TTM August 2010 issue 10

Middle East and North Africa Edition

INVESTIGATION: AIR SECURITY Aviation security is a complex matter, involving passengers, governments, airlines, airports and international institutions such as the International Civil Aviation Organisation and IATA. The tension between the varying needs of these groups has led to a patchwork approach which industry leaders say is in need of reform.

From white sandy beaches to freshwater lakes and Saharan dunes, Tunisia offers an array of experiences to entice the curious traveller. However, the country’s promotional machine is geared primarily towards European tourists, who dominate the inbound market. Inside, travel professionals from the Middle East highlight ways for Tunisia to diversify its offering and target lucrative Middle Eastern tourists.

4 LONG HAUL: INDIAN OCEAN The island nations of Mauritius, Seychelles and the Maldives have long been firm favourites of the Middle Eastern leisure market. However, industry sources say the traditional dynamics of the region are shifting, with Seychelles emerging as the Indian Ocean’s rising star.

18 In This Issue MARKET UPDATE INVESTIGATION: Air Security VISIT: Tunisia EXPLORE: Palestine EXCLUSIVE: Sports Travel ONSITE: Australia TRAVEL TALK TRAVEL TIPS LONG HAUL: Indian Ocean TOUR: Switzerland WHO’S MOVED RENDEZVOUS NEWS & EVENTS AUGUST 2010

ISSUE 10

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VISIT

Tunisia

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TRAVEL TRADE WEEKLY Deputy Editor Laura Warne Journalist Louis Dillon Savage Design & Layout Elina Pericleous Sales & Marketing Marianna Tsiamas Evelina Hadjigeorgiou Directors Andreas Constantinides Mary Kammitsi Headquarters P.O. Box 25255 Nicosia 1308 Cyprus Tel: +35722820888 Fax: +35722318958 Website www.traveltradeweekly.travel Emails info@traveltradeweekly.travel editorial@traveltradeweekly.travel sales@traveltradeweekly.travel Printed in Cyprus Cyprint Plc P.O. Box 58300 CY-3732, Limassol Cyprus Tel: +35725720035 Fax: +35725720123 Email: cyprint@cytprint.com.cy

Restructuring and Diversification Boost Emaar’s Profitability Dubai based Emaar Properties has reported extremely strong year on year growth in net operating profits for the first six months of 2010.

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maar’s revenue came to USD1.508 billion in H1 2010, compared to USD948 million the same period of 2009, calculating to a 59 percent increase in returns.

However, profitability increased disproportionately to revenue, with a 122 percent increase to USD451 million.

Mohamed Alabbar, chairman of the company, said improvement had been driven by strategic restructurings and that Emaar would continue to consolidate its revenue streams.

“Over the past months, Emaar has undertaken a series of strategic initiatives to focus on value creation for our stakeholders,” he said.

“Our emphasis now is on strengthening our core competency of developing premium real estate projects and building on

our assets in promising emerging markets.

“This concerted approach has resulted in further strengthening our financial fundamentals, despite the challenges of the global financial climate.”

Among the strategies pursued by the company has been a diversification of income sources.

In 2008, 90 percent of Emaar’s revenue came from property development in Dubai.

However, in 2009, the company generated 25.8 percent of its revenue from international developments and hospitality sources.

Alabbar gave a credit for the strategies to the ruler of Dubai; the Dubai Government owns a large stake in Emaar.

“Our growth outlook is guided by the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE vice president and prime minister and ruler of Dubai, who

underscored the need for companies to evolve strategies that meet the realities of the new world,” he said.

“We will remain committed to building new revenue resources and realising the full value of our assets by embracing change and tapping growth opportunities.”

Mohamed Alabbar

Senegalese Economy to Benefit from Direct Link to Middle East MENA Exchange Rates Accurate as of 22/7/2010 Currencies shown in red are fixed against the US Dollar 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)

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CURRENCY Dirham Pound Riyal Pound Dinar Dinar Pound Dinar Riyal Rial Dinar Dirham Riyal Rial Dinar Dinar

1USD= 3.69 5.70 3.75 1501 0.37 0.70 46.7 0.29 3.64 0.38 1.47 8.66 10,003 230.65 74.86 1.29

Emirates has predicted that upcoming flights to Senegal will further stimulate trade relations between that country and the UAE. Richard Vaughan, divisional senior vice president of worldwide commercial operations for Emirates, said both countries would benefit from the link.

“Dakar is a dynamic, emerging destination that we are delighted to welcome as our nineteenth African route,” he said.

“As the only direct air link between Senegal and the Middle East, our new service will play an important role in supporting trade ties and tourism, facilitating the smooth movement of travellers and cargo between Senegal and Emirates' extensive global network.”

Hamad Buamim, director of Dubai Chamber of Commerce and Industry, said that Africa had been of interest to Middle Eastern businesses for a long time, but had remained under-serviced.

“Dubai Chamber has long recognised the

importance and high potential of the African market,” he said.

“Senegal stood at 76th in the list of Dubai's top trading partners at the end of 2009 and the launch of the Emirates' new route to Dakar will strongly enhance trade between the two cities and consolidate Dubai's status as an international business hub.”

Emirates has emphasised the importance of Senegal as a producer of fresh foods, including fish and fruits.

According to the airline, the new link will help connect Senegalese exports to end users in Europe, and help stimulate the economy in other ways.

“Not only is the service already paying dividends through the creation of new jobs, such as our first Senegalese cabin crew and sales staff, but it will provide a significant long-term boost to trade and commerce,” Vaughan said.

AUGUST 2010

- Air Security

Securing the Skies: Industry Calls for Reform Aviation security is a complex matter, involving passengers, governments, airlines, airports and international institutions such as the International Civil Aviation Organisation (ICAO) and International Air Transport Association (IATA). The tension between the varying needs of these groups has led to a patchwork approach which industry leaders say is in need of reform.

Louis Dillon Savage writes

A

ccording to IATA, a lack of international consistency is one of the most important hurdles faced by airline security. What is more, a failure to co-ordinate the goals of governments and commercial entities has penalised the aviation industry by compromising customer satisfaction and limiting commercial opportunities.

Chris Garton, senior vice president for airport solutions at Dubai Airports, said problems arose from the tension between the need to meet a rising threat, and customer expectations of service.

A failure to balance security initiatives against consumer experiences is particularly evident for travellers from the Middle East, who have in recent times borne the brunt of suspicion.

In the wake of Umar Farouk Abdulmutallab’s attempted bombing of a Detroit bound flight on December 25, 2009, the US instituted a policy mandating searches for travellers from a list of 14 countries.

The countries were predominantly Muslim, including Afghanistan, Algeria, Lebanon, Libya, Iraq, Nigeria, Pakistan, Saudi Arabia, Somalia, Yemen, Cuba, Iran, Sudan and Syria.

Although the use of that list to target travellers has since been rescinded, the US and many other countries worldwide have now resorted to the controversial technology of whole body scanning.

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Whole Body Scanners Whole body scanners are the most talked about and controversial air security measure today, and serve as a paradigm of security practices ruffling consumer feathers.

Concerns with the technology range from health risks to privacy, particularly for Middle Eastern travellers for whom modesty is a particular concern.

