Is Dubai the new Las Vegas?

This Week’s Travel & Tourism Stories

1. Viva Las Dubai: What Happens in the Desert, Stays... Ridiculously Luxurious

Dubai, once "a dot in the desert," is transforming itself into a global tourism powerhouse. Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, recently outlined the city's ambitious tourism strategy, which goes beyond just attracting visitors to its luxurious resorts and futuristic skyline.

Since 2014, Dubai has climbed the ranks of the world's most visited cities, now sitting at 3rd or 4th place. Their strategy focuses on four key targets:

1. Becoming one of the most visited cities globally

2. Increasing annual visitor numbers

3. Extending length of stay, and

4. Boosting tourist spending.

Additionally, they aim to encourage visitors to explore more of what Dubai offers and to increase repeat visitation. The results are impressive: 25% of visitors now return within 12 months. To achieve these goals, Dubai has implemented various initiatives, from easing visa restrictions to diversifying its hotel offerings. They've doubled their hotel room inventory since 2014, maintaining an impressive 80% occupancy rate. Still to come? The $35 billion Al Maktoum International Airport renovation, slated to make Dubai’s airport the world’s largest.

2. Aloha to Overtourism: Hawaii Says "Mahalo" for Pulling Weeds

In the wake of the 2023 Maui wildfires, Hawaii is seeing a rise in mindful tourism. Visitors are being encouraged to approach their trips with a new perspective, keeping in mind that they're visiting a community in recovery. This shift goes beyond reducing plastic waste or recycling to actively participating in conservation and restoration efforts.

At Kipuka Olowalu in Lahaina, tourists can volunteer for hands-on activities like clearing weeds from taro patches. These experiences not only contribute to local restoration efforts but also educate visitors about Hawaiian culture and the concept of "Mālama" - to nurture. 

Similarly, at Gunstock Ranch on O'ahu's North Shore, visitors can plant native milo trees as part of reforestation initiatives. These activities offer a meaningful way for tourists to give back to the islands they enjoy, fostering a more sustainable and respectful approach to Hawaiian tourism.

3. All Aboard the Hype Train: Amtrak Hopes You'll Choo-Choo-Choose Them

Amtrak has launched a multiyear marketing campaign called "Retrain Travel.” The campaign, which will appear predominantly online and around transit hubs, seeks to reposition Amtrak as less of a train company and more of a "hotel on wheels."

The new ads subtly (and sometimes not-so-subtly) compare rail travel with flying and driving, highlighting the absence of middle seats (no more elbow jockeying!) and showcasing scenic views from train windows. 

However, Amtrak faces challenges, including capacity constraints and a history of delays and breakdowns (my 19-hour NY → Chicago train once took 26 hours!). While brand awareness is high at 83%, only 23% of the population considers becoming an Amtrak customer.

This Week’s Creative Campaign: Dubrovnik's "Respect the City"

Dubrovnik, Croatia, a city of just 40,000 residents, welcomes up to 15,000 tourists daily during peak season (thanks in no small part to Game of Thrones, with its 16 filming locations in the city). To address overtourism concerns, the city has launched a campaign called "Respect the City." The centerpiece of this initiative is a short video that serves as a code of conduct for visitors, gently encouraging more considerate behavior (behavior that Game of Thrones, famously, did not encourage).

The video addresses issues like appropriate attire in the old town, noise levels, and responsible use of wheeled suitcases on cobblestone streets (editor’s note: there is no responsible use of wheeled suitcases on cobblestone streets). By educating visitors on local etiquette, Dubrovnik aims to preserve its charm and livability while still welcoming tourists and/or the Mother of Dragons.

💡 This Week’s Travel Marketing Tips 💡

How you can apply this week’s stories to your own marketing efforts.

1. Hands-On Sustainability - Inspired by Hawaii's mindful tourism, highlight your eco-friendly initiatives or local community partnerships in your marketing materials this week.
   
   Create a social media post or email newsletter feature about how customers can contribute positively to the destinations they visit through your services.
   

2. Reframe Your Offering - Take a cue from Amtrak's "hotel on wheels" concept. Spend an hour brainstorming new ways to describe your core product or service that emphasize comfort, experience, or unique value.
   
   A hiking tour with an exercise or health focus could position their service as "Nature's Gym with a View." A city walking tour could become an "Urban Time Machine," highlighting how the tour brings history to life. Test this new framing in a small ad campaign or on your website's homepage.
   

3. Create a Mini Code of Conduct - Following Dubrovnik's lead, develop a short, friendly guide for responsible tourism at your top destination.
   
   Share it on your social media or include it in booking confirmations. Focus on positive actions tourists can take, rather than restrictions.

Your Travel Marketing Toolkit

I’m committed to helping grow travel businesses and tourism destinations responsibly. When you're ready to take the next step, here are some resources I’ve made for you:

• 🌍️ Plan Fam Trips 🌍️ - Our exclusive fam trip platform links travel sellers with suppliers, fostering meaningful partnerships in the industry.

• ⚡️ Travel Marketing Plan ⚡️ - Develop actionable strategies that align with your values, attract the right kinds of tourists, and lead to responsible growth.

• 🗞️ Travel Marketing Sunday 🗞️ - Keep coming back for weekly insights that'll help you stay competitive while promoting responsible tourism.