EMERGING ISSUES IN

TOURISM INDUSTRY OF
U.A.E

Submitted To:
Mr. Akbar Ali
Submitted By:
Sobia Siraj

GDHM-1

GDHM-B15-004

1
2
PREFACE

The Hotel Management program is of practical nature, the reports are the
integral part of this program through these reports the students can get the
practical experience that is very necessary for their studies as well as for
their practical life especially the research.
Knowledge from book is not sufficient for success in practical life and
can not be success in this modern age unless he is familiar to the practical
work of theory. The College of Tourism and Hotel Management enables
the students not only achieve the theoretically knowledge but it also
provides them the opportunity to apply this knowledge practically in the
field.
COTHM allows the students to get into the different hospitality business
fields to get practical experience.
Our topic of research is recommended by respected Instructor Mr. Akbar
Ali and I have conducted this research by using our skills and guidance of
Respected Sir Akbar Ali, We tried our best to accomplish this research
according to the guidance for our exalted teacher.

3
Acknowledgement
I am very thankful to Almighty Allah who enabled me to accomplish this
task with due care.
We also want to tribute to our worthy Teachers who are the main source
of enlighten to our mind. We are thanking full to them as they prepared
us for looking at the matters of life widely with open minds. This research
is one of the sources of giving us knowledge about Mountain Tourism in
Hospitality. We are especially thankful to honorable Teacher Sir Akbar
Ali, who provide us guidance whenever we feel some difficulty. His
knowledge, approach and professionalism have always inspired us and
helped us understand, analyze and solve problem in practical manner.
I am also grateful to Mr. Akbar Ali who is our Mentor of Hospitality
Tourism in COTHM. We are thankful to the managers working in
different Hotels.
We also gratified of COTHM faculty, our Director, Administration and
our Teachers.

4
 EMERGING ISSUES IN THE TOURISM INDUSTRY OF U.A.E

Summary:

The tourism sector is one of the most important economic sectors which
experienced a dramatic growth in Dubai and has been driven by several
factors that will be presented and discussed in details in this paper. The
tourism sector in UAE United Arab Emirates plays a vital role in the
growth of the economy; UAE is ranked the 28th among 139 countries and
1st in the Middle East in the World Economic Forums Travel & Tourism
Competitiveness Report 2013, Dubai contributes by 33% to the UAE
GDP and Tourism represents 66% of the UAEs tourism economy [Dubai
Chamber. 2014]. Another fact, in 2012 the estimated total value added
generated by the UAE travel and tourism sector either directly or
indirectly, reached about AED 193.6 billion (52.75$ billion)
approximately accounting for 14.3% share of GDP, Dubai generated AED
127.77 billion (22.98$ billion). The goal of this paper is to present in
details the key factors that contributed to the success and growth of Dubai
Tourism sector, any developing country can benefit from this experience
despite that Dubai faces several challenges such as its a foreign labor
dependent, hot climate and high cost of living, we think that Algeria is one
the countries that have the potential, similar opportunities and economical
strategy (to be less reliant on hydrocarbon sector) to reach that success and
growth in the tourism sector. In the first section we will present an
overview of the macroeconomic indicators of Dubai economy in UAE,
followed by an overview of the Tourism and Travel industry and its impact
on the national economy and finally the key factors of the Tourism success
in Dubai and how Algeria can benefit from it. Our research is based on
secondary research; we were surprised to find a lack of the literature and

5
comprehensive researches on this topic, thats why we will rely on
secondary data from national and international governmental agencies,
data from available research papers and interviews of representatives from
Dubai Government media centers.
Tourism is a vital component of economic diversification in the Abu Dhabi
Governments 2030 Plan, and sustainable tourism development is integral
to the emirates commitment to building a sustainable future. TCA Abu
Dhabi works towards the sustainable tourism development of the emirate.
The development of heritage assets in Al Ain, the Oasis City in the
emirates Eastern Region, an authentic heritage destination and a
UNESCO World Heritage site;
Tourism is viewed as a positive force for change in its ability to boost and
diversify the economy, and create job opportunities for Emiratis.
Initiatives include improving the sector's Emiratisation rate within TCA
Abu Dhabi and the emirates hotels and hotel apartments, as well as a
dedicated Youth Tourism Summer Camp aimed at educating and involving
young Emiratis in the tourism industry and providing them with ideas for
future job opportunities. The Authoritys unique Abu Dhabi Ambassador
Programme for private and public sector UAE national employees also
plays a key role in the industrys Emiratisation drive.

6
Introduction:

The tourism sector is one of the most important economic sectors which
experienced a dramatic growth in Dubai and has been driven by several
factors such as its strategic geographic location situated between Europe,
Asia and Africa excellent infrastructure, proactive economic policies,
clean beaches, sunshine throughout the year and its mild winter season
especially for visitors from western countries to enjoy coastal areas and
archeological sites. Although tourism represents only 2.5% of recorded
GDP, it has a profound impact on retail sales and transportation, which
together represent some 44% of recorded GDP; in other words, tourism
generates a powerful multiplier effect on the economy [N. Saadi, F.
Scacciavillani, 2013]. According to data by Dubai Chamber, the UAE
United Arab Emirates tourism sector is expected to grow by 6.5 per cent
annually between 2011 and 2021. The reader might ask why we focus on
Dubai tourism and not United Arab Emirates, UAE is ranked the 28th
among 139 countries and 1st in the Middle East in the World Economic
Forums Travel & Tourism Competitiveness Report 2013 , but Dubai
represents 66% of the UAEs tourism economy [Dubai Chamber. 2014];
Another fact, in 2012 the estimated total value added generated by the
UAE travel and tourism sector either directly or indirectly, reached about
AED 193.6 billion (52.75$ billion) approximately accounting for 14.3%
share of GDP, Dubai generated AED 127.77 billion (22.98$ billion). In
this paper, we will focus on the key factors that contributed to the growth
of the Tourism sector in Dubai Economy. We found several factors but we
will present only the ten key factors that we think are the most important
for the growth and successful modern tourism sector. The sequence of the
presentation of the key factors is intentionally from the ones with high
impact to lesser even though that they all interrelated; these factors ranging

7
from strategic, organizational, financial, infrastructural, economical to
technological factors; The first factor that highly contributed to the success
of the tourism sector is the vision and leadership of Dubai government by
heavily investing in this sector (diversification strategy away from
hydrocarbon sector) by creating a specialized economical entity the
DTCM Department of Tourism & Commerce Marketing responsible
for the implementation of the Dubai global tourism strategy since 1997 and
direct responsible of the success of this sector. The next important factors
after the leadership and governance are; infrastructure development
(hotels, transport, banks and exchange offices, gastronomy, iconic resorts,
world class attractions park, and communication), diversification of the
sector (leisure, business, family, medical, educational and halal tourism),
affiliations and partnerships with international organizations, strong
marketing strategy, security, Technology, qualified workforce, training
and professional development programs and finally the quality control and
continuous improvement of the touristic products.
By providing a solid foundation through organisational excellence, and
working closely with stakeholders, TCA Abu Dhabi will move Abu Dhabi:
1. Towards an Economically Sustainable Tourism Destination
Ensure the tourism industry is economically rewarding while
developing in a manner that delivers sustained, long-term growth to
become a major economic contributor, delivering fiscal benefits to a
wide stakeholder base.
2. Towards a Socially Responsible Tourism Destination
The sector will contribute to the local community while promoting,
protecting and respecting Abu Dhabis culture and heritage. This
includes the development of industry employees; increasing the
number of Emiratis involved in the sector; engagement with the
local community in its future development and ensuring the industry

8
 is both inclusive and accessible to all through regulation.
3. Towards a Environmentally Friendly Tourism Destination
The Authority works with the sector to showcase Abu Dhabis
natural beauty and pioneering leadership in environmental
sustainability, while also working to protect the emirates natural
environment.
4. Towards Organizational Excellence
Leading the industry by example with the systematic management
of TCA Abu Dhabis internal economic, environmental and social
performance.
The U.A.E. has the world's largest ecological footprint - the Arabian
desert, after all, is not a sustainable place to build major cities, and
certainly not on the scale that Dubai and Abu Dhabi have embarked on.
High temperatures and lack of water long precluded the development of
arid landscapes. However, with the advent of air-conditioning,
desalination plants, and modern transport, cities such as Dubai and Abu
Dhabi continue to grow into sprawling urban centers. In places like these
where summer temperatures often top 100F (37.8C), massive amounts of
energy must be used to keep the populace cool.
The major projects here - whether it's hotels, malls, golf courses,
skyscrapers, roads, man-made islands, entertainment complexes, real
estate development, or other infrastructure projects all tax the environment
- and until recently there's been little consciousness about their
environmental impacts. Profligate water and electricity usage further
strains the environment. Dubai is well known for its beach resorts, golf
courses, and parks, but keeping that landscape green requires an inordinate
amount of water. The U.A.E., in fact, has the world's highest per capita
water use.
Sustainable tourism remains a fledgling industry in Dubai, but the local

