Porter 5 Forces Analysis of Tourism in Dubai

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Changing Trends of Tourism Industry in DubaiPresentation Transcript * 1. Changing Trends ofDubai Tourism Industry Pooja Kalloor Swapna Malekar * 2. Objective Dubai Tourism Ecosystem Perception of Dubai amongst Tourists Understand different types of Tourism - Business, Retail and others Challenges of Dubai as a Tourist destination * 3. Destination Dubai Safe Compact Connectivity Affordable Luxury Special Events Cruises * 4. Key Performance Indicators WEF’s T&T Competitiveness Report 2011 UAE ranked Regional rank –139 countries 30th 1st Destination Air transport – Government’s Marketing 4th support – 8thCampaign – 1st Rules & Affinity for T&T Regulations – – 25th 38th * 5. Key Performance Indicators MasterCard Index of Global Destination Cities 2011 Growth of Dubai ranked 9th – International 132 cities International Visitors – 6th. Visitors. 7.9m 17.3% Growth of International Regional Ranking InternationalVisitor Spending – – 1st International Visitor Spending – 18th. $7.8bn Visitors 3rd. 24%Regional rank 3rd Regional Rank – Regional Ranking Growth rate of Growth of – 1st International International International visitor visitor spending visitors spending 3rd * 6. Tourism Industry in Dubai’s Economy 6% empl oyme nt Direc t– 21% Indirect – 35% * 7. From a Desert to a Dream

* 8. Birth of Tourism Industry 1992 –1960 – Dubai Dubai 1971 1985 – FinanInterna – Port Emirate cial tional Rashi s CentrAirport d Airlines e 1966 – 1977 1989 – 1996 – DPC – Dubai Dubai discov Jebel Tourism Shoppin ered 4 Ali Board g offshor Port Festival e fields * 9. Birth of Tourism Industry 2010 – 2010 – Burj Definitely Khalifa & Al Dubai Maktoum Campaign 2001 – Dubai International Summer Airport 1999 – Surprises Burj Al Arab1997 –DTBrenamedto DTCM * 10. Dubai Tourism Ecosystem

* 11. HotelsAirport Tourism Airlines Retail
* 12. Hotel Occupancy Hotel Apartment Hotel Room90%80%70%60%50%40%30%20%10%0% * 13. Growth of Hotel & Hotel Apartments Hotel Hotel450 Apartment400350300250200150100 50 0 * 14. Number of Guests Hotel Guests Hotel Apartment Total10,000,000 Guests Guests 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 * 15. Number of Guest Nights Hotel Guest Hotel Apartment Total Guest30,000,000 Nights Guest Nights Nights25,000,00020,000,00015,000,00010,000,000 5,000,000 0 * 16. Average length of stay Hotel Hotel Apts. Total5.04.54.03.53.02.52.01.51.00.50.0 * 17. Guests by Nationality • UAE : Only country contributing 10.4% of total guests. Avg. length of stay at 2.1 days. Arab • AGCC : As of 2010, contribute 13% of total guests. % increase in guests – 30% only. Avg. length of stay is 2.6 days. • 161% growth since 2001. South Asia is major contributor of guests. Asia • China : 2nd highest growth of 1454% since 2001. continual rise in guests. • India, Philippines, Singapore and Indonesia • Growth – 382% since 2001. • USA : Approx. 70% of guests from theAmericas Americas come from USA. Growth at 416% since 2001. • As of 2010 28% contribution to total guests. Highest Avg. length of stay at 3.5Europe days. • UK & Germany : Relative decline post recession. * 18. Highlights1-star forms the highest no. of hotels5-star hotels have highest no. of rooms.Highest occupancy seen in 5-star hotels at73%Bed Occupancy highest in 5-star hotels at 80%Arabs, Asians, Africans, Europeans andAmericans prefer 5-star accommodationRecession changed the dynamics of nationalitywise visitors * 19. Airlines • Emirates Airline launched. Oct 1985 25th - First flight to Karachi • Boeing 737 and Airbus 300 B4. • Placed order for 243 aircraftsExpansion since 2001 worth USD 60 billion. • 2008 – Emirates dedicated • Terminal 3. 15 A380s – Fleet – 170. largest in the world. Current • Destinations – 115 • Countries – 60 • Shanghai, Amsterdam, Prague,Destinations Madrid, Basra, Al Medinah, Dakar * 20. Dubai AirportDubai...
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