Regional marketing in the United Arab Emirates is done through careful branding and promotion of the cities of Dubai and Abu Dhabi. Dubai has long been a leader in attracting tourism and business through its airports, airlines, events, free zones and unique projects. More recently, Abu Dhabi has begun large-scale efforts to brand itself and diversify its economy beyond oil. Both cities use national tools like safety, taxes and infrastructure to appeal to tourists, residents and businesses. However, each city also has distinct promotional strategies - Dubai focuses on its global image while Abu Dhabi emphasizes sustainable tourism and cultural projects. Overall, strategic regional marketing through city branding has been crucial to the UAE's economic growth
Regional marketing in the United Arab Emirates is done through careful branding and promotion of the cities of Dubai and Abu Dhabi. Dubai has long been a leader in attracting tourism and business through its airports, airlines, events, free zones and unique projects. More recently, Abu Dhabi has begun large-scale efforts to brand itself and diversify its economy beyond oil. Both cities use national tools like safety, taxes and infrastructure to appeal to tourists, residents and businesses. However, each city also has distinct promotional strategies - Dubai focuses on its global image while Abu Dhabi emphasizes sustainable tourism and cultural projects. Overall, strategic regional marketing through city branding has been crucial to the UAE's economic growth
Regional marketing in the United Arab Emirates is done through careful branding and promotion of the cities of Dubai and Abu Dhabi. Dubai has long been a leader in attracting tourism and business through its airports, airlines, events, free zones and unique projects. More recently, Abu Dhabi has begun large-scale efforts to brand itself and diversify its economy beyond oil. Both cities use national tools like safety, taxes and infrastructure to appeal to tourists, residents and businesses. However, each city also has distinct promotional strategies - Dubai focuses on its global image while Abu Dhabi emphasizes sustainable tourism and cultural projects. Overall, strategic regional marketing through city branding has been crucial to the UAE's economic growth
" " Table of Contents Page # List of Abbreviations iii 1. Introduction 1 1.1. City Marketing 2 1.2. United Arab Emirates. 5 2. Abu Dhabi & Dubai... 6 2.1. Dubai Background.. 6 2.2. Abu Dhabi Background.. 7 3. UAE Target groups 8 3.1. Tourists 8 3.2. Residents.. 10 3.3. Businesses 10 4. National marketing and promotional tools.. 11 4.1. Safety 11 4.2. Taxes. 13 4.3. Education.. 14 4.4. Health 15 5. City marketing and promotional tools. 16 5.1. Dubai 16 5.1.1. Dubai Airports... 16 5.1.1.1. Emirates Airlines. 17 5.1.1.2. Fly Dubai........ 18 5.1.2. Sponsorships.. 19 5.1.3. Tourism.. 19 5.1.4. Events..... 21 5.1.4.1. Sports...... 21 5.1.4.2. Festivals.. 22 5.1.4.3. Exhibitions.. 23 5.1.4.4. Global Conferences. 24 5.1.5. Free zones 24 5.1.6. Industries. 27 5.1.7. Unique projects 30 5.1.8. Infrastructure .. 32
"" "" 5.2. Abu Dhabi. 34 5.2.1. Abu Dhabi Airports Company 34 5.2.2. Sponsorships 35 5.2.3. Tourism... 36 5.2.4. Events.. 39 5.2.4.1. Sports... 39 5.2.4.2. Music... 40 5.2.4.3. Festivals... 41 5.2.4.4. Exhibitions... 41 5.2.4.5. Global Conferences.. 42 5.2.5. Free zones..... 43 5.2.6. Industries.. 44 5.2.7. Unique projects. 47 6. Analysis.. 51 6.1. Managing the city brand.. 51 6.1.1. Dubai. 51 6.1.2. Abu Dhabi. 55 6.2. Communicating the City brand 58 7. Conclusion.. 60
References 63
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List of Abbreviations
UAE United Arab Emirates JAFZA Jebel Ali Free Zone Authority TECOM Dubai Media and Technology Free Zones ADTA Abu Dhabi Tourism Authority OSAC Overseas Security Advisory Council ADPC Abu Dhabi Ports Company EMAL Emirates Aluminum KIZAD Khalifa Industrial Free Zone ADNOC Abu Dhabi National Oil Company GIBTM Gulf Incentive, Business Travel and Meetings ADNEC Abu Dhabi National Exhibition Center IRENA International Renewable Energy Agency TDIC Tourism development & Investment Company OBAD Office of the Brand of Abu Dhabi
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
1
1. Introduction
The subject of this paper is to look at How regional marketing is applied in the United Arab Emirates?
The two cities that we look at in depth are Dubai and Abu Dhabi. Over the course of the paper we look at how Dubai has marketed itself to all kinds of consumers, tourists and industries to be a leading city in the world of today. Along with that we will look at Abu Dhabi that has now finally stepped out of the shadow of Dubai and has started branding itself in the world market, starting at a much larger scale.
The ways they have done it is completely different; Dubai took the more indirect approach in branding itself worldwide doing it through its government companies whereas Abu Dhabi has taken a more direct approach.
After looking at the brief history of the U.A.E we will look at the beginning of how this started and how Dubai reached its peak while Abu Dhabi is creating sustainable tourism.
Phillips, T, (2010) says that, During the past decade rapid rates of growth, adoption of common law regulations, low taxes, a relatively liberal culture and infrastructure links to elsewhere in the region made Dubai an attractive hub for international firms looking for Middle East footholds (p. 23)
But for Abu Dhabi the author has a completely different view
Abu Dhabi cannot be ignored as the financial driver of the UAE. It's also a very ambitious emirate and so can afford to develop and invest for its future. But you have to show real commitment - there's no point in having a token presence there. (Phillips, T. ,2010 , p. 23) Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 2 There are many factors that make the UAE an attractive destination for investors and tourists. These are: 1. A strategic geographic location 2. Highly developed infrastructure 3. Free zones and industrial cities 4. Low tax, 5. Energy sources and credit facilities are conveniently accessed (Statistical Yearbook of Abu Dhabi for 2011, p.60).
Dubai had a head start but has over the period of the past 10 years managed to secure its place amongst the top cities in the world. However Abu Dhabi has the backing of its oil supplies, so what ever it does is bigger than anything Dubai has ever done. We look at how each of their developments in the different fields is specified to attract the right kind of tourists.
During the course of this paper we look at the different target groups that the UAE has targeted and managed to bring to the country are sustained and how they continue with their developments to further make sure that their tourism, business and commercial ventures increase succeed and increase in size.
1.1 City Marketing
Cities and regions often find themselves squabbling over pots of cash, be it from private funding or the annual influx of students, in a scramble for investment to get the upper hand, more are turning to branding in the hope of becoming the place to be for businesses, consumers and home buyers (Harwood, J. ,2005).
The object of city marketing is the citys image, which, in turn, is the starting point for developing the citys brand (Gaggiotti, H., Low Kim Cheng, P., & Yunak, O. (2008) p Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
S . 116) they follow this by also saying that the reason they do this is to identify themselves with the economic region and gain a certain position in the worlds market. According to Kavaratzis, M. (2004) the suggested right way to implement and describe city marketing is by doing city branding. He goes on by saying that city marketing greatly relies on construction, communication and management of the citys image which classifies that the purpose of city marketing is developing the citys brand. He further tells us about the city branding which on one side provides the basis to develop policies which lead to economic development but at the same time serves as a conduit for city residents to identify with their city. (p .58)
In the introduction of his article the author states that places all over the globe are moving their focus onto branding and are taking concept and techniques on a higher level than before from product and corporate branding into their fields. He goes on to saying that the most common application of this has been the creation of a logo, or the addition of a new slogan and the most has been the development of an advertisement campaign around these features. (Kavaratzis, 2009, p. 26-27).
Kavaratzis (2009) then states that branding cannot be limited to only promotional activities but must also be taken as a complete and continuous process interlinked with all marketing efforts. (p. 27)
For this we need to look at what a brand is, according to the oxforddictionaries.com the promotion of a particular product or company by means of advertising and distinctive design is the definition of a brand.
According to Kavaratzis, (2009) after analyzing several frameworks, he has come to an integrated approach to managing city brands. (p . 34) The categories given by him are Vision and Strategy (chosen vision for the citys future and development of a clear strategy to realize it) Internal Culture (spreading a brand orientation through the city management and marketing itself) Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 4 Local Communities (prioritizing local needs; involving local residents, entrepreneurs and businesses in developing and delivering the brand) Synergies (gaining agreement and support of all relevant stakeholders and providing for balanced participation) Infrastructure (providing for basic needs without which the city cannot attempt delivering the expectations created by its brand) Cityscape and Gateways (the ability of the built environment to represent itself and reinforce or damage the city s brand) Opportunities (opportunities available for targeted individuals (urban lifestyle, good services, education etc.) and companies (!nancial, labor etc.), which signify the potential of the place) Communications (!ne-tuning all intentionally communicated messages). (Kavaratzis, 2009 p. 34-35)
After looking at the frameworks, which tells us how to manage or create a city brand, we need to know how this is communicated to the world. In his paper Kavaratzis, (2004), looks at the three types of communications which are very distinct. ( p. 67)
The first is primary communication which is how the actions of a city are related to communicated to the world. In this type of communication the main goal of the actions is not communication. (Kavaratzis, 2004, p. 67)
There are four broad categories listed below as given by Kavaratzis, (2009) Landscape strategies (which include ways of making the city look better with more urban design, public art and heritage management.) Infrastructure projects (improvements or creation in the fields of communication, tourism, culture etc.) Organizational structure (this includes having a reliable governing structure, private and public partnerships, developments of communities and the participation of citizens in making decisions) Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
S Citys behavior (is the vision the leaders of the city have for it the strategies they adopt, the quality of services, financial incentives and the amount of different events that are organized) (p .31)
The second type of communication is secondary communication that is the formal communication that is done with the intent of communication. It most commonly takes place through advertising public relations, logos etc. (Kavaratzis, 2004, p. 68) The third kind is tertiary communication, which is not in the control of the people in charge of marketing. It refers to word of mouth, reinforced by media and competitors communication. The goal of the other two kinds of communications is to make sure that the tertiary communication is positively reinforced. (Kavaratzis, 2004, p. 68) According to Kavaratzis (2004) the secondary communication is done by most cities because it can be easily adopted. But this and primary communication has to enforce positive tertiary communication because in the case of the citys own residents, they are the most important target audience of city branding and the most important city marketers. (p. 69)
1.2 United Arab Emirates The United Arab Emirates is a country made up of 7 states that got their independence in 1971 on the 2 nd of December after the British-trucial sheikhdoms treaty expired. The names of the emirates are Abu Dhabi (capital) Dubai Sharjah Ajman Ras Al Khaimah Umm Al Quwain Fujairah
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 6 The total population of the country is an est. 6 million and the literacy rate is 90%. The religions are dominated by Muslims which are about 96% while the rest are Hindu and Christian.
Out of the total population less than 20% are nationals and more than half of the population is from South-Asia with a large number of people originating from Europe and Northern Africa.