9
government is beginning to take a closer look at its advantages. The Dubai
Department of Tourism and Commerce Marketing launched a "Green
Tourism Award" program recently to encourage innovations in
eco-tourism (for details, visit www.green.dubaitourism.ae). This initiative
includes efforts to reduce the carbon footprint of the tourism sector's
sprawling developments, and supporting activities that encourage a
celebration of the U.A.E.'s natural assets.
Eco-friendly outdoor activities include traditional desert safaris, hiking
and camping in the Hajar Mountains, scuba and snorkeling outings on the
U.A.E.'s Eastern coast, and bird-watching adventures. With over 400
species in the U.A.E., there are extensive bird-watching opportunities in
places as diverse as Mushrif Park, Emirates Golf Club, Jebel Ali, and Hatta
(visit www.dubaitourism.ae for more information). You can also enjoy an
eco-friendly desert immersion at Al Maha Desert Resort, perched on the
slope of a huge dune located within a desert conservation reserve of 233 sq.
km (90 sq. miles/5% of the landmass of Dubai). For a more hearty
experience, expedition companies will take you out for a trek in the Hajar
Mountains, with base camps set up from abandoned Shihhi villages (a tribe
of the northern emirate of Ras al-Khaimah and neighboring Oman). For
more information.
The best scuba and snorkeling sites are found in the emirate of Fujairah, as
well as off "Snoopy Island" on the Gulf of Oman, where tropical fish flitter
around an extensive coral reef. For the more adventurous who want to
explore an array of fascinating shipwrecks located further south on this
stretch of the Eastern coast of the U.A.E., there are plenty of opportunities
(visit www.scuba-2000.com).
The Desert Islands Abu Dhabi (www.desertislands.com) will form a
collection of eight islands off the capital's coast with dynamic wildlife
reserves, untouched marine ecologies, and archeological sites - all meant to

10
develop sustainable tourism in the country. Once completed, activities will
include nature and wildlife drives and hikes, mountain biking, kayaking,
snorkeling, falconry, and archery. Yas Island is one of the first islands in
this project to be completed.
The Abu Dhabi government is also positioning the emirate as an innovator
in renewable energy technology, launching the first ever World Future
Energy Summit in 2009. This event, to be held each January, draws an
international crowd and features exhibits on clean energy, with a line-up of
impressive speakers that have included Tony Blair. For more information,
visit: www.worldfutureenergysummit.com. Abu Dhabi has also won the
bid to host IRENA, the world's first multilateral renewable energy agency.
For details, see: www.irena.org.

Abu Dhabi's Masdar City project - an ambitious enterprise funded entirely

by Masdar, the clean technology investment fund of the Abu Dhabi
government -represents the world's first carbon neutral, zero waste city. It
features fanciful technological innovations including jazzy people-moving
devices and fascinating state-of-the-art cooling technologies meant to keep
the city inhabitable without guzzling energy. Masdar City will host the
Masdar Institute of Science and Technology - a sister school to MIT that
will become a center for innovation in green technology. While behind
schedule on construction, parts of the city are open, and it's worth inquiring
about a visit if you are in Abu Dhabi. For more information, visit:
www.masdarcity.ae/en/index.aspx.

General Resources For Green Travel:

In addition to the resources for Dubai listed above, the following websites
provide valuable wide-ranging information on sustainable travel:
Responsible Travel (www.responsibletravel.com) is a great source of

11
sustainable travel ideas; the site is run by a spokesperson for ethical
tourism in the travel industry. Sustainable Travel International
(www.sustainabletravelinternational.org) promotes ethical tourism
practices, and manages an extensive directory of sustainable properties and
tour operators around the world.
In the U.K., Tourism Concern (www.tourismconcern.org.uk) works to
reduce social and environmental problems connected to tourism. The
Association of Independent Tour Operators (AITO) (www.aito.co.uk) is a
group of specialist operators leading the field in making holidays
sustainable.
In Canada, www.greenlivingonline.com offers extensive content on how
to travel sustainably, including a travel and transport section.
In Australia, the national body which sets guidelines and standards for
ecotourism is Ecotourism Australia (www.ecotourism.org.au). The Green
Directory (www.thegreendirectory.com.au), Green Pages
(www.thegreenpages.com.au), and Eco Directory
(www.ecodirectory.com.au) offer sustainable travel tips and directories of
green businesses.
Carbonfund (www.carbonfund.org), TerraPass (www.terrapass.org), and
Cool Climate (http://coolclimate.berkeley.edu) provide info on "carbon
offsetting," or offsetting the greenhouse gas emitted during flights.
Greenhotels (www.greenhotels.com) recommends green-rated member
hotels around the world that fulfill the company's stringent environmental
requirements. Environmentally Friendly Hotels
(www.environmentallyfriendlyhotels.com) offers more green
accommodation ratings.
For information on animal-friendly issues throughout the world, visit
Tread Lightly (www.treadlightly.org). For information about the ethics of
swimming with dolphins, visit the Whale and Dolphin Conservation

12
Society (www.wdcs.org).

Volunteer International (www.volunteerinternational.org) has a list of

questions to help you determine the intentions and the nature of a volunteer
program. For general info on volunteer travel, visit
www.volunteerabroad.org and www.idealist.org.

Social Cultural Or Environmental Impact Caused By Tourism:

Having developed some of the world's most unthinkable attractions, like a

ski resort amidst a desert and an archipelago resembling the map of the
earth, Dubai, a city in the United Arab Emirates, has emerged as a unique
tourism destination in the past two decades (Henderson, 2006). Dubai is a
coastal city, which offers sand, sea, and sun, with conservative Islamic and
Arab traditions. Even though the rapid rise in the tourism sector has led to
rapid growth of the economy, this growth is paired with various
environmental as well as social and cultural impacts. The following essay
discusses these impacts and what the reason behind these impacts is. Later,
the notion of sustainable tourism is discussed and how Dubai can maintain
sustainability of tourism as well as social, cultural, and environmental
values.

Environmental Impacts:-

A major factor in Dubai's tourism growth has been the development of its
major airline, Emirates. Emirates is listed amongst the world's most
luxurious airlines (Verdonck, 2007). All flights are via Dubai, which
means one travelling by Emirates must stop in Dubai first. Every unit of
currency spent in Dubai benefits its economy. Although beneficial to the
economy and tourism industry, air travel is a leading factor of air pollution.

Dubai, since the mid 1990's, has been practicing "rapid tourism focused

13
development" (Rockwell, 2006). This is not only the construction of
hotels, but also of state-of-the art malls and buildings, all of which are
meant to attract tourists and international investment. The construction in
Dubai increases by 34% per annum (Heyer, 2008), and is using a third of
the world's cranes to build hundreds of skyscrapers (Clarke, 2004), most of
which can be attributed to the city's willingness to increase tourism.
Construction again has adverse environmental impacts. A lot of this
construction for example that of the palm shaped island called The Palm
Jumeirah requires a method of dredging and re-depositing where rocks are
collected from the bottom of the sea and deposited where wanted. This
unfortunately has lead to the once crystal clear waters to be filled with silt.
Resultantly, given the self-destructive nature of tourism, diving enthusiasts
have started looking for other areas with greater visibility in water (Butler,
2005).
The above mentioned method of construction has also destroyed marine
life. For example, the Arabian Gulf's second most bio-diverse marine
system was handed over to the construction company Nakheel to build
another palm shaped island on. Consequently because of such acts, the
coral reefs and sea grass have been buried and killed under rock deposits.
The oyster beds are known to have been buried two inches deep.
Construction companies mention that they will build artificial structures
under water, but ecologists argue that these new artificial structures will
not support the original native species of the area, but they may attract
foreign, destructive species (Butler, 2005).
The tourism lead construction in the sea has lead to many disruptions in the
wave currents. The beaches of Dubai have thus started to erode away.
Tourism, even though indirectly, has started to gradually diminish one of
the reasons that it exists (Butler, 2005).
Other examples of tourism attractions in Dubai include a Tiger Wood's

14
golf course, which imported 30,000 mature trees, an 820 square metre
refrigerated swimming pool and an artificially chilled beach to keep the
sand cool (Hickman, 2008). Not to mention, Dubai, as mentioned by the
United Nations, is the world's most "water-imperilled" area. Enormous
levels of Energy and desalinated water, which ultimately requires even
more energy, have to be used to maintain such attractions. All of Dubai's
buildings, such as hotels and shopping malls, are air-conditioned which
means that more electricity is needed and the emission of greenhouse gases
exceeds that of the world average greatly. Dubai's emission of greenhouse
gases is 33.6 metric tons per capita, whereas the world average is at only
3.7 metric tons per capita (Saadeh, 2007). This not only negatively affects
Dubai itself, but also affects the rest of the world. A hotel in Dubai
produces about double the carbon emissions as compared to a European
hotel (eTurboNews, 2009). Many environmentalists worldwide can
possibly argue why the other nations of the world must suffer because of
what is happening in Dubai. In a United Nations climate talk, UAE's
minister for Environment and Water spoke of nuclear power to desalinate
the water which would have even worse affects on the environment
(Hickman, 2008). Therefore one can easily interpret that Dubai's tourism
does not only have negative impacts on its own environment but possibly
that of the world.

