Dubai’s Department of Tourism and Commerce Marketing, Dubai Tourism, signed a Memorandum of Understanding, MoU, with Fliggy, the online travel service platform of the global leading technology company, Alibaba Group.
The MoU aims to boost the number of Chinese tourists visiting Dubai through closer collaboration in integrated 360-marketing campaigns to strategic high-growth segments.
The agreement also aims to boost collaboration between the partners to deliver an enhanced travel experience for Chinese visitors to the emirate by providing easy access to Dubai’s travel products and information, initiating a payment scheme etc. Dubai Tourism would also continuously maintain and update the ‘Dubai Destination Mall’ page on Fliggy, providing a comprehensive overview of the city’s tourism proposition to the broad customer base that Fliggy delivers.
Fliggy, in turn, has committed its resources to help Dubai stakeholders register as vendors on the Fliggy platform. As a major online travel platform in China, selling a wide range of travel products including flights, hotels, tour packages, and car rentals through online travel agencies and direct travel service providers, Fliggy is a strategic travel partner for Dubai Tourism within China, allowing Dubai’s entire travel and tourism ecosystem to set up and operate their own ‘shop’ on the Fliggy virtual marketplace.
On the same line, Dubai Tourism signed another alliance with China’s internet conglomerate, Tencent to elevate the positioning of Dubai as the preferred destination for Chinese travelers.
The agreement will result in ecosystem-wide strategies spanning the Tencent network to expand Dubai Tourism’s marketing reach and penetration within China – one of the fastest growing source markets for Dubai.
Leveraging the strength of Dubai Tourism’s industry influence and stakeholder network in Dubai, Tencent will promote its offerings including WeChat and WeChat Pay as an option for convenient and secure mobile payment for Chinese tourists at local outlets. In parallel, Dubai Tourism will encourage Dubai merchants to leverage the Tencent Cloud and media solutions to enhance the overall city-experience for Chinese visitors and drive spending from this significant consumer base.
The Dubai Tourism – Tencent MOU opens the far-reaching spectrum of WeChat solutions for Dubai to effectively and efficiently target key Chinese audience segments through Dubai Tourism’s official WeChat account. With over 980 million monthly active users on WeChat and Weixin, Dubai Tourism will be able to drive amplified brand awareness of the destination and its superlative offerings, extending the benefits across Dubai’s stakeholder ecosystem. In addition, Tencent will support with Chinese consumer behavioral insights, to drive more in-depth understanding of the Chinese travelers, consequently enabling Dubai to more effectively market and communicate with potential new visitors.
China is one of Dubai’s fastest growing source markets with ongoing and robust growth in visitor numbers from the country, thanks in part to the introduction of free visas for Chinese nationals in 2017. This trend has continued into 2018, with 258,000 Chinese tourists visiting the city in the first quarter of the year alone, up a strong 12 percent on the same period last year.
Dubai Tourism’s agreement with Tencent is part of a number of innovative initiatives being implemented to enhance the emirate’s appeal to Chinese tourists.