Latest news with #dnataTravelGroup
Tourism Breaking News
02-05-2025
- Business
- Tourism Breaking News
Air India and Air India Express appoints dnata as their representative in the UAE
Post Views: 115 Air India and Air India Express have announced the appointment of dnata Representation Services as their General Sales Agent (GSA) and Representative Agency (RA), respectively, in the UAE. The agreement, formally signed at the Arabian Travel Market (ATM) 2025 in Dubai, reflects the Air India group's continued focus on enhancing reach and customer engagement in the strategically important UAE market. Under this partnership, dnata Representation Services will provide comprehensive sales, marketing, and distribution support to both carriers across the UAE, excluding Abu Dhabi and Al Ain for Air India. This localised approach will improve accessibility for travellers and trade partners while supporting the Air India group's broader growth plans in the region. Air India operates 82x weekly flights from the UAE to India, while Air India Express connects five cities—Abu Dhabi, Al Ain, Dubai, Ras Al Khaimah, and Sharjah—with over 240x weekly flights from the UAE. The UAE represents the single-largest international market for Air India Express and remains one of the most significant global markets, serving millions of Indian expatriates and other travellers. Kaizad Postwalla, Head of International Sales – GMEA & North America, Air India, said, 'The UAE is a key market in our international network. We are pleased to partner with dnata Travel Group, whose deep understanding of the region and proven track record in travel services will help us better connect with customers, drive demand, and enhance service delivery in the market.' Dr. Ankur Garg, Chief Commercial Officer, Air India Express, added, 'Our collaboration with dnata Travel Group marks another step in expanding our commercial presence in the region. As our network and fleet grow, this partnership will help us stay closer to our customers and offer them even more reliable and seamless travel options to and from India.' Simon Woodford, Vice President Global Air Services at dnata Travel Group, commented: 'This partnership builds on our shared commitment to delivering outstanding travel experiences and strengthening connections between the UAE and India — two vibrant markets with deep ties. With our extensive local expertise and market reach, we look forward to supporting the Air India group's ambitious growth plans, while offering travellers and trade partners enhanced access, convenience, and service across the UAE.' With a growing network of 45 domestic and 43 international destinations served by Air India, and 38 domestic and 17 international destinations by Air India Express, the Air India group continues to invest in partnerships and service enhancements that bring India closer to the world.
The National
01-05-2025
- Business
- The National
Seven megatrends shaping Middle East travel, from gig tourism to AI
Forget sleep tourism, noctourism and ancestral trips – these are all trends or micro-trends that are popular right now, but don't have the staying power of megatrends. What's the difference? The former are often a bandwagon to jump on for a limited time, while megatrends are shaping the tourism industry and how we travel. A handful of megatrends are having an impact on traveller experiences in the Middle East, according to experts at Arabian Travel Market, which is taking place at Dubai World Trade Centre this week. They crop up in conversation time and time again, and range from the huge potential of the cruise sector to gig tourism and travellers' use of AI. Increasingly, travellers around the world are planning trips to coincide with major events. Think the 'Taylor Swift effect', where the US megastar's Eras Tour had a direct economic benefit on the cities where she performed. Known as 'gig tourism', it is particularly popular in the Middle East, where Coldplay, for example, brought international travellers to the UAE. 'It's not just about attending an event,' says Sebastien Doussin, senior vice president of global travel services and destination management at dnata Travel Group. 'It's about what surrounds it – the access, the cultural immersion, the sense of belonging to something larger.' This is why tour operators are creating one-off experiences for travellers flying into the UAE during these 'big-ticket events'. For example, Arabian Adventures has scheduled an exclusive desert evening with former Haas F1 Team principal Guenther Steiner during Abu Dhabi Grand Prix weekend in December. With world-class venues such as Expo City Dubai, the Coca-Cola Arena, and facilities at Yas Island such as the Etihad Arena, the UAE is uniquely equipped to host major international audiences, Doussin tells The National. 'Beyond the venues themselves, the UAE offers an unmatched supporting ecosystem: seamless airport connectivity, premium accommodation at every scale, a vibrant culinary scene, cutting-edge transport and a highly service-oriented hospitality sector.' For the first time, technically speaking, seven generations can travel together, from the babies of Generation Beta to the ageing Silent Generation. This is giving rise to the trend of multi-generational travel worldwide, but particularly in the Middle East, where family values underpin everyday life. New luxury travel agency Jovial Travels, based in Dubai's JLT, says this has also generated a new trend called 'soft summering'. This movement is centred on slower rhythms and meaningful togetherness. Nearly half (45 per cent) of UAE residents prioritise family holidays focused on quality time and relaxation, while 58 per cent of millennial and Gen Z parents plan to bring extended family on holiday in 2025, and 89 per cent cite 'quality time' as their top motivation, according to Vinoli Obeysekara, head of sales at Jovial Travels. 