Tourism and Dubai Essay Example

Tourism and Dubai Essay Dubai is one of the seven emirates in the United Arab Emirates. It is the second largest emirate by area 4,114km2 after Abu Dhabi. Dubai is considered to be the jewel in the Middle East. Dubai has risen to be a well planned and developed city from the oasis in the dessert. It is a young tourist destination which has gained popularity recently. Dubai is the most populous emirate of the seven emirates of Unite Arab Emirates. It is one of the few cities that have rapidly transformed itself into a developed city. Dubai is the link between the east the west.It is one of the major transit stops for all the airlines who are travelling around the world. In the year 2009 Dubai was hit with an economic crisis post which Dubai managed the downfall very well and since then it has had a booming economy till now. Dubai is certainly the destination of the 21st century. It has been popular with the tourist for its shopping festivals, malls and well developed infrastructure. Though Dubai was the firs t city to develop in the tourism sector in the Middle East it is very difficult to sustain because its neighbouring competitors are also striving hard to gain popularity in terms of tourism in the world.Dubai has over 2 million people from more than 200 nationalities, it is one of the most cosmopolitan cities in the world, just when you think you’ve seen it all, a new project is announced , whether it is the launch of a sports stadium, a mega commercial tower, a residential enclave or yet another shopping mall. Dubai is constantly on the move, striving for greater heights and more facilities and comfort for its residents and visitors. Product Offer Dubai has been one of the top tourist destinations in the world. Due to the impressive boom in construction on a very grand scale it attracts tourist all over the world.In the year 2009 Dubai attracted 7. 8 million visitors even though there was an economic crisis going on. Many tourist attractions have been built to attract the to urists. Dubai expects 15 million visitors by the year 2015. Dubai is popular because of its geographic location as it is very easily accessible by most of the Asian countries and the Indian sub-continent. Dubai is known for its splendid infrastructure, it has a wide range of products to offer to the tourist ranging from big sophisticated malls, parks, zoos, museums, stadiums, beaches and luxurious hotels.Dubai is also known for its masterpiece the manmade islands namely Palm Jumeirah, Palm Deira, Palm Jabel Ali and the world. Dubai has the tallest building in the world called the Burj khalifa and it has the 4th tallest hotel in the world called Burj al Arab and various night clubs and fine dine restaurants. Pricing Strategy Dubai has made a place for itself in the international market it has been up-to-date with all the latest demands and needs trending in the international market. Tourism has been one of the major contributors in Dubai’s economy. Pre-economic crisis Dubai wa s at its best only to see a ownfall in the year 2009 when the economic crisis hit Dubai. However, Dubai has managed to recover with the economic crisis and has done exceptionally well. As Dubai was doing really well prior to the economic crisis it had a psychological pricing strategy but post economic crisis in the year 2009, Dubai is trying to penetrate the market to get more number of investors and enhance its tourism industry so that it can rebuild. The visa rules and regulation in Dubai plays a major role for the visitors come in. It can be termed as differentiated strategy.Dubai is trying to accommodate more and more number of immigrants which would help the government to generate more revenue. Service concept Dubai has been one of the premium destinations to visit with a lot of attractions and places to see. It has built elite resorts and hotels, many heritage buildings, Parks and zoos and many manmade islands. Dubai is constantly trying to provide a memorable experience for i ts customers and make their stay as safe and convenient as possible. Dubai has information systems installed on the roads where an individual can search for all the nearby places and attractions.Dubai also has some future plans which it aims to complete by the year 2015 namely Dubai land, The World, City of Arabia, Culture village, Bawadi, Sahara Kingdom, Arabian Canal and Dubai International City. Key marketing strategies Due to globalisation countries all over the world are competing amongst each other, this is where the need of marketing comes into existence. Marketing plays an important role in ones business it helps to grow and develop a