2011 1 1

Middle East and North Africa Edition

EXPLORE: QATAR When Qatar was named the first Middle Eastern nation to host the FIFA World Cup, the biggest sporting event on the global calendar, the tiny country hit the big league. Met with scepticism by some and enthusiasm by others, the decision has been nothing if not contentious. In this report, Travel Trade Monthly looks at why Qatar has the right stuff.

Abu Dhabi is fast becoming one of the most talked-about destinations in the world. Backed by the ambitious Economic Vision 2030 and abundant capital, Abu Dhabi Tourism Authority is leading key players in the pursuit of a sustainable future, both from an economic and environmental perspective. Competing interests have been put aside and even independent operators have subscribed to the co-operative goals of Abu Dhabi Inc. In this special feature, some of the industry's most influential figures discuss the challenges and opportunities of tourism in Abu Dhabi.

9 ONSITE: JAPAN While its citizens are well known travellers around the world, Japan still has untapped potential as an inbound tourism destination, despite attracting a steady stream of cultural tourists, luxury seekers and youthful fashionistas. Tourism agencies and operators are ramping up their international promotion efforts, with new campaigns to capture visitors from key emerging markets.

14 In This Issue MARKET UPDATE EXCLUSIVE: Green Travel VISIT: Abu Dhabi & Al Ain EXPLORE: Qatar ONSITE: Japan TRAVEL TIPS TOUR: Italy TRAVEL TALK LONG HAUL: Tanzania INVESTIGATION: Golfing Tourism WHO’S MOVED RENDEZVOUS NEWS & EVENTS JANUARY 2011 ISSUE 15

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VISIT:

Abu Dhabi & Al Ain

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TRAVEL TRADE WEEKLY Editor Laura Warne Deputy Editor Louis Dillon Savage Design & Layout Elina Pericleous Sales & Marketing Marianna Tsiamas Dimitris Thomaidis

The Middle East is ready to take its place at the forefront of international travel, but must improve its administrative environment if it is to fight off the competition.

T

Currencies shown in red are fixed against the US Dollar

hese are the findings of a report recently commissioned by global distribution system provider, Amadeus.

Antoine Medawar, vice president for the Middle East and North Africa at Amadeus, said the region had already met with great success.

“The Middle East already connects more major global destinations via a single flight than any other hub,” he said.

“This has been the result of aspiration, dedication and innovation from business and political leaders.”

However, he warned that Middle Eastern governments and corporations could not take the future for granted.

“This approach to strategic planning, ambitious investment and early technology adoption continues and the region is now poised to take an even greater competitive leap forward, enabling it to lead the next wave of globalisation,” he said.

“The aim of becoming the world's dominant travel hub by 2025 is within reach, but obstacles remain, the chief one being complacency.”

The report found that abundant investment in airport infrastructure (USD86 billion worth across the region); a central geographic location; and continued growth relative to the G8 countries (France, Germany, Italy, Japan, the UK, the US, Canada and Russia), all point to the Middle East’s potential to dominate international travel flows.

However, a common regulatory framework needs to be put in place across the region if it is to take advantage of the opportunities

COUNTRY UAE (AED) Egypt (EGP) Saudi Arabia (SAR) Lebanon (LBP) Bahrain (BHD) Jordan ( JOD) Syria (SYP) Kuwait (KWD) Qatar (QAR) Oman (OMR) Tunisia (TND) Morocco (MAD) Iran (IRR) Yemen (YER) Algeria (DZD) Libya (LYD)

1USD= 3.69 5.81 3.75 1501 0.37 0.70 47.36 0.28 3.64 0.38 1.45 8.49 10,480 214.01 74.99 1.27

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MENA Exchange Rates Accurate as of 28/12/2010

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Complacency the Chief Obstacle in Middle East’s Future: Amadeus

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presented by stagnation in established competitor hubs.

Mona Faraj, managing partner of Insights Management Consultancy, who undertook the study for Amadeus, explained.

“From a global perspective, the stagnation of existing global hub developments necessitates the development of new ones, and the Middle East would be the best choice to create them,” she said.

The stagnation of existing global hub developments necessitates the development of new ones “However, while the region benefits from assets such as strategic geographical location and strong GDP growth, it will still need to work hard to attract new business and leisure travellers to the region.”

The number of visitors to the Middle East is projected to reach 136 million by 2020, more than double the 54 million arrivals seen in 2008.

The report found that religious tourism will be a major contributor, as will the growth of low cost airlines.

Mona Faraj and Antoine Medawar

Emerging Markets Turn to Tourism in Tough Times Economic managers in emerging markets are increasingly focusing on tourism as a route to development and stability in difficult times, the World Tourism Organisation (UNWTO) has found.

Two thirds of national tourism organisations surveyed by UNWTO saw their budgets increase in 2009, despite that year being historically bad for tourism.

According to the organisation, the upswing can be partially seen as a continuation of a long term trend of tourism development among developing countries.

However, the report found that there was wider recognition of the role tourism could play in recovering from the world economic crisis.

UNWTO also indicated that domestic tourism had grown in significance to promoters, as travel close to home remained robust relative to the international tourism market.

JANUARY 2011

- Green Travel

Industry Flying Toward Greener Skies Aviation has made tourism possible on an unprecedented scope and scale. However, in recent times, airborne travel has become a victim of its own success and been maligned as a major contributor to climate change. This report looks at how the aviation industry is addressing environmental concerns.

Louis Dillon Savage writes

D

espite bad press, the environmental impact of the aviation industry is controversial.

According to the International Air Transport Association (IATA), the sector is a minor contributor to carbon emissions, accounting for around two percent of global emissions every year.

However, environmental advocacy groups such as Transport and Environment (T and E) have argued that the sector pollutes out of proportion to its size, and that the share of transportgenerated emissions attributable to airlines is growing rapidly.

According to statistics from the European Union (EU), one person flying from London to New York generates roughly the same volume of emissions as an average person in the EU heating their home for a whole year.

EU attempts to curtail greenhouse gases have generated one of the most significant global concerns for the future of the industry.

In 2008, the European Commission approved a law that will include aviation in the EU’s emissions trading scheme (ETS) from 2012.

Under the new order, all airlines flying into or out of Europe will be issued an emission allowance and forced to purchase offsets if the ceiling is exceeded.

Carriers who emit carbon in amounts lower than their allowance will be able to sell their remaining credit to high-emitting competitors.

Exemptions have been included for flyers with very low traffic volumes to Europe and concessions will be given to fast growing airlines.

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IATA has criticised the decision in harsh terms, estimating that inclusion will cost the industry a total of USD3.5 billion.

Giovanni Bisignani, CEO of IATA, said the organisation supported emission trading, but took serious issue with the specifics of the plan.

“It is absolutely the wrong answer to the very serious issue of environment,” he said.

“Europe has taken the wrong approach, with the wrong conditions at the wrong time.”

Criticisms raised by IATA include the disconnected nature of European government.

While the EU can collectively issue regulations, such as the ETS, there is nothing to prevent individual states levying extra environmental fees and taxes as they choose – as Germany did in 2010.

The tone within the airline industry has changed little in the past two years, even as carriers have reconciled themselves to the impending change.

Linden Coppell, head of environmental affairs at Etihad, criticised the use of taxation to enforce improvements.

“Etihad has made and will continue to make significant investments in a new fleet and in enhancing and maintaining existing operations,” she said.

“However, these efforts will be compromised by blunt taxes and charges which will not do anything to help sustainability of our own industry or in the wider travel and tourism arena.”

On the Fumes of an Oily Leaf?

Despite ambivalence as to the fairness of the legislation, the moves that airlines have made to reduce their emissions illustrate one important fact: good green policy is simply good business.

Aviation fuel is a major contributor to airborne pollutants and greenhouse gas; it is also the one cost which all but determines the profitability of aviation.

IATA reported record profits for aviation in 2009, despite the weak market, which were attributed to a dip in oil prices and, subsequently, the cost of aviation fuel.

Royal Jordanian alone reduced its operating costs by 19 percent, based on a 47 percent drop in fuel expenditure.

Such examples demonstrate how the fluctuating price of oil defines the sector’s fortunes.

The drive to minimise dependence on such a volatile commodity therefore provides airlines with a further incentive to maximise efficiency and cut fuel use.

Regular deep cleaning of engines to ensure efficiency; drag reducing surface coatings; minimising excess equipment; reduced volumes of water carried on board; optimising flight paths to ensure the shortest route is followed between airports.

Europe has taken the wrong approach, with the wrong conditions at the wrong time These are some of the initiatives airlines have introduced to reduce their environmental impact, all of which share an emphasis on reducing the amount of fuel used per flight.

