet
users have taken to watching and sharing online video and multi-player
games, but blogs and twitter remain a niche pursuit.
arab Youth and the online World

In 2007, VisitBritain undertook some qualitative research amongst the
youth segment in the Middle East.
The main objectives of the study were to understand Arab youths and
learn more about their lifestyles, hobbies and attitudes. As this generation
has grown up with the Internet and technology as an important part of
their lives this had to be an integral part of the research methodology.
Arab youths also tend to be articulate and intelligent and have a natural
curiosity that drives them to comment on their world. For them, the
Internet is not only a source of information and entertainment, but also
provides a community and a forum for social networking.
Blogs and online discussion forums were used to explore Arab youth
attitudes through a variety of assignments and this was followed by
depth interviews between groups of friends.
This approach enabled respondents to be more open and expressive than is

possible in their everyday lives and this is especially so for female participants.
Certain constraints in their lifestyles have led Arab youth to view online as a
more liberated and exciting environment than their normal environment.
UAE

Media habits
Dubai has become the media hub for the Middle East. There are
hundreds of titles registered in Dubai Media City including daily, weekly
and monthly publications with a very good Pan-Arab distribution. There
are also a number of key Arabic satellite channels attracting a large Arab
audience with a variety of programmes covering live entertainment,
sports and lifestyle.
The consumer media is dominated by the Arabic publications with a
growing number containing specific travel sections. VisitBritain has very
strong links with the media and cannot over-emphasise the importance
of obtaining media coverage as part of ones overall marketing strategy.
According to MediaSource, more than 70 magazines launched across the
Middle East in 2008, over half of which were consumer titles. The UAE is
widely regarded as the centre of the regions publishing industry, largely
due to the success of Dubai Media City, with around 400 magazines
published from Dubai alone.
With Middle Eastern airlines dominating the world skies, in-flight titles
have grown to become among the regions highly regarded media.
EmiratesOpen Skies, Etihad in-flight, and Qatar Airways Oryx magazine
are among the highest-circulated airline magazines.
Newspapers are the dominant force in the Middle East for both Arabic
and English audiences, and still the ideal media outlet to reach a pan-arab
audience. The Middle East will see a tremendous growth in online media,
including blogs and social media, with information online becoming more
important and influential. Magazines are still a good source for securing
coverage and targeting specific audiences in the region. TV is set to
remain a popular medium but due to poor viewership calculations, ROI is
difficult to determine. Radio has seen a growth in popularity thanks to a
number of solid campaign and listener promotions and we expect to see
radio continue to build momentum. Radio is also a good outlet to target
the local expat population. Online blogs and networking sites will be the
main focus in reaching specified markets and people, making it a solid
media segment for VisitBritain looking into 2010.
Magazines
It has been reported that consumer magazines account for around 70%
of the regions magazines, a sizeable proportion of which have pan-arab
distribution. ITP, Motivate, Saudi Research and Publishing Group and Al
Sada Press make up some of the regions biggest publishing houses.
Consumer Publications (english) Emirates Woman, Arabian Woman,

Arabian Man, TimeOut Dubai, Whats On, Aquarius, Arabian Knight,
Viva, Hello, OK, 4Men, IQ, Insider, Esquire
In July 2009, Mediaweek reported that around 10 percent of magazine

titles in the region closed since the onset of the global financial crisis,
with more than 100 magazines being suspended since the beginning on
2009. The majority of magazine closures reported were from the UAE
and dwindling advertising revenues have been blamed for this.
Consumer and lifestyle titles still remain the strongest selling magazines
in both English and Arabic, with titles like Ahlan, Whats On, Sayidaty
and Time Out, seeing the highest sales.
Zahrat Al Khaleej has the highest regional reach with a total weekly
readership of 198,375 followed by Sayidaty, reaching 138,907 readers a
week. For English titles, Ahlan (Eng and Arb combines circulation of
50,000 weekly), Time Out Dubai, and Whats On remain highly
circulated titled.
travel trade (arabic) Assiyaha (Tourism), Asfar (Travel)
Some business titles remain very popular both locally and internationally
and growing in demand. In the Middle East, the most widely read Arabic
business magazine is Al Iktisaad Wal Amal, while Arabian Business
remains the top English business magazine.
travel trade (english) Travel & Tourism News (TTN), Travel Trade
Gazette (TTG) , Middle East, Concierge, Middle East Traveller, Travel
Daily News Middle East
For trade press, Arabian Travel News, TTN, and TTG MENA, remain the
top choices and well established titles for the travel and hospitality
industries.
Business MICE Middle East, MEED Middle East, Arabian Business, Al

Iktisad Wal Aamal (Business & Economy)
sports Super, Al Riyadah Washabab (Sports & Youth), Al Rriyadhi (the

Sportsman), Golf Digest, Middle East Golfer, Cars
Consumer Publications (arabic) The consumer media is dominated

by Arabic publications with a prominent number containing travel
specific sections. The main list includes: Kul Al Osrah (All Family), Zahrat
Al Khaleej (the Gulf Flower), Al Sada (The Echo), Fairuz - Sayyidati (My
Fair Lady), Al Hasna (The Beautiful Lady), Al Rajul (The Man)
10
Newspapers
in the Middle East still remain the most trusted and read media segment
by both the local and expat market. However, with a majority of the
population in the Middle East under the age of 30, the internet has been
a growing medium to reach key target markets, particularly through
social media.
There is still a large distinction between Arabic and English daily
newspapers, with the latter regarded as more advanced in production
and content, while the former more isolated to producing local news or
using wire service content. There are two pan-arab, Arabic-language
newspapers Al Hayat and Al Sharq Alawsat (both of which are
published in the UK) which have strong influence in the wider Arab
world, and regarded for its high-standard reporting and features on Arab
issues. Currently, there are no pan-arab English newspapers; however
the UAEs English dailies are available in most Middle East countries and
its content considered among the most reputable in the region.
Overall, newspaper titles in the region are growing in circulation figures,
and reporting is becoming more developed.
(arabic) Al Ittihad, Al Bayan, Al Khaleej, Al Sharq Al Awasat, Akbar Al
Ara, Al Hayet, Okaz, Al Riyadh
(english) Gulf News, Khaleej Times, Gulf Today, 7 Days, Saudi Gazette,
The National, Arab News
Television
There are over 400 free-to-air satellite channels in the Arab world, with
predictions that this number could rise to 1,200 channels by 2015.
Monitoring of television viewerships in the Middle East is still in its
infancy with no form of regulated measurement however programmes
under the MBC Group, Abu Dhabi Media Company, and Dubai Media
Inc are among the most viewed and trusted programmes in the Arab
World.
Among the many TV channels in the Middle East, MBC group is the most
popular for chanels like Al Arabiya news channel and shows that include
Sabah Al Khear Ya Arab, reaching 45 million viewers daily. Dubai Media
Inc, owners of Dubai One and Sama Dubai, are also a top choice for
locals and the GCC market. Due to the accessible cable options in the
region, most expats prefer international TV channels like Sky, BBC, and
CNN.
Online media
Most newspapers in the region have their own online edition. Gulf News
and The National both have interactive portals that are very good to
excellent in rating. In 2009, many new trade-specific portals came online,
including www.hoteliermiddleeast.com, which has quickly gained
popularity for reporting breaking travel and tourism news before
appearing in its monthly publications.
Due to restrictions in print press and a large youth population in the
Middle East, there is enormous scope for online resources like blogs and
social media, which has seen an exponential growth in recent years. We
are yet to see travel-specific and lifestyle blogs and predict that blogs and
online sources will cover political and cultural issues.
Twitter is also gaining huge momentum in the Middle East, with the UAE
showing the largest number of users. Already a necessary tool for most
journalists, companies and everyday internet users are catching on fast to
this networking site.
Twitter media celebrities like Sheikh Mohammed and Catboy (Dubai 92
FM DJ) are helping to grow the number of Twitter users in the UAE.
VisitBritain Arab families research (2007) shows that the Internet is also
very popular and just under 3/4 of people said they said they spent a lot
of time surfing the Internet. It is used for the same reasons as TV. Women
stay up to date with their hobbies and the news, men for factual reasons
and to pay bills and children for entertainment.
Online shopping is growing in popularity with 45% of respondents saying
that they do some of their shopping online. However this tends to be for
low risk purchases as both expat Arabs and Emiratis are still reluctant to
buy flights or book a holiday online.
Radio
The UAEs radio stations remain popular and are a significant outlet for
specific media campaigns. Stations like 92 FM, Virgin and Dubai Eye
103.8 all target a majority of the expat market in the UAE and
programmes like business breakfast and the travel show on 103.8 are
popular among older audiences.With a big percent of the UAE
population being Indian nationals, Hindu radio stations are among the
biggest in the region.
Television
Televison is extremely popular and 83% of respondents agreed with the
statement I like watching TV during my spare time. As women have
more time at home they tend to watch more television than men. They
use it to stay up to date with their hobbies and interests (such as fashion,
decor, entertainment etc). Men on the other hand use TV as an
information source. They watch it to keep abreast of news in other GCC
countries and the world around them. Children use it purely as an
entertainment medium. Older children watch movies, sport and series
whilst younger children tend to watch cartoons. (VisitBritain Arab
Families research 2008).
satellite tV Channels City 7 TV, Dubai TV, Dubai Sports, Abu Dhabi
TV, Emirates TV, MBC, LBC, Channel 2, Rotana
UAE
11
reaching Visitors from the Uae in the Uk

