..Showcases city as leading shopping, family destination

The debut of Dubai Tourism at the just concluded Akwaaba African Travel Market, AFTM, which took place in Lagos highlights the Emirates interest in the continent and the fact that Nigeria continues to register some of the highest arrivals to Dubai.
Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) showed with the participation that the city is a must-visit destination for African travellers in 2016.
Speaking at the travel and tourism expo, Head of Africa Region, Dubai Tourism, Stella Obinwa, said: “Dubai already holds great appeal among African travellers, particularly those who love shopping, entertainment and family fun. We are here to show that Dubai is going to out-do itself in this regard in 2016, with incredible new attractions and opportunities that can’t be missed.”
Obinwa explained that Dubai Tourism was keen on engaging constantly with not only the trade in Nigeria and elsewhere in Africa, but also directly with the consumers.
In her words, “Over the next few weeks, we will be running a campaign that will bring in 200 Nigerians to the Emirate of Dubai on an all-expenses paid trip that will mark our direct engagement with the consumers in Nigeria and elsewhere in Africa. Furthermore, we will be working closely with tourism stakeholders from Dubai to further engage with these consumers in a number of ways that includes hosting an elaborate road-show all across Nigeria whereby we can inform these consumers what Dubai has to offer in terms of business and travel opportunities. Our desire is to inform and educate them on what they can see and do in Dubai.”
Nigeria is one of Dubai’s best-performing African markets, with over 300,000 visitors arriving in Dubai from the region in 2014. Emirates operates three flights daily out of Nigeria, augmented by additional flights from within the region operated by Ethiopian Airlines, Etihad Airways, Rwandair, Kenya Airways, Qatar Airways, Turkish Airlines and Royal Air Maroc.
Shopping is a major attraction among African travellers, and Dubai is highlighting its incredible retail offering to Nigerians in several innovative ways. Dubai Tourism recently rolled out an advertising campaign in Nigeria highlighting Dubai Shopping Festival in January – the month when shopping bargains and festivities can be found across the city, including the world’s most-visited mall, The Dubai Mall. Furthermore, Dubai Tourism is running an incredible prize giveaway for consumers, on radio with Soul & Liquid Lounges and with travel partners Tour Brokers International and World N Travel, offering 200 people the chance to win a trip to Dubai Shopping Festival 2016.
Stella Obinwa commented: “The scale of the competition is unprecedented and hasn’t been done by any other tourism board or company. We are working with our top travel agencies and radio stations to give Nigerians an amazing Dubai experience. When it comes to shopping, nobody does it better than Nigerians.”
Dubai Tourism is also enlisting style leaders to highlight its status as a fashion capital, and the Department recently worked with Nigerian-American artist Jidenna to highlight the city’s shopping and destination offerings.
The emirate’s ambitious plans to make Dubai the world’s number one family holiday destination will also be demonstrated during ATM, spurred by the openings of four major theme parks in Dubai next year. Opening in early 2016, IMG Worlds of Adventure will be the world’s largest indoor theme park, offering year-round fun and excitement for all ages. Conveniently located 20 minutes from both of Dubai’s airports, the project comprises four themed zones – Cartoon Network, Lost Valley Dinosaur Adventure, MARVEL and IMG Boulevard. All of these are housed within a 1.5 million square foot, temperature-controlled indoor space that also includes a vast retail and dining offering. IMG Worlds of Adventure will be followed by the opening of Dubai Parks and Resorts later in the year in October, when the project’s three theme parks – Legoland Dubai, Bollywood Parks Dubai and Motiongate Dubai – will start welcoming visitors.