With oil prices guaranteed to rise in coming years, green fuels hold further potential to free airlines from both fluctuating prices and a one sided carbon output equation.

Etihad and Qatar Airways are each pursuing biofuel projects, with the aim of producing jet fuel from plants – plants whose own natural carbon fixing lifecycle would offset the greenhouse gases produced by the resulting fuel.

Qatar Airways has outlined its mission to create truly sustainable biofuel, without impinging on food crops or monopolising precious supplies of fresh water.

Etihad’s research, in partnership with MASDAR, otherwise known as the Abu Dhabi Future Energy Company, focuses on saltwater plantlife which would circumvent the problem of foodproduction encroachment.

However, with the project launched less than one year ago, technical solutions will likely take years to develop.

Until then, the focus necessarily remains on old fashioned efficiency. n JANUARY 2011

- Abu Dhabi & Al Ain

All For One and One For All Abu Dhabi is fast becoming one of the most talked-about destinations in the world. Far from modelling itself as the new Dubai, the emirate is carving its own niche – one that focuses on culture, luxury and high profile events. Backed by the ambitious Economic Vision 2030 and abundant capital, Abu Dhabi Tourism Authority is leading key players in the pursuit of a sustainable future, both from an economic and environmental perspective. Competing interests have been put aside and even independent operators have subscribed to the co-operative goals of Abu Dhabi Inc. Laura Warne writes Saadiyat Island Cultural District

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ooking forward, diversification and expansion are front of mind for Abu Dhabi’s tourism industry.

Abu Dhabi Tourism Authority (ADTA) has secured universal commitment from within the sector to growing the destination's leisure facilities and targeting new markets.

The authority plans to increase visitor arrivals to three million per year by 2015, aided by the emirate’s rapidly growing national carrier Etihad Airways.

The sheer scope and ambition of Abu Dhabi’s planned developments would inspire scepticism in most, were it not for the emirate’s proven ability to plan and execute projects of incomparable sophistication and innovation.

Yas Island, just an idea until a couple of years ago, is now home to a celebrated golf course, jaw-dropping Formula 1 track, a cluster of seven diverse hotel

Richard Riley CEO, Abu Dhabi National Hotels Company “Everybody really gets the big picture; that’s the beauty of this. Dubai has done a great job and Abu Dhabi is on a much smaller scale and has a great opportunity to see what Dubai did very well and what it could have done better.

Physically, the distance between Abu Dhabi and Dubai gets shorter every day. The beauty of it is that they’re very different.”

JANUARY 2011

outlets and the world’s first Ferrari theme park.

The island is drawing international entertainment icons such as Guns n Roses and has already solidified a place of pride on the international motor racing circuit.

Local events group Flash Entertainment is committed to bringing the world’s biggest names in music, sport, film and popular culture to Yas Island – the company’s joint packages with local hotels are just one example of the co-operative destination building that is the driving force behind Abu Dhabi’s rise to prominence.

BSL, a 25-year-old events industry company from the UK has also set up shop in Abu Dhabi, opening its first office in the region in 2010.

The company is a market leader in managing major logistical events, successfully taking care of the VIP transportation, hospitality and operational logistics, promotional installations and consultancy for the 2010 Formula 1 Etihad Airways Abu Dhabi Grand Prix.

BSL employed nearly 500 staff for the job; in 2011, the company will be expanding to new office premises and taking on additional permanent staff.

Providing a counter to Yas Island’s high-adrenalin attractions, Desert Islands, a tourism and conservation project by Abu Dhabi’s Tourism Development and Investment Company (TDIC), has given rise to thriving populations of the near-extinct Arabian Oryx species and recently introduced successful natural breeding programmes for its resident cheetahs and hyenas.

The project’s flagship, Sir Bani Yas Island, is home

Abu Dhabi in Brief Capital: Abu Dhabi Currency: UAE Dirhams (AED) Language: Arabic to the Anantara-operated Desert Islands Resort and Spa – a luxury resort offering experiential tourism within the Arabian Wildlife Park.

TDIC’s sister project, Qasr Al Sarab Desert Resort, is located in the Liwa Desert, part of the Empty Quarter – the second largest expanse of uninterrupted dunes in the world.

Anantara’s Qasr Al Sarab resort is home to more than 3,500 Arabian artifacts and a library of more than 2,500 books outlining the region’s history and culture.

Both of these TDIC developments were designed to provide an attractive luxury tourism offering, while value-adding cultural experiences, conservation and education – key pillars in the emirate’s tourism masterplan.

Similarly, Saadiyat Island, which is slated to see the opening of its first hotel in mid-2011, is set to host one of the world’s greatest concentrations of art and culture.

With a masterplan that includes the Louvre Abu Dhabi, Guggenheim Abu Dhabi and Zayed National Museum, Saadiyat Island promises to be a masterpiece of architecture, culture and luxury.

The island’s golf course is already in operation and the upcoming Park Hyatt Resort Saadiyat Island will introduce a range of high-end food and beverage outlets to the island, along with luxury accommodation options.

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- Abu Dhabi & Al Ain Nasser Saif M Al Reyami

Exploring Al Ain

Director of Tourism Standards, Abu Dhabi Tourism Authority “When we started in the beginning, the goal was to create a new destination and new activities to bring people here. Don’t forget that ADTA is new – it has been around for five years. Without co-operation, we can’t work. When we make new classifications or anything that affects the market, [our industry partners] have to be involved with us. In a couple of years things will happen and [our work] will show.”

Abu Dhabi’s oasis city of Al Ain, which borders Oman, has its own vision for the next 20 years.

Key pillars of the plan include sustainability, environmental priorities, cultural evolution, identity, lifestyle and a strong transportation network.

Tourism is listed as an important factor in economic diversification, with the caveat that the industry must focus on Al Ain’s existing natural attractions and cultural heritage.

The city is already home to major hospitality brands, including Hilton, Rotana and Mercure, and hotel development is steadily increasing.

According to Tamer Ibrahim Chaaban, branch manager of property group Asteco Al Ain, growing tourism from the UAE and wider GCC region will stimulate the local economy as it pursues its own 2030 vision.

ADTA ramped up its activities in Al Ain during 2010, with the launch of a new visitor centre at the renovated Al Jahili Fort – one of the city’s

Abu Dhabi’s city centre, anchored by its famous corniche, remains a hub of activity, with new business and leisure properties springing up around the iconic Emirates Palace and original Hilton Abu Dhabi or Sheraton Abu Dhabi properties.

Even these older properties are rushing to be part of the new Abu Dhabi, with owners claiming that renovation schemes are just as important as new introductions to the market.

ADNEC, Abu Dhabi’s exhibition centre, continues to increase its events year on year, with a cluster of high profile hotels rising around it in the Capital Centre district.

Aloft Abu Dhabi has just passed its one year milestone, and the iconic Hyatt Capital Gate building – known to some as the leaning tower of Abu Dhabi – is expected to open in 2011.

In addition to these meticulously planned districts, organic growth is linking stand-alone hotels to create new destinations-within-the-destination.

Shangri-La Qaryat Al Beri and its sister Traders Hotel are joined by a restaurant-filled souk and flanked by Fairmont Bab Al Bahr.

George Chakar Communications Manager – Western Region, Tourism Development and Investment Company “For the benefit of the emirates and Abu Dhabi, competitors can come together and work as one in order to grow the destination. To build a tourism destination from scratch, you need the support of all the elements.”

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Abu Dhabi Corniche

Directly opposite these properties lies the upcoming Grand Canal project by Abu Dhabi National Hotels Company (ADNH).

When completed and opened in mid-2011, this project will feature a 532 room Ritz-Carlton hotel, along with a Venetian-styled village of shopping boulevards and dining outlets.

Richard Riley, CEO of ADNH, said he could see these hotels joining forces to become a high-end destination for leisure tourists to Abu Dhabi.

“There’s enough retail between the three areas that it will reach critical mass and I see this area, one day, as having people moving in boats across the channel,” he said.

Riley also emphasised the importance of individuality for the future of Abu Dhabi’s tourism offering.

“We want to bring newness to the UAE, not just to Abu Dhabi,” he said.

“We’re trying not to replicate what’s going on in Dubai and instead to bring new names and new things.”

main landmarks – and a series of workshops for local tourism operators.

Etihad Airways is also adding to tourism development in Al Ain, with a new call centre to be managed and operated entirely by female Emirati employees.

The move is part of a growing Emiratisation push across Al Ain and Abu Dhabi, aimed at increasing the number of UAE nationals in the tourism industry.

