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ATM Opens Amid Hopes of Full Recovery

DUBAI —The Arabian Travel Market 2009 – the Middle East’s premier travel and tourism event – opened on Tuesday on a subdued note amid hopes of a full recovery for the region’s hospitality industry by the fourth quarter of the year.

As regional tourism industry chiefs remained optimistic about a turnaround in spite of harsh global economic conditions, more than 2,100 exhibitors and stand-sharers, from 69 countries, including 70 new-to-market representatives showcased their products and services at the four-day show at the Dubai International Convention & Exhibition Centre.

Speaking after touring Arabian Travel Market 2009, Shaikh Ahmed bin Saeed Al Maktoum, Chairman, Dubai Airports, and Chairman and Chief Executive, Emirates Airline & Group, said travel and tourism demand in the UAE and the region remained strong. “In fact the Middle East is the only region which has seen an increase in air passenger traffic in March, when every other region saw a drop. Many of the countries in this region have invested massive resources to boost their travel and tourism infrastructure.”

“Increasingly, international hospitality and travel brands are looking to this region as the ‘bright spot’ in the global economic downturn, and are investing here. I am confident that Dubai, the UAE, and the region as a whole, is well placed to weather the current challenges and come out even stronger,” said Shaikh Ahmed.

Such positive sentiments were echoed by a host of Middle Eastern industry decision makers. Salim bin Adey Al Mamari, Director General of Tourism Promotion, Oman Ministry of Tourism, said the region needed to enhance intra-country co-operation and voiced what he sees as a pressing need to promote the GCC region as a single, multi-experience destination.

“Whilst we are all feeling the effects of the economic downturn, we are expecting a speedy recovery. In the first quarter of 2009, we have already seen a 10 percent increase in tourism numbers, which exceeded our targets. In 2008, we saw 1.5 million tourists visit the Sultanate, and for this year we expect to see overall growth of at least seven percent. From here, it is about working as one, the GCC as a holistic destination,” he said.

Al Mamari also stated that to encourage recovery, it is imperative that destinations and companies increase spend to carve out greater market share, saying they should focus on consolidating their presence in established markets as opposed to entering new ones.

“Events like Arabian Travel Market, which we have been involved in since the start, allow us to promote our inbound and outbound tourism products to a wide-diversity of decision makers from around the world. We have undertaken a comprehensive marketing campaign, both in the region and internationally in Europe and the Far East, to bolster our presence. We really want to enhance awareness in our existing markets as opposed to entering new ones, this makes good sense in the current climate,” said Al Mamari. “We are continuing as planned and we have increased our presence at the year’s event. The Middle East remains well placed to weather the current economic downturn; however what we need to see is more dialogue across the region and the development of products that incorporate the region as a whole, as opposed to individually targeting markets,” said Abu Dhabi Tourism Authority’s Deputy Director General, Ahmed Hussein.

The region’s other legacy carriers, Eithad Airways and Qatar Airways, also utilised the show to outline their long-term commitment to growth, destination expansion and product development.

James Hogan, CEO, Etihad, speaking on the announcement that the UAE’s national carrier would be undertaking a complete US$70 million, first class embodiment of its current fleet over the next 18 months, said: “We remain committed to our long-term plans and this year alone we will launch seven new routes and will receive 11 new aircraft. A downturn is exactly the time when an airline needs to demonstrate its commitment to the very highest standards of excellence. The economic turbulence that the aviation industry is currently experiencing will give way to calmer times, and when it does our investment and product innovation will ensure that we have not simply remained competitive, but that we are the market leader.”

Akbar Al Bakr, CEO, Qatar Airways – which is planning six new routes in 2009 and is receiving new aircraft on an average of one per month —said the global tourism industry remained resilient despite the current economic climate and the Middle East aviation industry was the only sector experiencing significant growth with capacity and passenger figures rising.

And organisers of Arabian Travel Market – Reed Travel Exhibitions – are confident that the show’s enhanced business friendliness and knowledge sharing capabilities will be critical in helping the regional and international tourism sector recoveries.

“The feeling on the show floor is most certainly one of optimism, underlining a sense of belief which characterises the Middle East tourism industry as a whole. This region is still the world’s fastest growing tourism market and has the infrastructure, vision and determination to maintain this growth. Through Arabian Travel Market we are creating a platform that instigates discussion, debate and opens up business channels for the industry at large that will prove critical in the short and longer-terms,” said Mark Walsh, Group Exhibition Director, Reed Travel Exhibitions.
— issacjohn@khaleejtimes.com