The GDP as of 2007 was $198.7 billion with a growth rate of 6.3%. Since the rise of oil prices in 1973-petroleum has dominated the trade economy. The UAE had proven oil reserves of 98.8 billion in 2003 and in 2006 produces around 2.8 million barrels a day. The GDP per capita in 2007 were $45,531. Est. of 2008 the petroleum accounts for 36.8% of the GDP, 12.2 is manufacturing where as 44% in 2003 was for services. The U.A.E. has no political parties. The rulers hold power on the basis of their dynastic position and their legitimacy in a system of tribal consensus. The Ruler of Abu Dhabi is also the UAE federal president and the Ruler of Dubai is the UAE vice president and prime minister. (United Arab Emirates, 2010)
2. Dubai & Abu Dhabi
2.1 Dubai Background
What Bubai is now is the iesult of 2u yeais of laige-scale uevelopment intensifieu on the iegion. Befoie all of this Bubai was a small poit that was a tiauing hub foi the iegion. 0iiginal immigiants weie fiom the Inuian subcontinent anu by the 19Su's moie than a quaitei of the population was expatriates. For some years it was under British influence and when in 1971 they withdrew, it joined with 6 other emirates to form the United Arab Emirates. It started growing after that as a trading hub and this has now lead it to become the worlds third most re-export center in the world. (Bagaeen, S. ,2007 , p. 177-178)
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
7 Estimates taken from 2006 showed the local population as being 1.2 million out of which more than 70% were expatriates. The original growth of the emirate was because it had a good infrastructure, taxes on personal and corporate income are zero and the import duties were always a constant 5%. But the major growth that has been seen since 2002 was because of the announcement by the ruler of the emirate that certain properties in Dubai were available as freehold. Which meant that people of any nationality could buy them and invest in them. (Bagaeen, S. ,2007 , p. 177-178)
By 2015 Dubai hopes to draw more than 40 million tourists as the tourism industry is the fastest growing industry in it. Like the other emirates Dubai does not have a huge reserve of oil but now it has made itself reliant on a future that is dominated by tourism. (Webster, J. 2004)
2.2 Abu Bhabi backgiounu
Abu Bhabi has been foi centuiies a small village whose economy solely iesteu on peail uiving anu fishing. In 196S they uiscoveieu huge ieseives of gas anu oil anu this was what that boosted them into the new era with projects and a rapid transformation. Abu Dhabi had a more systematic approach to development and they along with their streets, stadiums and airports planted millions of trees to tame the climate. Because of their vast oil reserves they were the country with the highest per capita income in 2007. (Ponzini, D. 2011, p.253) Apart from being the largest of the seven states that comprise the Unites Arab Emirates it is also the capital. The ruler of Abu Dhabi is also the president of the country. Abu Dhabi on its own controls almost 10% of the worlds oil reserves. (Montgomery, A. (2009)
The economy of Abu Dhabi is based mainly on oil and because of this they have the possibility of developing long-term strategies. Another advantage for this is that they have the possibility of leveraging liquidity in great amounts. (Ponzini, D. 2011, p.253) Hughes C.J has quoted Paul Katz (president of KPF Associates), who says that the economy of Abu Dhabi unlike Dubai is not based on tourism and that the prices of a Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 8 barrel of oil would have to drop considerable for a major period of time to have any impact. (2010) We can also see that they are trying to counterbalance their dependency on oil, which accounts for 59% of their GDP. The are trying to develop an aeronautical, medical, biotech, media, industries among others to so that the dominance of oil and the mining industry can be counterbalanced. . (Ponzini, D. 2011, p.253)
3 UAE Target Groups
There are a lot of different target groups that the region has been catering to for the past 30 years. These include industries, tourists, residents etc. Below we look at facts and figures for each segment.
3.1 Tourists
Dubai: Although ceitain aieas in the Niuule East have faceu a lot of challenges ueveloping theii tourism over the years. Dubai however has shown the ability to overcome these challenges and establish itself as a relatively popular tourism destination with high growth rates over the years. (Henderson, J. C. 2006 p.87).
Dubai had a total of 4,181,326 guests that stayed at its hotels in 2010, which was 9% more than 2009 where the total number of guests was 3,852,742 (Dubai Total Hotel, 2010). Dubai in June 2010 had 67,369 rooms available in hotels and had 566 operating hotels and hotel apartments (Bubai Botel Establishment, 2u1u).
MacEacheran, M. (2011) states that there are plenty more hotels that are to open in Dubai this year. He also says that the development of hotels has still continued to grow and expand. (p.31)
Abu Dhabi: Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
9 According to the author MacEacheran, M. (2011) the capital city has the ability to attract visitors. The city had targeted 1.65 million guests at the hotels for 2010 and 4,145 rooms are going to be completed this year. The city of Abu Dhabi has a target of having 2.5 million guests and 29,100 rooms available by 2012. Their future aims are to have 74,000 rooms by 2020 and are looking forward to having 7.9 million visitors. (p.31)
Khaleej Times reports on August 22, 2011 in an article titled Abu Dhabi among top capitals in tourism services, that Abu Dhabi, is one of the top tourism destinations in the world due to its huge tourism infrastructure and services. The article reports Elias Sarkis, General Manager of Abu Dhabi Sands Hotel, saying that there was a boom in the tourism sector in the emirate due to international conferences, entertainment, F1 races, cultural festivals, sport events and shopping ("Abu Dhabi among," 2011).
In 2006 tourism was responsible for 6.8% of Abu Dhabis GDP. Abu Dhabi earned $ 2.5 Billion from tourism and related activities alone ("Abu Dhabi $2.5bn," 2007). The emirate expected 1.9 Million visitors this year and tourism to account for 11% of non- oil GDP. The Abu Dhabi Tourism Authority has even reported in 2009, that tourism in Abu Dhabi remained unaffected by the credit crunch ("Abu Dhabi tourism," 2009).
Factors affecting and leading to high tourism levels are events, exhibitions, economic stability, reduced room prices, increased attractions (Ferrari World; the worlds biggest indoor theme park and Formula One) and developments, better infrastructure (local transport, prospective local Metro service) and services and the business travel sector ("Abu Dhabi tourism," 2009).
According to Arabianbusiness.com, latest ADTA figures show that average room rates in Abu Dhabis Hotels fell 15 percent between April 2010 and April 2011, making stays in Abu Dhabi a more affordable high-end option than Sydney or Paris. People are flocking in from Europe and the rest of the world to enjoy world-class luxury at comparatively cheaper prices. (Sambidge, 2011)
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 1u The key tourism performance indicators for Abu Dhabi increased by double digits during February 2011. The United Kingdom, which is the key source market for Abu Dhabi, showed an increase of 29% in hotel guests. Tourists from the US increased by 36%, France by 49% and Saudi Arabia by 90%. Russia also came in the top 20 with having an 88% increase in tourists to Abu Dhabi. ("Abu Dhabi tourism," 2011)
3.2 Residents
Dubai: At the end of 2010 the number of resident people in Dubai were, 1,905,476 individuals. Out of this 22% was female and 78% was male. (Population by Sex, 2010) The total number of housing units were 366,413 which includes single houses and apartments. (The Estimated Number, 2010)
Abu Dhabi: According to Sell, C. (2009) the population of the capital was 1.46 million in 2006 and will reach an estimated 3 million or more by 2030. The number of housing units was 70,000 and would reach to 120,000 by the end of 2012.
3.3 Businesses
Dubai: According to Dubai Statistic Centres Business Activities report of 2010, as of 2010, 93,867 licenses were renewed (the number of continuing businesses) and 16,030 new licenses were issued. Comparatively, according to the report there were 88,540 continuing and 13,321 new businesses in 2009. The growth in number of businesses from 2009 to 2010 is an indicator of economic growth. The Business Activities report of 2011, shows latest statistics that in the first half of 2011 in Dubai, 53,075 licenses were renewed, with 7,256 new business licenses. If the trend is to continue for the last half of 2011, we can see that number of businesses will eventually be more than 2010. The most licenses issued are for commercial purposes, followed by professional, industrial and tourist licenses, in that order. Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
11
Abu Dhabi: The total number of businesses registered by the Department of Economic Development of Abu Dhabi reached 96,381 in 2010. 10.4% of this number is newly registered businesses. In 2009 the total number of registered commercial businesses was 86,402, while the percentage of new businesses was 14.7%. (Statistical Yearbook of Abu Dhabi for 2011, p.60).
4 National marketing and promotional tools
Every city has certain aspects and unique selling points that they use to market themselves to residents. Below we look at how the U.A.E has done so by looking at major points from both the cities.
4.1 Safety
Ameinfo reporting on the 14 th international police executive symposium which took place in Dubai in April 2007, reported the Lieutenant General, Chief of Dubai Police saying that the crime level in the country was relatively low compared to the international average. He said that the happening of serious crime was 0.5 per 100,000 people whereas the international average was between 4-6. (Dubai is a, 2007)
Dubai has a comparatively low crime rate, because the government imposes severe penalties on those found guilty of breaking the law. As per news reported by local new Khaleej Times, in early 2011, because of Dubai Polices crime busting strategies, the crime rate in 2010 has dropped 24% from 2009. There were 3,265 serious cases in 2009 and 2,485 such cases in 2010 (Amira, 2011).
In anothei aiticle Bahi Khalafan who is the heau of Police iepoiteu that the cuiient numbei of suiveillance cameias in the emiiate weie aiounu 2S,uuu. $1S6 million Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 12 aie going to be spent by the government on even more cameras so that security can be increased. (UAE-Dubai security, 2010)
Looking at the investors that come to the region, the UAE is a safe haven for ME property investors. UAE Defense and Security Report (2011) has mentioned that it is because of the stability that the UAE has in its politics and economy. This has been the reason that the country has been able to establish itself as a safe area for investors to pool in their money over the past years.
Now looking at the international aspect the UAE has a lot of allies and some of them are very high profile. Firstly it has its safety, which is guaranteed by the GCC security, and second it has a lot of signed agreement with nations that range from India, Germany to France. (Domestic Security Overview. 2011, p.54).
The number of cases of offenses in Abu Dhabi for the year 2010 is 63,005. According to the Statistical Yearbook of Abu Dhabi 2011 (p.218), the number of lawsuits, which were determined by courts in Abu Dhabi during 2010, was 410,384 cases. A large amount of these cases are due to traffic violations, due to the very strict penalties against violators of traffic regulations. As per Dr. Robert Winslows comparative criminology study of the world, the crime rate in the U.A.E is lower as compared to more industrialized nations like the USA. It is also important to note that UAE has a federal court system introduced in 1971. All emirates other than Dubai and Ra's al Khaymah have joined the federal system and secular and Islamic law (Sharia) for civil, criminal, and high courts (Winslow, 2008).
The adjudication rate for all courts in Abu Dhabi (primary, appeal and cassation courts) has reached record levels of 99%. Crime rate in Abu Dhabi dropped 28% in 2010 as compared to 2009. Khaleej Time also reports that number of criminal communications in 2009 was 6,490, and it decreased to 4618 in 2010 ("Capitals crime rate," 2011).
According to the United States Bureau of Diplomatic Safetys United Arab Emirates 2011 Crime and Safety Report for Abu Dhabi, Abu Dhabis general crime level is Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
1S rated at medium. But the actual crime rate is not recorded in this report because Abu Dhabis government is reluctant to release specific crime statistics. According to the report, travelers and tourists are not impacted by crime in the Emirate. Compared to similarly sized cities worldwide, Abu Dhabis crime rate appears to be considerably lower. Most crimes occur within the Asian expatriate population, and a majority of these crimes occur in labor camps. There are no instances of political violence in the U.A.E linked to the instability in the surrounding countries. The citizens have been satisfied with the ruling monarchy and political unrest is very unlikely in the future (United Arab Emirates 2011", 2011).
The low crime rate is evidence of a strong law enforcing system in the country and that crime prevention is priority with the Government. Low crime rate is a major factor when dealing with foreign investments in terms of high rates of tourism or business investments. If the crime rate were relatively higher, tourists from all over the world would be wary of coming to visit the UAE. The crime rate does not only apply to street crime, like robberies, it also applies to commonly occurring problem in the third world of business fraud etc. The UAE government takes fraud very seriously, making it a very safe place to do business in. The Government monitors all sections of society to ensure a safe city. Marketing the UAE as a safe city is responsible for the growing international interest in country.
An economy with high standard of living eventually equals to a countrys whose citizens are satisfied with the way the monarchy is running the government. Despite not having a democracy the nationals in UAE are content with the ruling families and there are no chances of any political unrest. This factor increases international confidence in the UAE, because in light of the recent Arab Spring and unrest in Bahrain, the international community needs to be ensured that the UAE is safe from political upheaval. UAE is a safe and secure for everyone, making it an incredibly marketable country slowly surging into the limelight as it races into the regions social and economic fast lane.