For travellers to the city, Al Ain Wildlife Park and Resort (AWPR) is one of the key leisure attractions and is currently in the first phase of a masterplan designed to build a sustainable, globally renowned showcase of desert life and culture in Al Ain. When completed in 2015, AWPR will comprise a series of themed desert safari parks, resort facilities, residential communities, restaurants and a learning centre.

Ghassan Fares General Manager, Mafraq Hotel “Abu Dhabi has high reserves in terms of cash, it has the natural resources and it is a prime centre for financial markets.

Besides this, ADTA is working very hard in promoting Abu Dhabi as a tourism and MICE destination – and it is working. Abu Dhabi is becoming known in many destinations and the wealth of Abu Dhabi has made the emirate known internationally.”

What Competition?

Operators within the emirate remain adamant that competition, however healthy, is a minor issue in Abu Dhabi.

With the majority of investment and development companies enjoying support from the Abu Dhabi government, ensuring the destination’s future success is currently more important than individual profits.

George Chakar, communications manager of the western region for TDIC, said this situation was unique within the UAE. “All the authorities come together to support you and guide you to reach the best outcome possible,” he said.

“There is organic growth, so yes, competition will always grow, but the main objective will always be shared by all the players.

JANUARY 2011

- Abu Dhabi & Al Ain “If the objective is to promote Abu Dhabi as a destination, then they will all do what is needed to promote Abu Dhabi as a destination.”

While this outlook is understandable for the government-backed development companies in Abu Dhabi, operators and independent groups also see the benefit in co-operation.

As Marcus Osborne, director of sales and marketing at Aloft Abu Dhabi, pointed out, return on investment must be balanced with the greater interests of the destination.

“Abu Dhabi doesn’t want to be known as a cheap and nasty destination... you’ve got to keep your market position,” said Osborne.

“We have to make sure that, to a certain degree, we’re working with our competitors to make sure we’re not undercutting each other.

“Otherwise, you can just drag the whole market into a downward spiral and there’s no saying where it will end up.”

ADNH’s Richard Riley agreed, adding that key issues, such as target source markets, were regularly discussed by a collective of industry representatives.

“There are steering committees with ADTA and players from ADNEC gather with Aldar, TDIC, ADNH and we talk about these things,” he said.

JANUARY 2011

Yas Island

Adrian Rudin General Manager, Shangri-La Hotel and Traders Hotel, Qaryat Al Beri “I think an important issue for hoteliers to consider in the coming years is eco-tourism. It is very much a talked about topic in the Western world at the moment and I think it will become important for us here, as travellers demand their suppliers be socially responsible.”

“ADTA was very European focused, but now we’re moving overseas into other areas and looking east and west.

“ADTA has been working with all of us – they didn’t sit alone with a map and say ‘we should go there’ – there were discussions and we attend to this stuff together.”

For its part, ADTA has confirmed that industry partners are major contributors to policy-making and classification changes.

The authority regularly invites representatives of local hotels and tourism companies to join its stand at various trade shows and exhibitions around the world, to further strengthen the cohesive image of Abu Dhabi as a destination.

Flying High Abu Dhabi’s airline, Etihad, began commercial flights in late 2003; in seven years it has expanded its network to 66 destinations, serviced by a fleet of 56 aircraft.

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- Abu Dhabi & Al Ain The airline is regularly celebrated by global aviation bodies and recently retained its title of World’s Leading Airline at the 2010 World Travel Awards.

However, Peter Baumgartner, chief commercial officer of Etihad, pointed out that as the primary vehicle for tourism into Abu Dhabi, the airline is focused on more than its own reputation.

“The major orders of aircraft that we have made over the past few years were not made just for the sake of our own expansion – that was what was required by Etihad to fulfil the ambitions and framework of the Abu Dhabi plan for 2030,” he said.

“Abu Dhabi has leveraged the opportunity not just to create an airline and airport, but an aviation hub.”

Sami Ayari General Manager, One to One Hotel – The Village, Abu Dhabi “The government has a clear vision and the development plans are implemented carefully and systematically.

With Abu Dhabi being mapped for a number of world-class events and conferences, it will further strengthen its position as a key international destination.

Until then, Abu Dhabi should offer an even wider selection of leisure activities, such as desert resorts, and make optimal use of the sea and further enhance its beaches and parks.

The outlook is extremely positive and Abu Dhabi will become a complete destination in the years ahead.”

As Baumgartner explained, the 2030 vision promotes not only tourism growth, but also economic diversification; aviation is seen as a key pillar of this diversification.

Baumgartner said that, while Etihad’s mandate was to be profitable and sustainable, the airline’s expansion plan is synchronised with both economic and tourism development in the region. “[For example], Korea was a lucky case – it is a growth market for the UAE and this is where the synergies become evident, because the trade relationships and economic co-operation between the two countries have made it a growth market for travel, and that’s why we are flying there,” he said.

“The launch of our flights there was simultaneous with major deals between the two countries – 8

that’s not a coincidence, it shows that the synergies are obvious and natural.

“You hardly ever come into tricky situations where you have to ask whether it’s the airline’s priority or the destination’s priority – it is always naturally coming together.”

Eithad is not the only airline subscribing to the notion of co-operation for mutual gain; private aviation group Royal Jet has also signed on as a contributor to the 2030 vision.

As Nick Maynard, manager of marketing and communication at Royal Jet, explained, Abu Dhabi’s masterplan for tourism is in line with his company’s own mission statement.

“We obviously see ourselves as part of Abu Dhabi Inc,” said Maynard.

“I suppose our passenger figures are fairly small, but the word of mouth we generate is fairly large.

“We do bring in the key celebrities, dignitaries – the high rollers.

“If the start to their Abu Dhabi experience is flying in on Royal Jet, then I’d like to think that we can actually get their experience off to a very good start.”

Royal Jet was recently named World’s Leading Private Jet Service at the 2010 World Travel Awards for the fourth consecutive year.

Maynard said the future of the group lay in further innovation, fleet expansion and an increasing global footprint, with offices planned for the UK, Oman and India.

Looking Ahead Sources are unsurprisingly in agreement on the important concerns for the tourism industry in Abu Dhabi over the coming years.

Diversification of both tourism offerings and source markets; environmental sustainability and eco-tourism; and an expanded leisure and

Ahmed Abood CEO, Fast Rent A Car, Abu Dhabi “Over the past few years, the government’s policy of privatisation has allowed suppliers of car rentals to enter the government market.

Our clients from the government and semigovernment sectors are growing year on year, along with the oil and gas industry. We have a lot to do in Abu Dhabi as we still don’t see many [leisure] tourists here yet. However, the tourism authority is doing a fantastic job and we expect to see more in the coming years.

Rima Rawass Group Marketing Manager, Danat Hotels and Resorts (a division of National Corporation for Tourism and Hotels) “We have some spots on some of Abu Dhabi's islands, like Saadiyat Island, but we have not started construction.

It's maybe part of our five year plan. These hotels will be owned by us, but not managed by us – they will be managed by big name brands. In terms of leisure we are a little bit lagging behind in Abu Dhabi. We're looking at providing more leisure activities in our hotels – people don't want to just come to see the hotel and eat.” cultural offering are all on the cards.

Etihad plans to increase its network from 66 destinations to 100 by 2020. The airline is also on track to break even and begin turning a profit in 2011 – one of its key ambitions, according to Baumgartner.

He added that, while Etihad will continue to maintain its distance from the world’s major airline alliances, further strategic partnerships and codeshare deals are planned.

Maintaining world-beating standards is also a point of pride for the emirate; in the next year, ADTA will introduce mandatory classification systems for all restaurants and desert camps in the emirate.

A star-rating system similar to its hotel classifications is set to follow, with the highest rated outlets slated for promotion in a Best of Abu Dhabi dining guide.

In addition, hotels will be classified not only according to their star rating, but will also be given a green classification to indicate how environmentally friendly they are.

To ensure a steady stream of visitors in the changing economic landscape, ADTA will expand its international presence, targeting China, Russia, Australia and Saudi Arabia, among others.

Overall, the vision of Abu Dhabi is clear and universal – the capital of the UAE plans to become a diverse, sustainable and globallyrecognised tourism destination over the next 20 years.

How long the co-operative, non-competitive nature of the emirate will continue once it has realised this goal remains to be seen. n JANUARY 2011

- Qatar

Catering to the World: Training for 2022 When Qatar was named the first Middle Eastern nation to host the FIFA World Cup, the biggest sporting event on the global calendar, the tiny country hit the big league. Met with scepticism by some and enthusiasm by others, the decision has been nothing if not contentious. In this report, Travel Trade Monthly looks at why Qatar has the right stuff.