Islamic groups have issued fatwas condemning the technology and consumer advocacy groups worldwide have objected to the scans as invasive.

Full body scanners operate on one of two principles: either millimetre wave technology (a form of radar) or backscatter x-ray, which operates by measuring the reflection of x-rays beamed at the target.

Health risks seem to be minimal; millimetre wave technology uses beams of light particles lower in intensity than the visible spectrum, while risks from backscatter x-ray have been estimated at one case of cancer per 200 million scans by the US Food and Drug Administration.

More concerning, particularly for commercial aviation, is the perception that these technologies have crossed a line beyond which many consumers are not willing to follow.

Billed by some as a less intrusive option than full body pat downs, the body scanners have revivified the privacy debate, with widespread contention over just what is shown by the body scanners.

Initial images released to the press show blobby,

mannequin like figures, festooned with firearm silhouettes.

However, it has recently come to light that these images may downplay the degree of exposure.

Recently, images have emerged online showing that simple photo manipulation can produce images from the machines which are too revealing to be published here.

Melbourne Airport in Australia has already stopped its practice of blurring genitals and faces, citing concerns that making allowances for modesty would compromise the effectiveness of the search.

Several countries worldwide have installed the technology, with even more considering adopting them.

The UK and US have made their use official policy, while countries including France, Italy, Netherlands and Sweden have all begun testing the technology.

Nigeria has also begun plans to install the technology.

Despite increasing prevalence, Middle Eastern travellers are not likely to see whole body scanners in regional airports any time soon.

Brigadier Ahmad Bin Thani, head of the airport security department at Dubai Police, told local media that the machines were not being considered for installation in Dubai.

Regardless of regional policies, the machines may become unavoidable as major destinations, such as the US and UK, install the machines and refuse the right to alternative search methods.

AUGUST 2010

- Air Security However, advocates say the technology could benefit customers by streamlining aviation security checks and limiting the time spent in screening.

According to an EU report, the scanners could accelerate checks by eliminating the need to remove outer layers.

“It is time for governments to invest in a process built around a check point of the future that combines the best of screening technology with the best of intelligence gathering,” he said.

“Such a system would give screeners access to important passenger data to make effective risk assessments.

“The data is being collected. The technology exists.

Industry is supportive.

“Now ICAO and governments must work together to make such a process a reality with global harmonisation and data-sharing.” n

Search for Bad People, Not Bad Things Despite potential improvements in passenger flow and advantages in identifying certain threats, whole body scanning caters to a security paradigm that is beginning to look outdated.

According to Giovanni Bisignanni, CEO of IATA, the way of the future is not to scan for problem objects, but to work harder at identifying the threat posed by dangerous individuals.

“Adding new hardware to an old system will not deliver the results we need,” he said in the wake of the attempted Detroit attack.

“Instead of looking for bad things—nail clippers and rogue bottles of shampoo—security systems need to focus on finding bad people.”

According to Bisignani, a better solution could be arrived at by improving co-operation between government intelligence agencies and the aviation industry.

AUGUST 2010

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- Tunisia

Maghreb’s European Playground Looks East Tunisia’s landscape is diverse; ranging from white sandy beaches to freshwater lakes and Saharan dunes, the country offers an array of experiences to entice the curious traveller.

Louis Dillon Savage writes

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unisia enjoys a strong showing from the regional travel market, acting as a popular getaway for its Maghreb neighbors, Morocco, Libya and Algeria.

Maghreb visitors accounted for approximately 1.24 million bed nights in 2009.

Algeria, which shares Tunisia’s exposure to the French language, dominated the Maghreb numbers, accounting for more than 800,000 bed nights.

Libya came next, with 372,000, while Moroccans spent 46,400 nights in the country.

However, Tunisia’s travel products and promotional machine are geared primarily towards European tourists, who dominate the inbound market.

This focus means that despite an official goal of attracting more interest from the Middle East, the country suffers from a failure to communicate its attractions to that market.

Of more than 34.6 million bed nights in 2009, Middle Eastern travellers accounted for only 141,000.

Tunisia has been a victim of its own success; in marketing to European tastes, the country has neglected developments suitable to Middle Eastern inclinations.

According to Bruno Hivon, destination development manager, Indian Ocean Islands and Africa for Emirates Holidays, Tunisia is 6

overshadowed by the similar, but more familiar products of nearby Morocco and Egypt.

“The biggest problem is that Tunisia is not known in the Middle East as a tourism destination,” he said.

“The way that Tunisia’s tourism industry has been developed is focused on the European mass market – this is not attractive to the Middle Eastern traveller.”

According to Hivon, the focus on European mass tourism has created an environment that is poorly suited to Middle Eastern predilections, especially when it comes to sourcing a beachside retreat.

“If people are looking for a beach holiday, it is easier from the Middle East to go to the Indian Ocean – and it is far more exclusive, with very few package or group tours,” he said “People are looking at Europe and applying the same promotional strategy in the Middle East, then wondering why it doesn’t work.”

Booming Despite facing difficulties in attracting the coveted high spend, long stay, Middle Eastern market, Tunisia has performed well, even throughout the worst of the downturn.

Tunisia defied depression in its major feeder markets, with only slightly fewer visitors in 2009 compared to 2008. Year to date numbers in 2010 are already approaching the record highs of 2008.

Roman ruins, Sbeitla

Tunisia in Brief Capital: Tunis Language: Arabic, with French widely spoken Currency: Tunisian Dinar (TND) The country benefits from a mild climate year round, but experiences its largest number of visitors in the months of July and August.

The Tunisian inbound market is dominated by European visitors; the French are by far the most prevalent, spending close to 8.5 million nights in Tunisia in 2009.

Germans accounted for 5.7 million bed nights, followed by Italians (2.4 million) and Belgians (1.6 million).

AUGUST 2010

- Tunisia In fact, visitor interest has been so strong that it has begun to challenge the aging infrastructure of the country.

National carrier Tunisair has reported such high numbers that it has issued a warning to travellers that long delays should be expected at the airport due to inadequate facilities for security screening.

Activities Although Tunisia suffers from a marketing crisis in the Middle Eastern market, the sheer variety of its product bespeaks fantastic potential.

Beachside holidays are a major feature of the local industry, but there are options that cater to diverse tastes; once ignorance has been overcome, Tunisia should be an easy sell.

According to the Tunisian National Tourism Office (TNTO), watersports are a popular pursuit for many visitors, but activities available are diverse.

Suggestions include driving a sail buggy across the desert or hunting wild boar in the hills of Tabarka.

Other options include motorcycle adventures, hot air ballooning, camel trekking, hiking or a trip on the historic Red Lizard train – a

AUGUST 2010

Thalassotherapy

Tunis

converted coal transport that now carries tourists for a scenic tour of the Seldja Gorge.

Heritage and cultural sites are popular for side trips beyond the beachside resorts that cluster around Sousse, Monastir, Hammamet, Nabeul, Djerba and Tabarka.

Golf is also a popular activity and, according to TNTO, the country is well established on the international circuit.

Golf courses of international standards are open around the country.

Tunisia has also developed a reputation as a leading destination for Thalassotherapy, a seawater spa treatment developed by the French in the eighteenth century.

Thalassotherapy is a wellbeing treatment focused on the use of seawater to improve health.