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 14 4.2 Taxes Each of the seven emirates has a different set of regulations on taxation. The taxes in each of these states are different depending on the amount it produces. Any organization in the UAE is subject to taxation, but only in theory. But the firms that usually pay taxes are petroleum companies and foreign banks that have opened branches in the country. Others include insurance companies that have to pay a tax on their turnover and hotels and properties are subject to taxes from the local municipalities. There is no income tax in the UAE. (Taxation, 2010)
For goods coming into the country the UAE has a 10% tax on luxury goods and 4% on all other goods imported, but certain items like tobacco and alcohol are exempt from such levitations. (legal landscape , 2008)
The UAE has a lot of free zones and an example of one of these is the Dubai Media City. As it is a free zone it is separate from the rest of the country. The benefits for these free zones is that a company in it has the ability to have a 100% expatriate ownership and a guarantee by the free zone that it is exempt from corporate of income taxes for the next 50 years. (Hill, M, 2006)
4.3 Education
Wilkins (2010) has stated that the UAE at the end of 2009 was the country with the highest number of universities that had set up branch campuses in the world. At the end of 2009 there were 40 and it has been increasing ever since. Looking at its population the country has more than 60 universities and colleges and because of this the supply of education already exceeds demand. He goes on further to compare the UAE with Boston, which has over a 100 institutions and is considered an education hub not only for the United States but also for the world. He says that the UAE is aiming for the same but on a regional basis. (p. 389)
Going further into his article Wilkins (2010) says that the students are taken from the UAE as well as from surrounding regions. As for the universities, they provide Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
1S programs that are similar to the ones that they provide back at their home institutions and on completion of the degree the students are provided a degree from the home university. (p.390)
Looking at an example of foreign presence in the UAE educational sector, THOMAS K. (2010), says that there are 86 British schools in the UAE as well as 32 education bodies that have affiliations with the UK. Other than that there are 4 UK universities that have a campus in the UAE. He also says that the UAE has made education one of its priorities and has invested heavily in it. In 2010 22.5% of the government budget was allocated to education ($2.7bn).
This does not only go to the national universities, foreign universities are also sometimes funded by the government as Wilkins (2010) says giving an example of the New York University in Abu Dhabi (p. 393)
Education forms the backbone of UAEs aim to form a knowledge-based economy. Educated workers will be readily available for companies hoping to establish in the UAE, making education and important and wise choice for present and future investment. Branding Dubai and Abu Dhabi as cities with educated workforce is important for its image in the world as cities that value education.
4.4 Health
The United Arab Emirates is a major client for medical services world-wide. People from the UAE spend more than $2 Billion on healthcare outside the country. The amount they pay on average per patient is close to one hundred thousand dollars. (PR, N. 2011) It is because of this reason that Dubai is currently in the process of developing the Dubai Healthcare City. It will have two sectors in it, the first will provide sports medicine along with nutritional advice whereas the second will provide advanced international standards of medical services. This model has already attracted several of the worlds leading healthcare providers. Examples of these would include the Harvard Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 16 Medical School and the Mayo Clinic from the United States. The aim of this model is to generate income from the local population of the country as well as to attract Health Tourists from the Indian subcontinent, Africa and the entire Arab world.(Health ,2005)
Abu Bhabi has its own stiategy in this iegaiu. What they have uone is to paitnei up with bianu names that aie big in the woilu of meuicine, so that it can cieate confiuence in its own health system. 0vei the peiiou of the last 6 yeais, six of theii hospitals have been hanueu ovei to inteinationally well known opeiatois. 0ut of these six, thiee aie manageu by }ohn Bopkins Inteinational which hau been in 2uu9 accoiuing to the 0S News and World report the best American hospital for the past 19 years running. (Bains, E, 2009)
Another example for their development in the healthcare sector is the Cleveland Clinic which is a $2.5 billion project that is being built on a man-made island. (Cleveland Clinic Abu Dhabi, United Arab Emirates, 2009)
5 Individual City development
In this section we look at developments that the city has done over time to attract the individual international target groups, which include, residents, tourists and businesses.
5.1 Dubai
5.1.1 Dubai Airports
Dubai has 2 airports that are in service right now, the first is Dubai international airport and the second is Dubai World Central-Al Maktoum. Dubai World Central airport is currently only handling freight.
According to the article Dubai invites firms for airport expansion, (2011) Dubai international airport handled 12.2 million passengers only in the first quarter of 2011. Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
17 Looking back the airport handled 47.2 million passengers in 2010 and will expect around 50.9 million passengers by the end of 2011(Dubai Airports considers fourth concourse, 2011).
Kelly, E. (2011) says that by 2020 both the airports combined are looking to have around 98.5 million passengers and more than 4 million tons of freight. A commitment has been made for 7.8 billion dollars by Dubai airports for an expansion plan that will allow them to serve the estimated 100 million by 2020. The reason for this amazing forecast is that both the airports are expected to increase on an average of 7.2% (Dubai International Airport) and 6.7% (Dubai World Central Airport) annually. It out performs the global average, which is 5% for increase in international passenger. This reveals that more and more holidaymakers are choosing Dubai as their destination. (PR, N. 2011)
The article by Kelly, E. (2011) says that because of its close proximity to India and China, Dubai has become a trading Hub. Just because of its ability to rally tourism it will further increase the city as a center for global aviation.
5.1.1.1 Emirates Airlines
A reason for the success of Emirates Airlines and Etihad Airlines(Abu Dhabi) is that, a few years ago there were no flights from the Gulf that went to the USA directly. But now as Emirates and its regional counterparts provide these services more people prefer them over having to go through Paris, London or Amsterdam. The gulf does not have enough passengers to be able to support this increase in traffic, this is provided from airports that are from Africa, Asia and mostly from the Indian subcontinent. This is a ripe market for Emirates because for example, Chinese and Indian airlines do not service these regions at all. The region is perfectly placed and a traveller from China wanting to go from China to Africa does not have to take a connection from Europe but can do so from Dubai. (McWhirter, A, 2010, p. 27)
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 18 The article, Emirates Airlines (2010), states that Emirates had 139 aircraft in 2010 and planned on growing its fleet with orders for more than 168 more aircrafts. McWhirter, A (2010) also gives number on the order of the planes by giving us number of the A380s that have been ordered from Airbus, amounting to 90. Out of these only 15 have been delivered.( p.28)
Another reason why it is preferred from other airlines at Dubai Airport, which has over 125 airlines serving it, is its customer service. On the 10 th of February 2011, Emirates Airlines won the Airline of the year award from Air Transport World. This is one of the achievements out of 400, which the airline has received in recognition of its innovations in almost every category. A few of the Airlines pioneering innovations were introducing seats with individual video screens, allowing passengers to make authorized calls via mobile phones on aircrafts. It was also the first to have shower spas onboard its plane for passengers from first class. This is also a major reason why it flies to 110 cities and keeps on increasing with a consistent growth of 20% yearly. (Emirates named airline, 2011
5.1.1.2 Fly Dubai
Flydubai is Dubais first low budget carrier and has become a well-known name because of its affordable rates and high quality. It started up two years ago and as of 29th June 2011, they had 36 destinations that were operational and had 16 aircrafts. This has made them the fastest growing airline ever. (PR, N, 2011)
It has routes that cover the GCC, Northern Africa, Southern Asia and parts of Europe. The low rates that FlyDubais offers are much lower than the competition and because of this they are stimulating demand for Tourism in the region as well as tapping into new markets that would want to develop business in Dubai. Fly Dubai has had a 78% increase in flights, doubled its aircrafts and has had its passenger numbers doubling over the past year only. (PR, N, 2011)
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19 The above airlines show that how with two different airlines Dubai has managed to target passengers from all income groups. For first class service there is Emirates and for cheap-budget flights there is Flydubai.
5.1.2 Sponsorships
Emirates Airlines is completely owned by the UAE government and all its actions can be directly seen as that of the city. With reference to the introduction this is a clear example of secondary communication.
Gorman M. (2007), says in his article that Emirates is on its way to becoming a major player in the aviation world and they have not spent such huge amount on advertising like its rivals. They have chosen an alternate route, which is sponsorship. They are on their way to become the sponsors of the Epsom Derby, which they will be after replacing Vodaphone. They have also been the official airline of the 2011 Rugby World cup held in New Zealand this year. But their biggest sponsorship deal is that with Arsenal where they have a 100 million GBP deal with the football club for giving them the stadium naming rights for fifteen years and a shirt sponsorship for 8 years. He also states that until Emirates signed a deal with Arsenal very few people had ever heard of it in the region.
5.1.3 Tourism
Business Tourism
Douglas W.N. (2011) states that Dubai over time has become the center for all conferences and exhibitions ranging from kitchen appliances to finance and banking. He goes on to give details of the New International Conference center that has almost 600,000 sq. feet of space for exhibitors. The way this ties in with tourism is that travellers on account of business are finding Dubai to be an excellent place to take a vacation at as well. He goes on in article by giving details of how companies will host golf tournaments in Dubai, which has three championship golf courses among others. Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 2u The main point he focuses on with regards to Dubai is that even though there is a war in Iraq Dubai is the safe zone, where war does not exist and crime is virtually nonexistent.
Cultural and Natural Tourism
Douglas W.N. (2011) in his article states that one of the reasons Dubai has become a global spot for tourism is the famed gold souk, or marketplace. He then gives details about how at any given time there is more than 25 tons of gold jewelry on display through out the 600 or more shops that are in the New Gold Souk which is around almost a century old. With respect to natural tourism he goes on to describe how there are companies that take people out on safaris in the desert and other excursion into other emirates. These would include driving four-wheel-drive sport utility vehicles over sand dunes or driving through dried up rivers in Fujairah, which is one of the seven emirates. There are also dinners on the Arabic boats called dhows as well as encampments in the desert.
Commercial Tourism
A survey done by Yahoo! Maktoob Research revealed that 32 per cent of Arab shoppers rank Dubai as the best in a list that included global cities eg. London, Paris and New York. His article goes on to state that the Dubai Department of Tourism and Commerce Marketing with proactive marketing have made it one of the most popular destinations for shopping among people from the Arab world as well as in other countries of the world. Festivals like the Dubai Shopping festival and the Dubai Summer Surprises are festivals that are shopping orientated and have helped them achieve this. (Dubai world's is ,2011) Dubai has an exciting mix of amenities that give customers a truly unique and pleasurable shopping experience. Moreover, Dubai's impressive collection of international brands and retail outlets rival those of any other shopping city in the world - a key attribute that gives the Emirate a distinctive edge as the best shopping destination in the Arab World. Dubai Department of Tourism and Commerce Marketing will build on this distinction to develop more innovative campaigns and Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
21 promotional activities that will further reinforce the reputation of Dubai as the world's shopping capital, said Eyad Ali Abdul Rahman, Executive Director Media Relation Division '&' Business Development, DTCM. (Dubai world's is ,2011)
5.1.4 Events
Given below are the high profile events that take place in Dubai and what the government has done to promote them, in terms of better facilities etc.
5.1.4.1 Sports
Dubai has always been big on sports and examples of these are increasing yearly. The European Golf tour is now called Race to Dubai as the highest stakes are in Dubai. Players play all year round to have a chance of being highest in the rankings so that they have a chance of making it to the tournament in Dubai. (Ny Euiopean Toui, 2u11) Some of the examples of the high profile sports events that take place in the city are, The Louis Vuitton Sailing Trophy Dubai World Golf Championship (European tour) Omega Dubai Desert Classic (European tour) WTA Dubai Tennis Championships ATP Dubai Duty Free Tennis Championship Dubai World Cup (Horse Racing) World Swimming Championship (Sports Calendar, 2011)
Named above are only some of the ones with the highest worldwide profiles. What Dubai has done for to promote this is to have major developments in the construction of stadiums and racecourses etc. is that they have created the Meydan racecourse, which is a $1.25billion project. (Meydan appoints fresh, 2009)
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 22 The Dubai World Cup for horse racing is the richest race in the world. The development of the Meydan Racecourse was done by the Dubai Racing Club and they redeveloped it from their already existing Nad al Sheba Racecourse. They developed a new racecourse, grandstand and a hotel, along with which they made an 8 lane road to the facility with 3 bridges connecting it. (Meydan Development, Dubai, 2010).
Along with this they created the Dubai Sports city, which was made by reclaiming desert land. The size of the facility is 4.65km 2 and has stadiums for everything including cricket, hockey, football, gymnasiums, pools and even a sports rehabilitation center. They also have a 18 hole golf course that with the stadiums is on one side of the city approximately 2km from the city center. Other than the sports facilities it is also home to an indoor sports mall and has a lot of resident sports academies that operate from there, one o their biggest being the Manchester united sports academy. (Smith, A, 2010).
Dubais interest in sports, along with Emirates Arsenal sponsorship, shows that they have not left any stone unturned to attract the foreign market.
5.1.4.2 Festivals
There a number of festivals that are happening through out the year in Dubai. Because of the variety of religions that exist in it, the festivals spread out during the whole year. From Eid to Christmas to New Year, all these see shops and outlets reducing their costs and putting up sales. But other than these reasons Dubai has created festivals to draw a larger crowd worldwide and to keep the festivities going on all year round.
