Dubai shares ambition to become ‘year-round destination’

Dubai is targeting the summer months to attract UK travellers as it looks to return to pre-pandemic visitor levels.

Speaking to Travel Weekly at World Travel Market, Jameela Ahli, head of region and 360 market lead for UK, Ireland and Italy at Dubai Tourism, said the city has ambitions to be a genuine year-round destination.

She said there is a “clear appetite” from travellers to visit Dubai, highlighted by the fact there has been a 163% increase in arrivals between January and September 2022 when compared with the same period a year earlier.

There has also been an increase in the amount of time Brits are spending in Dubai – according to Ahli, the average length of stay has jumped from five to 11 days, while people are inquiring about longer stopover times.

Travelling to Dubai from the UK is often cheaper in the summer months, and Ahli explained it can be a cost-effective, accessible, and varied destination – something that will be particularly attractive given cost of living concerns.

Ahli said: “You don’t need to spend a lot to come to Dubai, and when people visit they are always surprised at how much there is to see and do.

“We cater for all budgets and incomes; there are many things, art galleries, museums and so on, that you can experience for less than £5, and we have a wide range of hotels and accommodation.”

She added that Dubai is a leading destination for food and drink, and it wants to build on the fact it was awarded its first Michelin Guide in 2022.

“We want to continue promoting this in 2023, putting Dubai on the map more when it comes to gastronomy – we have fine dining, but we also have lots of local, authentic culinary options,” she said.

It has a number of headline hotel openings planned for next year, including the Atlantis The Royal, which will have 795 rooms and 102 suites, a rooftop infinity pool and several high-end restaurants, and the Voco Dubai The Palm, a 143-key property with access to a private beach.

The tourist board also intends to focus on working with trade partners going forward by growing its incentive programme, carrying out roadshows and offering at least one fam trip to Dubai each quarter.