destination. A destination can have the top notch products but to let the world know about them it feels the need to market.In the same Dubai has also marketed itself to the world so that the world comes to know what it is offering. Prior to the economic crisis in 2009, Dubai is in the rejuvenating stage so it is trying to offer new products to the market which will attract more tourists and visitors. It has done exceptionally well in penetrating the market. It has also introduced various festivals, exhibitions and trade shows to attract the visitors namely Cityscape Global, Big boys toy exhibition, Dubai shopping festival and cityscape Global etc. These festivals, exhibitions, conferences and trade shows attract many nternational visitors. Dubai also has its own web site called www. definatelydubai. com on which an individual can know about the place at one go. Dubai has tried hard to market itself through various means like Advertisement, internet, television and public relations. Main target market There are various types of travellers that come into Dubai for various reasons, the main target market for Dubai are a) Airlines and ship crew: As Dubai is one of the major stops for all the airlines and cruise lines travelling around the world therefore, accommodating maximum number of airline and ship crews. ) Expatriates: 80% of the total population in Dubai are expatriates who enter Dubai for various job opportunities and settle in Dubai. c) Leisure travellers: Due to the luxury hotels all around Dubai and the recreational activities it is one of the hot spots for the travellers looking for leisure activities. d) Honeymooners: Dubai has a distinguished and unique facilities, it has luxury 5 star hotels which provide splendid facilities, hotels like Burj Al Arab and various other luxury hotels are the best hotels where this type of market segment can enjoy. ) Sports tourism: Dubai has one of the well built stadiums and the sporting activities that are promoted by Dubai are of a very unique nature. They undertake activities like sand skiing in dessert, horse race and came racing etc. Dubai has hosted the following international championships a) Dubai world cup – the richest horse racing in the world b) Dubai classic – the gold championship c) Barclays Dubai Tennis d) UIM World Powerboat racing e) Rugby 7’s f) Dubai snooker classic Main challenges faced:One of the major challenges faced by Dubai was in the year 2009 when it had an economic downfall. At that time the tourism and hotel industry of Dubai suffered losses, they introduced special discounts to lure the people to come to Dubai. It has a lot of cultural restrictions that would prevent some tourists from coming to Dubai. Also political stability in the neighbouring countries can have an effect of Dubai. Only the hotel industry in Dubai is competitive with 47 different brands to choose from. Environmental AnalysisEnvironmental analysis is nothing but a marketing strategy which helps a destination or an organisation to reach its marketing goals by outlining the techniques and behaviour you can take into consideration to reach your marketing objectives. It helps in evaluating the possible impacts of external environment and forces on the current strategies and growth of the organisation. Every destinati on feels the need to do an environmental analysis to have a competitive edge and as well as to know their strength, weakness, opportunities and threats to their business.Dubai as a leading tourist destination of the world (Kumar) aims to provide a memorable and cherishing experience to all its tourists. Dubai has a very competitive environment within the Middle East itself so the environmental analysis will only help Dubai to identify its current spot in the market and its strengths and weaknesses. Environmental analysis consists of the macro environmental scanning. Macro environmental scanning further consists of the following:- a) Political factors b) Economical factors c) Socio-cultural factors ) Technological factors e) Ecological factors f) Legal factors Marketing information system (MIS) Marketing information system helps in accumulating, handing out, storing and disseminate data in the form of data needed to carry out management functions. According to (Kotler) â€Å"A marke ting information system consists of people, equipment, and procedures to gather, sort, analyses, evaluate and distribute needed, timely, and accurate information to marketing decision makers. † It basically gives three types of information:- Recurrent informationThis type of data is supplied by the MIS regularly about the market share and customer awareness of a particular product