Louis Dillon Savage writes Doha

S

ince the moment FIFA boss Joseph S Blatter opened the envelope designating Qatar as host of the 2022 FIFA World Cup, the small independent emirate has been one of the most talked-about nations in the world.

In the US, the press reported a mood of disbelief; the British have responded largely with vitriol; while the Middle East, understandably, has exploded with jubilation.

These mixed responses from around the world can be explained, in part, by the unexpected nature of the decision.

Why Qatar?

For many outside the GCC; accustomed to media that often conflate separate nations into a generic ‘Middle East’ and unacquainted with the region’s habit of achieving wonders, the allocation was a kick straight out of left field.

Peaceful, prosperous and rarely in the world news, Qatar is a small nation that has sometimes struggled to differentiate itself from its GCC neighbours.

A desert environment, a focus on business, construction, aviation, oil and gas – its hallmarks are shared with many of its close neighbours.

Competing with both the world’s largest economy, the US, and the birthplace of the game itself, the UK, the World Cup win was an underdog victory, the size of which cannot be overstated.

However, FIFA did not make its decision on a whim and Qatar has already proven itself as a country that punches well above its weight.

JANUARY 2011

According to Cristina Mules, head of marketing for Qatar Tourism Authority (QTA), Qatar has already cemented its credentials as a sporting tourism destination.

“Qatar has already established itself as a sporting destination, hosting world events such as the Asian Games in 2006 and the Asia Football Cup in 2011 as well as world golf tournaments, tennis, motorsport and watersport events annually,” she said.

Qatar in Brief Capital: Doha Currency: Qatari Riyals (QAR) Language: Arabic Doha Convention Centre

The investment of USD17 billion over the next five years on tourism infrastructure is making Qatar even more attractive to visitors “We expect to capitalise on this in the coming years as more people see Qatar as the place to hold events of this magnitude and world interest.”

The emirate also boasts both the second highest gross domestic product per capita (after Lichtenstein) and the second highest real growth rate in the world (after Afghanistan).

It is no wonder then that sources have identified Qatar as a strong business and meetings destination.

Importantly, however, this affluence has not come unearned.

Mules said a culture that mingles innovation and tradition is the basis of Qatar’s individuality.

“Qatar is a place where people see things differently, where citizens embrace new ideas and welcome visitors as honoured guests and dear friends and this is a unique selling point as travellers seek a new and personalised experience,” she said.

“As Qatar continues to increase its presence on the global stage, it is quickly becoming a sought after destination for international business and recreational travellers.”

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- Qatar Indeed, the thing that has distinguished Qatar is the vision and tenacity that characterises its government, which is creatively transforming the desolate country into a diversified modern hub.

Through subsidiaries such as Qatar Airways, the small emirate is characterised by its innovative approach to problem solving.

Qatar is extremely well endowed with natural gas, but has small reserves of crude oil compared to many in the region.

Museum of Islamic Art, Doha

The problem with natural gas, however, is that it is difficult to transport in large volumes without overland pipelines – which presents a difficulty for a country whose land borders are shared with Saudi Arabia, a direct competitor in the petrochemical market.

Qatar’s response has been to drive the development of gas to liquid (GTL) technology, rendering its gas usable in applications that traditionally require oil.

The first shipment of GTL product was recently shipped to Dubai and Qatar Airways has already staged a demonstration flight using jet fuel derived from natural gas.

It is this spirit of lateral thinking that energised the ambitious bid which saw Qatar prevail as host of the World Cup. Faced with the seemingly insurmountable handicap of Middle Eastern temperatures, the bid committee envisioned evolutionary air cooled stadiums, designed to keep temperatures at comfortable levels.

Confronted with concerns over such an extravagant use of energy in a time of growing climate change concerns, Qatar responded that the technology would be carbon neutral.

Qatar is entering an exciting stage of further developing the country from all aspects, especially infrastructure, education, sport and culture

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Huge banks of solar panels on the roofs of the stadiums will power fans aimed at both players and the audience during matches, then feed energy into the nation’s grid during down times to offset other carbon expenditures.

The irony is, having gotten the FIFA committee’s attention, Qatar may not need the technology at all.

Franz Beckenbauer, a member of the FIFA executive committee and potential presidential successor, has suggested the Cup be moved to January in 2022 to avoid the soaring temperatures experienced by the GCC in summer.

While the remark has no official status, football heavyweights have already expressed openness to the idea.

Michel Platini, president of the Union of European Football Associations (UEFA) said clubs would have to reschedule their seasons, but this would be no major hurdle.

“Football in the Gulf in January, that would be easier than June, why not, it's possible,” Platini told the BBC. What Next?

With all the furore, it is easy to forget just how far in the future 2022 still is.

Will Qatar see any material benefits from the Cup before the 12 year gap has closed?

Cristina Mules said the Cup was expected to be a huge boost to tourism, both in 2022 and in the intervening years.

“Qatar is very much on people’s radar after the World Cup 2022 [announcement] and we expect this will have a flow-on effect on tourist numbers,” she said.

However, the country will have to work hard to fulfil its promises.

“Twelve years is a long way into the future but there is a lot of work, especially in terms of construction, to be done,” Mules said.

“The win was a testament to the vision of His Highness Sheikh Hamad bin Khalifa Al Thani, Emir of Qatar and we as a nation and an organisation are looking forward to bringing this World Cup dream to fruition.”

One advantage Qatar can claim is that it had plans in place for rapid, tourism focused development before the World Cup was awarded, which were scheduled to proceed irrespective of the decision.

Mules outlined the scope of Qatar’s development plans.

“Current plans [include] the construction of more than 120 hotels; two state-of-the-art convention and exhibition centres, with more than 90,000m2 of space; as well as the New Doha International Airport which is scheduled to open in 2012,” she said.

JANUARY 2011

- Qatar “This infrastructure seeks to support the country’s growth and the tourism market.”

Rabih ElZyr, director of sales at Kempinski Residences and Suites Doha, said the boom in development had been met with excitement from the hospitality sector.

“Qatar is entering an exciting stage of further developing the country from all aspects, especially infrastructure, education, sport and culture, and this will increase demand for

exceptional accommodation and lodging options for all the executives who will work hard to deliver the awaited projects, and this is where we come across for this niche market,” he said.

Laurence Udo, communications manager at Marriott Doha, said dramatic changes could be seen even in the recent past.

“Qatar has changed a lot in the last three to four years, with many development projects bringing into the country more people, which in turn has

allowed a lot more businesses, shops, restaurants and so on to open and grow,” she said.

That Qatar would build so many new properties, Cup or no Cup, illustrates the central role tourism holds in the country’s plans for economic diversification.

Qatar Airways is one of the great success stories of Gulf aviation and has already established Doha as a preferred hub for international travellers.

Culture Shock A less covered aspect of Qatar is its commitment to including art and culture in its repertoire of attractions.

One reason may be that, unlike Abu Dhabi’s much-publicised outposts of the Guggenheim and Louvre museums, Qatar has chosen to emphasise Arabic culture.

In line with its National Vision 2030 commitment to preserving traditions, the country has established several important museums, each mandated to collect art both by and about the Middle East.

The Orientalist Museum collects works generated by the nineteenth century Orientalist school, revealing a West obsessed with the exoticism of the eastern world.

Onion domes, sabres and bowing palm trees abound – the museum gives an insight into how the world outside has imagined the Middle East, providing a foil to Qatar’s other collections, home grown in the Islamic world.

The Museum of Islamic Art collects artwork ranging from the birth of the religion in the seventh century up to the nineteenth century.

The latest addition, the Arab Museum of Modern Art, opened at the end of December, 2010, with an inaugural exhibition collecting 100 artists spanning the course of the twentieth century.

JANUARY 2011

11

- Qatar According to Qatar Airways Group (manager of Doha International Airport), more than 30 carriers from around the world fly to Doha, including all major Middle Eastern carriers.

A new arrivals terminal at Doha International Airport is being built to service growing visitor numbers and the airport is also set to house the terminus of Qatar’s upcoming metro project.

Although much of the traffic through Doha is currently accounted for by transfer passengers en route to other destinations, QTA has initiated a campaign to encourage people to stop in the country for 48 hours, to experience what Qatar has to offer.

In the short term, Mules said that despite a focus on 2022, Qatar would continue to improve its tourism offering.

“The investment of USD17 billion over the next five years on tourism infrastructure is making Qatar even more attractive to visitors,” she said.

“This includes the construction of luxury hotels, resorts and other leisure facilities.”

Still, many projects remain conceptual: that Qatar is yet developing is shown by the relative sparseness of businesses that are staples in

12

The Pearl, Qatar

other Gulf countries.