Socio-Cultural Impacts:

Tourism's impacts in Dubai are not restricted to the environment. The

residents, only of which a very small number are local citizens, have also
had to go through some major changes in a very short period of time. As
mentioned earlier, Dubai has one the most successful airlines in the world,
and the Dubai Airport is evidently quite busy. The airport is located in the

15
main city as seen from the map below:

The airport operates 24 hours and thus it is easily assumable that the noise
pollution is at high level. This affects all the residents in the surrounding
areas.
There is a major clash between western culture and the Islamic culture that
prevails in Dubai and its surroundings. To a westerner the idea of going to
a beach fully clothed may seem quite pointless and hence tourists wear
swimming attire at beaches. Dubai has faced some major problems in this
regard. The average labour working class of Dubai is mostly of men from
the Indian subcontinent where it is quite uncommon to see women on
beaches wearing bikinis. For the above mentioned reasons, men of the
working class had started to gather at beaches to stare at women and
photograph them. There would be occasional instances when they would
forcefully feel women in water. The Dubai police have approximately
arrested 500 men because of this (Fattah, 2006).
Dubai's western views are not normally accepted by the conservatives of
the city. Regardless of that, the rulers have made a move forward. Dubai
has tried to accommodate western culture which in the long-run could
possibly end in the loss of Dubai's own culture. In the past few years, late
night parties as well as alcoholic drinks have become very popular and
common, something which is not appreciated in the Arab culture. Dubai
has numerous different kinds of nightclubs and bars to offer to its tourist
population (Expat Forum, 2009), which could possibly change Dubai's
own population, and would be most influential on the youth. A New Year's
Eve party held on The Palm island had heavily intoxicated people dancing
on the beaches in the nude (www.EscapeArtisit.com). Perhaps one can say
that the people of Dubai have already started to lose their cultural,
religious, and social responsibilities as a direct result of tourism.

16
Sex tourism has also immensely affected Dubai. The Dubai Information
Site documentary clearly shows with a hidden camera that prostitution is
only illegal on paper and is literally supervised by law enforcing
authorities and also suggests that the government and secret agencies know
all about it (www.Dubai-Information-Site.com). One possible reason
thinkable is that Dubai actually wants to attract sex tourists so that money
keeps pouring into the economy, but this theory is not evidenced. In some
instances Dubai has been compared with Morocco and the Philippines at
sex tourism level (www.Dubai-information-site.com). Streets of Dubai are
filled with easily identifiable prostitutes, perhaps most of these women are
there to attract local clients but many also end up attracting tourists. The
more expensive prostitutes work at 5 star hotels where obviously tourists
also stay, making the existence of sex tourism even more solid and
believable. In an interview with a prostitute, she said "Most of my clients
are Australian, Canadian, and local men" (Robson, 2009). An enormous
increase in prostitution, especially when a large number are tourists are the
clients, puts residents of Dubai at risk of sexually transmitted diseases such
as Syphilis and HIV.
What one must consider is, is Dubai still a place where one can raise
children with pre-existent social and cultural values?

The Main Reasons for Negative Impacts:

What has been the main reason for all these socio-cultural and
environmental changes? As mentioned earlier, the government, or rulers,
because Dubai is not a democracy, want to help the economy by
introducing tourists. Dubai took a political stance in the mid 1990's that
because the oil was going to get exhausted they should switch their focus
towards tourism. Investments in Dubai are mostly international and most
of the flats in the residential skyscrapers built were sold to very rich

17
foreigners. The prince of Monaco also bought an island in the archipelago
'The World' (Clarke, 2006). Therefore the 'second home' phenomena is
also one which helps increase tourism in Dubai, and thus tourism impacts
on Dubai even more greatly, as tourists will visit again and again. It was in
this stance that Dubai's rulers also decided to make many tourist attractions
including the various hotels and bars. The CEO of Dubailand, the world's
largest theme park, is known to have said that "we want to make Dubai
Venice of the Middle East" with flowing water canals (Heyer, 2008),
which again is excessive use of water in a region where water is a precious
resource. It was investments in such schemes that were followed by
devastating environmental impacts. Not only is the running and
maintaining of such attractions unhealthy for the environment, but it is also
the construction which greatly affects it. The government of Dubai has
been quite relentless in the construction of these attractions, so much that
the already few environmentalist groups and NGOs in Dubai had to be
made silent and were not allowed to interfere at all (Hickman, 2008). It
would not have been difficult silencing these groups as Dubai is not a
democracy system. NGOs' and environmentalists' only job is to educate
school students about recycling (Hickman, 2008). The construction
company Nakheel, responsible for the construction of the infamous Palm
Islands, the land reclaimed 'The World' and many other environmentally
harmful projects is owned by the ruler of Dubai himself, His Highness
Sheikh Mohammed Bin Rashid Al Makhtoum (Clarke, 2006). Therefore
we can easily say that the reason for the impacts is perhaps strict adherence
to political and economic policy. Quite recently, given the 2008 economic
slump, Dubai has started facing economic problems as well. In the
recession, there was a considerable drop in tourism in Dubai (Walid,
2009). Unfortunately, the whole purpose for which Dubai had to suffer
through socio-cultural and environmental impacts may be too volatile. Any

18
country should never be too dependent on any one sector of the economy,
especially a self-destructive one like tourism.

Due to high demand for our services we're always looking for new writers.
If you're interested in becoming a freelance writer then why not read more
about our freelance writer jobs.

Is Sustainable Tourism Possible?

Sustainable tourism as defined by the United Nation World Tourism

Organization (UNWTO) is 'Tourism that takes full account of its current
and future economic, social and environmental impacts, addressing the
needs of visitors, the industry, the environment and host communities.'
(Bartlett, 2007)

Firstly, the adverse effects of tourism are lessened if the growth in tourist
population is relatively slow (Cooper et al, 2008). This was not the case for
Dubai. Dubai has seen an enormous growth in its tourism over the past 15
years. Thus the impacts on the environment and the people have been
greater than they could have been. The residents of Dubai did not have
much time to grow accustomed to the ways of the tourists. Like London
and New York, where residents are already accustomed to an urban style of
living with the presence of tourists (Cooper et al, 2008), Dubai's residents
are not.
Dubai has already started to implement sustainable tourism (Mustafa,
2007). A recent initiative by the earlier mentioned Nakheel is called Blue
Communities (www.BlueCommunities.org). For example, at the Palm
Island they have introduced a new air conditioning system which reduces
energy usage by 35%. Such issues should not only be addressed by one
construction company, but all construction companies. Dubai's
government is strong enough to implement such laws that will minimize

19
the damage to the environment. Some hotels in Dubai have also started to
take the environmental issues and hence their carbon emissions seriously.
They have taken steps towards decreasing their environmental costs and
realize the financial benefits that could be received by going 'green'
(eTurboNews, 2005). Such initiatives can be very expensive to
Dubai can use the example of Egypt, which has similar social and cultural
values and even perhaps related environmental issues. When the Red Sea
started to grow as a tourist destination, the government took a similar
approach to that of Dubai's, based on construction of hotels. Later, they
implemented management plans and introduced a "Sensitivity Map which
rates resources in terms of their resilience to the impacts of use" (Bartlett,
2007). Moreover, Egyptian authorities have started providing incentives to
be more sustainable (Bartlett, 2007). Dubai could take a similar approach.
After a case of two British nationals having sexual intercourse on a family
beach, authorities have introduced some new guidelines for residents and
tourists alike. Now, loud music, swearing, kissing, wearing skirts of
inappropriate length, and even holding hands and hugging in public has
been banned (www.News.com.au, 2009). Instead of being on the extreme
end and banning the activities mentioned above, which are quite common
in the tourists' own countries, Dubai can take a similar "encourage, not
discourage" approach (Bartlett, 2007). Dubai can mention the Arab and
Muslim culture in any brochures and advertisements of the destination;
otherwise, if tourists hear about such bans and limitation, they might want
to visit an alternate destination. The same encouraging approach as that of
Egypt can be taken towards construction companies, in which financial
assets could be provided. Similarly, Emirates Airline could continue to
purchase the new A-380 aircrafts as they are more environmentally
friendly. Research shows that 45% British tourists are willing to spend
more on vacation if environmental damages can be reversed, 67%

20
Americans think it is important that they do not damage the destinations
they visit, and 69% Danish tourists are willing to pay more for eco-labelled
hotels (Bartlett, 2007). All three countries above generate high numbers of
tourists. Thus government officials in Dubai can assume that if they want
to fund in environmentally friendly activities, this will potentially attract
more tourists.
Dubai's government could possibly take another step towards
sustainability. Random residents could be drafted, at their will, in large
groups to be a part of a panel, similar to a marketing firm's consumer panel,
where they could be asked to comment on any new developments that have
been thought of. This way the commonly held views of the community will
be known and because a random drafting system is used many members of
the community will feel more important and thus less resistant to changes.
The implementation of such a system will be hard and tedious. It may also
quite costly for the government.
Eco-tourism can be practiced although in a very unique way. Eco-tourism
normally deals with naturally beautiful areas, but could also possibly
involve the unique culture and traditions of a region (Bartlett, 2007). Dubai
can advertise the rich Arabic traditions that prevail in the region and show
how cultural and environmental values are in the city's core. Eco-tourism
would be difficult because of the notorious impacts on the local and global
environment and the changes that have already occurred in its residents.
Still, it is a very remote possibility in the long-run. If achieved, Dubai may
be a possible eco-tourism destination which would ironically attract
masses.
To achieve sustainable tourism, the differences between the residents and
tourists must be reduced (Cooper et al, 2008). If Dubai's people were to
change and become like westerners, this would again end up in loss of
identity and changes in culture. Instead, skilfully designed programs for