or organisation. It may be supplied Daily, Weekly, monthly or yearly. (http://agbssem1. webs. com) Monitoring information This type of information is gathered from the frequent scanning for selected sources. This data helps in the concerned managers to be alert and identify potential problems. (http://agbssem1. webs. com) Requested information This information is made available in response to requests made by the marketing manager. Data has been collected through survey research.The MIS supplies the requested information in decision making. (http://agbssem1. webs. com) The information collected for a destination can be in various forms like No. of visitors, No. of accommodation, Development in technology and the annual revenue earned. This information is collected by the division of tourism, Dubai. As Dubai is one of the leading destinations of the world, it attracts visitors for various purposes like Sightseeing, travel packages, investments in estates, nightclubs and shopping. This helps to generate revenue for the government.As marketing information system helps to accumulate and keep data in the form of figures it will surly prove helpful for Dubai to formulate its strategy for its ongoing and fast growth in the market. The advantages of having a marketing information system are as follows:- a) MIS helps to recognise market trends in heed of value, designs of commodities and style. b) It facilitates marketing forecast and control. c) It helps in rapid supply of data which helps to take quick decision. d) It helps in making quality decisions. e) It helps to avoid crisis.Ther efore, it is vital to have a marketing information system setup for any destination or an organisation to identify its current market and to be updated about its current trends. Environmental Scanning: Environmental scanning deals with process of researching and analysing events and changes that are occurring in the external environmental. (Hsu, Killion, Brown, Gross, amp; Huang, 2008) It refers to macro environment which consists of all the external factors that are political, economical, socio- cultural, technological and legal factors. It further consists of industries, companies, clients and competitors.Such factors play a major role in influencing an industry or a market. Environmental scanning is a process of carefully scrutinising of a company or a destination’s internal and external environments for the purpose of detecting initial signs of opportunities and threats which may affect or help in its existing and future prospects. Dubai has been a popular destination wit h many opportunities. Therefore, Environmental scanning will prove helpful to the destination to survive in the market and reach its full potential by getting to know about its opportunities and threats.As there are a lots of international tourist who are travelling around the globe and want to explore different countries in the world there is a need for Dubai to formulate proper strategies and do efficient environmental analysis to maintain the pace with its competitors. Dubai is emerging to be a powerful tourist destination so it has to be well aware of the opportunities in and around Dubai so it can capitalise on them. PESTEL analysis: PESTEL analysis deals with the 6 factors that are political, economical, social, technological, ecological and legal.PESTEL analysis will be a great help for Dubai as it would come to know about its competitors and threats to Dubai. It helps in formulating strategies for the development of a destination to grow in the market. It will help Dubai to identify the potential opportunities and exploit them. Political: Dubai is one of the seven emirates in UAE, The political conditions of Dubai is more stable than its neighbouring competitors. The government and the department of tourism in Dubai have helped a lot in the development of tourism in Dubai. Some political factors that influence Dubai’s tourism is as follows:- ) The government thrives to improve its international ties with other countries which could facilitate tourism industry in Dubai. b) The visa policies to enter Dubai are one of the major factors that attract a number of visitors. An international visitor does not need to apply for a visa in advance to visit Dubai. However it is only applicable to the countries listed in the GCC. It has a visa on arrival which makes it very convenient for the visitors coming in. c) A foreign national can own up to 55. 