Kempinski Residences and Suites Doha opened in 2009, and according to ElZyr, it remains one of a kind in the country.

“We are a new concept in town, being a residence and hotel at the same time,” he said.

“We have positioned ourselves as the most sought after top luxury branded fully serviced residence in town, and so far we have no direct competitor in that sense.”

If there is much to do, there are many hands

willing to make light work of the epic facing Qatar in the lead up to 2020.

The country’s bid was conspicuously inclusive of the Middle East as a region, carrying a message of peace and co-operation. Qatar asked for the Middle East to be given a chance and was rewarded for it: the recognition that has been brought about by the event is likely to highlight the achievements and attractions of the Middle East in an unprecedented way, giving the whole region good reason to look forward to 2023. n

JANUARY 2011

- Japan

Trends and Tradition in the Land of the Rising Sun While its citizens are well known travellers around the world, Japan still has untapped potential as an inbound tourism destination, despite attracting a steady stream of cultural tourists, luxury seekers and youthful fashionistas. Tourism agencies and operators are ramping up their international promotion efforts, with new campaigns to capture visitors from key emerging markets.

Laura Warne writes

T

ourism in Japan was recognised as a growth industry by the country’s government in 2003, with the launch of the first Visit Japan campaign.

In 2008, following the development of a masterplan for tourism, the government created Japan Tourism Agency, designed to promote and stimulate tourism in Japan.

The agency’s latest global campaign and slogan – ‘Japan. Endless Discovery’ – was launched in 2010 and designed to promote Japan as a multiple-visit destination.

Operators in the country say Japan offers a unique combination of natural beauty, tradition, culture, cuisine and the arts.

However, as Seiichi Chada, CEO of holiday provider Michi Travel Japan, pointed out, the country remains off the radar for many global travellers.

“Good word of mouth spread by satisfied customers will help build a good reputation of Japan in the long run,” said Chada.

“There are a number of local inns whose service level is superb, but who are not known outside of Japan.

“To introduce such destinations to international travellers is particularly important in Japan, since the domestic travel market is saturated.”

Chada said Japan’s growing online presence had led to a trend of well-researched travellers, who nonetheless preferred to use the services of local operators to create a customised holiday package.

The luxury market is also an important target for operators, but Yoshi Matsuda, manager of the traditional Ryokan guest house Wanosato, said the country needed to look to the international market to increase this segment.

“The majority of Japanese guests who travel within Japan tend to buy reasonable or cheap products,” said Matsuda.

“Therefore the foreign customers, who want to visit and experience Japanese culture, are important for our business.”

Matsuda pointed out that deflation in the Japanese market and a drop in commodity prices has encouraged businesses to seek new markets to maintain their prices and market positions.

To this end, Matsuda will be exhibiting at the upcoming Blossom Japan event – an invitationonly exhibition for inbound and outbound luxury travel.

Jay Martens, CEO of Lucioles, is the founder of Blossom Japan; he said the inaugural event, to be held from January 18 to 21, will open the country up to a range of international industry figures and showcase Japan’s unique tourism offering.

“Japan was and is still an amazing destination where a lot of its gems have not always been open to the international market,” said Martens.

“We aim to bring these special suppliers to the event and offer direct access to international buyers to these incredible products.

“If you wished to go where the Japanese go themselves, then Blossom Japan will be the key to open these doors for you.”

Trend Seekers Kylie Clark, marketing manager for Japan National Tourism Organisation ( JNTO), highlighted the country’s appeal for the youth market.

“Japan’s modern cultural interests are attracting young hip generations who look for modern design, contemporary art, anime and fashion, all of which constantly develop new trends,” said Clark.

“In a holiday to Japan people can experience ancient temples, gardens and cultural traditions at the same time as enjoying some of the world’s most futuristic and technologically advanced cities.

“Through this branding, JNTO wishes to highlight that Tokyo, along with New York, Paris and London, is now one of the world’s leading cities when it comes to trends in food, fashion and pop culture.”

The country’s top source markets have traditionally been its closest neighbours; South Korea, China, Taiwan and Hong Kong.

which is number one in the world,” said Naret.

Tetsuji Nishi, deputy general manager of the marketing head office for The Terrace Hotels Co Ltd, said visitor interest in culinary holidays reflected growing demand for experiential travel.

“In the next five to 10 years, more frequent, independent travellers will expect the experience stay – like the wellness day or longevity cuisine experiment,” he said.

Michi Travel Japan’s Seiichi Chada agreed that food tourism was a definite trend, with diversity in cuisine and food cultures across the country a key selling point.

“Some are well known outside of Japan, such as sushi and teppanyaki; others are lesser known,” said Chada.

“We would like to introduce a wide variety of culinary experiences to gourmet travellers, while at the same time making sure that such experiences are authentic, but not intimidating.”

For 2011, the Michelin guide to Tokyo has been expanded to include the nearby cities of Yokohama and Kamakura; the 2011 guide to Osaka and Kyoto has also been expanded to include Kobe.

Japan in Brief Capital: Tokyo Currency: Yen ( JPY) Language: Japanese Jidaigeki performance, Kyoto

Cuisine Art With the launch of Michelin guides to Tokyo, Kyoto and Osaka, foodie visitors to Japan are on the rise, along with targeted culinary packages by local operators.

In the 2011 guide, 14 of Japan’s restaurants were awarded ratings of three Michelin stars, putting the country on par with France in terms of three-star offerings.

The country’s capital has overtaken Paris, according to Jean-Luc Naret, director of the Michelin guides.

“Tokyo shows once again incontestable level of cuisine with 240 star restaurants and 14 three stars, 14

JANUARY 2011

- Japan Visitors from the US and Australia increased by five and 10 percent respectively in 2010, with Australian tourists encouraged by a strong currency and increasing flight connections.

JNTO has highlighted 12 priority markets for tourism, which include Korea, Taiwan, China, Hong Kong, Thailand, Singapore, Canada, the UK, the US, Germany, France and Australia.

In addition to these traditionally strong markets, significant growth has been forecast from India, Russia and Malaysia; the Japanese Tourism Agency plans to add these countries to its promotional schedule to encourage new visitors.

The Middle East is also a potential market for future tourism to Japan, according to JNTO’s Clark.

She cited a 2009 market research project into the UAE and Saudi Arabian markets by Japan Tourism Agency, which showed that 85 percent of respondents were interested in going to Japan.

“Numbers of visitors from the Middle East are still small at the moment, but then the air links from the region to Tokyo are still very new,” said Clark.

“In terms of the tourist’s expenditure, we found that the UAE and Saudi Arabia could be very prospective markets in the future.”

Japan will be a guest at Saudi Arabia’s annual Janadriya Festival from February 23 to March 11, 2011.

The country’s 2,000m² pavilion will be the biggest Japanese tourism promotion in the Middle East to date.

the first quarter of 2010, signaling the airline’s first entrance into Japan.

Qatar Airways also began flying to Tokyo, supplementing its Osaka service.

According to Clark, Japan has lagged behind when it comes to embracing the global trend for low cost carriers.

However, the country is now working to catch up in this area.

“ANA [All Nippon Airways] has announced they will launch a low cost carrier in the second half of 2011 and in November 2010, Japanese low cost carrier Skymark Airlines signed a

memorandum of understanding for the purchase of four Airbus A380s,” she said.

“The aircraft will be operated on major long haul routes from Tokyo from 2014.”

Kansai International Airport is now home to five low cost carriers – Air Busan, Jetstar, Jetstar Asia, Jeju Air and Cebu Pacific Air – thanks to an active plan to attract the budget sector.

“Known for its expensive landing fees and inconvenient location, Kansai made a bold move to make the landing fee practically non-existent for carriers opening new international routes through the end of March 2011,” said Clark. n

Air Links Emirates, Etihad and Qatar Airways all launched new flights from the Middle East to Japan during 2010.

Emirates launched flights to Tokyo in March of last year; combined with the airline’s existing service to Osaka, Emirates now operates two direct services to Japan.

Etihad launched services to both Tokyo and Nagoya in JANUARY 2011

15

Middle East Looks to Cool New Destinations Travel to the North and South Poles could be the next fad for outbound travel from the Middle East, according to one of the region’s largest travel agencies.

C

hahid Bouamrane, general manager of international business development at Al Tayyar Travel, revealed that a survey of Middle Eastern tourists showed considerable excitement about visiting the earth’s coldest regions.

Antarctica

[Tourists] want to be part of a totally new experience “The recent studies undertaken by our agency among a number of local residents, in particular the young generation, found that a significant number are interested in an expedition to the polar regions, if properly executed by professional tour operators,” he said.

Al Tayyar has already cemented a deal with Interserve, one of India’s largest tour companies, which will see

16

them co-operate on offering polar expeditions.