Dead Sea treatments are one example, but the treatment was first developed in France in the eighteenth century.

Thanks to the large volume of French tourists, Thalassotherapy has become popular in Tunisia, with many resorts and independent spas offering the treatments.

The therapy has become something of a local specialty, popular with tourists from other Maghreb countries, particularly French speaking Algeria, as well as European visitors.

According to TNTO, Tunisia now ranks second after France in the field of Thalassotherapy treatments, boosting the country’s attractiveness as a wellbeing alternative to Dead Sea retreats.

Heritage Sites One of Tunisia’s great strengths is its wealth of archeological assets, including one of the most illustrious archeological sites in the Mediterranean world: the ruins of ancient Carthage.

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- Tunisia In its heyday, the city came close to eclipsing ancient Rome in power and was the seat of the Phoenician trading empire that ringed the Mediterranean in classical times.

After its downfall (Carthage was razed by its Roman rivals and had its fields sown with salt), the site served as an important base for the various civilizations that followed.

The commanding location of Tunisia, protruding into the midpoint of the Mediterranean, has made it an asset to various societies throughout history, including the Romans, Vandals, Arabs, Ottomans and French.

This layered history has resulted in a large number of archaeologically significant locations, a number of which are listed by UNESCO as World Heritage Sites.

Carthage lies in the district of the capital, Tunis, making it an easy visit for most travellers.

In fact, the capital itself contains a heritage listed old town, the Medina of Tunis.

From the twelfth to sixteenth centuries, Tunis was one of the wealthiest and most powerful of Islamic cities; its well preserved medina features more than 700 monuments, ranging from mosques and madrasas to palaces and fountains.

The Medina of Sousse is another worthy site, offering a glimpse of earlier Islamic architecture.

The town of Sousse has now become a tourism centre, with many resorts and white sandy beaches, but the in the ninth century it was an important military and trading port Its imposing fortifications are still intact, featuring kasbah, ramparts and mosque.

For nature lovers, Ichkeul Lake in the Bizerta district serves as a major stopover for millions of migratory birds each year.

Historic attractions are not limited to the UNESCO certified sites, however, and many cities such as Hammamet also feature medieval forts and monuments.

Tunisia’s stock of archeological sites serve to

Djerba

illustrate the wider problem for tourism promotion in the country; a failure to capitalise on the destination’s strengths.

Hiron pointed out Tunisia simply wasn’t on the radar the Middle Eastern tourists interested in heritage sites.

“Middle Eastern travellers that are interested in archaeological sites are more likely to look at Jordan or Egypt for their holiday,” he said.

“There are wonderful archaeological sites in Tunisia, but people simply don’t know about them.”

Familiarity Despite a market geared towards European travel habits, Tunisia still offers certain comforts to visitors from the Middle East.

Hivon pointed out how important familiarity can be, to any traveller.

“For any destination to be popular with the Middle Eastern market, it needs to display some flexibility towards Muslim travellers; they are not asking for much – often it is as simple as providing halal food options and perhaps an Arabic speaking staff member,” he said.

“Yes, many Middle Eastern tourists speak English, but there is a comfort level in having a native language speaker available that I think any

Radisson Blu Resort and Thalasso, Djerba

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nationality can appreciate.”

As a Muslim nation (approximately 99 percent of the population is Islamic) with Arabic as its national language, halal food is generally available and communication is no obstacle.

These advantages, combined with the recent entry to the country of brands with a crossover presence in the Middle East, Tunisia is slowly building itself into an attractive proposition for Middle Eastern travellers.

Mövenpick has opened a property in Sousse, with another to come in Tunis, and in 2009 Rezidor opened both the Radisson Blue Resort and Thalasso in Monastir, and Park Inn Ulysse Resort and Thalasso, Djerba. n

Djerba spice market

Medenine

AUGUST 2010

- Palestine

Investors Offer Show of Faith for Tourism Growth The disputed Palestinian Territories are considered holy land for three of the world’s major religions –Islam, Christianity and Judaism. In addition to religious pilgrims, tourism in the region is picking up thanks to increased travel by corporate entities, government workers and non-governmental organisations (NGOs). There is also a growing market of experiential, educational and adventure tourists who are looking to Palestine for a unique holiday experience.

Laura Warne writes

Nablus Market

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s both business and leisure tourism in Palestine increases, so does the range of options for accommodation, tours and other services.

The Second Palestine Investment Conference, held in June this year, highlighted the importance of tourism investment, encouraging discussions about the role of the Palestinian public and private sectors, as well as the importance of international perception.

A dedicated session on tourism attracted a range of investors, tour operators and hoteliers with a panel discussion that included Dr Khouloud Daibes, Minister of Tourism and Antiquities and Dr Zoltán Somogyi, executive director of the World Tourism Organisation.

Proving that investment is already underway in Palestine, Mövenpick is about to open the first modern five star property in Ramallah – a move that general manager Daniel JY Roche said was a demonstration of confidence in the destination.

“We believe that the situation will settle and that there is a lot of potential in Ramallah – it is a vibrant city, full of life and the residents are extremely open people,” he said.

“We believe in the future of Palestine.

“This is a region worth visiting, particularly as a side trip from Jordan and the Dead Sea. There are more and more companies opening up in Ramallah and this will continue to stimulate the hotel industry here.”

This is a region worth visiting, particularly as a side trip from Jordan and the Dead Sea Roche pointed to Jordan as a major funnel for tourism into Palestine, whether by Jordanian nationals, Palestinians living in Jordan, or international visitors to the country.

The Middle East has strong ties to Palestine, with a large number of Palestinians living throughout the region, particularly in Jordan, Lebanon, Syria, Saudi Arabia and Egypt.

Western visitors are increasing, too, with Palestine’s ministry of tourism supporting recent familiarisation trips for UK tour operators and US media representatives.

Despite the potential for leisure tourism, Roche admitted that the majority of Mövenpick Hotel

Ramallah’s guests were expected to be employees of NGOs, government organisations, corporate businesses or convention guests.

Wedding tourism is perhaps the one notable exception.

Roche pointed out that Palestine enjoys a busy wedding season between June and October, when many Palestinians living overseas travel back to the region for their own weddings or those of family members.

Responsible Tourism Alternative Tourism Group (ATG) is a Palestinian NGO that has been internationally recognised at ITB Berlin for its efforts in socially responsible tourism.

ATG was established in 1995, specialising in tours and pilgrimages, as well as working to encourage sustainable, responsible tourism in the region.

The group has published one of the few

Ramallah shops 10

AUGUST 2010

- Palestine According to Roche, Mövenpick’s strong reputation in the region is a cornerstone of the new property’s expected success.

“Mövenpick is extremely well established in the Middle East, with a very large portfolio of properties – and Palestine was missing from that portfolio,” he said.

“However, with this property, Mövenpick has now covered the Middle East.

“This development was badly needed in the region and we expect to capture the market here.”

Mövenpick Hotel Ramallah will officially open by the end of 2010, with a soft launch expected in late August or September. n

Palestine in Brief Ramallah Centre

comprehensive guides to the region – Palestine and Palestinians – which covers ancient and modern history, culture, archaeology, religion, architecture, politics and daily life.

Upcoming tourism programmes include ATG’s annual olive picking campaign, which enlists international tourists to help Palestinian farmers during the olive harvest.

