Dubai is the 4th most visited city worldwide, but like others, each destination deals with different challenges and barriers. Tourism now makes up the most significant part of Dubai’s GDP, and while there is no shortage of attracting visitors, it is now about attracting the right kind of visitors. At DTTT Global 2018, Hoor Alkhaja, Associate Vice President at Dubai Tourism, shared insights on Dubai’s marketing strategy specifically for China and always-on marketing campaigns.

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As we mentioned earlier in the report - Goal 3: Expenditure increase - Dubai Tourism set as one of their goals the increase in visitor spend to have a greater impact on the nation’s GDP. In order to achieve this, they started targeting Chinese visitors through marketing campaigns carried out since 2014. Eventually, through policy facilitation, highly targeted messaging and partnering with Chinese platforms, the DMO was able to measure the effectiveness of their activities on the expenditure increase goal, through visitor figures and data provided by their partners.