Focus on modern trends in tourism

Zayed University's Media Training and Research Centre recently participated in the International Tourism Conference in Kuala Lumpur.

The conference was organised by the School of Marketing, Tourism and Leisure at Edith Cowan University in Australia. It was supported by the World Tourism Organisation, Tourism Malaysia and other tourism organisations.

Dr Badran Badran, Associate Professor, College of Communication and Media Sciences, said that the Conference titled Hosting the World 2002 discussed tourism trends in the 21st Century and concentrated on hospitality, tourism and leisure topics.

Around 37 papers were selected to discuss hospitality marketing, service quality, destination marketing, hospitality and tourism education, destination management, tourism issues, and event tourism.

Dr Badran's research that was prepared by the Media Training and Research Centre based on the clear mission set by the Government of Dubai to promote the emirate as an up market tourism destination.

This approach is characterised by a complete identification of its target audience and the use of a multi-channel approach to reach these audiences through various interpersonal, group and mass communication media.

The quality of Dubai's promotional messages in different languages across the globe was outstanding.

Dr Badran added that Dubai's tourism promotion efforts, which are directed by the Dubai Department of Tourism and Commerce Marketing, present a unique brand personality that sets it apart from competitors.

This unique personality appeals to tourists and business visitors worldwide through the emphasis of the top qualities that make Dubai an oasis for travellers and a hub for business people.