'We're witnessing a real appetite for travel that feels restorative, not rushed.' While we have long been able to take cruises in this region, this is only going to become more popular, particularly following the introduction of Aroya Cruises, the first Saudi Arabian cruise line. In the UAE, the cruise sector is projected to reach $16.17 million this year, and the Emirates is becoming a popular destination thanks to its luxe ports, vibrant culture and warm weather, according to Statista Market Insights. Middle East ports are expected to record 300,000 cruise visits in 2025, according to the ATM Travel Trends Report, and cruise capacity is rising to build regional connectivity. Leading Swiss-Italian cruise line MSC Cruises has long been committed to the region and is set to expand its offerings, according to global executive director Angelo Capurro. These include more attractive offers for Middle East residents, such as last-minute booking options, which the company has noted as a local preference. Saudi Arabia is arguably having the biggest impact on regional tourism, as it continues to break all records in the sector, with 30 million international arrivals last year. By 2030, the country aims to reach 70 million visitors, making it one of the top seven most-visited nations worldwide, according to the kingdom's Ministry of Tourism. A huge proportion of this comes from religious tourism, as more pilgrims than ever head to Makkah for Umrah and Hajj, but Saudi Arabia is also benefitting from increased connectivity and tapping into younger, wealthier travellers who are seeking new and authentic experiences, according to the ATM Travel Trends Report. Speaking of authentic experiences, one of the biggest talking points of ATM this year is the trend of 'experiential travel' and 'authenticity'. While these can be seen as buzzwords, their essence is really important, says Paul Mulcahy, chief commercial officer of Mauritius hotel management company The Lux Collective. The brand perhaps epitomises this trend, and has two properties scheduled to open within the next few years in Sharjah. 'We genuinely try to bring the culture into the hotel,' Mulcahy explains. 'We put a lot of thought into making sure that when a visitor comes, they know where they are and they get a chance to really experience the location.' The company does this by incorporating local ingredients and cuisine, collaborating with nearby communities on architecture, artworks or experiences, and respecting the environment where each hotels is located. The Middle East is a travel destination that appeals to wealthier, younger audiences and those interested in adventure tourism and niche activities, according to the travel trends report. Authenticity is key, says Dave Goodger, from Oxford Tourism Economics, which worked with ATM on the report. A group of experts broke down the trend further at a panel discussion called The Power to Empower: Cultural Connectivity and Inclusion on day two of the ATM event. Deborah Thomson, cluster general manager of JA Hatta Fort Hotel and Terra Cabins, gave the example of an on-site coffee shop, based on a Hatta businessman's concept, which has become a popular local hangout. 'Hatta is quite a small place, with a population of 7,000, so it's important that we make the community feel part of our resort,' she said. Another example came from Blacklane, a global premium chauffeur service, which incorporates cultural elements into the car journey. In Saudi Arabia, this includes traditional fragrances, dates and coffee – things that connect travellers to the local environment. Again, this is a global trend, but one that has really taken hold in the region. Wellness tourism is set to jump from $830.2 billion in 2023 to over $1.3 trillion in 2028, according to the Global Wellness Institute. The Middle East and North Africa has been cited as one of the fastest-growing regions for this trend. 'We call it passport to immortality,' said Fouad Talaat, regional manager for at another panel discussion at ATM. 'This is customers wanting to travel and experience longevity wellness resorts that offer cutting-edge technology like red light, cryotherapy and more to seek benefits beyond immediate relaxation. They want long-term benefits.' This is another trend The Lux Collective has tapped into. It is introducing wellness programmes that include a follow-up when you get home. 'The idea is, you come and you'll do something that you take away with you,' says Mulcahy. 'We've all been there -you try to be good for a period of time and then let it all go. We're trying to make it last that bit longer, make it a bit more sincere.' We couldn't talk trends without touching on AI. New technology is being embraced across the region's travel industry, not just by hotels or tour operators, but by travellers themselves. 'Would-be travellers to the Middle East are twice as likely as other travellers to use AI chatbots,' says Goodger. Around 60 per cent of those interested in visiting the Middle East have used AI at least once before for their travel planning, while 60 per cent of travellers from the UAE trusted AI to plan every aspect of their trip compared to 48 per cent of tourists elsewhere. 'The algorithm is the planner,' said Aleix Rodriguez Brunsoms, director of strategy at Skift Advisory, in a talk about trends shaping the region. 'Social feeds and AI are inspiring and booking travellers' next trips. They're no longer just sources of inspiration, but trip planning and booking platforms.' Eighty per cent of travellers consult social media before making a travel decision, and 60 per cent are comfortable booking directly via social media, according to Skift. 'Gen Z and millennials are using this before Google, and influencers have gone from passive content creators to active travel sellers,' said Brunsoms. 'Destination marketing in the region is not about flashy campaigns, but building thousands of micro moments that are then emphasised by AI and distributed by influencers.'