In 2008 VisitBritain sponsored a question on the IPS to understand what
proportion of visitors from each country engaged with different forms of
media when actually in the UK.
UAE

65% of visitors from the UAE watched British TV and 61% used the
internet. 56% read British newspapers, and 37% listened to the radio.
When just looking at Holiday visitors, 59% used the internet, 56%
watched British TV, 56% read British newspapers, and 37% listened to the
radio.
VFR visitors (typically British ex-pats) were more likely to engage, with
74% watching British TV, 67% using the internet, 64% reading British
newspapers, and 49% listening to the radio.
Business visitors were likely to use the internet (62%), but a high
proportion also watched British TV (57%). 47% read British newspapers
and 31% listened to the radio.
12
UAE
5) Perceptions of Britain
Perceptions of Britain
Motivators to Visit Britain
VisitBritain has conducted several research projects in the UAE to gain

further insight into their perceptions of Britain.
The main drivers to visit Britain are:
Britain is seen to be a great location for holidays and as a medical

destination. It is also seen to be a great destination for shopping,
sightseeing or simply to relax. Britain is known for its heritage, places, the
Royal family, football, the weather, language, Arabic, freedom and
diversity. Interestingly, 63% of Arabs say they would recommend Britain
as a holiday destination to their friends.
Perceptions of Britain sit more on the traditional and stereotypical side.
Big Ben is the most recognised icon, closely followed by Hyde Park, The
Royal family, The London Eye and the changing of the Guard. It is seen to
offer historical and cultural holidays but not quite as strongly as Italy and
Turkey. Although Britain is suitable as a family destination in terms of its
product offering, concerns with safety stop it from being strongly
associated with family holidays and one that needs to be addressed if it is
to be marketed to an Arab family market.
VisitBritains pioneering 2007 research amongst web-savvy young arab
nationals found that Britain had many positive qualities and was a highly
attractive destination but somewhat hampered by negative perceptions
around British people (particularly with regard to attitude towards
foreigners and sense of welcome - or lack of it).
Product perceptions of Britain were very much anchored in a 1980s
timewarp, with an almost exclusive focus on London cliches. Research
recommended that Britain upweight our politeness, efficiency, sense of
humour, multicultural society, natural beauty and diversity and downplay
factors related to a dislike of tourists, sense of cultural superiority, tourist
cliches and passive observation (versus active experiences).
The people - considered to be kind, generous, open minded, polite,

educated, honest, respectful, not racist or rude, conservative,
democratic, positive, laid back
The environment and outdoor lifestyle - safe and secure, clean,
environmentally friendly, a sense of freedom and outdoor life parks
and pavements
The weather - Four seasons is a novelty
Quality of the offer - quality, service, class in terms of both service and
also brands and products
Entertainment - shopping, fashion, restaurants, sports (including
football, tennis, horse racing, cricket, rugby)
The history - heritage, culture, architecture and tradition
Travel and transportation - not too long a flight to get there. Applauded
for the excellent internal transport in terms of buses, tubes, trains
Shopping
English language
Reputation - it is also seen to be structured, organised and clean,
which is appreciated
Safe
Many people are unaware of other places within Britain to visit as to them
London IS Britain. London is seen to be the hub and the focal point of
visiting Britain. However they are genuinely interested in finding out
more information about the different regions in Britain (especially those
that have never been) as there is a sense the regions are calmer, scenic
and rural. In terms of emotional needs Britain delivers in terms of
connectivity:
Connecting at an individual level - Britain is considered to be an excellent
self-discovery destination, education in particular is associated with
Britain and the self-improvement aspect is high.
Connecting at a family level - Britain is seen to provide a family-friendly
environment- something for everyone.
Connecting at a social level - Travelling to Britain is very highly regarded
socially- particularly with regards to showing wealth and prestige.
Connecting at a global level - Britain is actually seen to be close enough

to the Arab culture so as not to alienate travellers, however, there is also
plenty to discover.
13
UAE
5) Perceptions of Britain (continued)

Is Britain expensive?
Research conducted in 2008 showed that Britain is perceived to be
expensive (89% of Arabs agreeing with the statement Britain is an
expensive destination and 55% agreeing strongly).
Britain is also thought of as a luxurious destination which therefore has
expensive connotations. Although price is always an issue to Arab
nationals, research shows that value for money is more of an issue to
them than actual price and interestingly, Britain is seen to offer fairly
good value. As one might expect, Britain is perceived to offer less value
for money than cheaper destinations such as the Far East, the Levant and
Turkey BUT encouragingly is seen to represent better value for money
than other Europe destinations such as France, Switzerland, Italy and
Germany.
Research conducted in 2010 shows that Britain is seen to be the most
expensive place in Europe but this is also somewhat aspirational- being
associated with richness and showing-off.
The Weather
The weather is another important barrier that needs to be tackled in order
to attract Arab families to Britain. Although they want to escape the heat
of the Middle East, clouds and rain are viewed as depressing and gloomy.
Arabs like the outdoors and it is important that marketing materials show
Britain to have nice weather to inspire people to visit.
Visas
The ease of obtaining Visas to travel to Britain received some negative
response when benchmarked against other countries in terms of:
Strict and difficult procedures
Taking time for applications and processing
Overall a complicated country to for visa application
Albeit appreciated for the relatively low cost compared to some other
countries
Barriers to Visit Britain

As discussed previously Britain is a desirable destination to Arab
travellers, however, there are several things (listed below) that could
hinder Emirates visiting Britain. Additionally there is an overall lack of
awareness of all the things to do in Britain which needs to be addressed if
Britain is to remain competitive in this market.
People and the British Welcome

Although British people are seen to be a kind and curtius, in contrast
they are also perceived somewhat negatively. They can be seen to be
rude, stingy and arrogant, however, are helpful and friendly when asked.
Much of this is likely to be due to a confusion between arrogance and
British reservedness. We need to educate our consumers that British
people are in fact warm and friendly people but just act in a gentler, less
in your face manner. Encouragingly, 48% of Emiratis agreed that Britain is
a welcoming destination whereas only 37% of expat Arabs felt this way.
Other GCC countries are considered to be the most welcoming but
France and Italy do well in this arena as well. There also seems to be an
opinion that Arabs felt more welcome than they felt now and sadly much
of this is likely to be due to terrorist implications.
Similarly, although Britain is associated with many celebrities and popular
culture, the Arab youth research showed that these may not appeal to
potential travellers. Resarch respondents commented that British celebs
and popular icons did not necessarily conform to the same ethical codes
as Arabs and in fact they looked up to their own popular and cultural
icons.
14
Products / experiences Identified as attractive

