Dubai ranked 1st in awareness and image in the Arabian Peninsula
Based on a survey carried out among international travelers, TCI Research reports that Dubai achieves the highest scores both in awareness and positive image, compared with the other destinations from the Arabian Peninsula. With 93% of prompted awareness and 3 travelers of 4 having a positive image of Dubai, the Emirate surpasses its competitors in the region. However Abu Dhabi and Qatar also enjoy strong levels of awareness but still need to improve their image to rival Dubai, especially on female travelers.
More “emerging” destinations in the region like Ajman and Sharjah are known (even only by name) by around 1 traveler of 4 and still have opportunity to build a stronger awareness and consolidate their image.
Commenting the results, TCI Research CEO Olivier Henry-Biabaud adds: “While the overall image of Arabian Peninsula destinations may be often challenged by travelers, Dubai remains the most known destination in the region enjoying a solid brand capital. However the competition within the region and at international level is intensifying with both mature and new players: in this context, beyond awareness and image, actual visitors’ experience remains an essential factor of success for keeping a competitiveness advantage”.
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Flash online survey based on 300+ international travellers from 30 different markets, aged 18-70 years old.
Data collected in July 2013. Source: TCI Research traveller panel.
