Destination Marketing Outlook 2022
SKIFT REPORT 2022
Interestingly, 21% of the respondents said that the traveller volume to their destination increased during the pandemic. We went on to ask the reasons for the increase in traveler volume in these destinations and found that destinations which offer places to practice social distancing outperformed during the pandemic. Also, according to the respondents, the right marketing promotions, emphasis on health and safety and the surge in domestic travel due to international travel restrictions boosted traveler volumes in these destinations. A good example of a destination which witnessed an increase in traveler volume by pulling the right strings at the right time is Abu Dhabi. HE Saood Abdulaziz Al Hosani, Undersecretary of the Department of Culture and Tourism - Abu Dhabi , shared with Skift, “Despite the pandemic, the UAE recorded a 55% hotel occupancy rate in 2020 when other hotels in the Middle East recorded just 43% occupancy. The pandemic created new opportunities for domestic tourism, with a surge in demand recorded over the past year contributing $11 billion (AED 41 billion) to the national economy. The majority of Abu Dhabi’s successful steer through the pandemic was due to the government’s continued commitment to the community’s and visitors’ health and safety. DCT Abu Dhabi’s Go Safe certification programme was crucial in demonstrating our commitment to public safety and responsible tourism and we were able to instill confidence and trust in its citizens, residents and tourists.”
Funding cuts - Recovery funds come to aid 54% of the respondents stated that their organization did not receive the same level of funding starting March 2020 till date compared to 2019. Survey results suggest that with the advent of Covid, advertising revenue, hotel transient tax, membership fees and sponsorships from private firms were pulled back to a great extent while government funding at a city/state and federal level became important financing sources for DMOs.
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