Middle Eastern Tourism RFP
Steve’s breakdown: Firms interested in pitching the Dubai Tourism business must send an email by July 24 to either Qutubuddin Mulla ([email protected]), Arpita Khaarbanda ([email protected]) or Anu Berwal ([email protected]).
DUBAI, UAE: Dubai’s Department of Tourism is looking for a PR firm to handle media relations, communications and events in the US and Canada.
The US, which sent 116K overnight visitors to Dubai during the year ended February 2020, is the No. 7 source of travelers to Dubai. The bulk of those visitors arrived via direct flights on Emirates Airlines from New York and Los Angeles.
The RFP acknowledges that its PR partner must overcome challenges in its promotion effort.
They are hurdles concerning 1) affordable and value for money–Dubai is perceived as expensive and only offering luxury travel options; 2) Authenticity—Dubai is perceived as artificial, with no culture or heritage; 3) Destination offerings—Dubai targets mainly affluent couples and offers little for family travelers; 4) Geography & safety—Dubai is still perceived as being part of the “Middle East” box and there’s a lack of understanding of how safe it is.
The PR push will help raise the level of awareness of Dubai as a world-class leisure destination for consumers and tackle misperceptions about affordability, authenticity and the limited range of accommodations.
It also will hike Dubai’s share of voice and attractiveness to American travelers as a stopover and “mono destination location.”
Canada ranks as the 18th largest source market for Dubai. For the Canadian market, “the PR firm will act in a reactive capacity when to comes to media opportunities.”
Responses to the RFP are due July 31.