Dubai International Film Festival
Tourism is one of the major sources of revenue for Dubai apart from its natural oil resources. The visionary leadership helped Dubai to diversify from its traditional oil business to other businesses. Dubai is known as one of the best shopping destinations in the world. Its strategic location, advance and developed infrastructure and strong political system have helped it to establish itself as one of the ten most visited places in the world.
Dubai has also gained importance as an event destination in the recent past. There are various national and international events organised in UAE and majority of these take place in Dubai. These events can be from sports to film festivals. Dubai International film festival is the biggest film festivals in the Middle East that covers Arab cinema and provides a platform for the growth of the tourism industry (Dubai International Film Festival, 2010).
The festival gets coverage in international and nation media. This becomes one of the reasons for people visiting the Dubai during the events. The festival has different entertainment value in terms of the programs and performances organised during the festival. The official website of DIFF (2010) claims that
Now in its seventh year, DIFF has established itself as a major international festival, while continuing to serve as a premier showcase event for Arab cinema, and contributing to the development and growth of the regional industry.
According to Kirchner, director of the UK and Ireland representative office of the Dubai Department of Tourism and Commerce Marketing, said Dubai maintains its position as a leader within the region by demonstrating the ability to successfully diversify its economy whilst sustaining consistent growth(Dubai Tourism Growth Increasing, 2007).
This paper covers various aspects of DIFF with respect of tourism industry. The environmental analysis of the social, economical, technical, political and legal aspects allows understanding the business environment for DIFF. On the other hand strategic analysis of DIFF helps in identifying the opportunities where this event can leverage on and the areas where it needs to improve.
Impact of DIFF on Tourism
This event started taking place from the year of 2001, and established itself as a leading film festival in the Middle East, Asia and Africa. This also impacted the growth of tourism during the festival by increasing the growth rate of national profit, investments to achieve the short term to long term improvements (The Impact of Tourism in Dubai, 2010).
The festival has left an indelible impression on its guests, industry professionals and viewers, through its events, workshops, seminars and principal mandate of presenting the finest selection of cinema from all over the world. DIFF is a frontrunner in promoting better cultural understanding through creative achievements in film. (DIFF, 2010)
During the Dubai International Film Festival the commercial activities across the industries and sector increases. It provides lucrative opportunities for the hotel and leisure businesses. Dubai is a shopping heaven for millions. This adds to the decision of people to visiting Dubai during these film festivals. According to Jones (n.d.)
Thomson Holidays in the UK, more than 80 per cent of Britons plan their holidays after seeing a location on the big screen. One in five admits to having made a pilgrimage to a destination theyve seen on film, with New Zealand (the Lord Of The Rings trilogy), the Greek island of-Cephalonia (Captain Corellis Mandolin), Thailand (The Beach), Malta (Troy) and Kenya (Out of Africa) topping the list of vacation spots inspired by a trip to the local multiplex, or an evening in with a DVD.
Tourists see it as a multiple opportunity i.e. they can visit the film festival, see their favourite actors, actresses, directors, musicians and other professionals, enjoy the landscape and local attractions of the place and do shopping. From the air ticket purchase for arrival to departure of the guest, every economic activity contributes to the GDP. The tourism business has significantly increased the number of visitors who wants to see the Dubai international film festival (DIFF, 2010).
Other Tourism Attractions
Tourist Attractions
There are two faces of Dubai old Dubai which has a glorious past, with its ancient mosques and old markets and modern Dubai includes sleek architecture, towering skyscrapers and beautiful artificial islands.
The tourist attractions include the Dubai museum, visit landmarks like clock tower or port Rashid, camel racing etc. Shopping is the main attraction for tourists. Government of Dubai is known for its promptness to preserve its environment and make it more beautiful and attractive. Even though, Dubai is situated in the extreme climatic conditions with days very hot, the plantations, cleanliness and overall presentation of the city has been focus for Dubai government. Several green initiatives are recently disclosed by the government of Dubai include the green building strategy and new ecological developments across the Dubai for the environmental sustainability. This is the result of increase in growth of the tourism industry (Sulayem, 2008).
It is estimated that 50 of the worlds cranes are at work inDubaion projects worth 100bn (twice the World Banks estimate for reconstructing Iraq). On the Jumeirah Palm, the Trump Hotel Tower are a prestigious addition to the portfolio, due for completion in 2009. The 330-room, 25-storey Ritz-CarltonDubaiand the Armani HotelDubaiin the BurjDubaiTower, are due in 2008. The worlds first underwater hotel is well underway and due to open this year (the project will cover 27 acres of seabed). (Wells, 2007)
The shopping festivals organised by Dubai government and around 40 themed based malls is Dubai give the feeling of shopping paradise to the shoppers. There are many souks and boutiques that enhance the consumer experience. Dubaiis also positioning itself as a centre for medicaltourism by offering world-class facilities and luxurious surroundings. TheDubaiHealth Care City was inaugurated in 2003 was developed at a cost of 4.1bn. This attracts patients from across the world (Wells, 2007).