21
schools and similarly designed advertisements aimed at Dubai's adult
population could teach them about the positive effects of tourism and
adaptability. On the other hand, advertisements aimed at tourists from
different countries could be made aware of Dubai's cultural and religious
values.
In the case of Dubai specifically, there should be aims made at reducing
prostitution to make the social situation better. By making police
authorities more efficient and taking a stance to stop human trafficking at
the airport, so no prostitutes enter.
For Dubai's tourism to grow sustainably a few of the mentioned methods
must be used so that the interests of the people, tourists, and environment
are satisfied, all the while the tourism industry thrives and grows. Although
this is difficult as there is a clear trade-off between certain factors, for
example construction of attractions leads to an increase in tourism but
harms the environment. Therefore Dubai's tourism sector needs a skilfully
devised plan to practice sustainable tourism. It also needs the
understanding that environmental and social systems are not two distinct
theoretical simple systems, but are one complex real system and that
humans are also a part of the environment. This system is therefore always
evolving and changing with uncertainties and remains stable only for a
short period of time (Fyall et al, 2005). As the system evolves, Dubai's
plans of sustainable tourism will also have to change, because the interests
of all stakeholders are different at all times.
The statement of Abu Dhabi government in its Economic Vision 2030 and
its intent to "build a sustainable and diversified, high value-added economy
that is well integrated into the global economy and that provides more
accessible and higher-value opportunities for all its citizens and residents,"
encompasses economics and social development - two of the three
organising principles of sustainable development, according to a

22
publication of the Abu Dhabi Council for Economic Development,
ADCED.
An article in the latest issue of ADCED's journal, 'Economic Review', says
the 2005 World Summit on Social Development identified sustainable
development goals - such as economic development, social development
and environmental protection - as the three main pillars of sustainability
that are not mutually exclusive and can be mutually reinforcing.
These sustainable development goals, the report said, are central to Abu
Dhabi's holistic approach towards economic growth. Tourism, one of the
main pillars of Abu Dhabi's drive towards economic diversification, falls
under the remit of the Tourism and Culture Authority - Abu Dhabi (TCA).
The TCA's stated aim is to move Abu Dhabi towards an economically
sustainable tourism destination, towards a socially-responsible tourism
destination, and towards an environmentally friendly tourism destination.
Similarly, the Environment Agency-Abu Dhabi (EAD) is tasked with
ensuring that economic growth and environmental protection advance
together. This is achieved by focusing efforts on four main cornerstones:
regulation, conservation, education and awareness. In its corporate
brochure, EAD states, "We work constantly to ensure that the economic
vision for Abu Dhabi is achieved in a way that ensures a sustainable future
for our emirate, the wellbeing of its residents and a good quality of life for
all, now and in the future." Masdar, a subsidiary of the Mubadala
development company, was established in 2006 with a mandate from the
Abu Dhabi government to advance renewable development, investment
and commercialisation. Masdar's domestic portfolio now accounts for
about 68 percent of the GCC's renewable energy capacity, with its projects
including Shams 1, a 100MW concentrated solar power initiative in the
Western Region of Abu Dhabi and numerous other projects in the pipeline
both in the UAE and abroad, the report said.

23
The Abu Dhabi Urban Planning Council, UPC, is also taking sustainability
seriously through its Estidama initiative ('Estidama' is the Arabic word for
sustainability). Estidama began two years ago and is the first programme of
its kind that is tailored to the Middle East region. In the immediate term,
Estidama is focused on the rapidly changing built environment. It is in this
area that the UPC is making significant strides to influence projects under
design, development or construction within the emirate of Abu Dhabi.
Abu Dhabi is also playing a central role on the international sustainability
stage. In 2014, the first edition of Abu Dhabi Sustainability Week, ADSW,
welcomed over 30,000 participants from 150 countries to discuss pressing
global issues such as renewable energy, water challenges in arid regions,
food security and climate change.

In 2015, from January 19th to 22nd, ADSW featured the World Future
Energy Summit, hosted by Masdar, the International Water Summit, IWS,
and the Eco WASTE Exhibition. One of the event's highlights was the 6th
annual Awards of the Zayed Future Energy Prize.
The dollar four million annual award in five categories was established by
the UAE leadership to recognise and award excellence in renewable
energy and sustainability across the globe in honour of late Sheikh Zayed
bin Sultan Al Nahyan, Founding Father of the UAE, who championed
sustainability and environmental stewardship.

Dubai Tourism and Travel Industry:

Before we discuss the important factors that contributed to the success and
growth of the tourism sector and to have a better understanding of this
sector; we briefly introduce the macroeconomic environment of UAE and
other economical indicators that show the positive status of the tourism
sector in UAE and in Dubai in particular. The economy of the United Arab

24
Emirates is the second largest in the Arab world (after Saudi Arabia),
with a gross domestic product (GDP) of $377 billion (AED1.38 trillion) in
2012. The United Arab Emirates has been successfully diversifying its
economy, 71% of UAE's total GDP comes from non-oil sectors
UAE has the most diversified economy in the Middle East and in the
world; according to IMD World Competitiveness Centre Index they
ranked UAE as the 26th most diversified economy in the world 2, and 24th
among 144 countries in 2013 in the global competitiveness. Since
independence in 1971, United Arab Emirate's (UAE) economy.
Tourism has grown by nearly 231 times to AED1.41 trillion in 2013. The
non-oil trade has grown to AED1.2 trillion, a growth by around 28 times
from 1981 to 2012. The economy of the UAE is endowed with positive
characteristics which have contributed to the strong growth rates, the
creation of a stable fiscal and financial sector, and an attractive investment
climate. In addition, the economy enjoys low inflation rates, which
amounted to 0.66% in 2012, and stable political and economic conditions
which have helped drive the various economic sectors forward towards
greater progress (Annual Economic Report 2013, 21st issue, Ministry of
Economy, UAE). In addition to the above macroeconomic indicators, we
can cite others sub-indicators that have a positive impact of the tourism
sector in UAE. United Arab Emirates achieved eighth position in the
infrastructure index due to the excellence in the quality of the air, sea and
land transport infrastructure, electricity services, cellular phone service,
and the high standard of the infrastructure in general. Other factors include
the insignificant presence of organized crime, government procedures
that are not cumbersome, the credibility of security services, and the
ethical conduct of companies, the following table Competitiveness Index
(2011-2013) shows few other indexes where UAE ranked high.
The tourism sector is considered among the important sectors of the

25
national economy; Based on the World Travel & Tourism Council
(WTTC), in 2012 the estimated total value added generated by the UAE
travel and tourism sector either directly or indirectly, reached about AED
193.6 billion (52.75 billion $) , approximately accounting for 14.3% share
of GDP. The UAE travel and tourism sector value added percentage share
is expected to reach about 16.4% of total GDP and to register an average
annual growth rate of 5%, to reach AED 325.4 billion (88.66 billion $) by
2023. The UAE travel and tourism sector is expected to create 245,000
jobs directly by 2023, registering an annual growth rate of 4.1%, according
to the latest research analysis released by Dubai Chamber of Commerce
and Industry.
This achievement was made possible by the attractiveness of the UAE as
tourism destination alongside a number of strategic projects which have
been implemented or are being implemented in all across the country.
Moreover, the sector is known for the availability of hotels, restaurants,
hotel apartments and quality resorts which have become its important
pillars. In this context, UAE aims to attract 15 million tourists by 2020 and
the World Travel and Tourism Council estimates that the total tourism
investments in the UAE will reach AED 858 billion by 2016 (United Arab
Emirates Ministry of Economy, Annual Economic Report, 21st issue,
2013). Dubai played an important role in the achievement of the UAE
economy growth and global competitiveness; because of the research topic
of this paper we will just shed light on the tourism sector. At glance, Dubai
contributes with a considerable amount of 33% to the national UAE GDP
464.80 billion AED (126.65 billion $).
Dubai's economy expanded 4.6 per cent year on year in 2013, Dubai
tourism now contributes more than oil to the Emirates GDP. The
International Monetary Fund (IMF) and the Institute of International
Finance (IIF) have forecast Dubai's GDP growth in excess of 5 per cent in