Middle East Outbound Travel Survey research carried out in the UAE and
Saudi Arabia in 2002 has given us some interesting insights into the
Middle Eastern market as a whole. (Findings refer to both markets.)
shopping
In keeping with the IPS figures, other research has shown that shopping is
a key leisure activity for the Middle Eastern visitor. 74% of visitors from
Saudi Arabia and UAE named shopping as their most popular activity when
visiting Britain. Among respondents who had been to Britain, Oxford
Street (11%) and Harrods (6%) feature on the list of top attractions, as well
as shopping generally (7%). Culturally, travelling Emiratis are expected to
purchase gifts for members of their close and extended family.
A Mastercard survey (2008) also found that Shopping tops the list of
travel activities for the UAE market - especially for luxury goods.
VisitBritains research conducted over the past couple of years, also
highlights the importance of brands to Arab families residing in UAE and
London is perceived to be important brand by this group as well.
A new poll by AC Nielsen has found that a third of respondents in the

UAE claim to buy luxury goods, whilst over half also claim that they know
someone else who does. Products by Armani were found to be the
nations favourite with 46% of consumers aspiring to own this label,
closely followed by Dior (42%) and Chanel (32%), with Gucci, Givenchy
and Versace all receiving 31%. One AC Nielsen director commented on
the results by saying brands such as Dior, Yves Saint Laurent and Chanel
have performed well by promoting themselves as brands with historical,
classical and conservative values that resonate with the UAE luxury
consumer. This compares to brands such as Prada, Max Mara, Fendi and
DKNY which promote a more modern, youthful and glamorous image
and as a consequence only 15% of UAE consumers aspire to own such
brands.
62% of respondents felt that designer brands are strongly associated
with a higher social status, whilst 45% believed that designer brands
are of a better quality.
UAE
Perceptions of Britain (continued)
City Breaks / Culture / sightseeing

The majority of visitors come to London. Families are looking mainly
for city-based entertainment, shopping, sightseeing and leisure
pursuits. Top attractions for those who have visited Britain tend to
be London based and include: Madame Tussauds (15%),
Hyde Park (15%) and Big Ben (6%).
Landscape / Countryside
An aspect that respondents said they really liked about their holiday in
Britain was the landscape / countryside (13%). Emirati families enjoy
greenery and gardens, from parks, to farms, to historic rose gardens.
The British countryside has a great deal of appeal.
the Weather
Surprisingly the weather is an aspect of Britain that 14% of respondents
singled out for a particularly positive mention. This may be because many
Middle Eastern visitors will travel to Britain in the summer months when
the temperature becomes too hot in the Middle East.
spa / health
There is a growing focus on health and wellbeing, spas and relaxation
especially within the Arab community. In recent years this area of
business has grown from a small niche opportunity to generating major
incremental revenue for our competitors.
British Brands
British brands focus around high quality, style and modernity. Whilst in
the greater scheme of things are considered expensive but at the same
time are considered to be good value for money importantly when
compared to other European cities e.g. Paris, Milan
Spontaneous brands focused on fashion and designer labels.
Football
There are high level of awareness of the Premier League football
regardless of gender and not surprisingly, males are highly involved in
the league and females often mention they have husbands who support
one of the top teams. Many top teams were spontaneously recalled and
the skills of the players were appreciated and respected.
The greatest potential for the luxury goods industry was found to be in
designer accessories, as UAE consumers were said to lead the world in
the purchase of luxury sunglasses (67% of respondents own a pair) and
designer luggage bags (25% own such an item) (AC Nielsen).
Interestingly, there is a sense even if people are able to buy things locally,
when shopping on holiday offers a sense of decadence which is integral
to the mood of being on holiday.
15
travel from the Uae to different World regions
Forecast Visits to World regions 2009-2014
Tourism Decision Metrics estimates there were 2.2 million outbound trips
from the UAE in 2008. There are forecast to be 2.4 million such trips by
2014 (an 11% increase).
The chart below shows forecasts from Tourism Decision Metrics for
travel from the UAE to each region of the world over the coming years.
The number of forecast visits relative to 2008 are shown.
As is the case for the vast majority of countries, outbound travel from the
UAE is largely intra-regional, with almost 70% of outbound travel going to
its neighbouring countries in the Middle East, with Saudi Arabia easily
the top destination.
Western Europe is the next most visited region, accounting for 11% of
arrivals in 2008.
UAE
6) Market Size, Share, and Forecasts for Growth
Contrary to many other markets, outbound travel from the UAE is

forecast to grow in 2009, with journeys to Western European
destinations and other Middle Eastern countries seeing the largest
absolute increases in visitor numbers.
In 2010, visits to Western Europe are forecast to fall slightly, but still
remain above 2008 levels. Slow growth is then expected through to
2014, when 45,000 additional trips are forecast (compred to 2008).
Visits to other countries in the Middle East are forecast to fall back down
to 2008 levels in 2010, but then show steady growth, with an additonal
200,000 trips by 2014.
The UKs Market Share and Forecasts for Growth

top ten destinations Visited in 2008 (key competitors)
Forecast top ten destinations in 2014
Saudi Arabia is easily the most frequently visited destination from the
UAE, accounting for 54% of outbound journeys. The UK (11%) was the
2nd most visited destination in 2008, with a comfortable lead over Oman
in 3rd.
According to Tourism Decision Metrics, the top three destinations are

forecast to remain the same in 2014, with no change in their order either.
1
Saudi Arabia
Malaysia
United Kingdom
Syria
Oman
United States
Bahrain
Egypt
Thailand
10
Australia
Visits to the UK are forecast to grow by 19% relative to 2008, with over
40,000 additional visits by 2014 (representing an 11.5% share of the
market for the UK).
Syria is expected to establish itself in the UAEs top ten destinations,
replacing Iran.
Thanks to the UAEs emergence as an international hub, Thailand,

Malaysia, the USA, and Australia also feature as long-haul destinations.
All data is taken from Tourism Economics, an Oxford Economics

company. The Tourism Decision Metrics (TDM) model forecasts
future international tourism flows, based on historic
economic/tourism data and future economic forecasts. It assumes
that there are no barriers to tourism growth (eg no limit to
route/airport capacity, no new visa regulations) and, as a forecast, it is
clearly subject to external shocks which may be natural or man-made,
so should be taken as a guide only.
16
UAE
7) Access to Britain
Political situation
Main Gateways Servicing UAE
Arab nationals travelling from the UAE to Britain remain concerned (and
need reassurance) about Anti-Arab/Muslim feeling following the events
of 9/11, the war in Iraq and terrorism events in London. A recent
Mastercard survey found that safety and security was of concern when
travelling for three quarters of UAE participants.
GLa - Daily flights

from Dubai
Passport and Visa Issues

The British Embassy opened a Visa Application Centre in Dubai in
September 2007 and there is a second centre in Abu Dhabi. The
establishment of the centres is part of their global plan to move Britains
Visa Operations into more comfortable, conveniently located centres.
The move is accompanied by important changes to the application
process. All applicants over the age of 5 now need to give biometric data
in the form of a digital photograph and electronic scanning of their
fingerprints as part of the visa application process. The process is quick,
discreet and entirely safe.
Man - Daily flights

from Dubai
neW - Daily flights from
Dubai and Abu Dhabi
The UK Border Agency Visa Statistics 2007/08 showed that of 52,150

visas issued, the majority (85%) were for visitors.
BhX - Daily flights

from Dubai
The UAE travel trade have always been complimentary about the
professionalism and speedy service of the visa section at the British
Embassy in Dubai, where over 90% of straightforward applications are
Visitors
Post
abu dhabi
dubai
total
Family
Visit
Issued Issued
14,000 1,160
30,840 2,770
44,840 3930
Work
Working
Permit students holiday
Makers
Issued
150
800
950
Issued
1,220
1,180
2,400
total
Issued Issued
5 16,535
25 35,615
30 52,150
processed in 24 hours. This is important as UAE is a very late booking

market and is one of the reasons that Britain is so popular. Schengen
visas for Europe take up to three weeks while a British visa can be issued
within 24 hours. Britain now has in place a ten-year multiple visa for
nationalities in this region to ensure maximum value and convenience for
GCC visitors.
Gateways / access to Britain