The Dubai Government is taking various initiatives in order to make the tourism more attractive and give tourist a wonderful experience that can create word of mouth and attract the re-visits. There are various offers, special schemes, discounted rates of travel and lodging services and other benefits offered to the visitors.
SLEPT Analysis
Social Factors
Dubai is an Arabic speaking and probably the most advance countries of the Gulf region. The population of Dubai consist of nearly eighty percent of the non nationals. Majority of those are Asian, particularly Indians (nearly 42). The non-nationals are mainly the migrant workers or people who have gone for better earning opportunity. Despite of the fact that Dubai is an Islamic country, people enjoy considerable freedom in terms of clothing and lifestyle. The western influence is affluent here. The society consists of strong joint and nuclear family. The Arabs trust their family members and networks first for business and any kind of commercial activity. The etiquettes are very important in the social culture of Dubai.
Political Factors
Dubai is has the constitutional Monarchy. The strong political system of Dubai and visionary leadership has been one of the prime reasons of the robust growth in the social and economic areas. From commercial to healthcare services, government has been improving to provide world-class services to all its inhabitants and visitors. UAE is a member of United Nations, The Arab League and Gulf Cooperation Council.
Economic Factors
UAE has strong economy and economic growth. The recession has hit its real state, financial and tourism sectors. However, country has recovered from it effectively due to strong financial reserves and appropriate policies. According to Dorr(2007). Economy Dubai is the second-wealthiest emirate. The 1966 discovery of oil led to rapid economic growth, which was wisely invested in infrastructure for other industries, such as trade and tourism. In 2005, only six percent of Dubais gross domestic product came from oil sources. Free trade and tax-free zones have sparked a boom in foreign business and real estate. The emirate is also clearly staking its claim in the tourism market, hoping its nearly six million visitors in 2006 will jump to 15 million by 2010, making it the top vacation destination in the Middle East.
Dubai is one of the costliest cities in the world. The cost and standard of living is high in Dubai.
Legal Factors
The legal system gives equal treatment to all irrespective of nationality or ethnicity. Laws and rules are strictly followed and implemented. This is the reason for low crime rates and corruption problems. The quality of product labelled and sold can not mismatch as the consequences on the shopkeepers can be as high as removing them from the business. This helps in ensuring what is available to be sold is up to the quality.
Technological Factors
Dubai has advance technological environment. From the internet city to the metro network, the use of advance technology is prevalent every aspect of business and society. According to the BBC (2010) news, The United Arab Emirates (UAE) is known for its opulent seven-star hotels, tall buildings and shopping centres symbolic of a society driven by aspiration.
The technological improvements can be experienced with every experience of tourist from improving guest experience and their loyalty records, use of RFID, use IT system to generate revenues, maximising internal operations through cutting-edge technologies and integrating green technologies to benefit the bottom line, organising conferences and seminars, organising events and many other crucial activities of tourism (Etn, 2009).
SWOT Analysis
Strength The policies are favourable. Dubai is more known for its commercial benefits than the natural landscapes.
The development of the tourism sector explores the economy of Dubai by the improvement of the infrastructure in the country. Dubai has huge investments in the areas, especially on roads, airports and the construction of metro etc. (The Impact of Tourism in Dubai, 2010
Dubai is also gifted with coastline, beaches and various landscapes where the more variety of activities can be done.
The countrys traditional sports like falconry, camel racing has a strong attraction for tourists. Tourism in Dubai is an important part of the Dubai governments strategy to maintain the flow of foreign currency into the emirate. In 2004 the UAEs GDP was US105.2 billion. Economists calculate the 2005 real GDP growth rate at 8.2 percent, with GDP exceeding US132 billion.
The Film tourism adds other attraction to Dubai. The event is advertised and communicated through various medium. The international stars become attraction for millions of tourist during the film festival.
Weakness
There is no such major weakness for Dubai Tourism industry and the Film festival event.
Dubaiis often accused of looking like a building site but if so, it is the biggest and boldest in the world. (Wells, 2007)
Dubai has been criticised for being consumerist society, discrimination to the Asian workers and different standards of treatments to workers from Asia and developing countries and to the developed countries like USA, UK, Germany and others.
Dubai film festival is seen as an extension to the same.
