Fun For Free package in summer pulls visitors to Dubai

The Dubai Fun For Free package, which is annually launched by the Dubai Department of Tourism and Commerce Marketing (DTCM), has succeeded this summer in attracting heavy traffic to Dubai.

Thanks to the value-added packages launched last June by DTCM in conjunction with the leading hotels, Dubai's hospitality industry is thriving with increased occupancy during the 70-day summer extravaganza, Dubai Summer Surprises (DSS).

Almost a million out of Dubai's 3.62 million visitors came to the city during DSS last year, which gives an indication of the success of the summer promotion.

The 959,180 visitors that stayed in Dubai's over 400 hotels and hotel apartments during June to August, represents 26.46 per cent of the total visitors in 2001, according to DTCM statistics.

This summer, the package involves special rates and deals this summer, in conjunction with 61 participating hotels and 13 hotel apartments in Dubai, who are offering net rates inclusive of service charge varying between $27 (Dh100) and $136 (Dh500) per room night for hotels and between $27 (Dh 100) and $204 (Dh750) per room night for hotel apartments with special add on bonuses.

Considering the summer heat that usually discourages people to come to this region, this high ratio of visitor inflow can be seen as an achievement.

Every summer, the DTCM, in coordination with the 403 hotel and hotel apartments, launches the Dubai Fun For Free package which allows a visitor to stay a night free in a hotel, if he pays for three nights. This year is no exception.

Awadh Al Seghayer, DTCM manager Heritage Sites and Events, who is also a member of the DSS organising committee, said: "The incentive for the travel trade is that only guests booking through travel agencies will be able to avail themselves of these offers and not walk in customers."

The participating hotels also offer one night free for every three nights booked, and the hotel apartments offer one night free for every six nights booked.

The additional benefits of this promotion are that the rates remain unchanged for single or double occupancy and two children below the age of 12 can stay free with their parents.

The Dubai Fun For Free package has created a win-win situation for both visitors and hoteliers. Visitors and hoteliers said they have benefited from this promotion.

"I am here with my four children and we are all enjoying it immensely," states Nadia Al Ausairi, from Saudi Arabia. "We are all entering the competitions and taking in the laughter of the stage shows at Modhesh Fun City, and the children especially love the fun rides. I really enjoy shopping in Dubai and each time I come here there is some new promotion that I cannot resist."

Nawal Omar, a 25-year-old Moroccan visiting the city, noted: "The shopping discounts are quite exceptional here in Dubai during DSS.

"Although the children's activities and shows are not for me, I still enjoy the festive atmosphere they create in the shopping malls, and it always puts me in a good mood. The selection of brand-name items is very impressive."

Some hotels said they recorded occupancy rates between 80 and 85 per cent during the first weekend of the DSS, while others have tapped markets other than the Gulf such as India and Europe. "The occupancy during the first weekend of DSS is around 80-85 per cent. This year, we sold several rooms to UK nationals. A luxurious room for £399 a week is an offer that they just cannot refuse," said Imad Elias, corporate vice-president of the Rotana Group of Hotels.

"We are starting DSS with a room occupancy of 88 per cent. A substantial portion of these bookings has been through tour operators and the Dubai Fun for Free package," said Habib Khan, general manager of Four Points Sheraton.

The Hilton Group of Hotels, comprising the Hilton Jumeirah and the Hilton Dubai Creek as participants of the Dubai Fun For Free package, have reported an increase in the hotels' occupancy. Nicholas Craxton, director of Business Development, Hilton Dubai, said, : "We are seeing an increased number of bookings from the GCC, especially in the number of families visiting Dubai to be a part of the Dubai Summer Surprises festivities. Both our properties are enjoying an average occupancy of above 80 per cent, and weekend figures reach a high of 85 per cent.

"The combined efforts of DTCM and DSS have functioned as a catalyst, giving a tremendous push to our promotional effort in our target markets. Not only is our hotel a beneficiary of these efforts, the entire tourism infrastructure gets a much needed push during the one-time lean summer months."

Shujaat Yaar, director of Business Development, Le Meridien, said: "The 'Fun for Free' concept has provided great value for the visitors during Dubai Summer Surprises. Our occupancy levels have been above 95 per cent so far throughout DSS. Le Meridien Dubai has enjoyed a noticeable increase in the number of guests from GCC countries and it has reflected positively in our vast variety of restaurants located within Le Promenade and Meridien Village. On most days we have more then 1,000 guests visiting the different restaurants in the hotel.