Other tourism opportunities on offer include bed and breakfast placement with Palestinian families, tree planting campaigns and walking tours.

ATG is also a member of the Palestinian Initiative for Responsible Tourism (PIRT), which is a network of organisations, associations and public bodies.

PIRT is focused on analysing the tourism industry in the region, identifying difficulties and threats and discussing challenges to the industry in order to improve the quality of tourism.

We believe in the future of Palestine

Administrative Centres: Ramallah, Gaza Language: Arabic, English Accepted Currencies: US Dollar (USD), Jordanian Dinar ( JOD), New Israeli Sheqel (NIS) and, in Gaza, Egyptian Pound (EGP) Ramallah Mosque

Staffing the new hotel proved difficult for Roche, however he pointed out that this was not a challenge that was unique to Palestine.

“The younger generation in Palestine is very well educated and a number are returning to Ramallah because we are opening,” he said.

“In some of the more senior positions, we are facing difficulty in recruitment, as we would anywhere in this industry, but we will overcome it.

“We also have an excellent training programme in place to bring people up to the required level of expertise.”

Security and Staffing Roche admits that security remains a major issue for tourists in Palestine, along with political and economic uncertainty.

“Everybody is concerned about security and this was an issue that we had to address seriously – we have implemented every possible security device,” he said.

“It is at the forefront of our mind, but Ramallah is extremely peaceful – the population is very nice and there is no harassment.

“Safety and security is a matter of perception; I feel more secure here than in other places I have been posted.”

Mövenpick Hotel Ramallah AUGUST 2010

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- Sports Travel

The Middle East and North Africa Get Competitive Sport tourism is big business, with large events fuelling activity in all areas of society. The pursuit of a modern mega-event such as the FIFA World Cup or the Olympic Games can act as the catalyst for social overhaul and provide an unrivalled opportunity for destination marketing.

Louis Dillon Savage writes

Bahrain International Circuit

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o qualify for an international sporting festival a country must demonstrate its ability to meet the challenge of a tourism influx in the hundreds of thousands, with the concurrent demand for public transport, accommodation and other infrastructure.

The tourism industry is one of the great beneficiaries, with sports tourists taking the opportunity to explore a destination they might not have considered without the attraction of an event.

According to Sion Rapson, event director of World Sport Destination Expo, this exposure gives a destination a chance to revamp its image on the world stage.

He pointed to South Africa’s experience of hosting the recent FIFA World Cup as an example of how sporting events can be used to fight negative perceptions.

“In the lead up to the World Cup there was a huge amount of skepticism as to whether South Africa was up to the task,” he said.

“There was all kinds of scaremongering going on about crime and inflated air tickets or hotel rates; people were initially estimating that 450,000 people would attend, but following the negativity this fell to as low as 200,000.”

Despite the grim outlook, South Africa was able to defy expectations, with current estimates indicating that upwards of one million people travelled to attend.

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The next 10 years will be the decade of sporting tourism “The South Africa World Cup became the most watched sporting event in history,” Rapson said.

“These events are hugely powerful when it comes to changing the way people think about a country.”

The benefits to a destination do not end when the bleachers are cleared: Rapson said that following the 1992 Barcelona Summer Olympics, the city jumped from the eleventh most desirable city for businesses to the sixth.

No wonder developing countries are looking to sport to grow their economies; none more so than Middle Eastern oil states seeking to diversify their markets.

Emirates has led the charge in marketing through sport, with its inventory of Emirates Stadiums reaching countries the world over and the Fly Emirates logo gracing the backs of some of the world’s best sporting teams.

Middle Eastern Mega Events Sport has played a major role in the growth of the Middle East as a viable tourism region; for years sporting events in Dubai, Qatar, Bahrain and others have been attracting the big names of tennis, golf and F1 racing.

Ferrari World Abu Dhabi

Players such as Andre Agassi, Roger Federer and Tiger Woods have helped build the legitimacy of the Middle East as a sporting destination, often lending their names to facilities intended to attract future players.

Abu Dhabi’s recent success with the F1 Grand Prix built on Bahrain’s long association with the sport and exhibited the Middle East’s capacity for planning and hosting large scale events.

AUGUST 2010

- Sports Travel Yas Marina Hotel F1 track

In one example of how businesses are catering to the needs of the fitness conscious, The Palace, The Old Town Dubai, recently launched the option of exercise packages for its guests, including fitness assessment tests and personal training.

The hotel is also offering an in room fitness kit, including an exercise DVD, fit ball, medicine ball, dumbell set, exercise mat and resistance band.

These events are hugely powerful when it comes to changing the way people think about a country

Though recent comments from the ruler of Dubai have dampened hopes for an Olympics bid by that city, Qatar has taken up the torch as the Middle East’s first potential Olympic City.

Despite an abortive bid for the 2016 games, the country remains a candidate for the 2020 event and an official bidding nation for the 2022 FIFA World Cup. As the significance of sporting events has become more apparent, competition has intensified and bids have become more impressive; in turn increasing the transformative power of sport.

Qatar’s pursuit of two mega-events has already instigated a society-wide development project.

A new metro system, air conditioned stadiums and boosted hospitality options are all components in Qatar’s plan to woo the adjudicating bodies.

Qatar’s bid for the 2022 World Cup has been planned as carbon neutral, further demonstrating the capacity of sporting events to drive economic reform.

Sportification Another key factor in the growing importance of sport is what analysts have termed the sportification of society.

As populations around the world have become better informed on health matters, interest in fitness and wellbeing has also grown.

According to Rapson, where sports were once the province of young alpha males, sport and sports tourism are now very much a family affair.

The significance of this trend extends beyond large events, with demand for sporting facilities now becoming a factor in the way consumers choose their hospitality venues.

A gym and a spa are now no longer sufficient to satisfy the modern active traveller; tennis courts, golf courses and diving facilities, once the province of resorts, are becoming seen as a must have by all hotels.

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AUGUST 2010

The Decade of Sporting Tourism Far from being concentrated in developed nations, the trend towards sports crosses demographics and national borders; sports tourism is a global leveller that draws travellers from all over the world.

With the help of the ever expanding penetration of mass media, the significance of sports for the tourism industry will only grow as ever more consumers invest themselves in the global sporting culture.

According to Rapson, this is the trend that will dominate the development of tourism for years to come.

“I think that what you will see is that the next 10 years will be the decade of sporting tourism,” he said. n

+356 21 66 22 11

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- Australia

Great Southern Land Tackles Tyranny of Distance Australia is a well known leisure destination with a savvy and innovative tourism industry. Diversity is a key selling point for the country, which offers luxury island holidays, outback adventure tourism and sophisticated city stays. However, given current close-to-home travel trends, distance works against the country, which is nestled low in the southern hemisphere. A recent international marketing campaign and increased air connectivity are expected to help Australia pick up its game and boost international arrivals.

Laura Warne writes Sydney, New South Wales

O

ver the past decade, visitor numbers from the Middle East to Australia have increased from 52,000 in 1999 to 105,000 in 2009.

According to Richard Beere, executive general manager for the eastern hemisphere at Tourism Australia, an increase in Australian expats in the Middle East had fuelled this growth.