It is because of this that there is an urban life that can be seen all year round and enjoyed. For the summer they have then Dubai Summer Surprises which for 10-weeks during the summer have themed events, competition and other opportunities for family entertainment. This is followed by the Dubai shopping festival which starts another season of discounts and sales at shopping malls and outlets. (City slicker, 2006).
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2S One of the other major festivals they have is the Dubai International film festival that is now a world-renowned event. It is one of the only film markets in the world that covers the Arab world and gives the opportunity to people to see content that is unique to Asia, Africa and the Middle East. The event in 2010 had 2000+ delegates coming in from over 50 countries for it. (Why DIFF, 2011)
Dubai also has a large amount of music festivals, one of the largest and most well known is the Dubai international jazz festival. Where musicians from all over the world gather for three days. These festivals have a huge appeal and help the city draw in a huge crowd. ("City slicker, 2006).
5.1.4.3 Exhibitions
All the exhibitions and congresses are held by the Dubai World Trade center and they have two locations that have been developed specifically for these purposes. The first is the Dubai International Convention and Exhibition center while the second is the Airport expo. They have a space of a million square feet and 34,000 square meters respectively. They have over 90 exhibitions that take place yearly, some of the most well known ones are Gitex Technology Week- This is an exhibition that shows the latest trend in the Internet, computer and technology sector. Gitex Shoppers Is the biggest consumer electronic exhibition of its kind and has all the retailers and brands from all over the world present. The Big 5 Show - Is the largest building and construction show that takes place every year and draws companies related to the industry from all over the globe. (Events Calendar, 2011)
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 24 5.1.4.4 Global Conferences
The reason that a lot of the conferences in the region are hosted in Dubai is that it has a strategically located in the center. As said before for exhibition, the Dubai World Trade Center authorities in halls that are located on similar venues also hold all the conferences. Some of the biggest global conferences that have been help by the Dubai world Trade Center are given below: Annual congress of the International Monetary Fund and the annual meeting of the Governors of the World bank. 14,000+ attendees FDI World Dental congress 15,000+ attendees The 7 th global symposium for regulators (Event Types, 2011)
Information that can be seen on www.conferencealerts.com/dubai.htm shows that there are more than 25 international conferences that are scheduled for November and December alone this year. (Dubai conferences, 2011)
5.1.5 Free-zones Below is a list free zones in Dubai that is readily available from multiple sources on the internet and is common knowledge.
Dubai Airport Free Zone Dubai Car and Automotive City Free Zone Dubai Flower Center Free Zone - at Dubai International Airport. Dubai Gold and Diamond Park Dubai Health Care City Dubai Industrial City Dubai International Financial Centre - stock exchange, insurance center and money market. Dubai Internet City Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
2S Dubai Knowledge Village Dubai Media City Dubai Multi Commodities Centre Dubai Gold and Commodities Exchange Dubai Silicon Oasis Dubai Technology and Media Free Zone (TECOM) - includes Internet City, Media City and Knowledge Village. Jebel Ali Free Zone Authority (JAFZA) Economic Zones World - includes Techno Park, Dubai Auto Zone, JAFZA Dubai Maritime City
The first free zone in Dubai was set up in 1985 and is called the Jebel Ali Free Zone. The Airport free zones were set up in the mid 1990s. The above mentioned free zones are tax free havens that have attracted all major multi national brands whether FMCG manufacturers, media companies or Fortune 500 companies. The free zones in the UAE are an amazing mechanism to increase economic development (Santosh, H, p.5). The government attracts investors to these free zones through the following set up incentives: Complete business ownership by foreigners No taxes, customs or commercial fees Lease on facilities that goes up to 50 years No restrictions on any kind of capital with no trade barriers or quotas on import. One stop point for all approvals to minimize red tape and time wasted. (Santosh, H, p.5). Which means free zone can easily get company registration, company laws and legal framework is hassle free, there is also no need for local sponsor. Firms get flexible labor laws for recruiting during projects with 24-hour visa service and easy access to knowledge workers (Santosh, H, p.20)
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 26 According to Santosh Hejmadis research titled Best Practices in Public Free Zones, the point of Dubais government is to Have a stable of world-class companies with core knowledge-based competencies which can compete effectively globally (Hejmadi, S. p. 9).
This principle has led to the creation of the media and technology free zones: namely Dubai Media City, Dubai Internet City and Knowledge Village. Together these are known as Dubai Technology and Media Free Zone (TECOM). With strong government backing these free zones aimed to employ local and expatriate talent, strengthen local companies and leverage multi national companies. With a supportive environment with world-class infrastructure created for either multi national firms or new entrepreneurs, along with strategic partnerships with other countries, Dubai has become a world leader in Technology and Media free zones with a very well educated workforce. (Hejmadi, S. p. 9)
While there are freezones, focusing on commodities, industries and finance, the Dubai government is focused on attracting foreign investors through world-class support services, and the efforts have been focused on technology and communications (Dubai, 2002).
Jebel Ali Free Zone is one of the worlds largest and fastest growing free zones. As per the official Jebel Ali Free Zone website, Jafza.ae, the free zone which had its silver jubilee last year, its world class facilities and high-end value proposition have taken the total number of companies operating from the Free Zone to 6512 in 2010 as compared to 1537 in 2001. JAFZA supported Dubais overall non-oil trade with imports worth $49.7 billion and exports worth $38.9 billion according to information given by the statistics department of Dubai World. 2009 was the year when the free zone employed 139,000 people as compared to 56,663 in 2001. Jebel Ali Free Zone accounts for 50% of Dubais total exports. (JAFZA at a glance, 2011)
According to the The Zone (Issue 22: Vol 3 2010), a bi monthly newsletter of Economic Zones World, a combination of an excellent investment atmosphere and a customer-centric business policy have let to the investors from outside the Middle Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
27 East to equal 3,500 54 per cent of the total of 6,512 companies in JAFZA. JAFZA has a central role in the $69 Billion foreign investments in the UAE as of June 2010 (UAE continues to attract foreign direct investment, 2010).
The newsletter says that there has been 50% growth between 2005 and 2009 in manufacturing units and when the rest of the world was hit by the recession in 2009 there was a 40% growth in the industrial sector at JAFZA. (UAE continues to attract foreign direct investment, 2010).
To pursue the status of a developed economy the government has focused on higher value added manufacturing. High technology industries are evident in Jebel Ali Free Zone (examples: assembly of computers, electronic equipment). They are trying to become independent of labor-intensive industries that are highly dependent on expatriate labor (Pacione, 2005).
The success of JAFZA and other free zones has been a model for other countries like Sri Lanka and the neighboring emirate of Abu Dhabi. Success is not simply related to the high number of foreign investments in JAFZA but facts like TECOM is in fact the worlds first Technology and Media Free Zone. TECOM houses some major world leaders in media and academics. The aim of the Dubai Government has always been to create knowledge based economy that is slowly becoming independent of oil and gas. Also, Dubai free zones have employed a number of strategies in the past to attract foreign investments. Jafzas success lies in factors like tax-free environment, 100% ownership but is also dependent on the business climate of Dubai. Dubai has always been a major trade port in the region and because of its economic growth, infrastructure and convenient free zone laws, 150 Fortune 500 companies like Procter and Gamble have their head offices for GCC, Middle East and Africa in the Jebel Ali Free Zone. The fact that while the rest of the world suffered from a severe depression 2009, and JAFZA boasted a growth of 40% is notable because this just shows the potential JAFZA has for a booming economy, let alone doing incredibly well in a economy hard hit by recession. It is common knowledge that other sectors in Dubai were quite affected by the recession.
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 28 5.1.6 Industries
The number of industries is increasing rapidly and because of the low taxes, cheap labor Dubai keeps drawing in firms that eventually increase its GDP and bring valuable residents to the city.
Oil and Gas Dubai is the next largest oil producer in the UAE after Abu Dhabi; but not only is its output decreasing, its oil reserves are no way comparable with that of Abu Dhabi. In the mid-1990s, production was at around 230,000 barrels per day, but in the year 2000 that production had dropped to 170,000 b/d in the previous year. Dubais oil production was recorded the highest in the year 1991 at 410,000 barrels per day and has been steadily diminishing ever since. Dubais oil reserves will not last for more than 20 years. The major player in Dubai oil is the Dubai Petroleum Company (DPC), which is a wholly owned subsidiary of Conoco of the US and is the main upstream operator. Conoco owns 32.5 % of DPC in a consortium, Totalfina-Elf owns 27.5 %, Repsol of Spain owns 25%, RWE-DEA of Germany 10% and Wintershall 5%. DPC discovered the four major offshore oilfields between 1966 and 1976, Fateh, Southwest Fateh, Rashid and Falah. (Butt, 2001, p.237)
Conoco handed all operation of DPC to the Dubai Government in April 2007 (Oil & Gas Directory Middle East, 2011, p.1032). Regarding the gas sector of this industry, Dugas, which is owned by the government, is responsible for all gas processing from the oil fields that are offshore. (Oil & Gas Directory Middle East, 2011, p.1028) British Petroleum has a 10% stake in DUGAS (Oil & Gas Directory Middle East, 2011, p.1031).
ENOC (Emirates National Oil Company Limited) is completely owned by the Dubai Government and is an oil, gas and global energy group that has at least 30 joint ventures and subsidiaries in operation. (Oil & Gas Directory Middle East, 2011, p. 1031)
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29 A condensate refinery was started production in 1997 in Jebel Ali and is owned and operated by ENOCs wholly owned subsidiary Enoc Processing Company. The refinery processes condensates from the Gulf region to 34,000 b/d of kerosene, 11,500 b/d of diesel, 5000 b/d of liquefied petroleum gas (LPG) and 33,000 b/d of naphtha. Enoc and Caltex came in to a joint venture in 1997 to produce and market oil lubricants, this venture was called EPPCO. Enoc has a 60% share and Caltex has 40%, EPPCO markets gasoline in the northern emirates. (Butt, 2011, p.238)
The government with some lucrative joint venture mostly controls Dubais oil and gas with international companies. Gas production is quite low, as UAE does not have huge gas reserves, to top it off 92% of those are in Abu Dhabi. Dubais success in oil and gas lies in its marketing of gasoline, international joint ventures, development and distribution of oil and gas products. Success in the oil and gas industry is not limited to production and supply of oil, for example Microsoft reported in 2009, that it has moved the company's top bosses for the global oil and gas industry business to Dubai in recognition of the city's position as a strategic commercial hub (Microsoft oil bosses, 2009).
Manufacturing
Khaleej Times, which is one of the local newspapers in the United Arab Emirates reports that one of the largest non-oil contributors to the GDP of the government is manufacturing. The total value it adds is $ 10.55 billion, this sector also employs 8% of the Dubais total work force. In 2010, the manufacturing GDP growth was 11 per cent as compared to 6.2 per cent in 2009. On an average from 2007 to 2010, there is an average growth of 8% per year. The article also quotes Engineer Saed Al Awadi, Chief Executive Officer, Dubai Exports to say that the Dubai government knows that diversifying their source of income is very important and one way this can be done is by increasing the level of involvement of the industrial and exports sectors, this growing export market increases potential for Dubai manufacturing industry. 34% of total production accounts for exports and is worth AED 68 billion, while Dubai's annual total industrial production is worth AED 200 billion. Manufacturing industries are basic Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. Su metal production, non-metallic minerals production, fabricated metal and equipment, wood products including furniture, food and beverages. (Rizvi, 2011)
The construction industry fuelled Dubais economy during the construction boom before the recession of 2008. The construction and real estate sector accounted for 15.8% of the GDP in 2008 and Dubai represents 42.1% (AED 29.1 Billion) and 56.6% (AED 44.4 billion) of the UAEs construction and real estate sectors, respectively (KAMCO Research, 2011, p.13). Dubai Statistic Centers report on the construction industry titled Distribution of Establishments and Number of Employees by Economic Activity & Group of Employees (2009) show that there were 6261 firms in the construction industry in 2008 as compared to 5,387 firms in 2007.
5.1.7 Unique projects
To gain worldwide recognition and to get people to visit the city as tourists, the city has worked on a lot of unique projects that have been part of the process in branding Dubai. To gain global recognition all of the projects that they have created are either one of a kind or the largest of its kind. Given below are some of these projects as well as others that are still under construction.
Burj Khalifa Tower
It is the worlds tallest skyscraper at 828m, it cost $1.5billion to build and is called the vertical city. It has a hotel designed by Giorgio Armani and even a private library. (World's tallest skyscraper, 2010)
Right next to the tower is the colossal Dubai Fountain, which is 900ft long and sends water as high as a building 50 floors high, making it the tallest performing fountain in the world. (Water sight to, 2009).