26
2014. The DSC 3 report showed that the fastest growing sector in Dubai in
2013 was once again hospitality, which recorded 13 per cent growth, the
third consecutive year of double-digit growth in this sector.
Overview of Dubai Tourism Infrastructure:
Before we present the key success factors of the tourism sector in Dubai;
having on overview and insight on the types of hotels, number of tourists,
countries and services. If we look at Dubai's hotel infrastructure, we notice
that visitors have a wide range of choices since all global hotel chains own
or operate hotels in Dubai .It is not the number of hotels that attract visitors
but the very high service quality and standards provided by these hotels.
Dubai is also famous for being a shopper's paradise and caters for all tastes
and budgets through its shopping centers, in addition to its parks and
various gardens in different parts of the emirate. Dubai is also renowned
for holding periodic shopping festivals and international exhibitions for
different activities. The number of hotels in Dubai increased from 387
hotels in 2011 to 399 hotels in 2012, or at 3.1% increase rate with a
corresponding increase in the number of rooms and beds.
Infrastructure:
Providing a good infrastructure is the second key factor of a successful
tourism. As mentioned in the introduction and overview of the tourism and
travel industry, Dubai invested heavily in the infrastructure; Hotels,
Airport, Land, Ports, retail (shopping centers), Financial centers,
exhibition centers, specialized cities, free zones, technology and
Educational and training institutions (International Universities).
Hotels, Restaurants, Special Centers and Resorts:
Dubai success in the tourism sector is mainly because of the heavily
investment in the hotels, restaurant and resorts sectors, according to the
report published in February 2013 by the Dubai chamber of commerce
(DCC, 2013),

27
Dubais restaurant and hotel sectors:

Dubais restaurant and hotel sectors were the highest growing sectors in
Dubais economy registering 16.9% annual growth rate. The spectacular
GDP growth of Dubai restaurant and hotel sector over the past few years,
has led to the increase in its percentage share in Dubais economy
increasing it to about 4.5% in 2012 compared to 3.4% in 2008.

In 2013, Dubai counted 416 hotels, 61,670 rooms and 8,641,355 guests.
The total number of hotel apartments 195 in total, 22,864 flats and
2,371,132 guests. The hotels industry in 2012 generated a total output of 31
billion AED and 14 billion AED as value added (Dubai Statistics Center,
2013).

Transportation:

Transportation is one of the largest investment that contributed to boost

tourism, according to Dubai Civil Aviation and DRTA Dubai Roads and
transport Authority (DCAA, DRTA 2013), Dubai International Airport
DBX reported in 2013 a total flight of 373,534, with 66,496,000
passengers. Itself Emirates Airline serves 83 destinations, today Emirates
is the 4th largest airline in the world (in terms of passenger traffic) with its
18th consecutive year of profit. Dubais open sky policies and facilities
have encouraged over 112 airlines to connect via Dubai to more than 165
destinations (Emirates Airlines, 2007). Another World Central
International Airport Al Maktoom International Airport of the new
6-runway still under construction with phase 1 fully operational

. The new airport is slated to be the worlds largest airport handling 160
Million passengers by 2025. Dubai Duty Free, people spend over US$700
million per annum, which is the third largest in term of turnover next to

28
Heathrow (London) and Incheon (Korea) (Retail ME, 2006a, b). Dubai
ports reported 226 vessels arrived into Dubai Ports with a total of 226,271
passengers (Dubai Ports World, 2013). Dubai also invested in the Cruise
terminals to attract another type of tourists, this required new investment in
cruise docks. Dubai expects to attract 1 million cruise tourists by 2020.
Last year, the emirate welcomed around 400,000 cruise passengers. This
year, passenger numbers are expected to grow by between five and six
per cent (Bin Mejren, Gulf News, 03/2014). The land transportation, Dubai
has 1065 public buses, 103 bus routes with a total number of 116 million
passengers. Dubai Metro has 52.1 Km lines lengths with 89 million
passengers. Another ambitious transportation project that will boost the
tourism sector is the new railway network to connect all emirates cities and
GCC countries of 1200 KM.

Licensing and Travel agencies:

The number of national and international travel agencies is increased every

year, Dubai Chamber of Commerce reported that in 2013 has issued 214
new tourist licenses and 1975 renewed ones and 38 were canceled which
make a total of 2189 agencies. According to the Dubai World Trade Center
(DWTC, 2013), Dubai hosted and organized 80 exhibitions and fairs, 266
conferences and meetings, 39,946 companies contributed with 1,581,401
visitors from different nationalities.

Telecommunications and Technology:

Dubai has one of the most performing telecommunications and mobile

networks. The communications and information technology sector
registered a growth of 7.4%, contributing around 3.2% to the domestic
product in 2012, and it is considered among the leading sectors in terms of
activating the policy of diversification and the reinforcement of the

29
foundations of the knowledge economy (Ministry Of Economy, 2013).
The internet network is currently integrating eServices of all 24
government offices. Not only does it allows electronic payment of bills but
also allows access to information on nes, utility bills and business
queries. Hotlines like Al Ameen (a security hotline for suspicious activities
not in the general purview of the police) have been launched to improve
government services. All visitors have access to inquire any info about
Dubai. Most of the shopping malls, centers and retail shops are linked to
banks credit lines (Visa, and MasterCard). Dubai will also free Wi-Fi free
connections in major centers.

Education and Institutions:

Education is another potential area for tourism; HE Sheikh Mohammad

announced an AED 37 billion fund (US$10.8 billion) for education and
knowledge-development in the region (Zawya, 2007). Higher education
institutions in Dubai are either branch campuses of international
universities or private universities located inside or outside Free Zones.

Dubais higher education institutions offer a wide range of programs,

including vocational diplomas and higher diplomas, and degrees at
associate, bachelor, master and doctoral levels. Dubai currently has 57
higher education institutions from which 26 are international universities,
3 federal universities, a total of 52,586 students from over 140 different
countries, 56.8% are international (29,868 students) and this has created a
rich and varied learning environment. In addition, there are three campuses
of federal institutions for Emirati students only (Knowledge and Human
Development Authority KHDA, 2014).

30
Medical infrastructure:

The Medical infrastructure plays a major in the tourism sector; the focus is
to attract 6 million tourists with special needs and get residents to use
medical facilities. Medical tourism exceeds US$56 billion worldwide in
2006 and is growing at 15 percent pa according to a report by the Abu
Dhabi Chamber of Commerce and Industry (Al Deen, 2007). Within the
UAE it is expected to generate AED 7 billion (US$1.9 billion) by 2010.
The focus is to attract 6 million of the 600 million tourists with special
needs and get residents to use medical facilities within the emirate rather
than going abroad. Education is another potential area for tourism. HE
Sheikh Mohammad announced an AED 37 billion fund (US$10.8 billion)
for education and knowledge-development in the region (Zawya, 2007). In
2012, it was estimated that UAE healthcare expenditure represented about
3.8% of UAE GDP, equivalent to USD 14.2 billion or USD 1,752 per
capita which is among the top 30 highest rates in the world. Private sector
funding represented 25.4% of total spending in 2012 (Dubai Chamber of
Commerce report, 2013). According to the same report, the government
plans to improve its healthcare infrastructure to ensure that adequate
medical services are provided in the emirate. While many UAE residents
have traditionally sought medical care overseas, the UAE government
hopes to ultimately reverse this flow, turning the UAE into a medical
tourism destination. Imports of medical devices reached a new high of
USD 779.4 million in 2012. For the last few years, Dubai has become a
destination for quality healthcare services especially by visitors from the
Middle East and North Africa as well as the GCC, leading to the boom of
Dubai medical tourism industry. It is estimated that, Dubai medical
tourism industry generates over USD 30 billion worth of revenue annually.
Dubai Healthcare City (DHCC) free-zone has about 900 clinics and

31
hundreds of medical professionals both national and international, to serve
the countrys residents and visiting patients. It is claimed that Dubai
Healthcare City is the largest international medical center between
Southeast Asia and Europe.

Sport facilities:

Sport facilities, part of the Sport tourism Dubai is investing (17 golf
courses, dhow racing, horse racing, and tennis) Future sports attractions
range from cricket, football, formula one racing and the development of
the Sports City make it an ideal venue for future Olympics. Dubailand
will also host the Bawadi a hotel strip similar to Las Vegas and the
worlds largest Ski Dome which will attract an additional 200,000
visitors per day (Husain, 2007b). The family is partly the focus with
Dubailands Universal theme park however these are expensive options.
Dubai should look at culture and historical exploration as other areas for
development. By becoming a cruise terminal, it could do just that.

Retail Sector

Dubai's retail sector will be worth 150 billion AED (39.78 billion $)
(Business Monitor International BMI) and it will grow by 33% in 2015
(Ventures Middle East, September 2014), Dubais retail sector represents
around 60% of UAE market.