5% of the ownership of the business he is investing in which was 49% in the year 2011 however a foreign compa ny can operate in three ways i. . a local sponsor, Tie-up with a national company or UAE national or through a private limited company or public shareholding company. d) The government has constantly tried to improve the safety of the tourists in Dubai and bring in many up-to-date facilities. Economical: Dubai has undergone a drastic change over the last 30 years, it has been a major business centre with a more active and diversified economy. As it has a very good strategic location it is one of the biggest re-exporting centres in the middle-east. Activities like trade, transport, tourism industry and finance has had a major contribution in Dubai’s economy.There has been a popular belief that the major contributions to Dubai’s economy come from oil, but it is the tourism industry now that has a major contribution in Dubai’s economy. Oil only contributes 6% of the total economy of Dubai. (http://dubai. ae) a) Dubai had an economy of US $92. 11 in the year 2011. ( http://www. dubaitourism. ae) b) The tourism industry contributed 11. 45% of the total economy. c) Dubai has formulated certain strategies and plans to boost its tourism by the year 2015. d) Dubai’s hotels recorded a growth of 10% in visitors in the year 2011. e) Alternatively Dubai had a foreign debt of US $100 billion. ) It had a growth in its GDP by 3. 4% in the year 2011. g) Dubai has a multi-billion construction project taking shape to promote more tourist attraction and improve its infrastructure. Social:- Social factors consist of the demographics, Population, safety and the literacy rate of an organisation or destination. These factors influence the market growth of a destination. According to (DWTC, 2013) a) The population of Dubai till date is 2. 2 million. b) The male to female ratio is 1:3 Dubai has been a male dominant society for ages however it has now started to give more freedom to the women. ) Only 20% of the total population in Dubai are actually from Dubai rest all are expatriates which hail from 200 different countries. d) The native language spoken in Dubai is Arabic but as there are a lot of people from different other countries English is also well spoken. e) Dubai has a literacy rate of 94% f) The religion followed in Dubai is Islamic but an individual has a freedom to follow any religion he likes. g) The crime rate in Dubai is almost next to nil. Technological:- Technology plays an important role for any destination due to the travellers coming from all over the world.Dubai has invested a lot of money in developing its technology and infrastructure. Dubai has a lot of tourist attractions and tall buildings to see. Dubai has been up to date with the world in regards to technology. a) Dubai has the tallest building in the world called Burj Khalifa it is 828 meter tall which is equipped with highest elevator installation and also the fastest elevators at the speed of 64km/h. It would take just a minute to reach from the ground flo or to the top floor. b) The city has free flowing tolling booths so the cars are automatically charged using Radio Frequency Identification technology. ) Dubai has one of the tallest hotels in the world called Burj al Arab. d) Dubai has a multi-billion construction project taking shape which has engaged around 30,000 construction cranes i. e. 25% of the total cranes worldwide. Dubai also has systems installed on the roads where anyone can stop and have a look at the nearest restaurants, pubs, nightclubs and other information. The infrastructures and technology of Dubai is well up to date which makes it very convenient for the visitors and tourists coming in and helps to make their experience more memorable. Ecological:- Dubai enjoys one of the best strategic locations in the world.It has had an edge over its competitors because of its strategic location and the government of Dubai capitalising on it. a) Dubai has scenic and beautiful beaches all throughout its coast. b) Dubai has al so built 3 artificial islands namely Palm Jebel Ali, Palm Jumeirah, Palm Deira. c) The climate in Dubai is relatively very hot and dry. In the summers (July to October) the temperatures can go up to 40? C. d) According to (http://www. emirates247. com) Dubai is one of the cleanest cities in the world and is rated as one of the best cities to live and work in because of the rising labour and skill requirement. ) Dubai faces the problem of water the water is very scarce in Dubai which poses to be a major concern for Dubai as of now. f) Dubai has a very big International air port and is one of the major stops for all the airlines who are travelling around the world. Legal:- The United Arab Emirates is a grouping of seven emirates comprising of Abu Dhabi, Ajman Fujairah, Ras al Kjaimah, Sharjah, Umm Al Quwain and Dubai. The UAE