In 2009, 98% of visitors from the UAE arrived in Britain by air and 2% via
the Channel Tunnel (IPS). Dubai has positioned itself as a key aviation
hub between Europe, Asia and Australasia. In total there are more than
125 weekly flights from Dubai to the UK and increasing number of flights
from Abu Dhabi.
routes to the Uk from dubai

emirates flies 14 times per day to 6 UK destinations (London Heathrow
and Gatwick, Birmingham, Manchester, Newcastle and Glasgow)
Ba offer 14 flights per week to Heathrow
Virgin atlantic offer daily flights to Heathrow
royal Brunei airlines offer daily flights to Heathrow
Lhr - Daily flights

from Abu Dhabi
and Dubai
LGW - Daily flights

from Abu Dhabi
and Dubai
BA offers 5 flights a week each from Riyadh and Jeddah to Heathrow

BA offers daily flights from Kuwait / Bahrain / Doha to Heathrow
Gulf Air daily flight from Muscat, Oman to Heathrow (Via Bahrain)
Qatar Airways offers 3 flights daily to LHR, and daily flights to LGW from
Doha (Qatar)
Kuwait Airways offers 4 flights a week to London Heathrow
British Midland offer 3 flights a week each from Jeddah and Dammam to
Heathrow
Saudi Airlines offers daily flights from Jeddah and Riyadh and twice a
week from Dammam to Heathrow
Oman Air offers daily flights from Muscat to London Heathrow
routes to the Uk from abu dhabi

Gulf air offers a double daily service to Heathrow via Bahrain
Etihad Airways offer 3 daily flights to Heathrow and daily flights to
Manchester
Ba offers 7 flights a week to Heathrow
Routes to the UK from other Middle East Points

17
UAE
8) Travel to Britain
Current Volume and Value statistics / trends
historic trends (Volume and Value of travel to the Uk)
2009 was the best ever-recorded year for visits (246,260) and spend
(312m) from the UAE.
The UAE has shown strong growth in visits and spend from 2003
onwards.
IPs
total Visits
Visits rank (League table
no. Visitors to Uk)
total spend
2009
231,735 246,260
Change year
on year
6%
24
21
up 3 places
289m
312m
8%
14
13
up 1 place
1243
1267
2%
120
109
-9%
10.4
11.6
12%
spend rank
(League table spend in Uk)
average spend per Visit
(aeV)
average spend per day
(aed)
average Length of stay (aLs)
- nights
2008
18
UAE
8) Travel to Britain (continued)

Purpose of Visit
seasonal spread
The biggest proportion of visitors from the UAE to the UK came for the
purpose of visiting friends and relatives / VFR (43%) in 2009 and this
proportion has steadily increased over time, whilst the number of holiday
visits has shown less growth. 58% all visits from the UAE were actually
from British expatriates in 2009 - so this skew is unsurprising.
A clear high summer market - in 2009, 37% of UAE visits fell between JulySept and this period was even more popular for holiday visitors (45%).
In 2009 27% came for a holiday and 20% came for business.
accommodation type
Unsurprisingly, due to the high numbers of VFR visitors, 55% of UAE
visitors overall stayed as a free guest with friends and family when they
visited the UK in 2009. This accounted for 57% of nights spent.
Length of stay
33% of visitors stayed for 4-7 nights and a further 33% for 4-7 nights. As
you would expect, Business visits tend to be relatively shorter than
Holiday and VFR. On average, Business visitors stayed for 5 nights,
Holiday visitors for 11 nights, and VFR visitors for 14 nights in 2009.
regional spread
89% of UAE visitors stayed in England, 50% in London, 11% in Scotland

and 4% in Wales in 2009 (IPS).
totaL enGLand
*London
*rest oF enGLand
ENGLAND'S NORTH COUNTRY
CENTRAL ENGLAND
SOUTHERN ENGLAND
sCotLand
WaLes
Visitors from
Uae
89%
50%
47%
14%
17%
22%
11%
4%
Visitors from
all countries
90%
50%
46%
12%
16%
22%
9%
4%
Hotel / guesthouse was the next most likely accommodation category

overall - involving 37% of visits (and representing 19% of nights).
Visiting the Uk as part of a multi-country trip

Uae
% of visitors
Visited Uk only
73%
Visited another country before the Uk
8%
Visited another country after the Uk
13%
Visited another country before & after the Uk
6%
In 2007, a question was included on the IPS to understand whether

visitors to the UK had stayed a night in another country before or after
coming to the UK. The results are shown in the table below, with 73%
visiting the UK only on this trip.
19
demographics
UAE
9) Who is the UAE Visitor?

key travelling Group types
To overcome the fact that a mix of different travel companions could be
in each group, five mutually exclusive group types have been created.
In the UAE, the proportion of visitors in each type are as follows:
Traditional Family Of Spouse / Partner & Children
10%
Spouse / Partner But No Children In Travel Group
14%
Children In Group But No Spouse / Partner
7%
Not Alone, But No Children Or Partner In Group

travelling alone
8%
60%
Six in ten visitors from the UAE travelled alone to UK in 2009, which is by
far the largest group.
83% of Business visits and 59% of VFR visits were undertaken alone.
82% of UAE visitors fall into the age band of 25-54 years (IPS 2009). A
further 6% are under 24 and 11% over 55.
Holiday visits are less likely to be unaccompanied (although 46% were) 13% of these were traditional family groups and 21% were with the
spouse/partner but no children. 13% were with other adults.
Male %
Female %
0 -15
1st timers and repeat Visitors
16-24
25-34
23
39
In 2009, 92% of UAE visitors (and 91% of Holiday visitors) had visited the
UK previously within the last ten years (IPS).
35-44
35
32
Interest in Britain/key Market segments
45-54
24
11
55-64
10
65+
Families
The Arabic families segment is a very lucrative one. Gulf Arab families are
large and an extended family travelling can total up to 30 people. They
also tend to take long holidays. VisitBritains Arab families research in
June and July 2008 also highlights the strong sense of family - 83% say
that they like to spend a lot of time with their family.
Overall, 66% of visitors were male and 34% female (IPS 2009), with males
having an older age profile.
They also tend to have high disposable incomes and are city based.
travelling Companions
In the IPS 2009, we asked visitors to tell us more about their travelling
companions. We asked who accompanied them on their visit, excluding
UK residents they may have visited during the trip.
Britain is seen as a second home; seeking shopping, entertainment and

attractions for children.
The chart below shows the percentage of visits which included each
category of travel companion (multiple responses allowed as the
categories are NOT mutually exclusive). The profile for the UAE is
compared to that of the Total World i.e. the average overseas visit to UK.
Compared to the average overseas visitor, those coming from the UAE
are more likely to either travel alone or be accompanied by young
children.
CAUTION: The results do need to be treated with some caution, as even
if a respondent says they are travelling with Spouse/Partner and
Child(ren) aged 5-11, we dont know from this how many children
were in the group, or even that the children were those of the
respondent (e.g. they could be grandchildren, nieces / nephews, or
even no blood relation at all)...
20
UAE
10) Activities Undertaken in the UK

What did Visitors from the Uae actually do
during their visit to Uk?
In the IPS 2006, 2007, and 2008, visitors were asked if they had taken
part in certain activities during their visit to the UK. The chart below
shows the percentage of visitors from the UAE who said they did each of
the listed activities, compared to the average inbound visitor to the UK.
The most common activity for visitors from the UAE was eating in
restaurants (69%), and a significant proportion went to the pub (41%).
Shopping was also very popular, with shopping for clothes/accessories
more popular (56%) than shopping for souvenirs (28%).
Traditional tourism activities were less popular for visitors for the UAE
than for many visitors from elsewhere; just 22% went sightseeing famous
buildings/monuments, 19% visited castles, churches, monuments, and
historic houses, and 14% visited museums/art galleries.
20% visited parks/gardens, 26% walked in the countryside, and 18%
explored towns, villages, and other locations away from where they were
staying. 7% went on a guided tour.
14% went to nightclubs and 11% went to see the performing arts (eg
theatre).
However, the UAE is a complex market, with a diverse mix of
nationalities and reasons to visit the UK.
The following pages show the proportion of Holiday, VFR, and Business
visitors undertaking each activity, to give a more complete understanding
of what each get up to when they visit the UK.
21
UAE
10) Activities Undertaken in the UK (continued)

What did holiday Visitors from the Uae actually do
during their visit to the Uk?
shows the percentage of Holiday visitors from the UAE who said they did
each of the listed activities, compared to the average inbound Holiday
visitor to the UK.
Holiday visitors most common activity was eating in restaurants (74% did
so), and going to the pub was surprisingly popular (43%).
Shopping for clothes/accessories was a very common activity (72%), as
was shopping for souvenirs (52%).
Traditional tourism activities were far less popular amongst Holiday
visitors from the UAE than amongst the average Holiday visitor from
elsewhere; 38% went sightseeing famous monuments/buildings (vs. 59%
for the average inbound visitor), 28% visited castles, churches,
monuments, or historic houses (vs. 54% for the average inbound visitor),
and 22% went to museums/galleries (vs. 41% for the average inbound
visitor).
34% visited parks/gardens and 39% went walking in the countryside.