The visiting friends and relatives market is the strongest from the Middle East, said Beere, with education and leisure following.

However, expats are not the only travellers visiting Australia from the Middle East – Beere pointed out that the Gold Coast, Sydney and Melbourne are all popular destinations with Middle Eastern tourists.

He added that other areas were seeing increased demand from the Middle East, including Brisbane, Perth, Cairns and the central and south “In addition, we also produce a travel guide coastal regions of New South Wales. specifically for Muslim travellers so they can get “Australia has seen an increase in luxury products the most out of their trip to Australia,” said Beere. in incredible locations like the Emirates Wolgan According to Chad Croft, international sales Valley Resort and Spa in Australia’s World manager for Tangalooma Island Resort in Heritage Blue Mountains area,” said Beere.

Queensland, more Australian resorts are catering “We expect that this type of product will appeal to Muslim visitors. to travellers looking to have a travel experience “Tangalooma has recently added Qiblah in all the which combines luxury with Australia’s unique rooms, an Arabic television channel as well as some natural environment.” buffet and al a carte halal meal options,” said Croft.

Tourism Australia has created a dedicated He added that the Gold Coast was opening a website for visitors from the Middle East, which Ramadan lounge and many cafes and restaurants highlights services and facilities for Muslim in the region were offering shisha, halal food and travellers.

Arabic cuisine.

Australia is a huge country with a vast range of tourism products that are unknown to the market

14

Great Barrier Reef, Queensland

Australia in Brief Capital: Canberra Language: English Currency: Australian Dollar (AUD) “I do believe strongly that Australia is a destination that can offer the Middle Eastern traveller experiences you simply cannot get anywhere else in the world,” said Croft.

“For instance, the Great Barrier Reef, Ayres Rock [Uluru] and Kakadu National Park are amazing places – these areas can all be easily combined with a holiday to the Gold Coast and Sydney.

“On top of that, Australia has such a multicultural society; there are comforts the Arabic traveller will appreciate already available here.”

Croft admitted that international exposure and understanding of the Australian tourism product could be improved.

AUGUST 2010

- Australia Uluru, Northern Territory

“Australia needs to spend more time in the minds of [travel] agents with marketing and promotions,” he said.

“Australia is a huge country with a vast range of tourism products that are unknown to the market; constant training and information streams are the only ways to make the agents comfortable with selling everything this great country offers.”

To highlight some of these unknown tourism products, Tourism Australia recently launched a new global tourism campaign – There’s Nothing Like Australia.

Campaign developers consulted with international travel trade representatives, who advised them to focus on Australian icons, animals and the country’s fun, friendly attitude.

Tourism Australia’s Andrew McEvoy said the goal was to keep things simple and ensure the campaign materials could be used by airlines, wholesalers and travel agents around the world to sell travel to and within Australia.

The main feature of the campaign is an online interactive map of Australia, featuring more than 29,000 images, stories and tourism recommendations submitted by Australian residents.

Travel agents and other travel professionals can

The Pinnacles, Western Australia

The Twelve Apostles, Victoria

access this map, via the Tourism Australia website, and use it to suggest holiday destinations and activities to clients.

In addition to the need for stronger international exposure, Beere said distance remained the main challenge facing the Australian tourism industry.

“Travellers globally look to travel more frequently to destinations which are closer to home and tend to save their big trips for destinations like Australia,” said Beere.

“Air access is vital to Australian tourism.

“As we have seen in recent years, the increase in

services from the Middle East has helped to facilitate tourism growth to Australia.”

Etihad, Emirates and Qatar all fly regularly to Australia’s largest cities and Etihad recently expanded its codeshare agreement with Australian airline Qantas to include more regional destinations such as Alice Springs, Cairns, Hobart and Uluru.

Beere added that visa processing had been streamlined in recent years to reduce the turnaround time for applications and allow multiple entry visas. n

Luxury Lodges of Australia In May, 2010, 15 of Australia’s independent luxury properties formed Luxury Lodges of Australia.

The association aims to promote luxury experiential lodges to the domestic and international market.

Members include wilderness lodges, vineyard properties, island resorts and outback camps.

Emirates’ Wolgan Valley property is part of the association, along with other prominent Australian resorts such as Qualia, The Louise, Lizard and Bedarra Islands, Longitude 131 and Spicers Peak Lodge.

Selected new lodges are expected to join over the next 18 months.

The association, which has been praised by Tourism Australia, plans to pool the marketing resources of its members to boost Australia’s profile as a luxury destination.

AUGUST 2010

15

Bruno Hivon

Albert Tjoeng

Destination Development Manager, Indian Ocean Islands and Africa, Emirates Holidays “There are four main types of outbound tourists in Dubai alone – local Arabs, expat Arabs, expat westerners and expats from Asia. The greater Middle East has even more specific types of tourists – people from Saudi Arabia, Kuwait and Qatar, just to begin.’

Assistant Director, Corporate Communications, Asia Pacific for IATA

There are four main types of outbound tourists in Dubai

Bruno Hivon

“Despite the existence of global International Civil Aviation Organisation (ICAO) standards for aviation security, often states choose to go beyond ICAO standards and develop enhanced or different security measures from the ICAO baseline.

Such situations can be problematic for airlines and cause confusion among passengers.

This is why IATA recommends that states compare each others’ security measures and, where they are deemed to be equivalent, conclude recognition agreements that could lead to facilitation processes such as one-stop security.

One-stop security is the process whereby passengers and bags that have been screened adequately at departure are not re-screened again at airports where they have a connecting flight.

One out of four passengers at the world’s top 120 airports are connecting traffic, yet many states still insist that they should be re-screened.

In many cases, re-screening passengers and bags is an unnecessary strain on resources.

The introduction of one-stop security in France in 2009, for instance, will save USD 30 million per year.”

Re-screening passengers and bags is an unnecessary strain on resources

P N Sathya Narayanan

Albert Tjoeng

Ho Chi Minh City

Holidays Manager, Mannai Holidays Qatar “The travel trade is constantly changing, always discovering new destinations as customers look to experience different cultures. For example, Vietnam is currently gaining popularity in the Qatari market with the thriving business and cultural centres of Ho Chi Minh City, Hanoi and amazing UNESCO World Heritage Sites attracting increasing numbers of travellers.”

Vietnam

Vietnam is currently gaining popularity in the Qatari market

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 16

AUGUST 2010

Time to Sink or Swim Many analysts and professionals believe the tourism industry could see a return to pre-2009 figures by the end of this year; some argue that they have already surpassed pre-downturn results. However, travel agents say there are greater changes afoot that may be more threatening than the global economic crisis.

T

ravel professionals across the Middle East have noted strong signs of market recovery in recent months; many are seeing increased outbound travel, particularly in Lebanon and Jordan, while Gulf countries have noted a boost in domestic and regional travel during the summer months.

However, as one agent recently pointed out, the tourism industry has undergone several irreversible changes over the past few years, several of which are likely to have longer lasting consequences than the recent global economic downturn.

Online travel agencies, direct web booking systems, peer-to-peer reviewing sites and the continued rise of social media have all taken a slice of the action that was once dominated by traditional travel agents.

Throw in commission cuts and greater competition on pricing, and the situation becomes even more serious for agents.