constitution provides for an allowance of powers between the central government and the administration of each emirate.Dubai is bound with the federal law of the UAE but it has all the rights to monitors its own internal affairs and it also enjoy certain other rights. a) The use of any pornographic material in Dubai is strictly banned by the government. Certain other materials like drugs and anti-Islamic resources cannot be brought into Dubai. b) Two people of the opposite sex cannot hold hands in public or share any private space with each other unless they belong to the same family or married. c) Dubai has Zero tolerance policy regarding alcohol and drugs.Anyone found with even a minute quantity of drugs is subject to 4 years in prison before deportation. Alcohol and pork is tabooed in the Islamic religion. Though consumption of alcohol is allowed for non-Muslims but it should be only at licensed pubs or bars and the consumer should hold an alcohol license. e) Clothing of women should not be indecent the clothes should not be transparent or too short, where as for men they have to cover their chest at all times when in public. Environment al scanning procedure Areas for scanning| Medium| Responsibility | Reporting to| Timing|Customers| Hotel and resorts| Service staff of the hotel| Management and Head of departments| Daily| | Foreign Nationals| Staff and management| Dubai department of tourism and commerce marketing| Daily| Marketing Agencies| Advertising agencies| Service staff and management| Operation and journalism department of Dubai| Daily| | Newspaper| Journalists and staff| Operation and journalism department of Dubai| Daily| Transport System| Airlines| Staff and management| Dubai Transport department| Daily| | Cruise lines| Staff and management| Dubai Transport department| Daily| Economy| Inflation rateGDP per capitaRevenue| Hotels,Business organisations,Entrepreneurs,Investors| Dubai tourism and commerce management, Govt of Dubai| Annually| | Revenue| Hotels,Entrepreneurs.Investors| Govt of Dubai| Quarterly| | Foreign Exchange| Banks| Govt of Dubai| Daily| Technological| Automation of daily activities,Commu nication Technology| linked agency| Technological department of Dubai| Weekly| | Infrastructure| Govt of Dubai| -| Monthly| Legal| Minimum wage | Law and legislation department| Human Resource Department| Annually | | Laws| Law and legislation department| -| Annually| Socio-cultural factors| Age, Population, male to female ratio| Dubai statistic centre| Government of Dubai| Annually| | Education, Literacy rate| Ministry of Education| Government of Dubai| Annually| | Crime rate| Dubai police force| Government of Dubai| Annually| Situational analysisDubai has been doing everything to make itself the leading tourist destination of the world. It has explored itself drastically in the last few decades and still growing in the market day by day as one of the leading destinations, However as everything has some strengths and weakness in the same way Dubai also has its own strengths and weaknesses. It is very important for a destination to be well aware of its strengths and weaknesses and a lso about the opportunities that are in the market so it can capitalise on them effectively. A destination should know about the potential threats it has in the fast paced market so as to avoid any crisis or problems.Strengths and weakness are the internal factors whereas opportunities and threats and the external factors. (Hsu, Killion, Brown, Gross, amp; Huang, 2008) Strengths a) Despite of not much of economic contribution is done by oil. Dubai has some of the leading companies of oil who are still actively supplying oil all over the world. b) After the economic crisis of 2009, Dubai has seen a very fast economic growth. c) The infrastructure of Dubai is very beautiful and there are a lot of tourist attractions to see in Dubai such have the tallest building in the world and upcoming projects like Dubailand and underwater hotel. d) Dubai has some of the most luxury 5 star hotels. e) No political turmoil. f) High quality of transport and infrastructure.Weakness a) There is major sc arcity of water in Dubai, Which can lead to possible wars between the neighbouring nations who face the same problem. b) There is a negative image of the Middle East. c) Dubai has very strict rule and regulations which prevents an individual to do anything he wants. d) Dubai has too many plans in the near future but not many completed projects. (www. studymode. com) e) It is deficient of natural resources. f) There are only 20% of UAE nationals of the total population of Dubai. g) Dubai attracts visitor more because of its luxuries