20% explored towns or villages away from where they were staying, a
low proportion compared to the world average (33%).
In the evening 10% ended up in a nightclub and just 5% at the
theatre/ballet/opera/concert (well below the world average of 18%).
22
UAE

What did VFr Visitors from the Uae actually do
shows the percentage of VFR visitors from the UAE who said they did
each of the listed activities, compared to the average inbound VFR visitor
to the UK.
In 2008, 72% of VFR visitors from the UAE were British ex-pats. VFR
visitors can often be found in restaurants (71%) or pubs (52%). Shopping
for clothes/accessories was also a popular option for many (65%).
Sports featured highly for many VFR visitors, with 27% undertaking some
sort of sports activity. 13% watched a sport event, with 7% watching
football. 4% played golf and 5% went cycling.
31% walked in the countryside, 19% visited parks/gardens, and 21%
explored towns, villages, and other locations away from where they were
staying.
Some VFR visitors also undertook traditional tourism activities, with 20%
sightseeing famous buildings/monuments and 21% visiting castles,
churches, monuments, or historic houses. A fairly small proportion went
to Museums/art galleries (15%).
23
UAE

What did Business Visitors from the Uae actually do
shows the percentage of Business visitors from the UAE who said they
did each of the listed activities, compared to the average inbound
Business visitor to the UK.
A large proportion of UAE Business visitors enjoyed eating in restaurants

(68%) and 3 in 10 went to the pub.
29% went shopping for clothes/accessories and 12% went sightseeing

famous monuments/buildings. In general, Business visitors often found
time to fit in some activities on their trip.
24
Understanding Uae/Middle eastern Culture
key Lifestyle Values of Young arab nationals
Religion
Religion has played an important and influential role in shaping the
society and culture of the UAE. Islam is the official and majority religion
and pervades almost every aspect of life. Laws, education, food, clothes,
daily routines and even conversations are all strongly influenced by
Islam. The Islamic faith places great emphasis on behaviours such as
generosity, respect and modesty which most Emiratis will display.
Recent VisitBritain research (Flamingo 2007), gave us an insight into the

core attitudes of young (under 25 years) Arab nationals in UAE (and
Saudi Arabia).
Family
Family and tribal connections form the basis of Emirati social structure.
The family and tribe are highly influential and play a role in shaping a
persons values and behaviour. It serves to support its members both
financially and emotionally and as such, the family comes before
anything else and its honour is protected by doing whatever necessary.
Loyalty between family and tribe members carries over into business
where it is not uncommon for companies to be run by and employ
several members of one family or tribe.
Belonging - linked to collectivism - a need to belong, to conform to the

group, a desire for consensus, a dislike of standing out, of being too
individual
Family wise, UAE National families are large, with families citing Allah's
will for one to procreate. So, the larger the better, giving economic and
spiritual benefit. The children, when they get older, are expected to look
after the parents, especially in the case of the sons who much bear the
financial burden, if necessary. Some say that the larger families
demonstrates the virility of the father.
a law abiding life - although adventure, excitement and overcoming

obstacles are all part of our targets lives, outright transgression, or
inappropriate behaviour is not.
There is also a strong loyalty to the royal families. Demonstration of this

includes photos of the leaders in all areas of life. The UAE Nationals
loved their founding father, Sheikh Zayed, and there was massive
outpouring of grief on his passing. The people still remark on his
generosity for what he did for them and for building the UAE.
Women
Women are respected in UAE society, as they are the ones who bring life
into the world, and raise the children. There is a perception in the West
that they are subordinate, but increasingly, they are more prominent in
the workplace. Males should not talk in public to professional UAE
National women, unless it is business related. Do not shake hands with a
UAE National female, unless prompted to. Do not stare at women or
maintain eye contact. Do not ask an Arab about his wife or female
members of his family.
Collectivism - We not I - belonging to family, friendship group, and

wider community are very important. The best times are to be had with
friends, things are best done as a group.
Living an Islamic life: Following the key tenets of the faith, abiding by
its principles
honouring the family/parents: Parents are revered, and are hugely
influential to our target. All will expect to marry and bring up children.
Interaction tips
Travellers from the Middle East (in particular Arabs), demand a very high
level of service. It is likely that during their stay, particularly if they are on
holiday, they will ask for alterations to be made. If this is going to be a
problem, particularly during the high season, you will need to be very
firm with them. Arabs can take offence very easily and are not used to
being told what they cant do. Arab nationals of the UAE also fear that
they may be discriminated against and exploited, particularly in London,
which is a primary overseas travel destination.
Although the younger UAE national traveller is not likely to be greatly
offended by a cross-cultural faux pas in Britain, they are more likely to
value and to promote, by word of mouth, accommodation where staff
have been trained to be sensitive to Arab culture. For example, it is
culturally insensitive to ask an Emirati whether they want bacon with their
eggs, or include a half bottle of wine with the table dhote menu.
Value for Money

Although price is always an issue, Decision Making Process Research
conducted in 2004 amongst UAE nationals, showed that, in general,
Emirati families who travel to the UK are more focussed on quality of the
experience rather than price.
Hospitality
Hospitality is an essential part of Emirati culture and applies to both social
and professional contexts. Guests will be received with enormous
generosity. In the home this usually comes in the form of a feast of
traditional Emirati food, especially during the holidays, while in a
business context, meetings are almost always accompanied by traditional
Arab coffee and pastries. The emphasis placed on hospitality is closely
connected to the importance of relationships. Foreigners should show
their gratitude and dedicate time to cultivating relationships with their
Emirati counterparts.
UAE
11) Understanding UAE / Middle Eastern Consumers
25
accommodation
Interests
As far as accommodation is concerned (particularly hotels), Arab

travellers prefer suites or inter-connecting rooms which allow parents
easy access to their children.
The sport of falconry is among the many traditional pastimes still

practiced in the UAE. The Locals consider it as a unique partnership
between man and bird and it is not unusual to see a hooded falcon being
trained on an owner's gloved wrist. Originally, falcons were used for
hunting, as they assisted in providing extra food to core dates, milk and
bread.
Apartments are very popular and in high demand during the summer. Air
conditioning in London hotels during the summer is a big selling point.
City centre locations are the most popular; the more adventurous will be
prepared to stay in alternative forms of accommodation such as cottages
and castles in the country, although preferably with easy access to city
centre facilities. Entertainment for the children is important and there is a
growing demand and interest in holiday resorts such as Oasis, Centre
Parcs and Butlins.
Arab travellers have a preference for five-star hotels and high quality
serviced apartments. Even amongst young people (under 25),
VisitBritains 2007 research found that 5 star hotels are preferred
accommodation and that the service / quality bar is extremely high when
visitors make comparisons with what is available back home.
It is important to provide separate male and female areas or timings in
recreational areas - for example a two hour window at 10:00 which is
available for females only. This is necessary as Arab females usually wear
a headscarf and a cloak when in the presence of males - not appropriate
attire for a gym, swimming pool or spa.
It is an advantage to have concierges who are aware of what interests
Arab travellers have, and who are able to suggest tours which suit Arab
preferences rather than that of the typical Western tourist (for example
interactive attractions such as London Dungeon, musicals as opposed to
plays, big bus tours).
Provide non-alcoholic mini-bars on request.
Provide the type of bathroom fittings which Arabs are comfortable with this includes a spray hose in the toilet.
Arab tourists appreciate it if hotels are also able to indicate the direction
of Mecca in their rooms. It would also be useful if they were able to
provide a list of local prayer times. These are small gestures, easily
implemented, that would be very welcoming to the Arab visitor and
indicate cultural respect.
Food and drink
UAE
11) Understanding Middle Eastern Culture (cont.)
With a love of camels, it is no surprise that camel racing exists in the