Zawya
01-05-2025
- Business
- Zawya
Air India and Air India Express appoint dnata as their representative in the UAE
Dubai: Air India and Air India Express have announced the appointment of dnata Representation Services as their General Sales Agent (GSA) and Representative Agency (RA), respectively, in the UAE. The agreement, formally signed at the Arabian Travel Market (ATM) 2025 in Dubai, reflects the Air India group's continued focus on enhancing reach and customer engagement in the strategically important UAE market. Under this partnership, dnata Representation Services will provide comprehensive sales, marketing, and distribution support to both carriers across the UAE, excluding Abu Dhabi and Al Ain for Air India. This localised approach will improve accessibility for travellers and trade partners while supporting the Air India group's broader growth plans in the region. Air India operates 82x weekly flights from the UAE to India, while Air India Express connects five cities—Abu Dhabi, Al Ain, Dubai, Ras Al Khaimah, and Sharjah—with over 240x weekly flights from the UAE. The UAE represents the single-largest international market for Air India Express and remains one of the most significant global markets, serving millions of Indian expatriates and other travellers. Kaizad Postwalla, Head of International Sales – GMEA & North America, Air India, said, 'The UAE is a key market in our international network. We are pleased to partner with dnata Travel Group, whose deep understanding of the region and proven track record in travel services will help us better connect with customers, drive demand, and enhance service delivery in the market.' Dr. Ankur Garg, Chief Commercial Officer, Air India Express, added, 'Our collaboration with dnata Travel Group marks another step in expanding our commercial presence in the region. As our network and fleet grow, this partnership will help us stay closer to our customers and offer them even more reliable and seamless travel options to and from India.' Simon Woodford, Vice President Global Air Services at dnata Travel Group, commented: ' This partnership builds on our shared commitment to delivering outstanding travel experiences and strengthening connections between the UAE and India — two vibrant markets with deep ties. With our extensive local expertise and market reach, we look forward to supporting the Air India group's ambitious growth plans, while offering travellers and trade partners enhanced access, convenience, and service across the UAE.' With a growing network of 45 domestic and 43 international destinations served by Air India, and 38 domestic and 17 international destinations by Air India Express, the Air India group continues to invest in partnerships and service enhancements that bring India closer to the world. About Air India group The Air India group – comprising of full-service global airline Air India and low-cost regional carrier Air India Express – is spearheading a new era of Indian aviation. The Air India story began in 1932 when JRD Tata piloted the airline's inaugural flight and opened the skies for aviation in India. Today, Air India group employs more than 30,000 people, operates over 300 aircraft and flies to 55 domestic and 48 international destinations across five continents. Returning to Tata Sons in 2022 following 70 years under government ownership, Air India group is in the midst of a five-year transformation program, As part of the transformation, it has placed an order for 570 new aircraft. In 2024, sister airlines AIX Connect and Vistara were successfully merged into Air India Express and Air India, respectively, and the Airline opened South Asia's largest aviation training academy. A new flying school is scheduled to open in 2025, and construction of a greenfield maintenance base, to be operational in 2026, is underway. In addition to receiving new aircraft, all existing aircraft are progressively undergoing a full interior refit. With transformation underway across all facets of the business and India's rich legacy of hospitality, Air India is committed to being a world class global airline with an Indian heart. For more stories on Air India, visit About Air India Express Air India Express, is A Tata Enterprise and a subsidiary of Air India, operating over 500 daily flights, connecting 38 domestic and 17 international airports, with a fleet of 110 aircraft, comprising 70 Boeing 737s and 40 Airbus A320s. Air India Express invites guests with the proposition to 'Fly As You Are', using thoughtfully considered technology to enable flyers to personalise their travel experience. The airline offers 'Gourmair' hot meals, comfortable seats, and a host of exclusive loyalty benefits with a sense of unique Indian warmth, and an award-winning digital experience on its mobile app and website, About dnata Representation Services dnata Representation Services, part of the dnata Travel Group, is the global