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S1 Located on the same boulevard is The Dubai Mall, which boasts itself as the worlds largest destination for shopping, and entertainment. It was part of the $20Billion Burj Dubai downtown development and took approximately 4 years to build. It has over 1000 stores with more than 150 of them being completely new to the region. It also has one of the largest aquariums in the world on its premises. (The Bubai Nall, 2u11)
Ski Dubai
According to Margaret Coker (2005), Ski Dubai is the icon of the Mall of the Emirates, which is one of the largest malls in Dubai. It is a 25-floor tall indoor mountain made out of snow in an elbow shape. The project was worth $83 million and took nearly 2 years to build after having 1200 workers, work on it for 24-hour daily shift.
Burj Al Arab-
The Burj Al Arab is recognized as the symbol of Dubai and is the worlds most luxurious Hotel. (Burj Al Arab, 2009) The hotel is the worlds First 7 star Hotel (Khan, A, 2006).
It has been one of the most photographed structures in the world and has been consistently voted as the worlds most luxurious hotel. Its design is that of a sail and it stands at a height of 321 meters. It has an individual butler for every room and a reception on every floor. The cars at the hotel are custom made Rolls Royce Phantoms. (Welcome to the Burj Al Arab, 2011)
Dubailand-
Still under construction, the plan of Dubailand is to have a development over 3 billion square feet. Once done it will be home to the worlds largest mall and the worlds largest water park. To see a comparison of its size, Dubailand will be double the size of all the resorts that are a part of Disneyland and Disney World. Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. S2 Some of the parts that Dubai land will comprise of are ! The Falcon City of Wonders, that will feature life size structures featuring the 7 wonders of the ancient world. ! The Dubai Snowdome, which will be the worlds highest standing transparent, dome structure and will have ski hills and slopes. ! The Restless Planet, which will be home to over 100 dinosaurs controlled by animatronics. (Welcome To Dubailand, 2007)
Lewis, S. (2010) tells us about some of the other features comprising Dubailand ! Bawadi, another component of Dubailand will be a 10-km long strip costing $54 billion that will have over 50 themed hotels with at least 60,000 rooms. It will include the worlds largest hotel called AsiaAsia (6500 rooms). ! Dubailand will also feature the City of Arabia costing $5 billion that will house the Mall of Arabia over a space of 10 million square feet. ! Universal City will include a 149-acre Theme park based on Universal studios, also having 100 restaurants and 4000 hotel rooms.
Still unuei construction once complete, Dubailand expects to have 40,000 visitors a day and an estimated 15 million a year. (Welcome To Dubailand, 2007)
5.1.8 Infrastructure
Dubai has a huge network of roads and more are being built everyday. The city already having a vast array of transport systems in the city, which include the Metro, buses, water transport, is looking to make it even better.
The latest development for this was that the Department of Finance for Dubai finalized a loan of $800 million to use on it transport infrastructure. (Dubai lands $800m infrastructure loan, 2011)
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SS After the recent completion of the Green-line which is part of the Dubai Metro, the entire track is now 72.1 km. This addition now makes Dubai Metro the longest train system in the world that is driverless. (Dubai Metro Red Line, 2011) Plans are still underway for the Blue and Purple line but no information about their development is available.
To make transport even easier for the tourists and residents, a Tram project that was laid of in 2008 has been started again. The project costing $1.1billion will run along with one of the largest roads in the city and will be completed in 2014. (Dubai restarts work on tram project, 2011)
Since the global credit crunch that started in 2008 not many projects were done during the time after it. But to see the scale of the development in roads and public transport investments that are happening currently can be taken from how it was being done pre- 2008.
The last published United Arab Emirates Yearbook (2007), gives us a look into the developments that took place in 2007 and before it. ! $22.47 million were used to expand of Sheikh Zayed road to make it a five-lane highway from Dubai to Jebel Ali. ! A three level interchange with 13 bridges was built to connect Dubailand, The Dubai Autodrome and the residential Arabian ranches to the rest of Dubai. ! New bridges were created to cover the Dubai-creek and a replacement for one of the biggest bridges the Garhoud Bridge was started in 2006. ! A $84.5 million floating bridge would be constructed over the creek between the two already existing Garhoud and Maktoum bridge. ! To ease traffic between Dubai and the neighboring city of Sharjah, a development project on the road started in 2006. (p. 176-177)
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. S4 These development mentioned above that were midway in construction and planned to be started are all complete and running. Looking at the latest development other than the metro and the tram given above the Roads and Transport Authority (RTA) of the city has launched its first private water transport system. This project will feature a $54 million scheme that will make water transport possible from the coastline of Dubai and to ease traffic flow from other cities. (Martin, M, 2010)
5.2 Abu Dhabi
5.2.1 Abu Dhabi Airports Company
They have 2 airports currently under them. The first is the Abu Dhabi Airport and the second is Al Ain Airport. According to Fenton. S, (2011), Abu Dhabi International airport had a 14% increase in international passengers and in May this year they reached 934,000 passengers. He also says that there is a $6.8 billion project for a midfield terminal that once completed will give the airport an additional passenger capacity of over 27 million.
When the seconu passengei teiminal was completeu in this yeai in Naich 2uu9 the capacity of the aiipoit iose fiom 7 million passengeis to 12 million passengeis almost instantly. (Abu Bhabi set to tenuei $6.8bn airport terminal, 2009). The Al Ain Airport on the other hand had a capacity of 1.5 million passengers per year but in late 2008 was only serving 200,000 customers. So that they would be able to cater to low-cost carriers for the people with low income. (The big ambitions, 2008).
Etihad Airways Accoiuing to the official Etihau aiiways website they have Su aiiciafts in theii fleet cuiiently. (Expeiience Etihau, 2u11)
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SS According to the article, Etihad Plans Fleet Expansion (2010), the airline has been having events in major cities like London and New York so that they can attract financers for the 106 aircrafts that they need during the duration of the next 10 years. In 2010 they began a partnership with Virgin Blue airlines and with each other the 2 airlines in collaboration offer more than a 100 destinations through their joint network. James Hogan the CEO of Etihad Airways is reported to have said that because of the opening of a major theme park and a lot of world leading attractions coming into existence in the region, the future for Etihad is unprecedented. (Etihad expands network and forecasts net profit in 2012, 2011).
The CCO (chief commercial officer) Peter Baumgartner is reported to have said in an interview with the Travel and Trade Gazette from the UK and Ireland that the fleet of the airways would more than double its aircrafts to 150 before the decade is over. He also says that the workforce would increase to 17,000 from the already 8,000, and the airline would be flying to a total of 120 destinations by then. Comparing the growth of the airline to that of the city he said that this growth is part of a steady 7% increase in non-oil GDP that will establish Abu Dhabi as a $230 billion economy by 2020. (Etihad growth 'analogous 2011).
5.2.2 Sponsorships
Like Emirates sponsored Arsenal football club, Etihad Airways took to Manchester city. Taylor (2011) reported for The Guardian about the $640 million sponsorship that was just signed between the Manchester City football club and Etihad airways. This makes the deal the largest that has ever happened in football history and gives the club an unlimited supply of finance. The agreement is over a period of 10 years and gives the national carrier of the United Arab Emirates the naming rights to the Manchester City football stadium. Now naming it Etihad stadium. Along with the naming rights to the stadium the airline also procured the extension to the rights of the shirts for another 10 years. The author finally mentions in the end of his article, the details of the sponsors, he says that the Abu Dhabi government owns the airline.
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. S6 Other than football information taken from the Etihad airways official website gives us information on some more of their sponsorships. They are: Etihau Aiiways have built a stauium in Nelbouine, Austialia, this stauium is an enteitainment anu a multi-puipose spoits venue. The stauium has a capacity of SS,uuu anu has ovei a 1uu events happening all yeai iounu. The F1 uianu Piix that takes place eveiy yeai at the Yas Naiina ciicuit is calleu the 'F1 Etihau Aiiways Abu Bhabi uianu Piix. The event has a global television auuience of ovei 8u million. This event showcases both the region and the airline. The airline is also the diamond sponsor and the official airline for the Abu Dhabi Golf Championship. This is one of the largest events that takes place in the region and is a host to 120 golfers from the European tour playing for the $2 million prize. A major sponsor of the Sport Australia Hall of Fame. The main sponsor for the UK rugby team called the Harlequins RFC. ( About Et i had, 2011)
5.2.3 Tourism
The Abu Dhabi Tourism Authority (ADTA) is attracting European visitors to the beaches by building more luxury resorts on the beach to add to the already popular 6 star Emirates Palace and Qasr Al Sarab. By the end of 2011 more luxury beachfront accommodation will have opened in Abu Dhabi. Some of these are the Park Hyatt, Jumeirah Etihad Towers and The Ritz-Carlton Abu Dhabi. They will be aiming to attract tourists mainly from Russia ("Abu Dhabi tourism," 2011).
More European visitors are being attracted by an European tourism roadshow. Abu Dhabi Tourism Authority spearheaded a European road show spanning seven cities across six countries in July 2011 to increases tourism revenue for the last quarter of this year. Arabianbusiness.com reports that accompanying the tourism authority on this road show were representatives from Etihad (UAEs National Airline), Hala Dubai Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
S7 (Destination Management Arm) and Abu Dhabi Motorsports Management. The cities in this road show were Moscow, Paris, Frankfurt, Milan, London, Manchester and Dublin. The drive was to increase consumer awareness of destination Abu Dhabi. The road show will highlight major events like the Formula 1 race in November. Another factor taken into consideration was to promote Etihad Airways increased flights to and from the Europe. ADTA said similar road shows will also take place soon throughout the GCC and India, so the tourism industry can aim high performing regional markets (Sambidge, 2011).
Abu Dhabi has recently also been in the news for setting ambitious green tourism targets. They are making tourism a sustainable industry. World Green Tourism (WGT), is an event for the end of this year to take place in Abu Dhabi and is supported by the ADTA. The WGT is the only event in the entire region that is dedicated to the promotion of the sustainable tourism. According to the events website, the government of the emirate has a Plan 2030 and sustainable development is a major aim in this plan for Abu Dhabis long term goals for tourism and business industries. (Venue, 2011)
The website states that the approach Abu Dhabi has taken to the development based on Plan 2030 can teach other countries a lot on strategies to promote their own tourism. At the centre of this plan is Saadiyat Island. 670 acre cultural district in this island will feature Abu Dhabi Guggenhiem, Louvre, a Maritime Museum as well as a performing arts centre. It will be a cultural and major leisure point for tourists in Abu Dhabi. (Venue, 2011)
Natural Tourism Natural tourism in Abu Dhabi goes beyond the sand dunes; the government has been actively promoting the Bu Tina Island worldwide to be chosen as one of the 7 natural wonders of the world. The island is already in the top 28 finalists. According to Butinah.ae, the islands official website, the island which is off the western coast of Abu Dhabi is a protected marine area with a thriving ecosystem. The island has the highest density of Dugongs in the world, along with 3 species of sea grass and 21 species of marine algae. It also home to a long stretch of mangroves. 20-25,000 birds Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. S8 visit the island in the winter every year and these include Osprey, the Western-reef Heron, the Bridled and White-cheeked Tern stopover and the Socotra Cormorant Bu Tinah Island is part of the Marawah Marine Biosphere Reserve. This is the regions first Marine Biosphere Reserve and is a UNESCO recognized site. (Explore Bu Tinah Island, 2011).