The city is now rivaling established global shopping hotspots like

London, Milan, New York and Sydney, with the U.A.E now ranked as the
world's fourth most attractive retail destination in AT Kearney's latest
global index. According to the same global index (GRDI, 2014) report
UAE has continued its strong growth as a dynamic retail market, retail
sales grew five per cent in 2013, boosting annual sales to $66 billion (Dh

32
240.5 billion) and seeing the UAE climb one spot in the GRDI from last
year, to claim its highest position ever on the index. Dubai Economic
Council also estimates the city's retail sector to have become as big as the
financial and real estate sectors in terms of value. The retail revolution is
set to intensify, as Dubai welcomes 25 million visitors in the build-up to
World Expo 2020. The retail sector remains one of the most vital streams
for economic activity in the emirate and the industry is likely to witness
significant growth in the lead up to Expo 2020 in six years' time (Khaleej
Times, August 2014). This growth is due to the infrastructure boom with
new retail centers such as the Mall of the World with an investment of
6.8 billion $ (Emirates24/7, September 2014), other massive infrastructure
and development projects will open soon, including the Falcon city of
Wonders, and other famous building as Eiffel Tower.
Another type of retail is booming in Dubai the Luxury Brands and high end
retail stores, the Luxury Galleria contains more than 100 retail and food
outlets, including Alexander, McQueen, Jimmy Choo, House of Fraser,
Cartier and Bulgari, this attracted new types of High class tourists from
Eastern Europe and GCC countries. Despite the harsh summer weather in
Dubai, in the last years Dubai has tried to revive this period through the
Dubai Summer Surprise a ten week shopping, according to the Dubai
Economic Department Development (DED, 2013) in 2012, 4,360,000
visitors participated in the festival with a total of 12 billion AED, with an
average daily spending of 384 Million AED.

Another Shopping event organized in the winter season the Dubai

Shopping Festival, in 2012, 4,400,000 visitors with a total spending of
14.7 billion AED. To show the role of the retail sector on tourism, we will
use some data developed by Visa credit line in 2010 on UAE Market (66%
of Dubai). In 2010, international visitors spent 3.1 billion $ on Visa cards,

33
visa cards holders are from United Kingdom, USA, Russia and other
European and African countries. The following chart shows the total
amount spent in UAE in the retail sector (source: VisaVue Travel Data,
2009-2010).

Marketing and Media infrastructure:

Despite the presence of the DTCM Dubai Tourism and Commerce

Marketing in more than 18 big cities in the world (page 10), Dubai free
trade zones and its no direct tax policy participated a lot in promoting the
tourism sector. There are more than 500 Fortune companies setting up
offices (Microsoft, Nokia, CNN, Pepsi), Banks (Credit Suisse; Merrill
Lynch; Deutsche Bank, etc.) and Hotels (Sheraton, Hyatt, Meridian,
Rafes, etc.). Home brands like the Jumeira International Group (hotels),
Emaar, Nakheel and Dubai Holding (real estate), Emirates Airlines and DP
World (port management) are among its brand ambassadors. Several
investments have a direct impact in promoting Dubai Brand m any of its
home grown brands are superlatives (biggest, tallest, richest, magic etc.),
for example, the worlds first underwater hotel Hydropolis, World tallest
building Burj Khalifa, the Worlds richest horse race Dubai Cup,
Worlds largest man-made marina Dubai Marina, The worlds largest
mall Dubai Mall, Worlds largest gold souk, the worlds largest airport
DWC. Those are few examples that contribute to attract more visitors. In
2014, Dubai issued a law to establishing a new body, Dubai Corporation
for Tourism and Commerce Marketing (DCTCM). It will become the
entity responsible for the promotion and marketing of the Emirate of
Dubai (UAEinteract, 2014), the Corporation will have a mandate which
includes promoting the Emirate as a prime destination for tourism,
entertainment, and events. The main tools used for marketing and
advertisement are: production of promotional videos and TV commercials,

34
industry partners for the promotion of Dubai, Preparation and distribution
of publicity material including brochures, guides and leaflets promoting
Dubai, Presence in international events exhibitions and fairs, partnership
and sponsoring international clubs, teams and sports tournaments, and
international advertising campaigns. Some of the major exhibitions that the
DTCM regularly participates in are the ITB (Berlin), WTM (London),
EIBTM

(Barcelona), IMEX (Frankfurt) and ITME, as well as in smaller fairs like

Holiday World (Dublin) and MATKA (Finland). The government
constantly benchmarks itself against other cities and nations. The
Department of Economic Development of the Government of Dubai
partnered with the IMD World Competitiveness Centre to identify a
competitive framework. The 2005 World Competitive report compares
Dubai with 51 countries and nine regions on 314 criteria (IMD, 2005).
USA, Hong Kong and Singapore led the survey in that order and Dubai is
benchmarking itself against the best (Table II). Another Department worth
to mention in term in promoting Dubai globally, The Dubai Convention
Bureau (DCB) within the DTCM, generates meeting, incentive,
convention and exhibition (MICE) business for Dubai. Convention bids
are coordinated and submitted on behalf of all stakeholders in Dubai.
While marketing to organizers, the DCB also liaises with local
professionals to assist them in bringing their affiliated conventions to the
city. In addition, this department brings education and training
opportunities to Dubais convention service providers. As a member of
Best Cities, DCB ensures a high level of customer service and strives to
make Dubai the worlds leading destination for these events.

35
Diversification:

A variety of touristic products, Dubai always strives to innovate in its

touristic products, ranging from Leisure & entertainment, Business,
Cruise, Green tourism, and Archeological, other activities are in the
innovative plan (conferences, expos, sports, guided tours and safaris, and
ecological Bird watching). It would be more interesting if we had access to
data and information on each product (but we refer the reader to the
previous section that described in details the investments on each
category). To have a clear vision on the Dubai characteristics of the
tourism market, we will rely on the 2007 tourist survey (The Dubai Visitor
Profile DVP) conducted by the DTCM to understand the characteristics of
the tourism market. According to the survey, 29% of visitors to Dubai were
on leisure breaks, 32% on business trips, 17% shopping, 10% beach
resorts, 22% visiting friends. Popular months for holidays are taking in
general in July/August (18%), December (16%) and January (15%). 77%
of visitors stayed in hotel accommodation, 47% of which was in 4 and 5
stars hotels. The average length of stay was 7.3 days, with business visitors
6.4 days and leisure 7.8 days. 68% of visitors were married, 72% male and
28% female, 62% of the visitors said that they will return to Dubai for a
holiday, 90% of visitors are highly satisfied with their experience in Dubai.

Dubai Desert Conservation Reserve showcased:

Organised by the United Nations Environment Programme (UNEP) and

the UAE Ministry of Environment and Water, the Sustainable
Eco-Tourism in Desert Ecosystems conference in Dubai was arranged to
discuss sustainable development, conservation of natural resources and
tourism growth.
A benchmark in the conference discussions was the Dubai Desert

36
Conservation Reserve (DDCR); the first and largest protected wildlife
conservation area in the UAE, formally recognised as a Protected Area by
UNEP, and also home to Emirates' exclusive Al Maha property.
In 2003, the Government of Dubai decided to create a nationally
significant conservation area and charged Emirates with its management
and protection. Since then Emirates has invested over 10 Million dhs in
support of wildlife conservation programmes, scientific research, and
protection of this 225 square kilometre area.
His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief
Executive, Emirates Airline & Group, and also the Chairman of the Dubai
Conservation Board, commented: "We are honoured that Al Maha and the
DDCR have been held up internationally as a foremost example of
sustainable tourism development at this prestigious conference. We are
determined to preserve a balance between conservation and Dubais rapid
urban expansion. Emirates and Al Maha have contributed enormously to
ensure the management of conservation, research and tourism within the
DDCR is at the highest international standards.
Much of the regions natural resources, habitats and wildlife are under
pressure; however, sustainable developments such as Al Maha offer the
biggest opportunities to develop the tourism economy, while also
protecting natural and historic heritage into the future.
Since the opening of Al Maha in 1999, the successful re-introduction of the
Arabian Oryx, Arabian Gazelle, Sand Gazelle and large-scale indigenous
flora re-seeding programmes are just some of the major projects that have
been delicately carried out in the DDCR. It is the only location within the
UAE where visitors are able to experience completely free-roaming
wildlife within their natural desert and dune surroundings.
The reserve is the most actively researched and carefully managed
conservation area in the region. It is registered with the World Database on

37
Protected Areas (WDPA), audited by UNEP's World Conservation
Monitoring Centre, and is a member of the International Union for
Conservation and Nature (IUCN). The DDCR has joined some of the
world's most treasured conservation areas, including such reserves as
Yellowstone National Park in the USA and the Great Barrier Reef in
Australia.
Confirmed by scientific research, the environment and habitat within the
DDCR has greatly improved from what it was ten years ago. Quite apart
from the wildlife which has been reintroduced, many species that had
disappeared from the area are now returning on their own accord.
The DDCR is segregated into four utilisation zones. In some areas, only
researchers are allowed to enter on foot. In another zone a select number of
safari operators who worked closely with the reserve management to
create a foremost example of sustainable desert tourism in the region - can
conduct safaris for visitors, providing an experience of the desert and
dunes, and its unique fauna and flora, and gaining a better understanding of
Dubais conservation efforts.
The Government of Dubai decided to create a conservation area in 2003,
which saw the expansion of Al Mahas original 27 square kilometre
reserve into a 225 square kilometre protected area. The new area the
Dubai Desert Conservation Reserve (DDCR) became the largest,
secured, protected land mass in the UAE.
Specific, international standard, conservation law was then developed, and
the DDCR was formally and permanently protected under Rulers Decree
in 2004.
Internationally, as a norm, governments protect between four-eight per
cent of a nations land area, critical in preserving the worlds shrinking
biodiversity and natural resources. The DDCR, covering 4.79 per cent of
Dubai land area, makes Dubai a leader in conservation regionally.

