Arabian Travel Market: Dubai’s global tourism hotspot

The Dubai World Trade Centre, venue of the Arabian Travel Market, is an imposing edifice; more so, with the number of exhibition booths, products and patronage after banners and posters which welcomed and gave visitors only a hint of what they were to experience within. Maps, handbills and newsletters gave information on schedules and locations […]

The Dubai World Trade Centre, venue of the Arabian Travel Market, is an imposing edifice; more so, with the number of exhibition booths, products and patronage after banners and posters which welcomed and gave visitors only a hint of what they were to experience within.
Maps, handbills and newsletters gave information on schedules and locations of the different events planned for the period. They also informed visitors via colour codes where countries and various industries were situated.
Organised by Reed Travel Exhibitions (RTE) and regarded as the leading travel and tourism expo in the Middle East, the ATM drew stakeholders from across Africa, Europe, America, Australia and the Middle East. They all converged to sell, brainstorm and to keep abreast with the latest developments in the industry and move it forward. In its 21 years of existence, it has lived up to its bidding of providing tourism practitioners and clients multiple options for the best opportunities available.
Economic crunch, political unrest, terrorism and other such issues confronting different countries across the world, did not deter the more than 60 countries that took part at the event.
According to RTE Portfolio Director, Mark Walsh, who also confirmed that ATM 2014 is the largest and most comprehensive in the annual series, the fair “is a key platform for face-to-face contact. The human element will always be essential, because travel is an emotional purchase.”
Walsh said, “the ATM continues to mirror the region’s amazing travel and tourism industry growth” and gave hints that next year, the show would expand to include Hall 6 at the Dubai International Convention and Exhibition Centre (DICEC).
The tourism fiesta, which held from May 5 to 8, comprised exhibitions, seminars, interviews, panel discussions on key issues in the industry as well as awards as brands, distributed memorabilia and other keepsakes including traditional finger foods, to visitors.
Overwhelming outing
In the Middle East region, the ATM is the biggest event on the travel calendar. With over 120 new exhibitors, and a floor space of 23, 500 square metres and over 21, 000 visitors this year, emphasis was on reinforcing Gulf’s tourism dominance and also its role as peace-maker for the international industry.
Results from an Amadeus commissioned-study revealed on day two of the event its potentials leading up to 2020 and beyond as the GCC – a group of countries in the Arabian Peninsula that include Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates (UAE) – continues to cement its role as a central meeting point for travellers from across the globe.
From the ATM, the number of visitors to the Middle East and Africa is expected to rise by 11.9 per cent annually, over the next decade, out-pacing the global average of 5.4 per cent. Also, according to Oxford Economics research, the number of transfer passengers flying through the Middle East has increased by 79 per cent over the last five years.
Ernesto Beaumont, Amadeus head, commercial strategy and business management, described the expo as “a fantastic anchor point for not only generating extra visitors to Dubai, but for the rest of the UAE, showing them how each emirate has its own distinct character.”
Visitors thronged the exhibition halls in their thousands from the very first day of the show till the end in spite of the warm weather. From industry practitioners, holiday-makers and even first timers, people besieged the five halls showcasing different products and services as they inquired about a wide-range of information on offer from exhibitors and providers of niche market products. Some visitors were also able to book their tours directly at the ATM, with some receiving special added packages. A large number of exhibitors sold travel products to the end consumer.
Technology part of ATM
Technology played a major role at the fair from online registration which began months ahead of the event to gaining access into exhibition halls and media centre. It was a major theme in this year’s outing and delegates agreed that it is a fundamental part of the travel decision-making and booking process. Technology is expected to play a greater role over the next decade as Generation Y becomes the dominant consumer group, the Amadeus study revealed.
Benefitting stakeholders
Donald Pelekamoyo, tourism promotion officer for the Zambian Tourist Office, said it is his country’s third time at the fair. “For us it is an important market especially with the introduction of Emitrates Flights into Lusaka and we also do realise that the people in Emirates are looking for new destinations and that Zambia is an upcoming destination which will provide favourable response to the needs of the Arabian market,” Pelekamoyo said.
As a tourism board, he said the organisation had taken steps to ensure that Zambia’s tourism environment is acceptable to visitors from the Middle East: “We are looking at engaging marketing studies to look at the requirements of this market and working very closely with Emirates and Emirate Holidays to provide inroads for operators coming in this market and against the local operators, as well as to bring the Arabian operators into Zambia and for them to see what Zambia has to offer in terms of tourism.”
General Director of Carthage Travel & Events, Karim Arous from Tunisia, participating for the first time at the expo, said they have many clients requesting to travel to Dubai, Malaysia, Thailand and other such destinations.
“That is why we are here to look for partners with whom we can work on these destinations. So far it has been impressive for our business. We have made contacts and only now need to follow up,” Arous said.
Jake McGregor, director of sales and marketing of Intercontinental, Beverly Hills, Los Angeles, said it is his fourth participation at the show: “Every year it’s been better and better for us… We have customised many services to fit customers from the Middle East region like the inclusion of Arabic channels, Halal foods, Arabic newspapers, and Arabic-speaking staff. The beauty of this market is that if you provide products that feed their needs, they will come back. They will also tell more clients and they are loyal. Being here isn’t about just finding new business but strengthening existing relationships.”
At the close of the show, last minute networking and deals were struck as post ATM analysis and expectations were carried out. With millions of people expected to travel in the coming months and next year, the ATM provided an insight on destinations and deals which could benefit them the most.
Sadly, few countries from Africa were at the fair, with none from the West African sub-region. In spite of its ambitious dream to promote tourism, Nigeria was not represented at this important global expo. Earlier this year, Nigeria had put up a poor showing at the Internationale Tourismus-Börse Berlin (ITB Berlin).