Another natural haven for flora and fauna at the center of Abu Dhabis tourism plans is Sir Bani Yas Island. The island is a legacy of Sheikh Zayed and has a number of animals and fauna (namely mangroves) not native to the deserts co-existing peacefully. While the government is promoting nature based tourism and not eco-tourism at this island, the island is still teaming up with Masdar, Abu Dhabi's clean technology initiative, for alternative energy options like wind and solar energy. The island already boasts the biggest wind turbine in the Middle East. (Landais, 2008)
Abu Dhabis tourism accounted for 6.8% of its GDP in 2006, as listed above. It is essential that it be noted that this statistic is from before the construction boom, Ferrari world and the Abu Dhabi governments various initiatives to make the tourism sector a major moneymaker. Showing that with these exciting projects, and other Government initiatives mentioned above, Abu Dhabi is now really coming into its own as a tourist destination. Increasing percentage of tourism generated non-oil GDP to 11% in 2011, along with the fact that the tourism industry is unaffected by the credit crunch, prove that Abu Dhabi has more to it than just being an oil rich emirate. The security measures, world-class infrastructure along with a number of factors already mentioned above, are responsible mainly for Abu Dhabis continuous growth as a tourist destination. Natural tourism initiatives help Abu Dhabi go beyond Dubais tourist attractions of shopping malls, skyscrapers, beaches and sand dunes. Abu Dhabi offers all that and more in the form of islands like Sir Bani Yas and Butinah. With these islands the Emirate of Abu Dhabi plans to conserve and protect the natural heritage of Abu Dhabi. Natural and green tourism initiatives are also important for the government because the UAE has a very high carbon footprint. Initiatives like Masdar City, Masdar Institute and World Green Tourism event show to the world that Abu Dhabi is not all about a flourishing economy, but that the emirate is ready to walk hand in hand with the rest of the world for a sustainable future. Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
S9
Business Tourism Accoiuing to uulf News aiticle "Business touiism set foi a boost at Abu Bhabi event", Bina El Shammaa says that majoi events like Gulf Incentive, Business Travel and Meetings(GIBTM) have underlined Abu Dhabis reputation as a major world center fro business tourism. The article states that the uIBTN is the Niuule East's only tiaue exhibition ueuicateu foi business touiism anu the NICE (meetings, incentives, confeiences anu exhibitions) inuustiy (Shammaa, 2uu9). Anothei stiategy employeu by the Touiism Authoiity has been getting the local youth inteiesteu in touiism piojects. The Touiism Authoiity consiueis business touiism a gieat iuea to attiact young nationals towaius caieei oppoitunities in touiism, consiueiing Emiiatis account foi only 1% of the jobs in Abu Bhabi's booming touiism inuustiy (Shammaa, 2uu9).
5.2.4 Events
Abu Bhabi has become a ieally big touiist uestination anu ovei the peiiou of the past yeais they have incieaseu theii touiist in-flow a lot. 0ne of the biggest attiactions to the city was the Yas Naiina F1 iace that staiteu in 2uu9 anu has now become a iathei big event. 0thei attiactions inciease eveiy yeai anu biing in moie ciowus.
5.2.4.1 Sports
A lot of spoiting events take place in the city anu some of the ieally high piofile ones incluues the following. The Abu Dhabi Championship: Is Abu Dhabis only championship course but others are being built helping the city realize its plans for tourism. Ellegard, P. (2010). Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 4u The Domestic English cricket season: Started in Abu Dhabi 2010 because of better conditions and to have an early start to the season. (2009, December 11). MCC switch to Abu Dhabi Abu Dhabi Grand Prix: is the second of its kind in the Middle East and is had its first race in November 2009. It is the last race on the Formula1 One calendar. It is the first event to begin in the daytime and end at night under floodlights. (Dylan, C. R, 2011).
Other sports events according to the official Abu Dhabi events calendar are UAE Jet Ski Championship Chevrolet Drag Racing Experience Yas Super sports SST driving experience (Sports events, 2011)
5.2.4.2 Music
Flash entertainment is an events organizer that is owned by the Abu Dhabi government and they have used the annual Formula one Grand Prix to stage events that take place through out the city. Starting in 2009 the music concerts were set around the F1 race and the concerts were scheduled for a fortnight. International artists from all around the world were brought in and top names like Aerosmith, Beyonc and Kings of Leon were amongst 40 other artists that performed then. For 2010 again, artists like Linkin Park and Prince were amongst many that performed across the city uuiing anu aiounu the weekenus that the F1 iace was taking place at the Yas Naiina ciicuit. (Baxtei, K, 2u1u). Accoiuing to the official events website foi the State of Abu Bhabi The event this yeai will be calleu 'Yasalaam, pulse of the capital' . It will stait with peifoimances by Biitney Speais amongst many otheis anu will this yeai iun foi the peiiou of a month. (Nusic Events, 2u11)
0thei events given by same souice that happen yeaily aie, Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
41 Cieamfeilus Abu Bhabi: A 2 uay conceit that featuies ovei 4u inteinational aitists fiom all genies Womau: Belu in Apiil 2u1u, the event, which ian ovei S uays, hau 12u,uuu visitois, it incluues conceits, woikshops. (Nusic Events, 2u11)
5.2.4.3 Festivals
Although like Bubai theie aie many festivals that iun ovei the peiiou of the yeai, theie aie many that aie not baseu on ieligious holiuays anu celebiations. Some of the most iecognizeu anu highly piestigious events that take place in Abu Bhabi aie: Niuule East Film Festival: this was the fiist festival of its kinu in the iegion anu is one of the iichest of its kinu. The piize money at the festival only in 2uu9 totaleu $ 1 million being uistiibuteu amongst the top 2 winneis. (Young, D, 2009) Summer in Abu Dhabi: This is a festival thats run over the period of a month and includes entertainment as well as activities centered around families. (Family events, 2011)
Other Festivals like Yasalaam, Creamfeilds and Womad are mentioned in the Music events as they concentrate more on music. They are some of the biggest festivals that happen through the year in Abu Dhabi but are not mentioned here, as they are solely music related.
5.2.4.4 Exhibitions
The Abu Dhabi national Exhibitions Company is a government owned and controls the Abu Dhabi National Exhibition center (ADNEC), which was opened in 2007. On an average it has a footfall of one million and has over a 100 exhibitions yearly. The facility has 12 connected halls and is built over a total area of 73,000 square meters making it one of the largest venues in the Middle East. (ADNEC, 2011a) Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 42 Major exhibitions that take place yearly at the exhibition center include: Middle East Manufacturing Exhibition Gulf a la Carte Sial Middle East Home-Style 2011 Airport Exchange 2011 World Green Tourism 2011 Abu Dhabi International Book Fair (ADNEC, 2011b)
5.2.4.5 Global conferences
Similarly like Dubai all major world conferences and important summits are also conducted at the Abu Dhabi National Exhibition Center. A few of them given on the webpage of the Abu Dhabi National Exhibitions Company are mentioned below. World Health Care Congress Middle East: The first one was held in 2010 and this year in December this congress will be the most recognized healthcare event in the entire region. Their goal at this congress is to promote global health care by looking at innovative best practices on a global scale. It has over 600 delegates coming in from over 25 countries. (Whats on, 2011a) World Future Energy Summit: It was started in 2008 and since then it has become the worlds top annual meeting for companies and people in industries related to the environment or renewable energy. The summit in 2010 had over 24,760 people from 148 countries that attended it. The attendees included world leaders, experts, industry leaders, journalists and academic intellectuals. (Whats on, 2011b) World Ophthalmology Congress: is the bi-annual international meeting of the international congress of ophthalmology. (Whats on, 2011c),
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
4S 5.2.5 Free Zone
Abu Dhabi has three free zones currently: Khalifa Industrial Zone Abu Dhabi (Kizad), Abu Dhabi Airport Business Part, and Twofour54.
According to Abu Dhabi Governments official website, Khalifa Industrial Zone is being established by Abu Dhabi Ports Company (ADPC) a master developer and regulator of ports. Kizad will be located in Al Taweela that already houses the worlds biggest aluminum smelter EMAL and is an area between and Abu Dhabi and Dubai. KIZAD is near to both Dubai and Abu Dhabi international airports, giving convenient access to the worlds markets to around 2 billion customers. With 100 percent foreign ownership being allowed in certain sectors, along with the world-class infrastructure, this free zone has a long-term competitive advantage. The total value of investments in the first phase of Kizad, which is expected to complete in the very last quarter of 2012, is almost AED 26.5 billion (US$ 7.2 billion). Targeted business sectors include petrochemicals, steel, pharmaceuticals, life sciences, chemicals, biotechnology, metals, food and beverages, logistics and transportation. (International Trade, 2011a)
ArabianBusiness.com (2011) reports that KIZAD has been luring Asian investors, and has recently had roadshows in India, China, South Korea and Germany. Khaled Sameen, executive vice president, industrial zones at Abu Dhabi Ports Company says that the response was positive and that this free zone is also about attracting foreign direct investment. He also says that KIZAD will contribute to 15% of Abu Dhabis non-oil GDP, giving Abu Dhabis economy a huge boost. 30 companies excluding anchor tenant EMAL have already signed agreements with 100 more in the pipeline. The 421 square kilometers mammoth free zone will help Abu Dhabi in its aim to diversify its economy away from oil. (Abu Dhabi $7.2bn, 2011) Abu Dhabi Airport Business Park Is built on an area of 7 million square meters within Abu Dhabi International Airport, it is a business park as well as a logistics park. With benefits that are common to the regions free zones like tax exemption and 100 percent foreign ownership, this free zone will help diversify Abu Dhabis economy. This free zone will include services for a Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 44 broad range of industries like Aerospace, aviation, oil and gas, cargo freight, logistics, semiconductors, engineering, FMCG, media, pharmaceutical, luxury goods, travel and tourism. (International Trade, 2011b) Twofour54 Twofour54 or the Media Zone Authority is a media free zone intended for Arabic content media. The point of the free zone is to make Abu Dhabi a regional center for all media platforms whether print media or films. (International Trade, 2011c).
5.2.6 Industries
Where all the above ventures done by the state to attract tourists and residents, we now look at the backbone of the city which has been developed by foreign companies and keeps on increasing thus increasing the flow of money and people into the country. This is the main reason that before any of the projects and high scale living Abu Dhabi was so attractive to the world.
Oil and Gas
While the tourism industry is the backbone of Dubais economy, Abu Dhabis major industry is still oil and gas. Interest grew in the oil industry in the 1930s, as the pearl industry was in a rapid decline. Abu Dhabi granted its first oil concession, covering its entire territory, in 1939 to the Trucial Coast Development Oil Company (Persian Gulf States, 1993). Abu Dhabi has been a major world exporter for oil and gas and is the emirate that is the richest in oil and gas among all 7 of the Emirates. Moreover Abu Dhabi accounts for 94% of the UAEs crude output (Abu Dhabi pushes, 2008). Abu Dhabi has developed both onshore and offshore oil fields and most of these oil and gas reserves are under the control of the Abu Dhabi National Oil Company (ADNOC), which is owned by the Government of Abu Dhabi and is one of the top 10 largest oil companies in the world. ADNOC is also the worlds largest crude oil producer. It is important to note that the oil and gas industry contributed to 49.7% of the Emirates GDP and 7% of the worlds oil reserves are found in Abu Dhabi (Statistical Yearbook of Abu Dhabi for 2011, p.70). Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
4S
According to the Statistical Yearbook of Abu Dhabi for 2011, one of the most important indicators in the field of oil and gas are the oil reserves, which stood at 92.2 billion barrels in 2009, while the Emirates total natural gas reserves for 2009 came up to 212 trillion cubic feet. Abu Dhabis current (for 2011) proven oil reserves are 98.2 billion barrel of oil or nine per cent of the worlds total and 5.8 trillion cubic meters of gas or five per cent of the worlds total (Haider, 2011). In 2010, average production of crude oil was 2.3 million barrels per day, 4,847 million cubic feet per day of natural gas was produced (Statistical Yearbook of Abu Dhabi for 2011, p.92). Abu Dhabi already has 2 refineries and is planning to build a third refinery in the northern Emirate of Fujairah (Statistical Yearbook of Abu Dhabi for 2011, p.70).
The above statistics show Abu Dhabis strength as a world player in the field of oil and gas. Abu Dhabis oil and gas output not only makes it immensely important to its economy but also overall affects oil and gas prices worldwide, considering a sizeable 7% of the worlds oil reserves are to be found in Abu Dhabi. Despite being self- dependent on energy sources that are not going to near depletion anytime soon, Abu Dhabis focus on renewable energy sources with Masdar City is very commendable.
Abu Dhabis oil fields will last longer than oil fields of neighboring emirates, namely Dubai and Sharjah because they are re-injecting liquefied natural gas back into the reservoirs to increase oil and condensate production. The reservoirs in Sharjah are close to being dried out, comparatively because of this enhanced oil recovery technique employed by Abu Dhabi the reservoirs in Abu Dhabi might last 150 years, if the current rate of recovery of around 2-2.6 million barrels per day remains steady. (Kapur, 2010). A UAE Government Report named Oil and Gas (1999) states that Dubai, oil and gas reserves will dry out in the next 20 years, which means around 9-10 years from now. Considering 94% of the UAE oil reserves are in Abu Dhabi and as stated above equal to 98.2 billion barrels of oil, it is no surprise that Abu Dhabi can benefit from the oil trade much longer than the other emirates, which will barely have any oil in the future to support the economy.