Due to these shifting market dynamics, the projected increases in travellers and visitor spending may not translate into stronger sales for many travel agents, as PN Sathya Narayanan, holidays manager at Qatar’s Mannai Holidays, explained.

“Though the travel business may return to pre-downturn levels by the end of 2010,

travel agencies are unlikely to enjoy the same market share as before, due to the extra options and channels now available to travellers as vendors adopt dynamic pricing patterns based on their available inventory,” said Naraynan.

In such a transitory market, businesses are being forced to innovate in order to survive.

To combat these competing channels, many agencies are focusing on creating exclusive sales agent contracts with major airlines and hotels.

Others are turning to public relations and marketing campaigns to boost their profile among customers.

The universal advice from our sources is that now is the time for agents to step up their game and implement new business strategies to make sure they stay relevant in the changing industry.

Travel agencies are unlikely to enjoy the same market share as before, due to the extra options and channels now available to travellers

Cool Spot for Summer Travel As summer on the Arabian Peninsula heats up, locals are looking for the next cool destination.

With a renewed promotional drive, Salalah in Oman offers a close to home alternative and an array of seasonal offers.

The Salalah Tourism Festival is an attempt by local businesses to promote the area, which is notable particularly for its monsoonal climate, unique on the Arabian Peninsula.

This climate has attracted regional luminaries to Salalah for thousands of years; the area contains ruins thought to be the summer retreat of the legendary Queen of Sheba.

Oman Air has signed on as official carrier and principle sponsor of the promotion, but other businesses such as hotels and tour operators are also offering reduced rates to attract attention to the area.

Usama Bin Karim Al Haremi, head of corporate communications at Oman Air, said the seasonal promotion was a valuable chance for visitors to become acquainted with the area.

“The Salalah Tourism Festival is a wonderful window on the amazing history, culture and traditions of this breathtaking region of Oman and, between July and September, we are offering some superb deals,” he said.

“Travellers from throughout the GCC area and beyond will be given the opportunity to experience the Khareef. This monsoon season is unique to the area, bringing lush greenery, bright flowers, waterfalls, and relief from the heat.”

Between July and September, we are offering some superb deals

Salalah AUGUST 2010

17

- Indian Ocean

Islands Shedding Costly, Elitist Reputation The island nations of Mauritius, Seychelles and the Maldives have long been firm favourites with the Middle Eastern leisure market. However, industry sources say the traditional dynamics of the region are shifting, with Seychelles emerging as the Indian Ocean’s rising star.

Laura Warne writes

Seychelles

A

ccording to Bruno Hivon, destination development manager, Indian Ocean Islands and Africa for Emirates Holidays, all three Indian Ocean countries are popular for different reasons.

Mauritius is a well established family holiday destination, with hotels and resorts featuring kids’ clubs and scheduled activities for a range of ages.

The Maldives and Seychelles have reputations for being more exclusive and dedicated to couples or the honeymooning market.

However, the Seychelles government, working with several local resorts, has launched an aggressive campaign to combat the expensive, couples-only perception of the country.

If recent tourism growth rates are anything to go by, the initiative is having a pronounced effect.

Seychelles In the first half of 2010, Emirates Holidays saw an increase of 40 to 50 percent in bookings from the Middle East to Seychelles.

Hivon said innovative marketing strategies and price restructuring had played a major role in this shift.

“The biggest issue was its reputation as a destination for couples only, which was compounded by the belief that it was also an expensive destination,” he said.

“That has changed a lot over the past year.”

A recent Seychelles Government restructure saw President James Michel take over the tourism portfolio, cementing the industry’s position as a major pillar of the country’s economy.

18

Along with Alain St Ange, CEO of Seychelles Tourism Board, the president was instrumental in setting up a partnership between the public and private sector, in order to jointly manage the country’s tourism industry.

According to St Ange, the new partnership has signified a quantum shift towards private sector leadership of tourism.

Long considered to be a playground for only the rich, the diversity of the Seychelles’ product now reaches out to a broader demographic of visitor “The new synergies that immediately started to occur with all members of the trade have added great impetus to the industry and to the way we operate, both at home and abroad,” said St Ange.

“Seychelles, like so many other tourist destinations, was affected by the global recession, but our quick reaction, effective marketing campaigns in both traditional and new markets, along with the vitality of the government/private sector partnership allowed us to pull through.”

Recently opened accommodation offerings, such as Constance Ephelia Resort and Four Seasons Resort Seychelles, have joined traditionally strong performers such as Banyan Tree and Hilton.

St Ange added that development was underway across all accommodation sectors, from luxury to

budget, with the aim of widening Seychelles’ appeal.

“Long considered to be a playground for only the rich, the diversity of the Seychelles’ product now reaches out to a broader demographic of visitor who is able to enjoy wonderful and very affordable stays in our smaller hotels, guest houses and self-caterings,” he said.

Airlift to the country is also improving, with Emirates committed to increasing its current service of six weekly flights. Qatar Airways also serves Seychelles International Airport from its hub in Doha.

Richard Weilers, managing director of Southern Sun Offshore, pointed out that air connectivity had previously been the main challenge of operating in Seychelles.

“Southern Sun has been operating in this region for several years [with MAIA Luxury Resort and Spa] and one area of concern was whether there was enough airlift to the destination - but as the tourism product is continuously improving, so has the airline capacity increased to the destination such as Emirates and Qatar Airlines,” said Weilers.

“Both these airlines are constantly increasing their number of flights to the destination, as well as the aircraft configuration to the destination.”

Seychelles in Brief Capital: Victoria Currency: Seychellois Rupee (SCR) Language: Seychellois Creole, English and French

AUGUST 2010

- Indian Ocean Maldives in Brief Capital: Malé Language: Dhivehi (Mahl) Currency: Maldivian Rufiyaa (MVR)

Mauritius

Mauritius According to Mauritus Tourism Promotion Authority (MTPA), up to 5,000 tourists from the UAE visit Mauritius each year, but the Middle East is viewed as a destination with far greater potential.

“We aim to double this figure within a couple of years by working closely with tour operators and airlines to promote Mauritius as a luxury destination,” said a spokesperson for MTPA. “Importantly, for visitors from the Middle East, Mauritius offers many resorts with larger, villa style accommodation suiting family groups.

“And unlike some paradise islands, Mauritius has a wealth of things to do, not just pristine, white sandy beaches.

“From walking with lions in Casela Wildlife Park to mountain biking in the Black River Gorges and kite surfing at Cap Malheureux to horse racing at one of the oldest tracks in the southern hemisphere, Champs de Mars, which first opened in 1812.”

However, despite being a long established holiday favourite, Mauritius needs to step up its game to compete in the current market, according to Hivon.

“I would say it’s stable, but I’d also say that stable is not good enough for this destination – it’s not going backwards, but it’s not progressing,” said Hivon.

According to Hivon, Mauritius has been somewhat complacent about promoting outside of Europe; diversification, he pointed out, is the key to attracting new markets.

Importantly, for visitors from the Middle East, Mauritius offers many resorts with larger, villa style accommodation suiting family groups Air connectivity is another issue for the country, with demand close to outstripping supply.

“Mauritius has too many rooms for the number of air seats available,” said Hivon.

“We are keen to boost flights to Mauritius – there is demand there for sure and Emirates load factors are very high, around 80 to 85 percent.”