representation services partner of choice by multiple airlines, hotels, transport, and tourism board partners worldwide. Part of dnata, one of the world's largest air and travel services providers, with its long-standing history in the region and strong brand presence globally, dnata Representation Services provides a comprehensive range of sales, marketing and commercial services to its partners including operations and infrastructure support. With its global reach, robust distribution network, world-class technology infrastructure, regional retail footprint (dnata Travel), Contact Centre services, and more, dnata Representation Services ensures its partners long-established industry expertise, and unrivalled local knowledge and support in the GCC and beyond. Find out more, at For media queries, please contact:
The National
01-05-2025
- Business
- The National
Seven megatrends shaping Middle East tourism, from gig tourism to AI
Forget sleep tourism, noctourism and ancestral trips – these are all trends or micro-trends that are popular right now, but don't have the staying power of megatrends. What's the difference? The former are often a bandwagon to jump on for a limited time, while megatrends are shaping the tourism industry and how we travel. A handful of megatrends are having an impact on traveller experiences in the Middle East, according to experts at Arabian Travel Market, which is taking place at Dubai World Trade Centre this week. They crop up in conversation time and time again, and range from the huge potential of the cruise sector to gig tourism and travellers' use of AI. Increasingly, travellers around the world are planning trips to coincide with major events. Think the 'Taylor Swift effect', where the US megastar's Eras Tour had a direct economic benefit on the cities where she performed. Known as 'gig tourism', it is particularly popular in the Middle East, where Coldplay, for example, brought international travellers to the UAE. 'It's not just about attending an event,' says Sebastien Doussin, senior vice president of global travel services and destination management at dnata Travel Group. 'It's about what surrounds it – the access, the cultural immersion, the sense of belonging to something larger.' This is why tour operators are creating one-off experiences for travellers flying into the UAE during these 'big-ticket events'. For example, Arabian Adventures has scheduled an exclusive desert evening with former Haas F1 Team principal Guenther Steiner during Abu Dhabi Grand Prix weekend in December. With world-class venues such as Expo City Dubai, the Coca-Cola Arena, and facilities at Yas Island such as the Etihad Arena, the UAE is uniquely equipped to host major international audiences, Doussin tells The National. 'Beyond the venues themselves, the UAE offers an unmatched supporting ecosystem: seamless airport connectivity, premium accommodation at every scale, a vibrant culinary scene, cutting-edge transport and a highly service-oriented hospitality sector.' For the first time, technically speaking, seven generations can travel together, from the babies of Generation Beta to the ageing Silent Generation. This is giving rise to the trend of multi-generational travel worldwide, but particularly in the Middle East, where family values underpin everyday life. New luxury travel agency Jovial Travels, based in Dubai's JLT, says this has also generated a new trend called 'soft summering'. This movement is centred on slower rhythms and meaningful togetherness. Nearly half (45 per cent) of UAE residents prioritise family holidays focused on quality time and relaxation, while 58 per cent of millennial and Gen Z parents plan to bring extended family on holiday in 2025, and 89 per cent cite 'quality time' as their top motivation, according to Vinoli Obeysekara, head of sales at Jovial Travels. 'We're witnessing a real appetite for travel that feels restorative, not rushed.' While we have long been able to take cruises in this region, this is only going to become more popular, particularly following the introduction of Aroya Cruises, the first Saudi Arabian cruise line. In the UAE, the cruise sector is projected to reach $16.17 million this year, and the Emirates is becoming a popular destination thanks to its luxe ports, vibrant culture and warm weather, according to Statista Market Insights. Middle East ports are expected to record 300,000 cruise visits in 2025, according to the ATM Travel Trends Report, and cruise capacity is rising to build regional connectivity. Leading Swiss-Italian cruise line MSC Cruises has long been committed to the region and is set to expand its offerings, according to global executive director Angelo Capurro. These include more attractive offers for Middle East residents, such as last-minute booking options, which the company has noted as a local preference. Saudi Arabia is arguably having the biggest impact on regional tourism, as