38
His Highness, Sheikh Ahmed bin Saeed Al Maktoum, chairs the Dubai
Conservation Board, a multi-disciplinary board made up of government
authorities, tourism and conservation experts, and Al Maha continues to
have overall responsibility for the management and operations of DDCR.
The formation of the Conservation Board indicates the importance placed
on maintaining the balance between Dubai's development, and the need to
preserve its natural and cultural heritage. Emirates, as the leading driver of
tourism in the region, has sponsored the conservation and wildlife support
programmes within the DDCR, investing over dhs 10 million over seven
years.
Threatened indigenous wildlife species, including the endangered Arabian
Oryx, were first reintroduced in 1998 and 1999 and have been breeding
successfully around Al Maha since, with wildlife being released into the
greater DDCR area on a regular basis. Very few countries have made such
progress in the field of land conservation in recent times, with few
permanently protecting this percentage of land area in the last two decades.
Internally the DDCR is segregated into four zones, each with a prescribed
utilisation plan - from complete exclusion zones, only visited on foot by
researchers to those zones where controlled vehicle access routes are
provided to a few selected safari operators for desert excursions and dune
camps. Over 225,000 visitors have experienced the reserve over the past
year alone, taking the total to over one million since its opening, without
any noticeable damage to the desert habitat. To protect wildlife, and
control visitor activities and numbers, the reserve is completely fenced.
A part of the DDCR operation activities is the education and training of
professional safari guides and the raising of public awareness on
conservation issues. Contrary to commonly-held beliefs, deserts are not
empty, but are sensitive eco-systems containing living species which have
evolved over millions of years within certain climatic conditions, and

39
which support many unique plants and animals - many of which may well
be valuable future sources of medical, herbal, and genetic materials, given
their unique adaptations.
Another vital role served by conservation is to create a benchmark of each
nations natural environment, and a complete record of its biodiversity. As
development, agriculture, industry and urbanisation cause change to the
environment, it is critical for planners to know what changes are likely to
take place, and whether these environmental impacts are sustainable in the
long term.

Today, the DDCR is very much alive - home to over 33 mammal and
reptile species indigenous to the Arabian Peninsula. The Arabian Oryx was
until recently on the verge of extinction, but the DDCR has been successful
in re-introducing the species, which is successfully breeding, undisturbed
in their natural environment. Many other species are also returning to this
area on their own accord, after a long absence, as the natural balance to the
eco-system is restored. This year alone has seen six previously unrecorded
species returning, along with an increase in a wide variety of both resident
and migratory bird species, including the Barbary Falcon, Lappett-faced
Vultures, and even migrating Cuckoo.

Festivals and Events Time:

Dubai Shopping Festival February Dubai Desert Classic (Golf) February

ATP Men's Tennis Open & WTA Tournament February/March Dubai
World Cup (Horse racing) March/April Dubai to Muscat Sailing Race
March Dubai Summer Surprises July/August Dubai Film Festival
December Dubai International Rugby Sevens December In the next lines,
we will describe few of the diverse products.

40
Cruise Tourism:

Dubai Cruise tourism is rapidly growing with 135 cruises and 375,000
tourists visiting Dubai in 2011. By the end of 2012, Dubai was expected to
host 150 cruises with 475,000 passengers. By 2015, these numbers are
projected to grow by 30% and 35% respectively. The opening of the new
Dubai Cruise Terminal facilitated the inflow of more cruise passengers
and ships to Dubai than ever before. Spanning an area of 3,450 square
meters the new terminal continues to fuel Dubais burgeoning cruise
industry. The terminal is designed to handle between three to four ships
simultaneously. Dubai Cruise Terminal has been built to cater for the
emirates increasing number of cruise tourists. It is the only cruise terminal
in the world operated by a government tourism department, implying that
extra attention will be provided to visitors and guarantees the provision of
enhanced services such as certified tour guides and a swift entry system
with no visa issues for visitors. Now Dubai is a major destination of choice
to many global cruise lines, such as Costa Cruises, Costa Deliziosa, and US
Royal Caribbean International (RCI).

Medical Tourism:

Medical tourism in Dubai is regarded as an integral aspect of the healthcare

sector and Dubai is looking to strengthen its position on the global
healthcare tourism map. To achieve that objective, Dubai Healthcare
Authority (DHA) is exerting huge efforts to put in place policies and
regulations that can help streamline the functioning of the sector. Dubai
has become a destination for quality healthcare services especially by
visitors from 5 International Overnight Visitor Market, 2006/07, DTCM,
2007. The Middle East and North Africa as well as the GCC, leading to the
boom of Dubai medical tourism industry.

41
Another initiative thats worth to mention is the special -needs tourism
which under developed in many destinations, Dubai is fast developing
itself as a destination and is accessible to Special Needs visitors with its
eyes set on an estimated market of 600 million tourists worldwide. Dubai's
hotels, travel agencies, airlines, airports, shopping malls and different
modes of public transport are increasingly gearing themselves to become
disabled-friendly, a series of measures are being adopted and upgraded to
welcome more special needs tourists into the emirate. Dubai's share of the
special needs tourism market is estimated at one per of the approximately
one per cent of the six million tourist worldwide and if they stay for an
average of five days every year and spend $ 100 daily, the emirates total
tourism revenue will be boosted by $ 3 billion every year (DTCM, 2013).

Sports Tourism:

Recently the sports tourism is a new fashion destination to Dubai, new

investments have been made 17 golf courses, dhow racing, horse racing,
and tennis. Future sports attractions range from cricket, football, formula
one racing and the development of the

Sports City make it an ideal venue for future Olympics.

EcoTourism:

DTCM has also announced the official launch of the first-ever initiative to
reduce carbon emission (CO2) in the hospitality industry by 20 per cent
and Dubai Green Tourism Award, which will be in line with the World
Environment Day. The main objectives of the initiative are to increase
awareness about the global warming and CO2 emissions and energy usage
in the tourism industry, encourage environmental practices in the
hospitality industry (Sustainable Tourism).

42
Quality, Benchmark, Affiliations and R&D:

To maintain its high quality tourism and high customers satisfaction,

Dubai is a member of international Tourism boards and organizations,
being part of the accreditations programs will ensure the quality of the
sector. The government of Dubai has integrated a sophisticated
information system in accordance with ISO9001:2008, ISO14001: 2004
and OHSAS18001:2007 to satisfy our customers requirements, providing
a safe and environmentally friendly workplace for employees, contractors,
visitors and other interested parties and to comply with all relevant laws
and regulations in order to achieve our Vision and carry out our Mission.
Dubai is committed to continually improve the products and services, the
effectiveness of the management system and both environmental, health
and safety issues. Dubai will use the management system as an
improvement tool and have set relevant quality, health, safety &
environmental objectives, against which they monitor their performance.
All entities active in the tourism sector, travel agencies, hotels, restaurants,
tours, and all centers and organizations must adhere to the quality control
system adopted by Dubai. This is the foundation of q high quality tourism
(90% of visitors are satisfied with their experience and 62% will return to
Dubai one day). For continuous improvement Dubai is constantly striving
to innovate from its new Tourism Portal www.definitelydubai.com to
introduce training courses for the industry in collaboration with
professionals. It also conducts unique inward and outward missions to
promote Dubais tourism and commerce industry. DTCM employs highly
sophisticated technology and a range of e-services to manage its business
and its response to customers and vendors such as; Complaint
Management System, One Stop Information Centre (OSIC). OSIC the first
comprehensive central database of Dubai available to the public (facts and

43
figures) through various means of communication, where there are
currently more than 1000 lists of Tourism & commerce information, and
comprehensive statistical reports. The Visitors Information Bureaus (VIB)
is another system it plays a key role for DTCM;

Provision of right information at the right time is crucial to a destinations

success and Dubai has been utilizing this marketing tool effectively with
resounding success. The VIBs manned by multi-lingual, trained and
courteous staff are located in the airports. The VIBs are equipped with
touch-screen monitors to help the tourists obtain information easily. Dubai
Tourism Department is also a member of several international touristic
organizations round 40 affiliations such as: USA (Association of Travel
Marketing Executives), Russia (Russian Union of Tour Industry (RST),
Japan (Japan Association of Travel Agents), Australia/ New Zealand
(Australian Society of Travel Writers, Arab Australia Chamber of
Commerce & Industry), BestCities (BC), Destination Marketing
Association International (DMAI), Society of Incentive and Travel
Executives (SITE) and Bundesverband deutscher Pressesprecher .
DTCM has a Business and Research department is responsible to liaise
between the Dubai tourism constituency and other government
departments to address the industrys concerns and improve service
provision. Also assisting the government departments in their
communication with the tourism community, handling and analyzing
complaints about the DTCM and about other Dubai entities, with regards
to facilities and services provided, and conducting surveys to understand
Dubai and DTCM customer needs and expectations, and sharing the
findings with the relevant industry and government bodies Quality
Assurance department is another department responsible for coordinating
and championing the development, implementation and improvement of

44
the effectiveness of the Quality. The department introduced a phased
classification system for hotels and hotel apartments in early 1999, the first
in the region. To ensure the classification system met the highest
international standards, DTCM drew on the American, British, French, and
Spanish models and availed of the expert advice of the UNs World
Tourism Organization. The system was also the result of extensive
deliberations by a committee comprising hoteliers and representatives
from all concerned government departments, thus ensuring that it complies
fully with local economic and social conditions.