Opportunities
Dubai international film festival provides a good opportunity to the tourism industry. People love to watch their celebrities and have look of the glamour world they see on the screen. This creates a lucrative opportunity for the Dubai Tourism. On the other hand, this provides an opportunity to promote the country on the international platform. There are various packages and special deals on travelling, hotels and restaurants services available to the guest. People can purchase the lowest fare tickets and book hotel for their stay to attend the film festival held in Dubai.
Threat
The unfortunate environmental trends can affect the travel business. In the recent past the threats from the terrorism organisations have increased. Any negative incidence in the film festival will bring negative publicity to Dubai as well. However, the security of the Dubai makes it a safe destination.
Discussion
The position of the Dubai is the leading tourism destination and commercial hub in the world. The policies and strategies of the Dubai tourism government is to strong the economy of Dubai through
The development of the maintain tourism
To give the unique experience to the visitors which include quality service and spend their money in a safe environment
To offer modern promotions of Dubai commerce and tourism opportunities
The further development of the partnership with our industry stakeholders. (Sulayem, 2010)
The Department of Tourism and Commerce Marketing and Government of Dubai to operate the management system in accordance with ISO90012008, ISO14001 2004 and OHSAS18001 2007.
Its aim is to fully satisfy their customers requirement, provide safe and friendly environment at workplace to their employees, contractors, visitors and other interested parties to meet all relevant laws and regulations to achieve the goals of the tourism. (Sulayem, 2010)
The Department of Tourism and Commerce Marketing has two main responsibilities. One is to promote the international Dubais commerce and tourism interest and the second aim is as the principal authority for planning, supervision and development of the tourism sector in Dubai. (Dubai Department of Tourism and Commerce Marketing, 2008)
Figure 1 Countries participated in Dubai Film Festival
Source Official Website Dubai Film Festival
The Dubai government should organise this festival every year so that numbers of film stars and thousands of viewers are visited there to enjoy the film festival and other traditional culture of Dubai. People enjoy the traditional culture of Dubai during this film festival. It helps the business of tourism a lot. In 2008, Dubai alone received more than seven million hotel guests with hotels boasting 84 percent occupancy rates - the highest in the world, (Sulayem, Bin, 2008). Over 120 airlines serve Dubai international airport flying to more than 200 destinations, 34 million passengers used the airport in 2007 accounting for 27 percent of the air traffic in Middle East and Africa, he said. With hotels set to increase to 500 by 2015, the growth in room numbers from 47,000 hotels and total apartments to triple in 2015 including the world biggest hotel project, the Al Bawadi project.
The film festival brings good opportunity for the tourism sector as well as the overall economy. This opportunity is created by the organisers.
Recommendation
Dubai Film Festival is a professionally organised event where in different departments and organisations participate. The net worth of this festival is high. It offers a sustainable growth opportunity for the country. Therefore the significance of the DIFF is growing with the time.
The government should aim at leveraging on this particular event in all possible ways. There are various cultural activities and events organised with the DIFF. There are certain areas of DIFF should be focused. These are as follows
Marketing and promotions
The clarity of message and information is needed. There are three types of communication goals for the DIFF. First is to inform target audience and create awareness regarding the event, the second objective is to remind people regarding the event and third is to help them with information of taking action in favour of attending the event. The communication process and plan can be set with the help of the same.
Financial aspects
Discounts, offers and schemes during the festival can promote the sale of goods and services. Consumers should get the feeling of getting value for their money.
Operations
The process of participating or attending event should be hassle free or least hassles. Information centres should be created where people can get information easily regarding various queries from direction help to the restaurant services information. People involve in guest service should be given adequate training in guest welcome and language trainings should be given.
Transportation
The transportation facilities should be well maintained and easily available.
Feedback system
A proper feedback mechanism can help in improving the tourism services and enhance overall consumer experience.
Each and every requirement of the customer should be professionally handled and entire experience from air tickets, visas, travel insurance, foreign exchange or any other special assistance should be planned well ahead. All brochures and presentable material are well organised and well produced. They behave with their customers in a good manner and courtesy. These kinds of steps have to be taken to increase the business of tourism.
Conclusion
The Dubai Film Festival provides excellent opportunities for tourism industry. The business accomplish on the basis of mutual understanding, trust and personal relationships. It is very important to build on these to increase the growth of the business. The DIFF offers lucrative opportunity to the tourism sector. From the planning to the post event process, tourism sector should maintain the interactivity with client by providing excellent service and feedbacks on their experience. This will help keeping level of services high and increase the consumer loyalty and positive word of mouth. Dubai has a competitive advantage over other tourist destinations as it has tourist attractions, natural landscapes, beaches as well as shopping avenues which is a very good package for any tourist.
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