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 46 It is thus understandable that the Dubai economy is fairly independent of oil and gas trade because of tourism, and other related industries, but despite the independence that the large oil and gas reserves offer Abu Dhabi they have ventured out into other activities. The gold mine that is their natural gas reserves, which are the 4 th highest in the world, have not deterred Abu Dhabi from competing with Dubai in manufacturing, tourism, or other non-oil and gas activity.
The oil and gas industry in Abu Dhabi has served to bridge strong economic relationships with many countries, for example UAE supplies 25% of its crude oil imports to Japan. Moreover, new oil and gas ventures have branded Abu Dhabi as a highly investable city-state, that controls a major portion of the world oil and gas reserves. Investments have poured in recent years from Shell, Total, Partex, Finlands Neste and Occidental in Abu Dhabis oil and gas ventures (Abu Dhabi pushes, 2008). Anthony DiPaola (2011) reports for Bloomberg Businessweek that even after Royal Dutch Shells stake in an onshore oil partnership in Abu Dhabi expires in 2014, they are still very interested to continue it. Shell, Exxon Mobil Corp., Total SA, BP Plc and Partex Oil & Gas hold a 40% stake in ADNOCs onshore unit, Abu Dhabi Co. for Onshore Oil Operations but only till 2014. An interest from Shell to keep its stake, shows that the oil and gas industry in Abu Dhabi is not slowing down anytime soon and is a huge attraction for foreign investments. To show how heavily responsible Abu Dhabis oil and gas reserves are for foreign investment, Kumar (2008) reports that ADNOC is the eighth largest recipient of US federal contract dollars, receiving more than $918.25 million in 2008 alone.
Manufacturing
A key plan for the economic development of Abu Dhabi is to make Abu Dhabi an industrial and manufacturing hub in the Middle East. To have a larger share in the petrochemical and related products sector, the government has taken initiatives to exploit Abu Dhabis competitive advantage in the energy sector. While investments in industrial project equaled Dh 39.8 Billion, the construction industry contributed to Dh 21 Billion in Abu Dhabis GDP. Mubadala, the investment arm of the Government of Abu Dhabi has announced in 2010 that it had signed an agreement with Boeing for Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
47 initiatives in areas such as composite manufacturing, engineering, R&D, commercial maintenance, repair and overhaul, military maintenance and sustainment, and pilot training. Another feather in Abu Dhabis cap is the new port that will house one of the worlds biggest industrial zones. (Kapur, 2010)
Manufacturing Industries have been targeted by the Emirate recently as it moves towards sustainable development. According to the Statistical Handbook, the basic metals industry, which accounted for 6.1% of the total output of manufacturing activity and 3.0% of value added manufacturing activity in 2009. Other than the basic metals industry, Abu Dhabi is manufacturing food, beverages, tobacco, textiles, leather products, wood and wood products, furniture, paper, publishing and reproduction media, chemicals, plastics, non metallic mineral products, structural metal products, machinery and equipment. The most valuable and profitable of these industries is the chemical, plastics and related products industry. (Statistical Yearbook of Abu Dhabi for 2011, p.66-67).
The figures above show diversification of interest in the Emirate. This is in fact very necessary to do, as Abu Dhabi aims to be a world-class city and therefore the Emirate is investing in infrastructure. Major construction projects for roads, airport expansion, real estate, hotels, a proposed Metro are responsible for the large investments in construction and Dh 21 Billion contributions to GDP. Investments with Boeing aim to diversify Abu Dhabis manufacturing capabilities as well as underline Abu Dhabis plans to promote Etihad Airways internationally and underline its status as UAEs flag carrier.
5.2.7 Unique Projects
Unlike Dubai, Abu Dhabi has a lot more unique projects. The main difference between them is that Abu Dhabi has chosen to go into with partnerships with well known brands around the world to create something there is already a recognition and a demand for rather than developing it from scratch.
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 48 In this section we look at partnership projects that the city has undertaken as well as other major projects that are unique to the city. Furthermore we look at projects that are currently being built to create even more awareness of the city. These projects are being built with the soul purpose of turning the capital into a touristic hub.
Yas Marina:
This has become a focal point of the tourism in Abu Dhabi and the city has used the three days that the race runs for as a starting point for festivals and concerts that run around the month.
Hermann Tilke who was a past racer and has designed over 20 racetracks designed the circuit. The Circuit itself in made on Yas Marina Island, which has been artificially built just for this purpose. The track is one of the largest ones in the world at 5.53km and has 20 unique turns. To make the track it took 1 million tons of base material and the track was made of 200,000 tons of asphalt. Other than the racetrack the island of Yas Marina has a theme park, a marina, hotels, beaches and a water park. The first Abu Dhabi Grand Prix took place in 2009 starting in the daytime and ending at night, being the first of its kind. (Dylan, C. R, 2011)
Since then this is the third year it will take place and the size keeps increasing tremendously every year.
Ferrari World
This theme park was launched under license from the Italian automaker Ferrari SPA. The Ferrari world is on the same island as the formula 1 circuit and resorts. All of them being constructed by Aldar properties that have the aim of making the island a tourism destination.
The park has 24 attractions that are themed on Ferrari and has the worlds fastest roller coaster called the Formula Rossa. The park also features a Ferrari Museum and driving Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
49 schools for kids as well as other themed attractions. A red roof that is inspired by the hood of the Ferrari cars covers the whole park and under it provides 300,000 square feet of space. The theme park expects to draw visitors in number of 10,000 per day. With a shopping mall opening nearby very soon the number will surely increase. (Volpe, M, 2010)
Sheikh Zayed Mosque
The mosque was started by the ruler of Abu Dhabi and its then president Sheikh Zayed Bin Sultan Al Nahyan, and was finally completed in 2008. The building has space for 40,960 worshippers and in built over an area of 22,412 square meters. Being completely decorated with White Marble the main dome is 70 meters tall and is surrounded by more than 80 smaller domes. (His Highness Sheikh, 2011)
The mosque is also home to the largest carpet in the world measuring in at 7119 square meters. This carpet took 1200 weavers a year to weave. The mosque is also home to the worlds largest chandelier. (Statshot, 2008).
This Grand Mosque has become of one of the largest tourist destinations in Abu Dhabi and it has had a great impact on the local economy. The city is moving away from being solely dependent on oil and gas and is making itself a tourist destination. (His Highness Sheikh, 2011)
Emirates Palace Is a hotel run by Kempinski that is over an area of 10 million square feet. It is made up of 302 rooms as well as 92 suites. The architecture is vernacular and is built in the regions traditional design. (Khan, A, 2006).
Masdar city Masdar is a city that is located 17km from Abu Dhabi city and is set to become a carbon-neutral and zero-waste, city that is solar-powered. It will be built over an area of 6,000 square kilometers and will be home to 40,000 residents. It will also be house to Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. Su the headquarters of the International Renewable Energy Agency(IRENA). (Cousins, F. 2009, p.64).
Guggenheim Abu Dhabi Is going to be the Largest of its kind in the world and when it opens in 2013 it will be located on Saadiyat island. It is built over an area of more than 40,000 square meters and will have its own collection of art as well as art from the collection of the Guggenheim foundation. (The Meed editors, 2011).
Louvre Abu Dhabi Another development on Saadiyat Island, the name is on a rights basis for 20 years and after 20 years the museum will adopt its own name. The collection will be taken from the Louvre Paris in 4 temporary shows, costing $195 million and around 300 artworks will be on display permanently. The Abu Dhabi authorities will spend $52 million in developing their own collection. The total value of the deal between the Abu Dhabi government and the Louvre museum is between $800 million to $1 billion. (Alan, R, 2007)
Saadiyat Island The development on this island is worth $27 billion and the total area is 27 square kilometers. By 2020 the island will be changed into a luxurious touristic and residential locality. Two of its high profile projects the Guggenheim museum and the Louvre museum have been described in detail above. Other developments on this island include the following. o Sheikh Zayed National museum o Maritime museum o Performing arts center o New york university campus
The author states that according to the Tourism development & Investment Company (TDIC) the island od Saadiyat will attract 2.7 million visitors a year by 2012 when all of Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
S1 its attractions are open to the public. He also says that the island will become home to 160,000 people. (Tomlinson, H, 2009).
Infrastructure for the project is already in the process for the islands water, power and transport systems. This includes a 10-lane bridge linking the island to the airport as well as cable connection to the city that are underground. To build the tourist infrastructure, work has already begun on the following projects. o Saadiyat Beach Residence o Park Hyatt hotel along with an 18 hole golf course o St. Regis hotel and residences (Tomlinson, H, 2009).
Unlike Dubai Abu Dhabi is trying to create tourism based culture, art and education. (Tomlinson, H, 2009).
6 Analysis
6.1 Nanaging the city bianu
Looking at the 7 points that have been given by Kavaratzis, (2009) in his integrated approach we look at how each of the following cities fair in managing their cities brand.
6.1.1 Bubai
Vision: The vision of Dubai rests solely on the shoulders of its Ruler Sheikh Mohammed bin Rashid al Maktoum. Who is also the vice-president and prime minister of the United Arab Emirates.
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. S2 Arlidge (2007), reports in an article that features details about the rulers vision by the Minister of economics Mohammed Alabbar. Mohammed Alabbar has said that his superior the ruler of Dubai wants him to make sure that Dubai grows at a rate of 11% a year. He also wants him to make sure that the Gross domestic product of the city increases from $20 billion to $50 billion by 2015.
Macleod, S.(2006) states that the vision of Sheikh Mohammed is of changing Dubai into a new Singapore. The author goes on to state that the ruler sees himself as the Chief executive Officer of Dubai Inc. that is run in a family-run city.
The Strategy that has been adopted by Dubai in developing their rulers vision can be seen in the sections that talk about national promotion and city marketing. Mostly through government owned firms under the watchful eye of the ruler Dubai is growing every aspect. Education, health, safety are a major concern and are being developed with the highest standards in mind. Looking at other aspects such as free zones for businesses and events for residents and tourists are growing as well with a large number of projects planned for the future.
Internal Culture: Development of the internal culture of the city used to market itself can be seen from the size of projects that have already been made and are still in the process of construction. Examples given before of Malls that are worlds largest as well a building that is the tallest in the world, the most expensive hotel, man-made islands in the sea are just a few of the factors that develop the internal culture based on modernization, luxury and entertainment.
An example of this is given by Swibel (2004), is the Burj al Arab, which is the worlds only 7-star hotel. The hotel has nightly rates of $1500 to $7332, which is not enough to make a profit. The author quotes Al Habtoor a friend of Sheikh Mohammed who says that, You have to think why it was built, people dont visit Paris without seeing the Eiffel Tower, do they?
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
SS Local Communities: The development of transport infra structure, education, health and safety is one way of looking at how Dubai is prioritizing local needs. The Dubai Metro already the largest automatic train system in the world as stated before is still increasing in size. The development of Malls and entertainment in the city are as much for the residents as they are for the tourists. We have looked at earlier how the number of housing units is also increasing as the development of property increases tremendously.
Although most of the developers are government owned like Emaar and Nakheel, but other developers like the Shaun and Chapel group are owned by resident Pakistanis and are also at the forefront of developments both residentially and commercially. Since opening a business requires 51% partnership with a UAE national, free zones as discussed before are increasing by the number allowing expatriates to open businesses and own them completely.
Ownership of property was not possible by expatriates and foreigners in the past. The reason for the property boom in Dubai was that property could be bought. As reported by Pepper T.(2006), on 99-year leases the property was being sold to homebuyers.
Synergies: This does not apply to Dubai directly because there is no democracy and all stakeholders are part of the ruling family or their associates. All major developers and projects are done by government organizations that subcontract it further to foreign and smaller companies.
Foreman, C.(2009) says that the UAE really unlikely to have a democracy as the Ruling families are very popular all around the country and have brought decades of prosperity to the region. (p.7)
After having looked at the vision of the ruler and the increase in businesses and inhabitants of the city of Dubai we can see that there is a balanced participation as even till date the proportion of the population that is a national to the UAE is less than 20%. Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. S4
Infrastructure: The development of infrastructure related to health, safety, education and transport has been discussed before. However we now look at how the government has improved its infrastructure making them easily accessible to the public.