UAE. In recent years, it has been revived formally and although there
was some controversy regarding the the under age camel jockeys, the
introduction of robot jockeys (!), seems to have solved this problem.
Throughout history, the Arabs have maintained a great love of horses
and the tradition lives on with the rapid growth of horse racing. This
includes the Dubai World Cup, the world's richest horse race.
Body Language/ etiquette

Body language in the UAE and amongst Arabs is completely different to
that in the West.
Friends kissing each other on the cheek is considered normal and not
linked to homosexuality. It is a sign of friendship, and it is common
amongst male friends.
Kissing the shoulder is another greeting and usually one of respect.
Holding hands even for a long period after shaking hands is common
place and a sign of friendship.
If a hug is initiated by an Arab, then it is a sign that you are considered
a trustworthy friend.
If an Arab refuses to touch you, it may be an indication that he
considers you untrustworthy or unclean.
If an Arab stares you in the eye as you speak, it means that he is giving
you his full attention. If he doesn't, it means that he may not care what
you are saying. Bear this in mind and reciprocate giving eye contact.
If an Arab bites their right finger, it is a sign of contempt and that you
are not liked, and this will usually be accompanied by muttering.
Snapping of the head upwards while tutting means No or an
indication that you are wrong or that what you are saying is untrue.
A clawing action with the right hand is usually indicative of a
beckoning to move closer or to come into a room. This is probably
equivalent to a beckoning with the one finger, used in the West, but
this would be considered rude, if used in the Middle East.
The hand signal of putting all your fingers and thumb together, sort of
cup like, means 'Wait just one minute' or 'Slow down'. This sometimes
may be used to indicate that the person is getting impatient at your
speed.
Eating out is an important aspect of a holiday. During meals, Arabs will

eat meat dishes as well as drink water or fruit juices.
Specify which foods contain pork, or alternatively offer Halal options, just
as you would offer vegetarian options on a menu.
UAE nationals eat a great variety of food, not just Arabic. Indian,
Chinese, Italian and Thai are very popular. However, they are often
reluctant to try out dishes when travelling, unless they are sure they are
Halal.
Availability of Asian and Arabic (Halal) food in the destination is
important and promoting this supports the multi-cultural/racial
experience of Britain.
In their own countries, Arabs are unlikely to drink alcohol. Tea and coffee
are prominent features of Arabian life. It is considered rude to decline a
coffee since the tradition of offering coffee is symbolic of hospitality.
Coffee is made completely differently to other methods. It is not filtered,
not percolated but is boiled. Arabs expect sugar in their tea. When
asking for tea, they usually get a clear cup with saucer so that they can
see their brew. This is usually Lipton/mint tea and the tea bag/leaves are
left inside for the drinker to decide on the strength. When they have had
enough and don't wish for a refill, they will turn the cup upside down.
26
overview of trade structure
representatives
Middle Eastern travel agents have limited product knowledge and the
majority act purely as ticketing agents.
A number of the prominent travel agencies in the UAE are general

sales agents for British products (for example Woods Car Rental,
Britrail, Virgin Holidays and Travalger).
The majority of travel agents in the UAE offer and provide air-ticketing
services only. VisitBritain can provide a list of key agents who are
developing tours for their customers as well as ancillary travel services.
Agents in the region operate on high volume and low margins. The
market tends to be highly competitive with customers very rarely being
loyal to any one agency. They can be influenced by a marginal difference
on the price of a holiday, which often results in local price wars.
Travel tends to be orientated towards families with a high emphasis on
individual tailored arrangements. However, airline packages/holiday
packages are emerging as a desirable alternative allowing customers to
obtain better value. The travel trade must not ignore the impact of the
Internet in destination and product promotion. The impact of the Internet
could be significant in the years to come in the Middle East although
right now it is a novelty.
Uae tour operators

Emirates Holidays have the monopoly where tour operators are
concerned. There are a few other tour operators but EKH gets the
majority of the business.
Their main planning cycle happens from September to November when
they start pulling new product content together for their brochure which
is launched at the Emirates Holidays Fair at the end of April.
They are based on Sheikh Zayed Road in a purpose built building next to
the Dubai Airline Centre. Their current ground handler in the UK is
hotelbeds (formerly Trina Tours).
Uae travel agencies

There are approximately 1,000 agents in the UAE although VisitBritain are
working with approximately twenty who get the majority of the business.
Most of the travel trade are Asian and always entrepreneurial and looking
for opportunities to make their agency stand out from the rest.
The Middle East is a very late booking market so its always advantageous
to keep in touch with the agents and update them on any special offers
which they can include in a tactical promotion.
With the development of a Key Account System for the travel trade,
VisitBritain have nurtured a very good relationship with the prominent
agencies in the UAE.
Most of the carriers in the UAE have gone to 0% commission. Travel
Management Companies see this as a benefit to their business where as
a section of the travel trade that are purely ticketing agents see this as an
deterrent. Since the global recession, Travel agents are finding
it difficult to retain customers due to cost cutting drives from the endconsumer service, resulting in a considerable amount of business being
diverted to Airline websites, therefore agents are now focusing on
competence, creativity and providing a good customer service as well as
developing a strong online offering.
UAE
12) The Trade
reaching the Uae travel trade

Sales Calls
Speak to VisitBritain in London before your visit for the latest information
about the UAE. Key times for promotional visits to the region are
February through to late May/early June and September through
November. Avoid Ramadan, Eid holidays and the summer period
beginning end of June through to the middle of September. The key
cities to visit in the UAE are Dubai, Abu Dhabi and Sharjah. If you are
planning sales calls to the UAE, please ask VisitBritain London and
VisitBritain Dubai for their advice. The best time to visit travel agents in
the UAE is between 0900 and 1700 hours, although it is advisable to
make appointments as some agencies close between 1300 and 1600 for
lunch.
The working week for government offices, departments and schools in
the UAE is Sunday through to Thursday. The majority of the travel trade
are Asian and as English is widely spoken so it is not necessary to be able
to speak Arabic.
Travellers holding passports from the following countries do not require a
visa: Andorra, Australia, Austria, Belguim, Brunei, Canada, Denmark,
Finland, France, GCC Countries, Germany, Great Britain, Greece, Hong
Kong, Iceland, Ireland, Italy, Japan, Liechtenstein, Luxembourg, Malaysia,
Monaco, The Netherlands, New Zealand, Norway, Portugal, San Marino,
Singapore, South Korea, Spain, Sweden, Switzerland, USA, Vatican City.
Compared with certain parts of the Middle East, Dubai has a very relaxed
dress code. However, care should be taken not to offend by wearing
clothing which may be revealing, for example low-cut dresses, very short
skirts or tight jeans. Men should always wear a shirt or top in public. For
meetings, a business suit is the appropriate attire.
arabian travel Market (atM)

ATM is universally recognised as the travel industry event for the Middle
East and the Pan-Arab world. Serving the whole region, including GCC
states, Arabian Travel Market is the premier regional forum for outbound
tourism that cannot be missed. It is an ideal platform to generate new
business leads, raise your company awareness and capitalise on
extensive business, networking and educational opportunities.
top tips
Some activities that work well with the trade in developing brand and
product awareness are:
Spend time to build a relationship
Offer Familiarization trips
Product updates through presentations
Get together with them by arranging networking events
Sporting events (Bowling, Cricket)
Front line incentives
Wholesalers
There are very few wholesalers in the marketplace. Airlines and holiday
divisions of airlines tend to offer this service, with the exception of
approximately ten major operators in the Middle East. These operators
tend to be based in the Gulf region i.e. Dubai, Abu Dhabi, Bahrain and
Saudi Arabia.
The wholesalers are disguising entering into a price war by offering
value-added inducements into their current holiday packages.
27
Conducting Business in Uae