Security:

Finally the security is one of the most important factors in the stability of
the region, country and the destination. Dubai is seen as a comparatively
liberal and cosmopolitan society, with little threat of civil unrest and low
crime rates, and expatriates make up about 80% of the 1.2 million
population (Maza, 2010)

Conclusion and recommendations:

The purpose of this paper is to present and discuss the key factors of the
development and successful tourism sector in the case of Dubai and how
this experience can be of benefit to the Algerian Tourism sector. Dubai
made a significant development in the tourism sector described by its
contribution to the UAE and Dubai GDP and its indirect impact on
employment, transportation, retails, services and other hidden sub
economical sectors. Despite some challenges and barriers such as the
harsh climate and seasonal effects, cost of imports (food), high cost of
living, political tension in Middle East and complexity of the foreign labor,
the tourism sector was a considerable vehicle to economical development
and growth, Algeria in contrary the barriers and challenges faced by Dubai

45
are great potential for Algerian tourism. According to World Tourism
Organization (UNWTO, 2008), the tourism sector now contributing some
35% of global exports of services, and according to the same agency the
tourism sector in many less-developed countries has enjoyed Significant:
Growth and continues to do so, most recent data suggest that the
contemporary global growth in tourism is underpinned by growth in
emerging destinations in Asia, Africa and the Middle East (UNWTO,
2006, p. 3). According to the UNWTO (2008), tourism now represents
over 70% of service exports in LDCs less developed countries. Even
though being rich in touristic resources and potential such as geographical
location, natural resources, human resources (young population), rich and
fertile soil, cultural characteristics (roman archeological sites), rich desert,
also the late investment by creating new poles (172) of tourism and
allocated new zones of development (48000 hectares) (SNAT, 2012)
coastline cities and investment in transportation, Algeria still faces several
challenges that represent barriers to tourisms development (we dont
mean by development the total number of tourists and nights spent, but the
wealth created by the sector and its direct and indirect contribution to the
national economy). The first recommendation is institutional, managerial
and structural, the role of governmental official authorities involved in the
planning of a quality and sustainable tourism sector, a medium and long
term realistic and tangible strategic plan is strongly required (as adopted by
DTCM), with the involvement, consultation and coordination of all local
authorities and governmental bodies with direct and indirect link to
tourism, a new business structure of all tourism entities to avoid redundant
tasks and budgets (reevaluation of the resources and capacities at all
levels), appointment of qualified management and skilled staff with good
experience in the modern sustainable tourism sector, seeking affiliation
and experiences from international offices, adoption of new technology

46
and information systems to develop a national database (micro-data is
important for future decision making), a reliable system to control,
regulates and evaluate the implementation of the planned tourism policies,
a reliable system of communication internally and externally between all
organisms, a media center to promote and market in the local and
international market, a reliable portal website for global audience and a
research center specialized in the sustainable tourism. The second
recommendation is to change the strategy and focus on the local market,
Algerian residing outside the country and later on the regional and
international tourism. The number of local and Algerians residing outside
Algeria is a good indicator of a successful tourism, as a first these two
categories of tourists will revive the sector. With the change in the social
structure, more Algerian are looking for competitive touristic products in
other markets such Tunisia, Morocco, Dubai, Turkey and other European
countries, using a concern based surveys and face to face interviews, the
tourism offices can easily collect all the information required to understand
the local market and make, evaluate and make necessary adjustment to the
sector, Algerian tourist residing outside has almost the same expectation of
western tourist, it would be a good sample for research. The third
recommendation concerns the infrastructure, we have seen in the case of
Dubai the aggressive investment in term of the infrastructure (direct and
indirect). Infrastructure has a direct impact on the success of tourism, Air
transportation including the airline and airport are the image of a healthy
tourism, a lot should be done in Algeria to have a quality and competitive
airline (suggestions are left for specialized people in transport), following
the footsteps of Dubai in the quality of hotels, apartments hotels, retail
sector, restaurants and shops are good indicators, new investment by
international firms, more shopping malls with quality brands, easy access
to centers, opening money exchange offices, flexible banking systems with

47
ATMs, access to Visa and MasterCard lines from anywhere to facilitate
transactions, we have seen the total spending of Europeans in the retail
sector using credit cards. There is also a need for a control system
(benchmark) for the classification of hotels and restaurants, adopting the
ISO (standardized quality model) licenses are a solution to improve the
retail sector, affiliation with international firms in the retail sector might
accelerate the process of developing the sector. Another indicator that can
also improve the quality of tourism is the technology, access to internet
should be available in the major places such as the airport, hotels,
restaurants and centers, we have seen in the case of Dubai that technology
was classified among the criteria of attracting tourists, tourists now days
are always connected with friends and family members they want to send
photos and videos instantly for any event during their stay, GPS and Maps
are also used by tourists, develop new applications are keys of success.
Diversifying the product in another key recommendation, have multiple
and a variety of tourism products can attract traditional and new categories
of tourists, leisure (beach, solar, culinary), business (short stay
businessman, investor, firms, exhibitions, and fairs), shopping (festival,
traditional products, fairs), cruise (large boat for touring), family (new
product such as Halal tourism, family residence, group packages),
organized tours, medical, ecological, sports tourism (local and
international sports events), seasonal tourism (winter and summer), those
are few examples that are interesting to be explored. Other
recommendations are a mix of several issues related to political, social and
environmental characteristics, some characteristics might stop and retard
tourism such a secure and safe destination are the first required criteria
when choosing a destination, this is an external factor by promoting a safe
and secure sector is the responsibility of the tourism sector, removing all
signs of poverty and wholesomeness in public places, hiring qualified

48
labor in different tourism offices to secure tourists, having a call center or a
toll free phone line to receive any complain and urgent cases (restaurants,
hotels, centers, stations etc..), more green spaces, access to health facilities,
sign of cleanness in hotels, restaurants, beaches, natural resorts and
thermal stations, and alleviate the visa and entrance restrictions for
international tours and group of tourists. The factors of successful are
interrelated in isolation the factors have a minimum impact on the
development of tourism, but collectively that would create an environment
favorable and opportune for further expansion of the tourism sector in
Algeria. With the above recommendations, we think that Algeria is a
considerable and potential candidate for a long term sustainable tourism,
with a clear vision, a secure and safe environment, reliable infrastructure,
diversified product, continuous improvement and high quality, and a
strong marketing of the destination, Algeria can play an important role in
the development of the tourism sector locally and internationally.
Dubai must involve and change the behaviour of all the stakeholders
involved such as tourists, residents, environmentalists, and government
officials. Only then can sustainable tourism and development be achieved
and the negative impacts of tourism reduced.

49
 REFERENCES

Annual Economic Report, 2013, 21st issue, Ministry of Economy, UAEU.

Ayeni, Dorcas .A, Sustainable Tourism Development: A Viable Option to Boost the

Nigerian Economy, International Journal of Education and Research Vol. 1 No. 2

February 2013. Chang Mazz a, Development of Tourism in Dubai, 2012.

Dubai: Calendar of Events, Department of Tourism and Commerce Marketing,

Government of Dubai. Dubai Statistics Center, Dubai Government, 2014.

Haiyan Song, Stephen F. Witt, Gang Li The Advanced Econometrics of Tourism

Demand, Taylor & Francis, 2009

Hotel Statistics Reports, Department of Tourism and Commerce Marketing,

Government of Dubai Hotel Statistics Summary 1998- 2007, Department of Tourism

and Commerce Marketing, Government of Dubai Hyunyoung Choi and Hal Varian,

Predicting the Present with Google Trends, Google Inc., Draft Date April 10, 2009.

International Overnight Visitor Market 2006/07, DTCM, 2007.

Knowledge and Human Development Authority, Dubai Private Education Statistics

2013/14 , 2014.i

M. Stephens Balakrishnan, (2008),"Dubai a star in the east", Journal of Place

Management and Development, Vol. 1 Iss 1 pp. 62 - 91 M.Matly,

L.Dillon, Dubai Strategy: past, present, future, Harvard Business School,

February, 2007.

N. Saidi, F. Scacciavillani, F. Ali, Forecasting Tourism in Dubai, Dubai

International Financial Center, Economic Note 08, 2014. R. Carter Hill, William E.

Griff iths and George G. Judge, Undergraduate Econometrics, Second Edition . R.

Sharpley, Planning for Tourism: the Case of Dubai. Tourism and Hospitality

Planning and Development, Vol. 5 Iss. 1 (2008): 13-30. R. Sharpley, Tourism and

50
development challenges in the least developed countries: the case of The Gambia,

Current Issues in Tourism, Vol. 12, No. 4, July 2009, 337 358.

http://www.definitelydubai.com/

http://expo2020dubai.ae/en/

http://www.dsc.gov.ae/en/pages/home.aspx http://www.dubaichamber.com/

51