GCC tourism sector urges confidence as destinations prepare for stronger recovery

The GCC's tourism industry needs to exude greater confidence about the safety, attractions, and array of experiences available in the region as international travel rebounds, according to industry leaders at this year's Arabian Travel Market in Dubai. Speaking at a round table titled "Selling the GCC with Confidence," senior tourism executives emphasized the need for destinations and travel companies to collaborate with partners, adapt to changing traveler behavior, and prepare for a gradual revival in demand.

John Bevan, CEO of dnata Travel Group, stressed the importance of communicating Dubai's strengths and safety to international travelers. He noted that visitors could discover a more diverse range of attractions and products than before, indicating the industry's confidence. Bevan also highlighted changing hotel pricing and promotion strategies, with dnata activating a "secret stays" program for staff and customers, aiming for value-driven pricing rather than aggressive price cuts.

Brent Anderson, chief commercial officer of Ras Al Khaimah Tourism Development Authority, expressed cautious optimism for the emirate's tourism prospects. Although the sector faced difficulties during the COVID-19 period, Anderson highlighted the removal of many travel barriers and the industry's readiness for a gradual recovery. He emphasized the need for a fresh narrative to promote the destination and acknowledged that markets will bounce back at different speeds, indicating a gradual return to normalcy.

As international travel patterns shift, the UAE domestic market has become a vital source of business for resorts. Philip Dickinson, group vice-president of sales at JA Resorts & Hotels, revealed that the company has shifted focus towards the local market, with staycations bolstering demand. Dickinson credited local trade partners for generating business and emphasized that resorts must adapt their offerings to evolving customer expectations.

This includes expanding activities and experiences beyond traditional accommodations, such as a new sports and shooting club, innovative restaurant concepts, and varied recreational options like padel, tennis, golf, horse riding, and more. Dickinson's approach underscores the industry's commitment to flexibility and understanding the profiles of arriving customers to ensure readiness and meet diverse needs.