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The Brand Value of Dubai is set to increase by $8Bn should it be awarded the EXPO 2020 Travel Marketing leaders gather in Dubai to discuss “The Complete Visitor Economy”

September 26, 2013 Destination Dubai No Comments Email Email

The brand value of Dubai is set to increase by an estimated $8Bn should they be awarded the EXPO 2020, according to a new study by Brand Finance.

Brand Finance will be presenting its findings that reveal the value of a Nations’ Brand at The Global Travel Marketing Forum which will be held tomorrow, 25th September 2013 at the Madinat Jumeirah, Dubai.

  • Brand Finance have assessed the impact on the United Arab Emirates as whole. Today the value of the UAE Nation Brand is estimated to be $249Bn and it lies 31st in a league table of Brand Value up from 35th in 2012. The Dubai EXPO would increase the UAE GDP by in the region of $13bn between 2013 and 2021
  • The Dubai EXPO would increase the strength of the UAE nation brand internationally across the tourism, investment, and goods and services sectors
  • Over 277k jobs are expected to be created between 2013 and 2021 and over 25 million visitors are expected to attend the EXPO

Source: Brand Finance study on the value of a Nations Brand

In addition to this unique study the conference will, as a central theme, discuss the importance of creating a public private partnership approach to building a sustainable Visitor Economy. A wide cross section of travel industry leaders including Martin Craigs, the CEO of The Pacific Asia Travel Association (PATA), Antoine Medawar, Vice President, Middle East & North Africa forAmadeus and Nicholas Clayton, Chief Operating Officer Jumeirah Group will debate what it takes to put Travel and Tourism high on the agenda for a Nation State and how to make the Visitor Economy flourish.

Other speakers come from leading brands such as Facebook, Yahoo, TripAdvisor and Emirates, emerging online travel providers such as Cleartrip and Wego and technology companies such as SkyTech.

Duncan Alexander, Director at The Travel Marketing Store stated “We have been delighted by the response that we have received from the travel marketing community to the concept of our event. The content is truly exceptional and we look forward to what will be an enlightening day”.

Hany Mwafi, Managing Director of Brand Finance Middle East stated “We are very pleased to be associated with this event again. Last year we presented the brand value league table for Airlines where Emirates had risen to be number 1 in the world in terms of airline brand value. This year we felt it was appropriate to focus on the Nation Brand and the potential positive impact on the UAE should Dubai be awarded the EXPO 2020”.

Over 40 companies will be represented at this year’s event which will also hold “The Global Travel Marketing Awards” and “The Market Place for Travel Marketing Services” where buyers and suppliers meet to discuss new services.

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