it continues to break all records in the sector, with 30 million international arrivals last year. By 2030, the country aims to reach 70 million visitors, making it one of the top seven most-visited nations worldwide, according to the kingdom's Ministry of Tourism. A huge proportion of this comes from religious tourism, as more pilgrims than ever head to Makkah for Umrah and Hajj, but Saudi Arabia is also benefitting from increased connectivity and tapping into younger, wealthier travellers who are seeking new and authentic experiences, according to the ATM Travel Trends Report. Speaking of authentic experiences, one of the biggest talking points of ATM this year is the trend of 'experiential travel' and 'authenticity'. While these can be seen as buzzwords, their essence is really important, says Paul Mulcahy, chief commercial officer of Mauritius hotel management company The Lux Collective. The brand perhaps epitomises this trend, and has two properties scheduled to open within the next few years in Sharjah. 'We genuinely try to bring the culture into the hotel,' Mulcahy explains. 'We put a lot of thought into making sure that when a visitor comes, they know where they are and they get a chance to really experience the location.' The company does this by incorporating local ingredients and cuisine, collaborating with nearby communities on architecture, artworks or experiences, and respecting the environment where each hotels is located. The Middle East is a travel destination that appeals to wealthier, younger audiences and those interested in adventure tourism and niche activities, according to the travel trends report. Authenticity is key, says Dave Goodger, from Oxford Tourism Economics, which worked with ATM on the report. A group of experts broke down the trend further at a panel discussion called The Power to Empower: Cultural Connectivity and Inclusion on day two of the ATM event. Deborah Thomson, cluster general manager of JA Hatta Fort Hotel and Terra Cabins, gave the example of an on-site coffee shop, based on a Hatta businessman's concept, which has become a popular local hangout. 'Hatta is quite a small place, with a population of 7,000, so it's important that we make the community feel part of our resort,' she said. Another example came from Blacklane, a global premium chauffeur service, which incorporates cultural elements into the car journey. In Saudi Arabia, this includes traditional fragrances, dates and coffee – things that connect travellers to the local environment. Again, this is a global trend, but one that has really taken hold in the region. Wellness tourism is set to jump from $830.2 billion in 2023 to over $1.3 trillion in 2028, according to the Global Wellness Institute. The Middle East and North Africa has been cited as one of the fastest-growing regions for this trend. 'We call it passport to immortality,' said Fouad Talaat, regional manager for at another panel discussion at ATM. 'This is customers wanting to travel and experience longevity wellness resorts that offer cutting-edge technology like red light, cryotherapy and more to seek benefits beyond immediate relaxation. They want long-term benefits.' This is another trend The Lux Collective has tapped into. It is introducing wellness programmes that include a follow-up when you get home. 'The idea is, you come and you'll do something that you take away with you,' says Mulcahy. 'We've all been there -you try to be good for a period of time and then let it all go. We're trying to make it last that bit longer, make it a bit more sincere.' We couldn't talk trends without touching on AI. New technology is being embraced across the region's travel industry, not just by hotels or tour operators, but by travellers themselves. 'Would-be travellers to the Middle East are twice as likely as other travellers to use AI chatbots,' says Goodger. Around 60 per cent of those interested in visiting the Middle East have used AI at least once before for their travel planning, while 60 per cent of travellers from the UAE trusted AI to plan every aspect of their trip compared to 48 per cent of tourists elsewhere. 'The algorithm is the planner,' said Aleix Rodriguez Brunsoms, director of strategy at Skift Advisory, in a talk about trends shaping the region. 'Social feeds and AI are inspiring and booking travellers' next trips. They're no longer just sources of inspiration, but trip planning and booking platforms.' Eighty per cent of travellers consult social media before making a travel decision, and 60 per cent are comfortable booking directly via social media, according to Skift. 'Gen Z and millennials are using this before Google, and influencers have gone from passive content creators to active travel sellers,' said Brunsoms. 'Destination marketing in the region is not about flashy campaigns, but building thousands of micro moments that are then emphasised by AI and distributed by influencers.'