Today, the UAE is a thriving business centre with immense opportunities
for foreign investment and continued economic growth. For those
wishing to become involved in this lucrative market, the key to success is
first understanding Emirati culture and business etiquette.
The Emirates are a considerably modern state in relation to the rest of the
Middle East. As such, many traditional attitudes and business practices
are evolving towards a more Westernised approach. Nevertheless, it is
still important to be aware and respectful of some of the differences that
might exist.
Getting Around
Signs in Dubai are generally in both Arabic and English, as well as the
telephone automation system allow you to choose between the two. So
knowing English is certainly an advantage in the UAE. But once you are
outside the cities, you will find that English is not easily understood by
rural people. As the UAE population constitutes over 75% expatriates,
mainly from the South Asian countries, knowledge of Hindi, Urdu,
Malayalam, Bengali and Tamil can be quite useful.
Some Helpful Phrases
Marhaba - Hello
As-salam laykum - Peace be with you (common Islamic greetings)
Wa laykum as-salam - And to you peace
Shukran - Thank you
fwan - You're welcome
Na'am - Yes
La'a - No
Ma'assalama - Goodbye
timings
The working week traditionally starts on Sunday and ends on Thursday.
Friday and Saturday are the official days of rest, though in the travel trade
industry agencies will do do shift work so 6 days a week are covered for
booking purposes.
UAE
12) The Trade (continued)

Office hours tend to be 0800-1900 with some agencies still doing a split
shift with a break between 1300 and 1600 hours.
Attitudes to time in the UAE are much more relaxed than in many
Western cultures. People and relationships are more important than
schedules and punctuality. It is not uncommon, therefore, for your
Emirati counterparts to arrive late but foreigners are expected to arrive
on time.
During Ramadan, the Islamic month of fasting, Muslims are not
permitted to eat, drink or smoke between sunrise and sunset. Muslim
hospitality allows that non-Muslims may be invited to eat and drink by
their hosts, but this must take place sensitively, and strictly away from
public gaze. Bottled-water swiggers be aware: this includes you. Rehydrate away from the public gaze and with respect for your hosts.
Meetings
Meetings should be scheduled in advance with extra time allocated in
case it should go on longer or start later than anticipated. Often meetings
are cancelled at the last minute, so it is important to be flexible and come
prepared with either a business card or letter to let them know you were
there.
Business meetings with Arab clients or colleagues can seem to begin in a
very informal fashion and can often take place in eateries. In the usual
extended preamble it is common to ask after family and to make polite
chit chat. The true business portion of the meeting can sometimes arrive
quickly and unexpectedly and be resolved in a very short time in
comparison with Western business practices. They are generally long in
duration and discussions are conducted at a leisurely pace. Time should
be allocated for such business meetings, as they are an essential part of
Emirati business culture.
Friday is the Muslim day of prayer and rest and so scheduling meetings
or making phone calls to Muslim colleagues or clients on this day should
be avoided.
28
Conducting Business with the with arabs/Uae

There is a strong vertical hierarchy in most Emirati companies. Many are
owned and run by one powerful person who makes all of the decisions.
This person must be treated with respect and deference, particularly if
you hope to have a successful business relationship. Age, money and
family connections are all key determining factors of a persons status.
Who you are is usually more important than what you have achieved. It is
not uncommon to therefore find many members of one family working
for the same company.
Greeting
The customary greeting is As-salam alaikum, (peace be upon you) to
which the reply is Wa alaikum as-salam, (and upon you be peace).
When entering a meeting, general introductions will begin with a
handshake. You should greet each of your Emirati counterparts
individually. In line with Muslim customs, avoid shaking hands with a
woman unless they extend their hand first.
Business Cards
Business cards are common but not essential to Emirati business culture.
If you do intend to use business cards whilst in the UAE, ensure that the
information is printed in both English and Arabic
UAE
12) The Trade (continued)

DONT assume that the person who asks the most questions in
meetings holds the most responsibility. In the UAE, this person is
considered to be the least respected or least important. The decision
maker is usually a silent observer and will only speak when discussions
come to a close.
DONT ask about a persons wife or daughters. It is polite to enquire
about a persons family or health, but never ask specifically about any
female members. Family life which involves female members is kept
extremely private.
Never sit in a way that will cause the soles of your feet to point directly
at someone else. Pointing the sole of your foot at someone, even by
accident is considered extremely offensive in Arab culture.
Public holidays 2010

26 Feb
9 Jul
11 sep
17 nov
2 dec
7 dec
16 dec
Mouloud (Birth of the Prophet)

Leilat al-Meiraj (Ascension of the Prophet)
Eid al-Fitr (End of Ramadan)
Eid al-Adha (Feast of the Sacrifice)
National Day
Al-Hijra (Islamic New Year)
Ashoura
Public holidays 2011

Communication
People in the UAE prefer to do business in person. Relationships and
mutual trust are paramount for any successful business interaction and
can only be developed through face-to-face meetings. It is important to
spend time with your Emirati business counterparts and ensure future
meetings take place to continue cultivating the relationship.
It is important to have connections to someone in the UAE who can
introduce you before attempting to do business there on your own.
Emirati people prefer to do business with those they know, so having
someone to introduce you will be of immense benefit to your business
relationship. Family and friends come before anything else. As a result, it
is not uncommon for an Emirati to reschedule or cancel something to
accommodate their needs or wishes. Take the time to get to know your
business counterparts on a personal level so that you can develop a
friendship with that person and therefore be in a better position of
priority for business dealings.
1 Jan
New Year's Day
26 Feb
Mouloud (Birth of the Prophet)
28 Jun
Leilat al-Meiraj (Ascension of the Prophet)
30/31 aug Eid al-Fitr (End of Ramadan)
6 /7 nov Eid al-Adha (Feast of the Sacrifice)
26 nov
Al-Hijra (Islamic New Year)
2 dec
National Day
5 dec
Ashoura
emirati Business etiquette (do's and don'ts)

DO address your Emirati counterparts with the appropriate titles
followed by his or her first name. If unsure, it is best to get the names
and correct form of address of those you will be doing business with
before hand.
DO dress conservatively. While the UAE is more Westernised than
many other Middle Eastern countries and therefore home to many
Western style clothes, it is still important to dress modestly. As a sign of
respect, men should wear a conservative suit and women should
ensure their clothing covers their legs and arms.
DO accept an invitation to a meal or social event. Relationships are an
integral part of doing business in the Emirates. Spending time with
your Emirati counterparts is the best way to build trust and mutual
understanding.
DONT schedule business meetings during prayer times or any of the
major Islamic holidays such as Ramadan or Eid. These are extremely
important periods for the majority of native Emiratis who are Muslims.
Business is usually put on hold during these occasions as it is a time for
reflection and celebration.
DONT expect a one-on-one meeting to only include yourself and the
other person. Often there will be other people present in the office or
meeting room waiting their turn to meet with that person. When you
arrive, it is polite to greet the person, take a seat and accept any coffee
served until it is your turn.
29
UAE
13) Business Visits & Events

Business Visits statistics
In 2009, 20% of travel from UAE to UK was for business purposes, and
this accounted for 31% of spend (IPS). UAE business visits consisted of
16% Conferences, Large meetings, Trade Fairs or Exhibitions and 84%
individual business travel. It is impossible to estimate from IPS the
proportion of business travel that is incentive travel.
Visits 2009 (000)
Business Visits (%)
spend 2009 (m)
Trade Fair / Exhibition*
0%
0%
Conference / Large Meeting*
16%
14
27%
Other Business*
42
84%
39
73%
All Business Visits
50
100%
53
100%
aeV ()
aed ()
aLs (nights)
Conference / Large Meeting*
1783
364
4.9
Other Business*
924
185
5.0
All Business Visits
1060
213
5.0
Business Visitors Uae

Trade Fair / Exhibition*
*CAUTION - low sample sizes for types of business visitor mean that AEV
/ AED / ALS figures should be taken with extreme caution.
Business Visits trends

The AME Info Online Business Travel Survey 2003 conducted research
among business travellers in the Middle East (54% of the sample were
from UAE) and highlighted that London was the most visited city for
business (15.9%), followed by Bombay (6.1%) and Dubai (5.9%).
75% of respondents said that they would extend their business trip for
leisure purposes and 57% of those would extend their trip by two to
three days. Top reasons for extending a business trip were to visit
relatives and friends (20%), relax (14%) and shop (13%). Almost a third of
Business visits to UK in 2006 involved some shopping (IPS).
Business spend (%)
Source: IPS
Business Visitors Uae
According to research conducted by YouGovSiraj, business travel in the