K C Chandrahasan, managing director of Interserve, said his own research affirmed the growing popularity of Arctic and Antarctic travel.

“There is increasing awareness among tourists about the Arctic and Antarctica,” he said.

“They want to be part of a totally new experience: they want to visit an 8,000-year-old iceberg and see penguins and polar bears.”

Chandrahasan said that around 60 percent of travellers who take a trip to the poles will come back for a return journey. n

JANUARY 2011

- Italy

Reinventing the Home of the Renaissance Ferrari, Missoni, Bulgari; Versace, Gucci and Lamborghini; Maserati, Ducati and Diesel: if there is one thing the Middle East and Italy have in common, it is brand names. In the twentieth century, Italy emerged as ground zero for class and its world famous design dynasties continue to diversify – from clothes or jewellery, to homes and hotels. This tendency is particularly pronounced in the Middle East and with the entrance of Ferrari World, Costa Cruises and Armani Hotel, the regional affinity for Italian opulence has stepped directly into the travel market.

Louis Dillon Savage writes Florence

A

t the 2010 inauguration of Ferrari World Abu Dhabi, Luca di Montezemolo, chairman of Ferrari, said he expected the park to act as a bond between the cultures of Italy and the Middle East.

“Ferrari World Abu Dhabi is a symbol, built actively on the heritage that Italy represents for the world,” he said.

“But I also like to think that this Ferrari theme park can be a small contribution to reinforcing the bridge between our two cultures.”

High profile projects may have electrified interest in Italy, but according to Evelina Faranacci, from the Italian Government Tourist Board (ENIT), Italy’s dominance of haute consumerism has been boosting the country as a destination for decades.

“Italy has influenced the world for generations with fashion, with design, with food: it is the kind of place people will travel to, even if they do not know a lot about it,” she said.

“With brands like Ferrari and Armani, which you don’t need to support, they really speak for themselves, it can definitely help: it is a sort of teamwork – it definitely helps strengthen the brand of the country.”

Attractions Rome for history, Milan for shopping, Venice for honeymooners and Florence for art.

Each of Italy’s big four tourism cities has its own flavour and its own attractions, all of them world famous and well visited.

Rome

However, according to Faranacci, a reliance on Italy’s established reputation has left many of its less renowned attractions to fend for themselves.

“Italy has always been one of the peoples’ most favourite destinations but we need to work more; we can’t just sit back and wait for the people to come,” she said.

“You don’t need to convince people to go to Venice – that is an easy job, if you understand what I mean – but there is so much more to Italy!

“There are other places which are just as beautiful [as the big four] which do not get as much attention.”

Places such as Dolmiti, which is Italy’s premier ski resort, or the island of Sardinia.

“Many people know about a lot of French and maybe Swiss ski resorts, but few people are aware that Dolmiti has the longest ski run in the Alps,” Faranacci said.

Sardinia is already experiencing a growth of interest from the Middle East as a tourism destination, and as more travellers from the region range further afield, some might discover surprising familiarities.

“In the south there are places, like Sicily, that have cultural similarities [with the Middle East], as these are places that were ruled by the Arabs at one time,” Faranacci said.

Next Steps If Italy has been under-promoted in the past, that is about to change in the Middle East.

As for many destinations, the high value travel habits of Middle Eastern travellers, with their long stays, family groups and upmarket preferences, have proven attractive to Italy.

JANUARY 2011

Italy in Brief Capital: Rome Language: Italian Currency: Euro (EUR) ENIT has established a desk in the UAE and is currently undertaking market research geared towards tailoring a regional strategy.

Additionally, a high ratio of expats – especially in the UAE – means that promotion in the Middle East also draws in Italy’s traditional travel markets.

The Italian Industry and Commerce Office in the UAE concluded its fourth annual Italian Festival in Dubai in early December, celebrating the country’s food and culture.

Italy has influenced the world for generations with fashion, with design, with food Connectivity Italy is well served from the Middle East and North Africa, with connections continuing to open up.

There are a range of European low cost and legacy carriers connecting the country to North Africa, and Oman Air commenced flights to Milan in early December.

Carriers from the wider Middle East and North Africa servicing Italy include: Egyptair, Libyan Airlines, Emirates, Royal Air Maroc, Qatar Airways, Etihad, Tunisair, Saudi Arabian Airlines, Oman Air, Kuwait Airways, Afriqiyah, Air Algerie, Yemenia, Syrian Air and Iranair. n 17

Marcus Oberlin

Jay Martens

General Manager, Farnek Avireal “More and more companies are introducing sustainable travel guidelines, which means that they might only allow their employees to stay in hotels that have a third party environmental certification such as Green Globe.

Some big corporations have contracts with hotel chains and now they might make those choices based on whether or not your company can prove it is environmentally conscious.”

More and more companies are introducing sustainable travel guidelines

CEO of Lucioles “Affluent travellers today are looking for truly exceptional experiences.

Internationally, more and more brands are truly looking at ways to entice affluent travellers. If you look at the success of Virgin Galactic or the huge interest in InBloon’s near space experience, to name just a few, the industry is really working hard at pushing the boundaries of what is possible in travel today.

Being a travel agent today is not enough anymore and you see more and more people talking about being lifestyle advisers or leisure time managers.

‘Knowing your customers’ is being taken to new levels.”

Being a travel agent today is not enough anymore

Marcus Oberlin

Guilia Senigaglia Account Manager, Interface Tourism Arabia “The new generation [in the UAE] could be a good target market for us. If you talk about local market you always think about big local families, but the younger generation wants to stay here, especially with the process of Emiratisation going on. The government is trying to keep them here and they are trying to attract them with good salaries and possibilities, so they could be a very good market [for the tourism industry].

What is coming next is to identify the channels to reach them and one of them is social networks, social media. There could also be events; cultural activities here are increasing and people are realising that culture is not just a detail. This could be a good entry point to promote our clients through special events.”

Guilia Senigaglia

The younger generation wants to stay here

Jay Martens

Travel Talk is your space – this is a casual forum for travel industry professionals to discuss current issues and share stories. We want to hear from you, so send your comments, questions, frustrations and observations to editorial@traveltradeweekly.travel 18

JANUARY 2011

- Tanzania

Climbing the Heights of Africa’s Potential From its sweeping white beaches to the peak of Mount Kilimanjaro, Tanzania has no shortage of tourism attractions. However, the country walks a fine line between unspoiled nature and the pressure to develop its tourism infrastructure, while struggling with a lack of resources to promote its assets.

Louis Dillon Savage writes

L

ike many destinations in Africa, Tanzania’s attractiveness is deeply rooted in undeveloped natural beauty.

An array of remarkable animals range freely over its generous Serengeti grasslands, famous Mount Kilimanjaro looms on the skyline and palm trees cast shadows on the crystal-white beaches of Zanzibar – the inventory of Tanzania’s assets reads like a list of Africa’s greatest hits.

The country was recently congratulated by the African Union for free elections held in Zanzibar, a semi-autonomous territory which has remained a lingering cloud for the mostly untroubled country.

Like many of its African compatriots, Tanzania is extremely poor – ranking in the bottom 10 percent of all countries worldwide in terms of per capita income.

A lack of resources might explain why a country so well endowed has remained so underexposed as a destination.

According to statistics from the UN, Tanzania ranks at number 81 of all countries in terms of tourism arrivals – placing the nation only one position in front of Iraq.

However, arrivals have increased steadily in recent times and Tanzania has been attracting growing interest from investors.

Michelle Hawkins, marketing manager of the Amani Beach Hotel, confirmed growth trends, saying that her property had noted more visitors arriving in Tanzania from the Middle East.

Tanzania Tourism Board, along with several operators from the country, have begun actively participating in Arabian Travel Market in order to capitalise on interest from Middle Eastern visitors.

Maasai

JANUARY 2011

Zanzibar Mount Kilimanjaro

Tanzania in Brief Capital: Dar Es Salaam Currency: Tanzania Shilling (TZS) Language: Swahili, English

According to travel agents in the country, trophy hunting, beach holidays and luxury safaris are all key drawcards for nationals, while the strong expat market is interested in active pursuits and cultural attractions.

Attractions Lying within a UNESCO protected conservation area, Ngorongoro Crater is the country’s most popular destination, according to the Tanzania Tourism Board.

Formed by the collapse of an immense volcano some three million years ago, Ngorongoro covers an area of 260km2, surrounded by walls some 610m high.

The result is a natural enclosure with some of the densest populations of rare and iconic wildlife in Africa.

Five more of the 10 most popular attractions within Tanzania are national parks, exhibiting the importance of wildlife and the traditional African safari to the tour industry in the country.