The National
29-04-2025
- Business
- The National
Gulf states look to collaboration over rivalry to boost visitor numbers
Easing visa restrictions and flight access has allowed countries in the Gulf to market the region as one destination rather than several states competing with each other, tourism experts have said. They were speaking on the first day of Arabian Travel Market, which is taking place at the Dubai World Trade Centre this week. 'We are absolutely seeing a rise in multi-GCC trips, particularly as the region becomes more interconnected through easier flight access, smoother visa processes and a growing number of world-class attractions across borders,' John Bevan, chief executive of dnata Travel Group, told The National. 'Travellers today are no longer just visiting one Gulf country, they're building multi-stop itineraries, combining the futuristic experiences of Dubai with the cultural heritage of Oman and Bahrain, or the mega-projects in Saudi Arabia.' Greater collaboration is key to sustaining that momentum, he added. This includes initiatives such as the GCC unified tourist visa and GCC grand tours visa scheme, which was expected to be launched early this year but has faced delays. The region would also benefit from co-ordinated marketing campaigns and improved transport links, Mr Bevan said. 'Travel operators also have an important role to play by curating seamless, multi-country packages that highlight the diversity of the region," he said. "By offering travellers easy access to cross-border experiences, we can help unlock the full potential of the Gulf as a connected, multifaceted destination.' Earlier in the day, Mr Bevan referred to that as the 'multi-centre affect', as part of a panel discussion on the mega and micro-trends reshaping the travel industry in the Middle East. The more activity happening in one country can benefit another, he said. 'It creates a reason [for tourists] to move to another country in the area," he said. "The more that happens here, the more diversity and reasons to come, and that will create longer stays.' Carlos Cendra Cruz, a partner at travel and tourism data intelligence company Mabrian, said its insights show the Gulf had 'significant strategic opportunities as it develops into a major global tourism destination'. 'Our data insights indicate that continued investment in infrastructure, collaboration across sectors, and particularly neighbouring countries, in planning, specialisation, product development and promotion, will enable the GCC to achieve its tourism goals and generate long-term value and stay attuned to changing traveller preferences and destination development dynamics," he told The National. One of the biggest challenges to this is cost and accessibility. There is an urgent need for Gulf states to introduce more midscale properties. 'To achieve sustained growth, overall satisfaction with accommodation is essential for increasing leisure arrivals and encouraging longer stays," he said. "This guest satisfaction must extend beyond the luxury segment, particularly in upper midscale and upscale hotels. If the guest experience does not meet international standards, it may discourage travellers from considering GCC destinations as viable long-stay holiday options.' According to Mabrian's Tourist Product Satisfaction Index, the Gulf average is lower than competing tourist destinations including Singapore, Thailand, Turkey and the Seychelles. 'The good news is that all GCC destinations are showing an upward trend in this index, indicating they are on the right path and should continue to build on this progress in the months and years ahead," Mr Cruz said. Bleisure travel – the trend of combining business trips with leisure – is also a key driver for Gulf tourism. 'Travellers to GCC destinations display a distinct behavioural pattern that sets them apart from other markets: business travellers consistently record longer average stays than leisure visitors,' Mr Cruz said. 'This trend, observed over the past two years, suggests that these destinations are successfully capitalising on the bleisure opportunity among international travellers.' Jack Thomas Taylor, a museum curator in Doha, has seen this in action. The Media Majlis Museum at Northwestern University in Qatar this month co-hosted the Gulf's first International Association of Curators of Contemporary Art, alongside NYU Abu Dhabi. Almost 100 delegates from the global museum industry travelled to Doha for the annual congress, which then took them to Abu Dhabi, Dubai and Sharjah, where they spent time at Art Dubai and the Sharjah Biennale. 'Some extended their stay and had a couple more days in the UAE,' said Mr Taylor, who also often travels in the region for work. 'Each country has a competitive advantage; they all have a unique selling point, but they could work together more for people to travel around,' he added. 'But we also have to be realistic. If we have this transient, fast-paced travel, they won't get a true feel of the countries. It's also expensive for people to travel around here.' Aleix Rodriguez Brunsoms, director of strategy at Skift Advisory, part of global travel resource Skift, which publishes its annual megatrends report, said live tourism was also driving growth in the region. Traditional sightseeing is being replaced by the idea of 'experiential travel', where people book trips around major events such as music concerts and sports. 'Our own data shows 62 per cent of travellers book their vacation around a specific event,' he said at a panel discussion at ATM. 'In Abu Dhabi, during the Coldplay concert, the city was buzzing, hotels and restaurants were full. Live tourism can increase hotel [average daily rate] from 300 to 500 per cent during peak events … and the Middle East is becoming a stage for the world's biggest moments.' The challenge is in transitioning the high value of events into long-term visitor loyalty and driving higher brand equity, he added. Mr Bevan said that was where tourism operators could make the biggest difference. 'I think we'll see a lot more of that – and festivals moving into this part of the world, especially Dubai," he said. "It gives people more reasons to travel back.'
