Dubai’s Department of Tourism & Commerce Marketing (Dubai Tourism) has reported rising overnight visitor numbers from Japan, crossing the 100,000 mark for the first time at the close of 2018.
Following a 15.3 per cent year-on-year increase, the emirate welcomed 104,843 overnight visitors, with the robust growth underscoring efforts to further showcase the breadth of the city’s ever-expanding tourism proposition, cementing Dubai’s ongoing commitment to the Japanese market.
Dubai Tourism continued to expand its reach across Japan throughout the year, targeting segmented demographics through strategic activations, always-on marketing campaigns and ongoing trade and business partnerships with key industry players.
To drive awareness and consideration around Dubai as a holiday destination among Japan’s target market, the Department identified women and senior citizens as key drivers in the travel and tourism space.
Furthermore, building on the city’s commitment to ensure ease of accessibility, Japanese visitors benefit from daily flights from Tokyo Narita, Tokyo Haneda and Kansai International Airport in Osaka.
“This milestone is testament to the market specific approach we’ve taken and the appeal of Dubai’s variety of attractions and experiences,” CEO, Dubai Corporation of Tourism & Commerce Marketing (DCTCM), Issam Kazim declared. “With the market enthusiastic to learn more about the city, we will continue to work to enhance our holistic marketing efforts and strengthen our ongoing strategic partnerships with key industry leaders across multiple touch points, elevating the city’s position as the destination of choice for Japanese travellers.”
Working in conjunction with the Department’s comprehensive digital presence across multiple platforms in Japan, the city will continue to engage its target demographic with tailored experiences, as well as showcasing the destination as a dynamic place to visit for a range of audiences. This includes leveraging locally relevant content creators from Japan to provide an avenue for authentic storytelling, presenting unique perspectives of Dubai and bringing the city to life through a highly personalised and engaging narrative.