Case Study Of Luxury Tourism In Dubai

The second part of the Dubai’s opening strategy is the luxury tourism. Its potential customers are Europeans, Asians and Americans as well as wealthy businessmen from neighbor countries. The destination of "Dubai" has been built in recent years by tours operators on the following themes: beach activities, sun, desert, luxury shopping and modern luxury hotels. The evolution of the numbers certify the success of the tourism in Dubai: 600 000 tourists in 1990, 5.3 million in 2004, 6 million in 2006, 11 million in 2013 and the city hopes to welcome 25 million of tourists in 2020. Indeed, Dubai has been chosen to welcome the Universal Exposition in 2020. Because of this great news, they have raised their forecast of tourism visitors of 25%. They

It is a real Western market whom most consumers are cosmopolite and come from all over the world. Dubai is often described as the window and the test market of the Middle East area and the city is renowned to be a logistic and marketing platform for the

It is hard to determine one specific type of consumers given the diversity and the melting pot of the population in the city among the « foreigners » and the local population. The only true and concrete fact is that the Dubai consumer is knowledgeable, he knows the new trends on the market, what’s in, he is someone curious who always eager to learn. He likes the « beautiful » and fine pieces. However it is crucial to remember this key fact for the luxury industry: 20% of the population is composed by « local », by Emirates citizens. It is an important source for the luxury brands and groups that will find in Dubai a real target for their creations. This is especially the local population that will buy luxury products. Indeed, as we already say earlier, an important part of the population comes from Asia and represents the labor workforce of the city hence most of them don’t have the purchase power to buy luxury