but that might only appeal a small segment h) It has cultural restrictions. Opportunities ) The oil prices in the world market are booming this can boost Dubai’s economy. b) A lot of foreign investment is done in Dubai. c) Increases in number of employment and job opportunities for immigrants. Threats a) It has very strong competitors within the Middle East. b) It is estimated that Dubai will lose all its oil resources in the next 30 years. (Lee am p; Jain) c) It has a partial media exposure. d) Terrorism can further affect the image of the Middle East. Therefore, looking at the situational analysis Dubai has a booming economy even after its downfall in the year 2009. Tourism and hotel industry is fast booming which is contributing a major portion in Dubai’s economy.Dubai has many projects lined up regarding their infrastructure by the year 2015 after all the projects are complete, Dubai will be able to attract more number on visitors. Dubai has been very popular worldwide and one of the best places to live on earth. Dubai has to focus on its internal and external factors carefully so it reaches its full potential. Target market analysis One of major factors to be considered in the marketing is customer. Target market is a process by which the consumer tries to meet the needs and want of the customers in order to sell its product or service. In doing so the consumer not only satisfies the customer but also converts the customer into future investment for the organization or business.Target market process can be divided into various stages such as geographic, demographic, and psychographic. Hence target market plays a crucial role in development and sustainability of any destination or product. It is ongoing process and has to be carried frequently in order to go on with the trend. Dubai has been the most renowned destination in the world from many years. It has been one of the most happening cities in the world due to its unique projects features and event organized by them. Hence the main credit goes to The Department of Tourism and Commerce Marketing (DTCM) which was established in January 1997. Dubai? s hotels has one of the highest revenue par worldwide therefore attracting many international customers.The vision statement of DTCM is â€Å"To position Dubai as the leading tourism destination and commercial hub in the world† and the mission is â€Å"To develop sustainable tourism† . In the year 2009 Dubai experienced a tremendous downfall in the occupancy rate. The reason for the drop of the occupancy rate was the recession period in US which slowed down the occupancy rate in Dubai (DTCM, 2009b). So while doing a market research i. e. target market analysis it is important to carry out competitive analysis with the other contender /competitor in order to stay ahead of the competitor. The destination must provide a unique and different product which will attract the customers rather than the competitors. Market segmentationThe process of defining and sub dividing a large market into identifiable segments which has similar services or product to offer which matches the expectations of the customers. Hence marketing segment can be divided into two groups geographical segmentation and psychographic segmentation. Geographic segmentation Collecting and analyzing information according to the physical location of the customer or other data source. Geographic segmenta tion is often used in marketing, since companies selling product and service would like to know where their product is being sold in order to increase advertising and sales efforts in that particular location. 2011- Dubai Hotels and Hotels Apartments Guest by Nationality | | | | | Sr. o| Nationality| Hotels| Hotels and Apartments| Total| 1. )| Asia| 3,478,626| 848,640| 4,327,266| 2. )| Europe| 3,543,753| 603,551| 414,704| 3. )| Other AGCC| 2,377,681| 858,922| 3,236,603| 4. )| Africa (excl. Arab)| 887,942| 424,123| 892,664| 5. )| Russia/CIS/Baltic| 449,139| 617,13| 510,852| 6. )| Australia and Pacific| 189,136| 33,502| 222,638| The above table shows the distribution of visitors to Dubai on basis of geographic area and market for Dubai. Dubai enjoys a high no of visitors every year and is increasing each year from Asia and is mostly concentrated in the South Asia which compromises of Afghanistan, Bangladesh, India, Iran, Pakistan, and Sri Lanka etc.It also has many visitors from Europ e and AGCC the AGCC region is Arab Gulf Country Council. It includes 6 countries Bahrain, Kuwait, Qatar, Oman, Saudi Arabia and UAE. Thee least no of visitors are from Australia and CIS which is a common wealth of independent state. As Asia is the important market for Dubai as it attracts more visitors from that region so it should be more concentrated in order to gain more business. Based on the above data the information about the spending power of the visitors can also be gathered (DTCM, 2011a) Spending in Accommodation by Top 10 Source Market | | | | | Sr. no| Names of the Country| 2009| 2010| Total| 1. )| United Kingdom| $121M| $124. 