Middle East is set to increase over the next 12 months despite the
economic downturn, with 80 per cent of respondents expecting the
increase to be big. Conferences and exhibitions, followed by visits to
clients and branch offices were cited as the main reason for travel. The
main class of travel is business, with 25 per cent booking economy, 10
per cent premium economy and a quarter booking a mixture of business
and economy. The business class ethos is also carried to
accommodation, with most travelers booking four and five star hotels.
Sustainability and environmental concerns appear to be unimportant to
the regions travel bookers with less than one in five respondents saying
they would go out of their way to use suppliers that minimize carbon
footprints, regardless of cost.
A survey conducted by YouGov in February 2010 shows that 46% of
respondents expect their business travel to increase (15% indicated it
would increase a lot) marking a rise of 22 percentage points compared
with figures of the same period in 2009 (24%). A smaller proportion
(16%) expects their travel to drop over the next 12 months.
Looking at actual flying figures compared to a year ago, people are still
flying economy more and business class less. First or business class travel
in January 2010 was higher than in January 2009. In January 2010 24%
said they flew first or business compared with 31% in January 2009.
Economy travel (53%) is up by 4 points and premium (23%) increased by
3 points, compared to the same period last year.
30
Working in Partnership with VisitBritain

There are many ways of working in partnership with VisitBritain. In
agreement with our strategic partners VisitScotland, Visit Wales,
VisitEngland and Visit London, we operate the Overseas Network as a
platform for the five brands and will continue to deliver the following
activity in all these markets on behalf of these brands and the travel
industry:
travel trade:
Account management of key carriers and major tour operators
Management of a travel trade e-crm programme
Staging of B2B missions and events
Familiarisation visits to major trade shows in Britain
Media relations:
Account management of key contacts in print, broadcast and online
media
Database of publications and journalists
Media briefs and press releases
Distribution of Britain Calling
Assisted press visits programme
Provision of Insights and Market Intelligence:
Market profiles
Market insight reports
Public diplomacy Management:
British Council
FCO
Britain marketing will be delivered as specified:
VisitBritain leads on marketing Britain and signposts strategic partner
brands. There is a strong focus on building the long term value of the
Britain brand and educating consumers about the constituent brands.
For more details on these and other diverse opportunities in markets of
interest to you, please visit our UK Industry Website and read our
worldwide marketing prospectus, or contact your VisitBritain
representative in London or overseas.
overseas Contacts
VisitBritain UAE
PO. Box 33342
2nd Floor, Sharaf Building
Khalid Bin Waleed Road
Dubai
Carol Maddison
Manager United Arab Emirates
T: 009714 3960809
Fax: 009714 3961884
E: carol.maddison@visitbritain.org
British Council - www.britishcouncil.org
United arab emirates embassy

30 Princes Gate London SW7 1PT
Tel: 0870 005 6984
UAE
14) VisitBritain in UAE

London Contacts / Further Information
For any further information relating to the UAE market, please contact:
Louise Bryce
Head of Partnerships
VisitBritain
T: 44 (0)207 578 1129
E: louise.bryce@visitbritain.org
Alternatively, visit VisitBritains dedicated website for the UK tourism
industry and a searchable database of all VisitBritains Marketing
Opportunities:
www.visitbritain.org/opportunitiesadvice/index.aspx
Why not sign up to our Industry E-Newsletter, or register with VisitBritain
to be kept up to date with all thats new in the UAE and other markets
worldwide?www.visitbritain.org/aboutus/newsletter.aspx
Information sources Used to Compile this report

International Passenger Survey figures (IPS) (Office for National
Statistics)
nB: Data from International Passenger Survey has been made available
by the Office for National Statistics and has been used by permission.
The ONS do not bear any responsibility for the analysis or interpretation
of the data reported here.
VisitBritain Arab Youth Research by Flamingo 2007 (Qualitative)
VisitBritain Arab Families Research by YouGovSiraj 2008 (Qualitative
and Quantitative)
Mastercard Consumer Lifestyles Survey 2007 (UAE, Kuwait, Egypt,
Lebanon, Saudi Arabia) (Quantitative)
Merrill Lynch World Wealth Report 2005
The UAE National Decision Making Process Research - 2004
(Quantitative)
AME Info Online Business Travel Survey 2003 (Quantitative)
VisitBritain Middle East Outbound Travel Survey (UAE & Saudi Arabia)
- 2002 (Quantitative)
VisitBritain Foresight - June 2006 & December 2004
IMF / Economist / US Census Bureau
CIA World Fact Book https://www.cia.gov/library/publications/theworld-factbook/index.html
BBC Websites
Tourism Decision Metrics, Tourism Economics
UNWTO (World Tourism Organisation)
FCO (Foreign & Commonwealth Office)
UCAS (Universities and Colleges Admissions Service)
http://www.ucas.com/
ETC (European Travel Commission)
ETC New Media Trend Watch 2009
Internet World Stats 2008 http://www.internetworldstats.com/
VisitBritain UAE Business Plans Insights and Intelligence Reports
Gulf News
British Embassy
UK Border Agency Visa Statistics 2008/09
AC Nielsen
Oxford Economics Brief 2010
VVisitBritain research - Understanding and exploring Britain as a
Travel Destination for GCC Nationals
YouGov Travel Tracker 2009
Consular/Visa sector
48 Princes Gate London SW7
Tel: 0870 05 6984
Middle east Lifestyle
(UK Online Middle East Lifestyle Magazine)
www.middleeastuk.com
31

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UAE

Contents 1 - the Market

3. Motivations and attitudes to holidays

Attitudes Towards Holidays

4. reaching Uae Consumers

Deciding and Planning Patterns

9. Who is the Uae Visitor to Britain?

10.activities Undertaken in the Uk

11.Caring for Uae Consumers

Understanding Middle Eastern Culture

Contents 2 the trade/B2B

12. the trade

Motivators and Barriers to Visit

Overview of Trade Structure

6. Market size, share and Forecasts for Growth

13.Business Visits and events

World Regions Visited and Forecasts for Growth

Statistics and Trends

Working in Partnership with VisitBritain

14. VisitBritain in Uae

73% visited the UK only

2.9 million users in Septem

61% population penetratio

The UAE is estimated to

The UAE is a political federation, with a president elected by the rulers of

Long-term, increases will occur across all age groups but

2) General Market Conditions

holidays / annual Leave

Since 2001, the Dirham has somewhat fluctuated against Sterling. In

2) General Market Conditions (continued)

Uae as a source of pride for many arabs

Work hard, play harder

Source: Consumers Maintaining Levels of Discretionary Spend Going

2) General Market Conditions (continued)

attitudes towards holidays

Understanding travel needs and travel Behaviour

Various research projects conducted by VisitBritain over the past few

Emiratis and expat Arabs have differing getaway preferences. Expat

On an individual level connnectivity is:

3) Motivations and Attitudes to Holidays

attitudes towards destinations

4) Reaching UAE Consumers

deciding and Planning Patterns

The whole family plays a role in deciding where to go - including friends

Currently everything is available online nowadays, you find different

4) Reaching UAE Consumers (continued)

decision to travel Lead times

Day of/day before departure

Consulates are visited purely for information and advice, specifically

4) Reaching UAE Consumers (continued)

arab Youth and the online World

This approach enabled respondents to be more open and expressive than is

4) Reaching UAE Consumers (continued)

Consumer Publications (english) Emirates Woman, Arabian Woman,

In July 2009, Mediaweek reported that around 10 percent of magazine

travel trade (arabic) Assiyaha (Tourism), Asfar (Travel)

Business MICE Middle East, MEED Middle East, Arabian Business, Al

sports Super, Al Riyadah Washabab (Sports & Youth), Al Rriyadhi (the

Consumer Publications (arabic) The consumer media is dominated

4) Reaching UAE Consumers (continued)

reaching Visitors from the Uae in the Uk

4) Reaching UAE Consumers (continued)

Motivators to Visit Britain