Destinations

Dubai ramps up marketing efforts to bring back British tourists

Skift Take

Dubai risks losing one of its most lucrative tourism markets due to fear of cultural differences; luckily, a strong branding campaign can go a long way in repairing perceptions about a destination.

— Samantha Shankman

The Dubai Department of Tourism & Commerce Marketing has appointed independent travel PR agency Limelight to manage its UK PR account.

The UK is currently the third largest source market in the world for visits to Dubai, where global tourist numbers totalled over nine million visitors in 2011.

Limelight’s remit will include raising Dubai’s profile as a tourism and commerce destination in the UK and Ireland amid media reports of British tourists falling foul of the emirate’s decency laws.

Tags: dubai, marketing, uk

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