9M| $245. 9M| 2. )| United States| $72. M| $82. 1M| $154. 9M| 3. )| Saudi Arabia| $53. 6M| $70. 5M| $124. 1M| 4. )| France | $36. 3M| $35. 9M| $72. 2M| 5. )| Italy | $26. 5M| $24. 6M| $51. 1M| 6. )| Russia | $24. 5M| $24. 6M| $49. 1M| 7. )| Germany | $23. 3M| $23. 8M| $47. 1M| 8. )| Kuwait | $19. 4M| $24. 4M| $43. 8M| 9. )| Switzerland | $21. 4M| $ 22. 3M| $43. 7M| 10. )| Qatar | $17M| $21. 7M| $38. 7M| According to the data above it clearly shows that United Kingdom, United States and Saudi Arabia are the top three countries which spend more on their accommodation in Dubai in which total accumulates to $254. 9M, $154. 9M, $124. 1M. This is almost equal to 61-66% of the entire market.Hence the country which spends on accommodation ranges from $35-$51M. The countries which spend the least on their accommodation are Kuwait ($43. 8), Switzerland ($43. 7) and Qatar ($38. 7). Data gathered from (DTCM, 2011a). Psychographic Segmentation Psychographic Segmentation is a strategy whereby the intended audience for a given product is divided according to social class, life style or personality. Hence the strategy is used to promote product. As Dubai is a popular city and it is important to distinguish its visitors based on their purpose of visit so as to understand their needs and wants better. Therefore there are 6 categories of visitor s who visit Dubai which are as followed:-Psychographic Segmentation| Characteristics| Business Travelers| These are visitors who visit for business they have visited Dubai on regular basis for business they travel on their own and make their own booking and arrangements. The length of stay varies according to their business| Airlines and Ship Crew| This clientele are frequent visitors to the Dubai. All the arrangement is made by the company for which they work. The length of are from 2 – 3 days. | Conference Visitors| These visitors visit Dubai on a regular basis for purpose of attending a co-operate or business conference or seminars. All the arrangements are made by them. The length of stay is 6 – 12 days. Working Expatriates| These are the visitors who are visiting Dubai for the first time they have arrangements of own for accommodation but not in hotels. The length of stay may be one year or more. | Leisure Visitors| These visitors are visiting Dubai for the first time and make their own arrangements they prefer to stay in 5 star hotels. The length of stay is 5 – 10 days| Sports Visitors| These are sports person who visit Dubai for purpose of sports event all the arrangements are made by the organizers who organizes the event. The length of stay depends upon the duration of event. | Market Segment Psychographic Segmentation| Percentages| Business Travelers| 32%| Airlines and Ship Crew| 10%| Conference Visitors| 12%|Working Expatriates| 11%| Leisure Visitors| 25%| Sports Visitors| 10%| As the above data shows that the business travelers are the frequent visitors to Dubai with 32% as they visit for their business purpose and then come the leisure travelers with 25% they travel for the purpose of relaxing to enjoy or to take a break from their daily schedule. So the main market in which is attracted by Dubai is the business and leisure travelers. While the other market that contributes to the economy of the country are Airlines and Ship C rew (10%), Conference Visitors (12%), Working Expatriates (11%) and Sports Visitors (10%) (DTCM, 2011a) Potential markets profileFrom the data gathered about the visitors coming to Dubai we can define the potential target market for Dubai so that it can concentrate more on it to gain more revenue from its potential market. Hence after comparing and analyzing the data we have 3 potential markets for Dubai (DTCM, 2011) India: Statistics: * Population- 1,222,200,000 * Growth Rate- 1. 41% * Literacy Rate- 81. 4% * Unemployment- 7. 8% Access: Indian visitor require a visa for their arrival in Dubai from the travel agent or sponsored. Demographics: Male from 26-45 year of age group visit Dubai. Value: Indian tourist contributes about $702,142 to the economy of the Dubai. Characteristics:Mostly Indian travelers are visiting Dubai for the first time. The length of stay is very short as they take a quick break from their schedule to relax. Most of them are business or leisure travelers. Th