However, Kilimanjaro, one of the only places to see snow in the tropics, has become increasingly

important as a draw for adventure tourists looking to conquer Africa’s tallest mountain.

Tanzania has a very respectable stock of beautiful beaches, but a postcard idyll of sagging palms and white sand have made the archipelago of Zanzibar its most famous seaside location.

Zanzibar is a primarily Muslim community, well stocked with hotels and resorts, and has a solid development pipeline for future tourism growth.

Development According to Patrick Fitzgibbon, senior vice president for development at Hilton Hotels, Europe and Africa, the country has seen growth in tourist arrivals in recent times, prompting increased interest from investors.

Hilton opened two Doubletree properties in Tanzania in 2009, in Dar Es Salaam and Zanzibar.

Tanzania’s first Best Western property opened in December, 2010, in the capital, and Mount Meru Hotel has recently re-opened following renovations.

Connectivity Tanzania is very well connected to the Middle East, especially compared with many other African nations.

Emirates, Qatar Airways, Egyptair, Oman Air and Yemenia all operate flights to the country. n 19

- Golfing Tourism

Middle Eastern Courses Driving for Success Golfing tourism attracts a loyal market of high-spending, frequent travellers who are keenly interested in new experiences and emerging destinations. In 2011, the Middle East will host a range of international tournaments and golfing events, while promoting courses and facilities intended to set new standards of luxury and design.

Laura Warne writes

Yas Links Abu Dhabi

A

series of high profile golfing events have been scheduled for the Middle East over the first two months of 2011.

The Royal Golf Club in Bahrain will host the 2011 Volvo Tournament of Champions in late January, bringing the European event to Bahrain for the first time.

Abu Dhabi is set to host the Abu Dhabi HSBC Golf Championship and The Invitational Tournament, both in January. The Invitational will bring 52 leading professional golfers to the emirate, along with 52 specially invited amateur players.

February will see the Commercial Bank Qatar Masters, presented by Dolphin Energy, held at Doha Golf Club, followed by the Omega Dubai Desert Classic.

The region’s courses, as well as its events, are drawing strong interest from around the world.

Yas Links Abu Dhabi was recently named among the top 10 new international golf courses by Golf Magazine in the US; Golf Course Architecture Magazine proclaimed the course the best in the Middle East.

Yas Links was designed by leading course architect Kyle Phillips and includes a 3km coastline, dramatic links holes and nine seashore greens.

Chris White, general manager of Yas Links developer, Aldar Properties, said the course would stimulate renewed interest in golfing tourism in the Middle East.

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“Yas Links has been referred to as a gamechanger for golf in the Middle East, and this is precisely what it is, because it takes the entire region to a new level with an exceptional experience and world class quality,” said White.

Abu Dhabi’s Saadiyat Island, which will host the Saadiyat Beach Classic in January of 2011, has received strong praise for its Gary Playerdesigned course; Park Hyatt Resort Saadiyat Island will open in mid-2011, adjoining both accommodation and food and beverage options to the facility.

Facilities in the region will need to come to terms with more competitive and consumer controlled pricing Further proving the importance of golfing business in the region, professional services firm KPMG has selected Dubai as the venue for its 2011 Golf Business Forum.

To be held in April, the event will bring together leading players from the golf, real estate, finance and tourism sectors across Europe, the Middle East and Africa.

Andrea Sartori, head of KPMG’s Golf Advisory Practice, said a recent survey of 120 golf tour operators from 41 countries had highlighted generally positive client trends.

In total, 54 percent of tour operators said they

had seen a noticeable increase in demand over the past two years; eight percent said demand was stable; and 38 percent had experienced a decrease in demand.

Average expenditure had reduced, according to 42 percent of surveyed operators, indicating greater cost consciousness and the effects of currency fluctuations in certain countries.

However, golf remains a lucrative sector, as Sartori explained.

“Golf tourists are generally big spenders and are looking for quality services, while expecting great value for money,” he said.

“While the price of a seven-day golf package can be as low as EUR400 (USD532), the biggest clients of golf tour operators take luxury trips costing as much as EUR5,000 (USD6,655) for a week.

“The greater proportion of golf tourists choose golf packages in the range of EUR1,000 (USD1,331) to EUR1,500 (USD1,997), and spend EUR150 (USD199) to EUR200 (USD266) a day on additional expenditures (food and beverage, etc).”

Sartori said the ideal destination for golfing tourists would offer a minimum of four-star quality, a cluster of easily accessed golf courses at reasonable prices and high quality accommodation facilities.

Established destinations such as Spain and Portugal continue to dominate golfing tourism globally, with the UK, Ireland and the US also ranking highly.

JANUARY 2011

- Golfing Tourism While the Middle East may be receiving excellent press for its new facilities, price is an area in which the region is struggling to compete, as emerging golfing destinations such as Turkey, Thailand, Vietnam and Malaysia step onto the global scene.

In 2008, a KMPG survey listed Dubai among the top global destinations, ahead of the US, UK, Ireland and most of Mediterranean Europe.

Golf tourists are generally big spenders and are looking for quality services, while expecting great value for money However, in 2010 both Dubai and Abu Dhabi dropped slightly in demand, slipping a couple of positions as demand in the region weakened.

“Although Dubai and Abu Dhabi offer worldclass golf courses and top quality services, there are emerging destinations often with better accessibility that are starting to provide great value for money,” said Sartori.

JANUARY 2011

“While we believe that Dubai is still one of the most dynamic golf destinations in the world and the Middle East is expected to continue offering growth potential for the golf industry, facilities in the region will need to come to terms with more competitive and consumer controlled pricing.

“With the introduction of more courses in Dubai and Abu Dhabi, strategies to source income and demand from outside of the region will certainly benefit the golf sector.”

According to KPMG, the recent inclusion of golf in the Olympic Games (to be introduced at the

2016 event in Rio de Janeiro, Brazil), is a positive move to stimulate global interest in the game.

Further strategies that the firm has suggested to support the industry include promoting golf among youth and female players; developing more playable courses alongside champion courses to make the game more accessible; bringing golf to school level; increasing media attention; and tailoring clubhouses to suit women and families.

Operators in the Middle East, for their part, have recently become more active in promoting golfing packages; hotels and airlines within the region are co-operating to provide value-added luxury golf holidays.

Courses such as Yas Links are also teaming up with surrounding attractions, such as the Yas Marina Formula 1 Circuit and Ferrari World, to diversify their clientele and offer a broad range of experiences.

In a market where value adding is all-important, it is hoped these initiatives will draw the international golfing community to the Middle East, rather than its increasingly popular competitors. n

21

Troon Golf ’s New MENA Team Troon Golf has made a number of additions to its Middle East and North African teams, along with several key promotions.

Lil Strika has been promoted to the newly created position of director of marketing at Abu Dhabi Golf Club and Saadiyat Beach Golf Club.

Strika previously served as the sales and marketing manager for both facilities.

Joining Striker is new sales manager Christina Struller, who will also work across both Abu Dhabi Golf Club and Saadiyat Beach Golf Club.

Alex McDowell has been appointed assistant superintendent at Saadiyat Beach Golf Club, following five years with Troon Golf at Pacific Harbour Golf and Country Club in

Mohammed Khamis Bin Hareb Al Muhairi Mohammed Khamis Bin Hareb Al Muhairi has been chosen as the first director general of the UAE’s fledgling national tourism promotion body, the National Council for Tourism and Antiquities (NCTA).

His appointment was approved by the Ministerial Council for Services, chaired by Sheikh Mansour Bin Zayed Al Nahyan, deputy prime minister of the UAE. Al Muhairi has more than 17 years of experience in the fields of tourism and international marketing and is a member of several tourism bodies and organisations in addition to NCTA.

Queensland, Australia. Another former Pacific Harbour employee, Justin Bourke, has also joined Saadiyat Beach Golf Club as the facility’s new food and beverage manager.

In Egypt, Scott Christenson has been appointed director of golf at the recently opened Allegria Golf Club, near Cairo.

Christenson is a 10 year veteran of Troon Golf and has experience with some of the finest golf resorts around the world.

Amr Fahmy has also joined the Allegria Golf Club, as sales and marketing manager. Fahmy has more than a decade of managerial experience, specialising in marketing, advertising, human resources and customer service.

Dr Fahd Al-Jarboua

Vanessa Kong

Dr Fahd Al-Jarboua has been named as the new CEO of Saudi Arabian company Al Tayyar Travel Group (ATG).

Al-Jarboua holds a PhD from the University of Illinois and an MBA from the University of Denver – both in the US – as well as a bachelor’s degree from King Fahd University of Petroleum and Minerals in Saudi Arabia.

