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Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) reinforced its commitment to West Africa during a road show that stopped in key cities in Nigeria and Ghana, aimed at raising Dubai’s profile among the region’s business and leisure travellers. Following a successful road show in Nigeria in 2016, this year’s events in Lagos, Abuja and Accra further cemented the emirate’s relationships with key industry stakeholders and operators, and offered the opportunity to promote Dubai’s ever-evolving offering.
Together with Dubai-based partners including family attractions, airlines, hotels and DMCs, Dubai Tourism commenced its road show in Lagos, Nigeria on 20 February, continuing on to Abuja on 22 February, before ending in Accra, Ghana on 25 February. The series of events showcased Dubai’s continuously expanding proposition of affordable luxury experiences across travel, hospitality, entertainment and events, with a strong focus on family travel.
Commenting on the success of the road show, Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said: “As part of our diversification strategy, the African market continues to be a key source market for Dubai, and we aim to further tap into its immense potential in the coming months. The road show allowed us to engage with key industry partners and provide them with a greater understanding of Dubai’s holistic destination offerings, with a focus on affordable luxury and family attractions.”
The road show marks the beginning of a year that is set to capitalise on a string of hotly anticipated openings in the city in 2016, including family-friendly attractions such as Dubai Parks and Resorts and IMG Worlds of Adventure, which have all further cemented Dubai’s reputation as a destination of choice for families and an ideal stopover city for those looking to break up long-haul trips across the globe.
Stella Obinwa, Regional Director, Africa at Dubai Tourism, said: “Africa continues to be a priority market for us, with great potential for more visitors to choose Dubai as their preferred destination. Following our successful event last year in Nigeria, we are delighted to bring back our road show to these three key cities in West Africa. It gives us the opportunity to engage with local travel partners and provide them with a greater understanding of what makes Dubai such an exciting place to visit.”
Dubai Tourism was joined for the road show by key industry partners including DNRD, Emirates Airline, Red Apple Travel Group, Dubai Parks and Resorts, Prime Hospital, Nikki Beach, North Tours LLC, Grand Hyatt, Prime Healthcare Group LLC, Dubai Chamber of Commerce, Hyatt Regency and Dubai College of Tourism.
The road show also highlighted Dubai’s robust hospitality credentials, boosted by the city reaching the significant milestone of 100,000 hotel rooms last year. Dubai’s inventory totalled 102,845 rooms at the start of 2017, including iconic five-star hotels and resorts, as well as value-added propositions in the mid-market range of three- and four-star hotels. The road show was also an opportunity to showcase the city’s retail and entertainment experiences, ranging from the annual Global Village to The Dubai Mall, Mall of the Emirates and The Outlet Village, featuring home-grown boutiques and labels, as well as annual festivals like Dubai Shopping Festival and Dubai Food Festival.
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