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Australia booms for Dubai and meet Mohammed Essa Al Sheik Head of Asia and Australia for Dubai Tourism

April 5, 2014 Global Travel Media TV, Headline News No Comments Email Email

EGT mediaTVIn a stunning announcement Dubai Tourism says that hotels in the Emirate welcomed over 11 million guests in 2013, but the big news is that the Australian market showed the largest and most significant growth with a 39 per cent increase on 2013, elevating Australia to Dubai’s number 11 source market, with New Zealand also achieving a record growth of 21% increase on 2013.

With the announcement being made by Dubai’s Department of Tourism and Commerce Marketing at ITB in Berlin this week, the across all markets figures show a 10.6 per cent increase year on year in hotel guests, with the result on track to achieve Dubai’s Tourism Vision for 2020 of 20 million tourists annually.

At the same time hotel and hotel apartment operator revenues rose an amazing 16.1 per cent to AED 21.8 billion, which I work out to be $A6,635,280,000 that is over six trillion Aussie dollars – if I am wrong please let me know!

The increase in actual people, is an increase of just over one million people visiting Dubai and with the Australia market experiencing the most growth up by 39 per cent from more than 193,000 in 2012 to more than 269,000 in 2013, DTCM says that this sizeable growth can be largely attributed to the partnership between Emirates Airline and Qantas, which has resulted in increased flight volumes between Dubai and Australia.

In addition, the increase is also clearly the result of significantly increased marketing activity in Australia by the DTCM office in Sydney, with His Excellency Helal Saeed Almarri, Director General of DTCM saying, “The strong growth shown in hotel establishment guests in 2013 is a positive first step on our journey to 2020.”

“Having announced the Tourism Vision for 2020 in May 2013, a 10.6% growth in hotel establishment guests demonstrates that we are on track to double the 10 million tourists received in 2012 to 20 million per year by 2020 and is an affirmation of the destination’s ever increasing appeal.”

“In order to achieve our target, we must deliver on our strategy to position Dubai as a foremost destination for both leisure and business travellers by continuously evolving our destination offering and attracting visitors from a broader range of source markets while growing the number received from the markets which have traditionally been strong”

“10 months on from announcing the Tourism Vision we have seen solid progress, with a further diversification of our accommodation, attractions and events offering, and the announcements of a number of new initiatives which will contribute to driving visitor numbers.”

His Excellency Almarri, added, “A 16.1 per cent increase in revenues for our hoteliers is an indicator of the healthy state of the hospitality industry while an occupancy rate of 82 per cent demonstrates to the hotel investment industry that Dubai is one of the world’s most attractive investment opportunities. In order to provide accommodation for our targeted visitor numbers for 2020, we estimate we need a total of between 140,000 to 160,000 rooms and will work closely with the investment industry to make this happen.”

Recently at AIME I had the opportunity and pleasure of speaking with Mohammed Essa Al Shiek, the DTCM’s Head of Asia & Australia Region overseas offices , bout the spectacular growth Dubai was enjoying from Australia and New Zealand, so to hear what he had to say, click on the video box below: –

To see the detailed results for Dubai from all countries in the world , check out the chart below: –

FULL STATISTICS FOR JANUARY – DECEMBER 2013

2012-2013 Dubai Hotel Establishment Source Markets*

2013 % 2012
Rank Nationality Total Guests Change Rank Nationality Total Guests
1 Saudi Arabia 1,353,819 19.9% 1 Saudi Arabia 1,128,757
2 India 888,835 16.3% 2 India 763,986
3 UK 758,657 10.5% 3 UK 686,842
4 USA 510,423 0.8% 4 USA 506,387
5 Russia 403,990 2.9% 5 Russia 392,687
6 Kuwait 336,032 16.9% 6 Iran 323,349
7 Germany 324,352 3.0% 7 Germany 314,951
8 Oman 290,826 2.0% 8 Kuwait 287,401
9 Iran 277,847 -14.1% 9 Oman 285,023
10 China 275,675 11.0% 10 China 248,367
11 Australia 269,147 39.0% 11 Pakistan 239,503
12 Pakistan 259,457 8.3% 12 Australia 193,575
13 Egypt 207,327 22.2% 13 France 170,855
14 France 186,438 9.1% 14 Egypt 169,621
15 Qatar 171,742 7.7% 15 Qatar 159,456
16 Philippines 135,638 5.1% 16 Philippines 129,085
17 Italy 132,992 11.2% 17 Italy 119,581
18 Jordan 119,602 17.6% 18 Jordan 101,679
19 Lebanon 111,682 12.4% 19 Bahrain 101,456
20 Netherlands 100,934 13.0% 20 Lebanon 99,319
* excluding UAE

2011-2013 Dubai Hotel Establishment Figures Summary

Indicators Establishments 2011 2012 2013
Guests                                                (Numbers) Hotels 7,262,730 7,823,117 8,641,355
Hotel Apartments 1,832,840 2,134,044 2,371,132
TOTAL 9,095,570 9,957,161 11,012,487
% Change 9.5% 10.6%
Guests Nights                            (Numbers) Hotels 23,266,875 26,003,103 29,049,743
Hotel Apartments 9,581,315 11,442,350 12,529,025
TOTAL 32,848,190 37,445,453 41,578,768
% Change 14.0% 11.0%
Average Length of Stay Hotels 3.2 3.3 3.4
Hotel Apartments 5.2 5.4 5.3
TOTAL 3.6 3.8 3.8
% Change 4.1 0.4
Hotels & Hotel Apts Hotels 387 399 416
Hotel Apartments 188 200 195
TOTAL 575 599 611
% Change 4.2% 2.0%
Total Revenues (‘000 AED) Hotels 13,666,731 16,031,996 18,713,965
Hotel Apartments 2,298,280 2,787,261 3,130,067
TOTAL 15,965,011 18,819,257 21,844,032
% Change 17.9% 16.1%
Total Rooms & Flats Hotel Rooms 53,828 57,345 61,670
Hotel Apartment Flats 21,015 23,069 22,864
TOTAL 74,843 80,414 84,534
% Change 7.4% 5.1%
Average Room Rate (in AED) Hotel Average Room Rate 563 588 629
% Change 4.4% 7.0%
Apartment Ave Flat Rate 383 419 433
% Change 8.9% 3.8%
Occupancy % Hotel Room Occupancy 74% 78% 80%
% Change 5.4% 2.6%
Hotel Apartment Flat Occ. 74% 77% 82%
% Change 3.9% 6.5%

A Report by John Alwyn-Jones, Special Correspondent.

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