His most recent position was vice president in charge of marketing at the Saudi General Authority for Tourism and Antiquities.

Al Tayyar is based in Riyadh and is one of the largest travel operators in Saudi Arabia.

Vanessa Kong has taken on the role of director of sales and marketing at the Dusit Princess City Centre in Dubai.

Kong worked at Dusit Residences Dubai Marina for three years as director of sales before joining the Dusit Princess City Centre team.

She started in sales at the Sunway Lagoon Theme Park in Malaysia where she held the position of sales executive.

Kong subsequently worked with Sheraton Subang Hotel and Tower Malaysia, Mandarin Oriental Hotel Singapore and Shangri-La in Singapore, before moving to Dubai to join the Dusit Thani Dubai in 2006.

Simon Maree Mourjan Marinas IGY has appointed Simon Maree as marina manager for its flagship project, Lusail Marina, in Doha, Qatar.

Maree has a range of hospitality and marina experience, including three years working with d’Abora, Australia’s largest marina group, as marina manager at Sydney’s Rushcutters Bay. He holds a Bachelor of Business from the University of Technology in Sydney, Australia, along with a number of marina-specific qualifications.

Georges Karam

Mohammed Khamis Bin Hareb Al Muhairi 22

InterContinental Mzaar Lebanon Mountain Resort and Spa has a new director of sales and marketing. Georges Karam has stepped into the post, bringing 11 years of experience in the hospitality industry with him.

Karam first worked for InterContinental Hotels Group at its InterContinental Phoenicia Beirut property, where he began working in 2000.

He rose to become director of sales at the Phoenicia before taking up his current position at the InterContinental Mzaar.

Georges Karam JANUARY 2011

Q&A with Nick Maynard Headquartered in Abu Dhabi, Royal Jet is widely regarded as one of the most successful private jet companies in the world.

Nick Maynard, manager of marketing and communications, spoke to Travel Trade Monthly about how the airline maintains its competitive edge.

Travel Trade Monthly: What does it take to be named the World’s Leading Private Jet Service (by the World Travel Awards) for four years in a row?

Nick Maynard: I think it’s the fact that we continue to innovate.

This year has been a very busy year for Royal Jet. We’ve welcomed back our flagship after its refurbishment and that is just a superior aircraft.

It really is setting a new benchmark for business aviation in the world.

We also welcomed our sixth Boeing Business Jet, reinforcing ourselves as the world’s largest carrier of that aircraft – it’s very small, very niche and great for families or small delegations.

We’ve welcomed the Lineage 1,000, which fills a great niche for us between the Boeing Business Jet and the smaller Gulf Stream.

It’s not just about the aircraft; it’s also about the service we deliver.

Airline brands and aviation brands are going to have to continue to innovate their onboard product and service.

People want connectivity and they don’t want it interrupted – what they do on the ground they want to be able to do in the air.

We’ve also introduced the Club 100 this year – the first loyalty club in the business aviation world.

It’s very much targeted at corporates; there’s no risk to join and basically joining the club allows you to unlock the benefits of business aviation without the risk.

A lot of operators, and not just Middle East operators, see this region as probably the safest Travel Trade Monthly: So is there competition out there for you, or are you far enough ahead of the market that it doesn’t affect you?

Nick Maynard: I think the moment we get too cocky is the moment we lose it – yes there is competition out there and there have been challenging conditions.

A lot of operators, and not just Middle East JANUARY 2011

operators, see this region as probably the safest; they are trying to base aircraft here, so the competition is growing.

We need to make sure we continue to innovate and provide the best product.

Travel Trade Monthly: Has your client base changed since the company was founded?

Nick Maynard: We are still obviously servicing the heads of state, the ministries and the delegations that travel from all over the world.

The Club 100 concept is designed to target the corporate market and that’s something that we need to push if we want to diversify and grow over the next few years.

It is changing. Medevac [via Royal Jet Medical Evacuation Service] is becoming increasingly important; we’ve had a great Medevac year and that’s becoming an increasingly important part of the business.

Travel Trade Monthly: What challenges do you face?

Nick Maynard: Because of the global recession, corporate clients are looking at their bottom line.

Even the ultra high net worth individuals may have to be slightly more careful about how they spend their money these days.

It’s been a difficult couple of years and it will continue to be hard.

Europe is going through turmoil and I think the airline industry as a whole will have pressure on it, which will equate to some troubling times for us again, but we have to remain the private aviation [supplier] of choice.

We need to ensure that those people who do want to travel in comfort and in privacy carry on choosing Royal Jet.

Travel Trade Monthly: Is business aviation more insulated or more at risk when Travel Trade Monthly: Does Royal Jet co- compared to commercial aviation? operate with Abu Dhabi Tourism Authority Nick Maynard: Obviously the likes of Etihad (ADTA) and other key members of the have larger planes to fill and from their key tourism industry in the emirate?

European hubs some people are not travelling on Nick Maynard: We obviously see ourselves as holiday because they don’t know if they have a

part of Abu Dhabi Inc. Our mission statement and reason for being here is to promote and help Abu Dhabi realise the vision of 2030 and become a world tourism destination for high-end passengers.

Obviously Royal Jet has a role to play in that and we do get involved in some events and work closely with ADTA. We co-exhibit with them not only at Arabian Travel Market but also at GCC roadshows, so we are in contact with them – we could probably be in closer contact but I do think we pull together to make sure Abu Dhabi is top of mind.

job or not.

I think there are budget pressures on everyone these days.

The super rich may have only lost two percent of their wealth, but that’s a huge amount; I think they’d probably think twice.

We have our own challenges – they are probably different from those that Etihad and our commercial partners feel, but the pressure is still on.

There are private jet travellers out there, there’s a market out there so we need to make sure that we reach and attract and retain that market. n 23

Al Ain Gears Up for Largest Aerobatic Show Ever in 2011 The Al Ain Aerobatic Show is set to soar to new heights in 2011, as it teams up with the multidisciplinary FAI Desert Challenge.

The world’s top pilots will compete in the event, which will include a range of classic and freestyle challenges.

Abu Dhabi Tourism Authority (ADTA) expects the event to draw a crowd of 130,000, making it the largest event in the Aerobatic Show’s nineyear history.

Faisal Al Sheikh, events manager at ADTA, is part of the organising committee for the show, which is operated in conjunction with the UAE Armed Forces.

“With the addition of the Desert Challenge to a greatly enhanced display line-up and on-ground facilities, we have gone a step further in generating truly global interest for this event and our heritage heartland of Al Ain,” said Al Sheikh.

“For 2011, we will stage our largest entertainment offering and are extremely confident that it will be sky-high family fun for all.”

More than 15 aerobatic and display teams from around the world will take part in the show,

Al Ain Aerobatic Show

including the Baltic Bees from Russia, who will be making their Middle Eastern debut.

ADTA has also expanded its spectator village, with more than 50 activities and attractions, including go-karting, model aircraft displays, helicopter flights, toddler zones and food and beverage outlets.

“It is not just about what is going on in the air,

we want to create an aerobatics destination on the ground that aviation enthusiasts and those just wanting a great day out can experience fully,” said Al Sheikh.

“This is a true family event and we want to make sure there is something for everyone.”

The Al Ain Aerobatic Show will run from February 2 to 5 at Al Ain International Airport. n

Moroccan Travel Market Marrakech, Morocco, January 12-15, 2011 (en.mtm.ma) Exhibition for international travel professionals.

India Travel Market - Mumbai Mumbai, India, February 4-6, 2011 (www.indiatravelmart.com) Travel trade show for inbound, outbound and domestic tourism.

Blossom Japan Tokyo, Japan, January 18-21, 2011 (www.blossomjapan.com) A new invitation-only luxury travel exhibition focusing on the Japanese market.

Food and Hospitality Expo Manama, Bahrain, February 8-10, 2011 (www.foodexpbh.com) Hospitality technology, systems and equipment, along with exhibitors from international food companies.

Fitur International Tourism Trade Fair Madrid, Spain, January 19-23, 2011 (www.fitur.es) Fitur is a meeting point for tourism professionals to establish lines of action, strategies and business alliances.

Emitt Istanbul Istanbul, Turkey, February 10-13, 2011 (www.emittistanbul.com) Istanbul’s only international trade fair: focused on tourism in the Eastern Mediterranean.

Hobex Tripoli, Libya, January 25-27, 2011 (www.wahaexpo.com/hobex) International hotel business exhibition.

Middle East Exclusive Dubai, UAE, February 20-22, 2011 (www.middleeastexclusive.com) Luxury brand and travel retail exhibition.

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