Awan, M. A. (2007) says that because of the growing trend of providing services to the public through the web, the government agencies have developed websites that give the public as well as businesses access to the information and services that they require from these offices. The efficiency and delivery of service from these websites has been significant but there is still a lot of potential to make them run even better so that government transactions can be better conducted online. (p.116)
Bill payments, applications for visa, inquiries, and all other interactions that an individual or a business may need to have with the government has been put online.
Cityscape and Gateways: The ability of the built environment to represent itself and reinforce the citys brand is a prime example of how the city has used projects like The world islands, Burj Khalifa tower and the Dubai mall to create an image of Dubai that is transferred to the world. If we look at the projects that take place in Dubai we can see that they are done with 2 aspects in mind. Firstly they have to be unique like Ski Dubai, which is the Ski Slope in the Mall of the Emirates, or they have to be the biggest in the world like Burj Khalifa tower and Dubai Mall. Other examples of uniqueness and greater size can be seen in the description of an upcoming project currently under development, Dubailand.
The reason this is done is so that they have something that is not there anywhere else in the world and can create awe and wonderment in the eyes of the residents and bring in tourists in a greater number.
Opportunities: Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
SS All aspects of opportunities can be seen for each of the following target groups in the following sector o Residents: development of property, malls, theme parks, music events, sports events, transport infrastructure etc. o Tourism: Cheaper airlines, unique projects, theme parks, music events, business events, sports events etc. o Businesses: Free zones, foreign investment opportunities, business events, exhibitions, global conferences etc. o Industries: Cheaper labor, low taxes, cheaper electricity etc.
Communication: Dubai has done all its communication indirectly; this is discussed in further detail in the city communication section.
6.1.2 Abu Bhabi
Vision The vision of the future of Abu Dhabi as said by Nasser al-Suwaidi, Chairman of the Planning and Economy Department of Abu Dhabi, is that Abu Dhabi will remain a confident and secure society, within a sustainable, dynamic, open economy. (O'Sullivan, E. 2008) To see how they wish to become sustainable over the years is by looking at their developments in the tourism sector where they are having major projects made. They have already started gaining tourists and are looking at having more than 7.5 million visitors yearly by 2020. Projects like the Guggenheim and Louvre museum will make them stand out once ready and projects like the Yas Marina F1 track have already put them on the tourism map of the world.
Internal culture All projects that are done in Abu Dhabi are government funded and done by organizations that are owned by the government. The Office of the Brand od Abu Dhabi Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. S6 has made sure that everything is done according to their branding requirements and that everything any government department does is in accordance with their branding criteria.
The slogan of the brand is Abu Dhabi-Visitors Welcome. To show that this is possible project like the Yas Marina circuit, the Emirates Palace Hotel and Ferrari world have been built. So that the internal culture is portrayed correctly and is understood by everyone similarly the Office of the Brand of Abu Dhabi has been created.
Local Communities The master plan of the city of Abu Dhabi 2030 features outlined policies that include building density and height restrictions, transport, environment protected zones, and other details that will help developers for future projects. It also features details of how there will be new commercial and residential districts, and also a metro that will cover the length of the Abu Dhabi Island. (Abu Dhabi launches, 2007).
This master plan shows the details that show us how the city is prioritizing local needs in terms of transport places for people to live. We know that is already a problem and the number of residential units is under supplied. For businesses it is similar to Dubai but on a smaller scale as Abu Dhabi has only 3 freezones unlike multiple ones in Dubai. Also all events held in the city and around festive times like religious celebrations festivals and sports events is how local businesses and residents get involved in the events and help in delivering the brand that Abu Dhabi is hoping to become.
Synergies: Similarly like Dubai synergies do not apply to Abu Dhabi as the Ruling family runs it and it is not a democracy. The national population is less than 20% and since they are well looked after by the government there are no other stakeholders in the development of the state.
Taking an excerpt from Dubai synergies discussed before we see that, Foreman, C.(2009) says that the UAE really unlikely to have a democracy as the Ruling families Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
S7 are very popular all around the country and have brought decades of prosperity to the region. (p.7)
Infrastructure $100 billion are going to be invested by the government of Abu Dhabi in infrastructure projects over the period of the next 5 years as they look at the population of the city doubling by then. Other than that other projects that will help with infrastructure will be the worlds largest Port and the worlds biggest free trade zone. As new islands spread out from Abu Dhabi their infrastructure is being done simultaneously. (O'Neill, D, 2008).
The infrastructure that is needed for tourism has been looked at in earlier sections as we see how the number of hotels will increase to accommodate the projected rise in tourists. For residents health, safety, education and living are the greatest concerns as well as transport and a huge number of development that are being done in this as universities and hospitals that are world-class open in Abu Dhabi.
Cityscape and Gateways: Tomlinson, H, (2009), says that unlike Dubai, Abu Dhabi is trying to create tourism based on art, culture and education. This is reinforced when we look at the projects that are being developed in Abu Dhabi. Projects as given in detail earlier on the Saadiyat like the Guggenheim and Louvre museum as well as the new york university campus show how they plan to do so. Sheikh Zayed museum and the maritime museum are also examples of how they plan to bring in educated tourists that will appreciate art, culture and education. A prime example of tourism due to education is Masdar city, which will be a zero-waste solar powered city. These projects by themselves reinforce the brand of the city that wants to be recognized for tourism based around art, education and culture.
Opportunities: We look at major opportunities for each of the target groups below. Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. S8 o Residents: development of property for residents, high quality education, high quality hospitals, theme parks, music events, sports events, developing a metro system etc. o Tourism: Cheaper airline, cultural projects, theme parks, music events, business events, sports events, museums etc. o Businesses: Free zone, Development of largest port, foreign investment opportunities, business events, exhibitions, global conferences etc. o Industries: Cheaper labor, low taxes, cheaper electricity etc.
Communication: The communication done by Abu Dhabi is direct and is looked at in more detail in the section managing the city brand.
6.2 Communicating the city bianu
Accoiuing to Kavaiatzis(2uu4), theie aie thiee veiy uistinct ways in which cities communicate theii actions to the woilu. These aie piimaiy, seconuaiy anu teitiaiy. Primary communication: This is a concept that is followed by Dubai, where the main goal of the city was not communication. It is done through 4 broad categories o Landscape strategies: in this Dubai has made the city look better with development of unique and mega-scale projects both in commercial, residential and infrastructure aspects. Upcoming projects like Dubailand follow a list of major projects like the palm island Burj Al Arab and the world islands. o Infrastructure projects: Development of the Dubai Metro and proposed tram project falls into this category as well as development of heritage sites and Tourist attractions. The development and improvement in the field of tourism can be seen through the development of hotels that will cater to the increase in Tourists. What is also part of this is the infrastructure to meet the needs of the Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
S9 tourists and residents like health, safety that are being developed on a great scale by the city. o Organizational structure: This is not applicable to Dubai as it is not a democracy and the ruling party takes all decisions with no private and public partnerships. There is also no participation of citizens in the decisions made and it doesnt look like there will be any in the future as earlier mentioned the citizens are happy with the way things are run in the city and the leaders have shown them prosperity over the years. o Citys Behavior: The vision of the leader is seen in the managing a citys brand and that is what translates into the behavior of the city. The quality of services in safety, government related services, transport are on an evolutionary path and are changing rapidly as time progresses. The main financial incentive that all target groups of the city have is that there are no taxes. This is what appeals to most businesses, tourists and residents. Events organized by the city are also given in detail above. Examples of them are the festivals that are organized by the government like the Dubai shopping festival and the Dubai Summer Surprises.
Other ways in which primary communication is done by Dubai is for example through Emirates Airlines. All ventures and sponsorships that are done by the airline translate into being done by Dubai, as it is a known fact that the Dubai government owns the airline.
Secondary communication: This is the type where the communication is done with the purpose of communicating the brand. This is the kind that is followed by Abu Dhabi through the Office of the Brand of Abu Dhabi (OBAD).
Information given on the official website of OBAD says that the reason this was developed was to protect the national identity of the emirate and to develop their global reputation. The purpose of the brand is that its helps the city build its reputation world Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 6u wide along with protecting its authenticity and national identity. What the brand communicates to a global audience are the following points. o Celebrates what makes Abu Dhabi unique by defining its spirit and essence. o Connects the local population of the emirate with their culture giving them a sense of positivism towards their focus and their identity o Gives the guidance that is needed to make suitable and correct decisions regarding the future of the city o Shapes the consistent delivery of experience that is high in quality which will ensure the long term success of the city (Abu Dhabi Brand, 2011)
Tertiary Communication: This is done by people and by media and is not in the hands of people in charge of marketing. A few examples of how this is done by both cities is given below. o Sponsorships: Both cities sponsor two of the top teams in the English football premiership through their airlines. Emirates Sponsors Arsenal and has their stadium named the Emirates stadium, whereas Etihad sponsors Manchester city and has their stadium called the Etihad Stadium. o Movies: A lot of movies are shot in both cities examples of which are Sex and the city 2, which was shot in Abu Dhabi. Mission impossible 4 Ghost protocol, which was shot in Dubai last year. o Celebrities: A lot of celebrities make their appearance in the two cities and an example of this for Abu Dhabi is Katrina Kaif an Indian Actress who became the face of Etihad Airways. For Dubai it was Diego Maradona that was signed on as a coach for Al Wasl football club.
7 Conclusion
Both the cities of Abu Dhabi and Dubai do marketing differently, but none of them market the country they are a part of, but each other individually. As Cousins, F. (2009), Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
61 says in his article Desert Dreams, Abu Dhabi and Dubai are as different as Paris and London. (P.62)
30% of the worlds population lives within a travel distance of one and a half hour from the UAE and this they use to their advantage. One of the largest market in the world comes from the Sub-continent, there is a huge population of qualified professionals, tourists, students and medical tourists that travel to the west from there. The development of all these industries in the UAE helps them to trap them half way and draw them to their own facilities. All the hospitals and universities and large companies provide them with a chance to experience the west without having to travel half way across the world.
If you look at any major city or country in the world, what they market to the world is what they already have. For example the city of Venice in Italy markets itself on its culture and its unique waterways etc. but there have been no developments by them, they market what is already present and draw people with that. Now when we take a look at the UAE, a country that is going to celebrate its 40th independence day early December, they had nothing to draw the world to them till a decade ago other than their oil. Everything they have now has been crafted and designed to attract tourists for them.
Good living conditions, social life and an international crowd is something that the country has developed over the past 40 years and this is exactly what they use to attract tourists from every where to their country. Tourists are attracted to the Dubai and Abu Dhabi because of the fact that you can stop over there using the best airlines in the world on their way to any other country in the world. Arriving in the country the list of hotels is uncountable and the fact that there are no taxes of any kind makes it even more attractive. The high class shopping and ultra modern and large size of life in Dubai is being matched and softly balanced by the approach on tourism by Abu Dhabi who are focusing on cultural, education and natural tourism.
Almost all western companies that operate in the sub-continent and Africa have their headquarters in the UAE. Having the best-connected airlines in the world, great accommodation, exhibition and conference areas make it their best choice. The location Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 62 of the UAE is so strategically positioned that they can control their areas of sales in Africa and Asia without having to deal with the conditions and problems. Other reasons that make them choose the UAE is because of the fact that there is cheap labor, cheap utilities along with the highest quality of living and standards that are similar or exceed to any that are present in the western world.
It is important to understand, that while Dubai and Abu Dhabi have limited resources to attract foreign visitors in terms of natural tourism, they have gone above and beyond to do this. Natural tourism now extends to green havens like the Bu Tinah Island is no longer limited to naturally occurring beaches and sand dunes. Moreover, both Dubai and Abu Dhabi are sustaining themselves on the influx of foreign investment, whether it is investment in oil and gas or freezones. With their infrastructure, famous annual events, dedication to a greener world, low crime rate, high health and education standard, unique projects like Burj Khalifa and Yas Marina, Dubai and Abu Dhabi are all set to claim the mantel of the most sought for destinations whether for tourism purposes or commercial ventures.
To stay ahead from the rest of the world in what ever they do, the factor of uniqueness and size is taken into account in the projects. All projects are distinctly created with the purpose of attracting a future resident, tourist or business. So unlike other cities where they market what they already have, cities in the UAE, take a look at what is available and what is not, for what is not available they make a good product and for what is, they make a better product.
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.
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