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ATM 2016: Dubai Tourism launches satisfaction and happiness survey

Dubai - Module designed to scrutinise the end-to-end tourist experience

Dubai's Department of Tourism and Commerce Marketing (Dubai Tourism) has introduced a more advanced mechanism to measure and track the satisfaction levels of visitors to the city with various aspects of the destination offering from their time of arrival until departure.
As part of its wider Dubai International Visitors Survey (DIVS), this module is designed to scrutinise the end-to-end tourist experience and how likely a visitor of each nationality is to positively endorse Dubai as a must-visit destination, across the core destination pillars and services that are likely to most impact their travel.
The findings, released on Tuesday at Arabian Travel Market, show a massive 98 per cent of international respondents across the cross-section of nationalities rating their Dubai travel experience in 2015 at a 7 or higher, with over 61 per cent giving a 9+ score.
Closely mirroring these satisfaction results were ratings that measured the likelihood of the traveller to 'recommend' their Dubai visit to their network of friends and family, which showed 97.5 per cent of respondents to be 'likely promoters' of which over 60 per cent would be 'active advocates' for the Dubai brand.
In keeping with Dubai's pursuit of excellence, only ratings at 9 and 10 on a 10-point scale are considered to be genuinely 'happy' and hence 'active advocates' of the city or its specific offering, while ratings of 7 and 8 are considered to be 'satisfied' and hence 'likely promoters'. Anything at a rating of 6 or lower in this survey is earmarked as an area for further development, ensuring extremely high standards are maintained and strived for.
Issam Kazim, CEO, Dubai Corporation for Tourism & Commerce Marketing, said the findings from these visitor surveys will continue to inform Dubai Tourism's on-going efforts to deliver a superior end-to-end destination experience to ensure visitors become loyal repeat travellers.
"With continuing development of specialised facilities, sophisticated infrastructure and content through 2016 spearheaded by the opening of three new theme parks, a robust calendar of events, festivals and concerts, as well as enhanced beachfront and coastline regeneration initiatives, Dubai ultimately expects to make every visitor to the emirate a life-long ambassador of the destination."
In terms of visitation, leisure visitors continued to make up the lion's share in 2015 at 64.9 per cent, up 10 per cent over the previous year, further underscoring the city's growing attractions, events and activity portfolio that continues to appeal to an ever-growing catchment of visitors.
Dubai continued its core focus of becoming the world's leading family destination, which is representative in the fact that families now make up more than half of all travellers visiting the city, whilst individual travellers constituted 29 per cent of the overall base, remaining almost flat year-on-year.
- business@khaleejtimes.com