Authorities step up tourism drive

Dubai: Tourism officials in Dubai and Sharjah are stepping up their marketing efforts to minimise the impact of the global economic slowdown on the hospitality sector in their respective emirates.

Dubai's Department of Tourism and Commerce Marketing (DTCM) and the Sharjah Commerce and Tourism Development Authority (SCTDA) said in statements yesterday that they will increase promotional activities to increase destination awareness in source markets.

Dubai's strategy involves offering special air fares and discounts on accommodation and tours.

DTCM director-general Khalid Ahmad Bin Sul-ayem has held discussions with an industry panel set up by Dubai to tackle the effects of the global econ-omic crisis on the emirate.

A new market plan, described - by an industry executive as "huge" - is to be unveiled soon.

New services will be offered to foreign visitors and domestic tourism will be stimulated during the month-long Dubai Shopping Festival 2009, which starts on January 15.

Bin Sulayem said the plan would also include discounts on airline tickets and discussions were taking place with Emirates airline about this.

The talks with hotel and tour operators covered offering "new and exclusive rates."

Gassan Aridi, chief executive officer of Alpha Tours who has participated in committee meetings, welcomed the initiative that brings together private and public sectors players.

"The business has slowed down. That is why Dubai has decided to launch this campaign.

"We do not want to be affected in the long run so we have to take action," Aridi said, adding that there will be significant discounts and reductions in rates.

DTCM said these plans will supplement other marketing efforts such as road shows, advertisement campaigns and participation in industry exhibitions.

Weekend breaks will be promoted through advertising campaigns in the GCC to attract people to spend weekends in Dubai.

Similarly, the SCTDA board of directors met to discuss policies to stimulate tourism in Sharjah.

"The SCTDA is studying all strategies and policies that could support the emirate's tourism sector, ensure a consistent flow of tourists into the emirate, and help the emirate to complete various planned tourism developments in the face of the global economic downturn," the authority said in a statement.