According to MTPA, Emirates is a key tourism partner for Mauritius and plans are in place to increase the airline’s nine weekly flights to a double-daily schedule in the near future.

In terms of accommodation, the luxury market is set to get a boost in June, 2011, with the opening of St Regis Mauritius Resort.

The beachfront property will feature 174 rooms and suites.

Mauritius in Brief Capital: Port Louis Language: English Currency: Mauritian Rupee (MUR)

The Maldives According to Hivon, the Maldives is traditionally one of the strongest holiday destinations for Middle Eastern travellers.

The archipelago of nearly 1,200 islands is predominantly Islamic and caters well to highend Muslim travellers seeking privacy and luxury.

Expats are also fond of the picturesque islands, both for honeymoons and short breaks, said Hivon.

“The product variety is there and the country is popular with couples, but also small families,” he said.

However, demand has not been as strong as some expected for the first half of 2010, a fact that has been linked to the massive growth in the popularity of Seychelles.

“I haven’t seen strong growth yet [in 2010], but I’m expecting to see more as we get closer to the Eid holidays,” said Hivon.

“So far it’s stable, but I hope to see a stronger push.

“Operators here must be careful not to price themselves out of the market, because people will shop around, especially when there is so much happening in Seychelles.”

In addition, recent political instability in the country has led to serious concerns for tourism and economic development.

The Maldives held its first democratic multiparty election in October 2008, but conflict between the national cabinet and oppositioncontrolled parliament has created ongoing blocks to democratic reform.

The European Parliament has expressed its concern and Sri Lanka’s President Mahinda Rajapaksa has taken a strong role in diplomatic discussions.

The situation is ongoing, with government representatives stating they are committed to resolving the conflict. n

The Maldives AUGUST 2010

19

- Switzerland

Diversity the Key to Growth for Swiss Tourism From luxury ski resorts to its picturesque Lake Geneva region, Switzerland is a fairytale leisure destination that also retains firm business ties to the Middle East. Switzerland’s ongoing promotional efforts in the GCC market have prompted Middle Eastern tourists to look beyond the usual destinations, diversifying the Swiss experience.

Laura Warne writes

Lake Geneva

G

ulf tourists to Switzerland have increased by 6.8 percent this year, compared to the first six months of 2009, bringing the total number of arrivals to 24,637 between January and May, 2010.

According to Tawfik Melli, GCC manager for Switzerland Tourism, the leisure market from GCC countries has traditionally been strong, but the presence of a Dubai office has stimulated interest in some of the country’s more remote regions.

“Switzerland has been a popular destination for Arabic tourists for many years,” he said.

“It started on Lake Geneva with Geneva, Lausanne and Montreux and, after being present in the GCC for eight years and introducing other destinations, we now have more diversity in our product.

“Arabic tourists are still travelling to the Lake Geneva region, however now they also travel to other destinations: Zurich, Interlaken, Lugano, Luzern, Zermatt, Crans-Montana and SaasFee.” According to Melli, the country caters well to Middle Eastern guests, with many hotels offering connected family rooms and halal dining options.

Between August and September, many of the country’s accommodation providers offer Ramadan facilities for Islamic guests who choose to travel during the festival.

Summer is traditionally the busiest period for GCC tourists to Switzerland, although Melli pointed to an increase in winter travellers.

20

Vintage train tours

After being present in the GCC for eight years and introducing other destinations, we now have more diversity in our product Switzerland’s ski resorts and chalets cater to a broad range of visitors, from families or groups to couples and singles.

In addition to active winter pursuits such as skiing or tobogganing, Switzerland has a range of wildlife parks, zoos and art galleries.

Rail and boat excursions are also popular – mountain trains and river or lake cruises make the most of the country’s natural beauty.

From the Middle East and North Africa, Switzerland’s Zurich Airport is frequently serviced by Emirates, Qatar Airways, Royal Jordanian, Tunisair and Royal Air Maroc, as well as a host of European operators.

The country’s national carrier, Swiss International Air Lines (SWISS) flies to several

Zurich

MENA locations, including Cairo, Dubai, Dar es Salaam, Jeddah and Riyadh (via codeshare), Nairobi, Mombasa and Muscat.

Hotel Development Marriott plans to open its 300 room Renaissance Zurich Tower Hotel in April, 2011. The hotel is billed as an exclusive, individually-run boutique hotel with the standard features of an established international chain.

Starwood will expand its popular W Hotels brand into Switzerland in 2013, with the opening of its exclusive ski resort, W Verbier Retreat.

The 142 room hotel has been delayed several times from its original opening date of 2009; Starwood’s most recent opening prediction is January 1, 2013. n

Switzerland in Brief Capital: Berne Currency: Swiss Franc (CHF) Language: German, French, Italian, Romansh AUGUST 2010

Ziad Fostuq

Sabre Airline Solutions

Le Méridien Amman has appointed Ziad Fostuq as director of sales and marketing. Fostuq has more than 16 years of experience within the tourism and hospitality industry, having previously worked as cluster director of sales and marketing for InterContinental Hotels Group and director of sales and marketing at Crowne Plaza Amman. He holds a bachelor’s degree in hotel and restaurant management.

Technology provider Sabre Airline Solutions has made a number of new appointments to its global senior management team, following the company’s recent growth.

Sanjay Nanda has been appointed as senior vice president of consulting and solutions delivery. He will oversee the implementation and delivery of all airline solution projects, including the migration for LAN, AeroMexico and Volaris onto the Sabresonic Customer Sales and Service (CSS) reservation suite.

Mark Silagy has been appointed as senior vice president of customer care and support. His most recent role was with Sabre Travel Network, where he worked as senior vice president of services and operations solutions. Previously, Silagy spent 12 years with American Airlines.

Peter Morowski joins the team as senior vice president of airline products development. He previously held senior positions at Borland Software Corporation, Dell, Tivoli Systems and Novell.

Ellen Ehrlich, a 28 year Sabre veteran, has taken over the role of senior vice president of SabreSonic CSS. The role was previously held by Jim Barlow, who has moved on to become senior consulting partner for airline solutions.

Finally, Chris Serafin has been appointed as senior vice president and programme executive, responsible for leading and executing key business initiatives for Sabre Airline Solutions. Serafin was previously senior vice president for product and solutions development, supporting both Sabre Travel Network and Sabre Airline Solutions.

Wissam Suleiman

Ziad Fostuq

Wissam Suleiman Kempinski Hotel Mall of the Emirates, in Dubai, has appointed Wissam Suleiman as executive assistant manager.

Suleiman has spent more than 15 years in the hotel industry, including six years within Kempinski Hotels’ managerial team. During his time with the brand, he has worked at Kempinski Hotel Amman, Kempinski Hotel Ishtar – Dead Sea and Kempinski Hotel Aqaba. Prior to joining Kempinski, he worked with the Mövenpick brand in Jordan.

Beach Rotana Abu Dhabi Beach Rotana Abu Dhabi has appointed Wissam Abou Jaoude as director of front office. Abou Jaoude previously spent eight years working with the Hilton chain in Paris. He holds an MBA in hospitality management.

The hotel has also appointed Ayman Fathy as director of business development. Fathy holds a bachelor’s degree in tourism and hotel management and has previously worked for Hilton at several hotels in Egypt, Dubai and Abu Dhabi.

22

Ayman Fathy

Wissam Abou Jaoude AUGUST 2010

Q&A with Fabrice Ducry Fabrice Ducry is the resident manager of Sofitel Dubai Jumeirah Beach. The hotel, currently still in its soft launch stage, is Sofitel’s first property in the UAE. Ducry spoke to Travel Trade Monthly about the property’s pre-opening challenges, Sofitel’s plans in the Middle East and the changing face of Dubai’s popular Marina/JBR district.

Travel Trade Monthly: Firstly, please give our readers some background on Sofitel Dubai Jumeirah Beach.

Fabrice Ducry: This is a beautiful new five star property near Jumeirah Beach Residence ( JBR).

The property is owned by Abu Dhabi National Hotels and managed by Sofitel.

While Sofitel has always been known to have beautiful properties, there were some that weren’t up to the same level of luxury.

The company recently committed to building and implementing its new worldwide standards and has worked very hard to renovate its existing properties.

We have had the opportunity to open our hotel under these new standards of luxury.

This is currently the only Sofitel property in Dubai or the UAE. Our location is in new Dubai, along The Walk, which is a great promenade with shops, cafes, terraces and a very lively atmosphere. We are also close to Media City and Jebel Ali Free Zone. It is the perfect blend of a beach location in the middle of the city.

The area has a beautiful blend of expats, Emiratis and tourists in the same place Travel Trade Monthly: The hotel is still operating in its soft opening phase. What is still to be completed at the property and when will it officially be launched?

Fabrice Ducry: This has been a long soft opening for the hotel. We opened in late December 2009 and have been gradually opening the hotel.

Taking over a new building is never an easy task.

There have been some technical difficulties from a structural point of view and we needed to modify some of our bathroom facilities to bring the hotel into line with regional standards.

We expect to have all of this finished around October, with an official opening at the end of 2010.

We have had the chance to open softly during the high season and I think we have benefited from that.

AUGUST 2010

Occupancy levels have exceeded our expectations, and this shows enthusiasm for the hotel and promises a positive future.

The challenges we have faced have been mostly structural.

The local market is the key to our success Travel Trade Monthly: How are you promoting the property during the soft opening? What is your target market and what response have you had so far?

Fabrice Ducry: During our soft opening, we haven’t really opened our worldwide campaign – we have been focusing on the GCC market for the hotel and its food and beverage outlets.

Our soft opening was really launched at Arabian Travel Market in May, when we introduced ourselves to the local media and trade.

The local market is the key to our success, particularly for food and beverage. Now, more than ever, the market is very competitive.

Internationally, the UK is a key market for us.

The UK, Germany and France are all very familiar with the Sofitel brand, and we can’t forget Russia and the eastern European countries.

Later on we will look at Australia, because it is very well connected to Dubai, and also to more eastern markets such as Japan. Dubai really is a platform and hub for these areas.

We are trying to get a good mix between business and leisure clientele, because we are in front of the beach, but also very well located from a business point of view.

Travel Trade Monthly: How does the hotel's location in Dubai affect the property? How is this area of Dubai developing ?

Fabrice Ducry: Our area has the advantage of being on the beach, but also surrounded by local residents – so visitors don’t feel like they are being stuck in the tourist area of the city.

Importantly, people can actually step out of the hotel and walk along the promenade.

JBR is keeping the area very alive with events and activities throughout the year, from both a local and touristic point of view.

Fabrice Ducry

The area has a beautiful blend of expats, Emiratis and tourists in the same place. Considering its position within the city of Dubai, I think this area has a competitive advantage.

Travel Trade Monthly: What other development is Sofitel pursuing in the region?

Fabrice Ducry: Despite the global economic issues and concerns about tourism, the Middle East is still a booming region and Sofitel is very active in its development in this region.

The next hotel to open will probably be our upcoming Bahrain property at the end of 2010.

Following that, Sofitel has a beautiful hotel coming up in Abu Dhabi in 2011.

Two are underway in Dubai and they will both complement our existing hotel – one will be near the Burj Khalifa downtown area and another will be a resort on The Palm. These will be opening around the end of 2011 or early 2012.

It is also important to remember the major renovation projects that Sofitel has underway, particularly in Egypt.

I think the renovation of the Luxor Winter Palace will cause a lot of interest worldwide, because Sofitel has wonderful plans for that property. n 23

Egypt Launches Ramadan Festival to Lure Islamic Summer Tourism Egypt has launched a summer schedule of events, under the banner of the Fawanees Ramadan Festival, in an attempt to attract more summer tourism from neighbouring Muslim nations.

The festival mirrors similar long running events such as Dubai Summer Surprises.

The event begins at the start of the holy month of Ramadan, which this year falls on August 11.

The festival has been planned to be staged annually for the next four years, with the intent of luring more visitors from Kuwait, Saudi Arabia, Jordan and the UAE. Various sponsors are offering deals and discounts as part of the event, including discounted flights and extra miles from Egyptair, as well as reduced rates from a number of hotels.

Festivities will encompass Cairo, Giza and Alexandria, featuring feasts and public spectacles

such a felucca parade on the Nile.

An advertising campaign in Arab media outlets will accompany the event, encompassing television, editorial and online promotions.

Sponsors of the event include the Egyptian Ministry of Culture, National Culture Center,

Dubai Summer Surprises Dubai, UAE, June 17 - August 7 (www.mydsf.ae) Major shopping and entertainment event covering various venues across Dubai, specifically targeting family holidays during summer.

Summer in Abu Dhabi Abu Dhabi and Al Ain, UAE, June 24 – August 4 (www.summerinabudhabi.com) Festival of family entertainment events covering eight venues across Abu Dhabi and Al Ain, featuring performers from more than 15 countries.

Medical Tourism and Global Healthcare Conference Los Angeles, US, September 22-24 (www.medicaltourismconference.com) Forum for the global medical and wellbeing tourism industry.

Outdoor Adventure Dubai Dubai, UAE, October 8-10 (www.outdooradventuredubai.com) Adventure sports, outdoor clubs, equipment specialists and holiday destinations.

GITEX Technology Week Dubai, UAE, October 17-21 (www.gitex.com) Technology solutions for hotels, businesses and consumers.

24

Cairo Opera House, Egypt Air Company, Cairo International Airport Authority, the Governorates of Cairo, Giza and Alexandria, Sawy Culture Wheel, The Cultural Resource, Egyptian Centre for Culture and Arts, as well as various Egyptian hotels and travel agencies. n

Cairo

Hotex Fair Syria Damascus, Syria, October 19-22 (www.hotexfair.com) Fair for Arabic and foreign companies in tourism and travel, including hotels, restaurants and equipment suppliers.

World Travel Market London, UK, November 8-11 (www.wtmlondon.com) Global event for the travel industry – four day business to business event promoting a range of destinations and industry sectors to international travel professionals.

World Green Tourism Abu Dhabi Abu Dhabi, UAE, November 22-24 (www.worldgreentourism.ae) Inaugural eco-tourism exhibition, featuring tourism authorities, urban city planners, hotels and resorts, property developers, airlines, tour operators, green product suppliers, universities, museums and heritage site organisations.

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

AUGUST 2010