As Arabian Travel Market 2024 unfolded at the Dubai World Trade Centre, industry experts converged to delve into the burgeoning opportunities presented by two of Asia’s powerhouse economies – China and India
China: In a dynamic session held on the Global Stage, the Market Insights Summit dissected strategies to harness China’s escalating tourism trajectory in the Middle East. With insights from Huawei’s Petal Ad’s platform, Sukhpreet Ghataura, Director of Ecosystem Development at MEAI Huawei, shared a staggering 54% surge in Chinese tourist arrivals to the Middle East from Q1 2023 to Q1 2024. Emphasising the allure of cultural immersion for Chinese travellers to the UAE, Egypt and Saudi Arabia in 2023, he said, “China’s outbound tourism is propelled by a quest for cultural experiences.”
Echoing the sentiment, Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail International, underscored the evolving preferences of Chinese tourists, highlighting a burgeoning interest in scenic landscapes and diverse cultural encounters.
Lu Pan, Marketing VP at Shanghai Dongfang Newspaper Co., Ltd, emphasised the pivotal role of storytelling and word-of-mouth marketing in captivating Chinese travellers, envisioning a non-linear resurgence in outbound tourism. Pan concluded, “Tourism boards should prioritise storytelling by effectively communicating the stories about their businesses, destinations, and cultures and showing a genuine interest in their target audience to build trust.”
India: Meanwhile, on the Future Stage, Indian travel dynamics took centre stage. Virendra Jain, CEO and Co-Founder of VIDEC, unpacked insights from the VIDEC 2023 Indian Traveller Behaviour & Insights Report, illuminating India’s transition from a developing to a formidable player in the global tourism arena. Jain described a landscape where travel transcends luxury, becoming a staple pursuit for India’s expanding youth demographic. Notably, short-haul trips reign supreme, with UAE, Thailand and Singapore emerging as favoured international destinations owing to their accessibility and cultural allure.
In a subsequent India Market Insights Summit, industry experts like Ross Veitch, CEO & Co-Founder of Wego.com, and Raj Rishi Singh, Chief Marketing Officer & Chief Business Officer – Corporate at MakeMyTrip, emphasised the importance of bespoke marketing strategies tailored to Indian travellers’ distinct preferences.
Gulf carriers such as Etihad, Emirates and Qatar Airways continue to target both markets through ongoing investments in locally relevant brand ambassadors and sports sponsorship including Chennai Super Kings Cricket Limited, Royal Challengers Bangalore.
Key takeaway: Authentic story telling is a critical element when developing marketing creative. Unique cultural experiences and products are increasingly favoured by Chinese and Indian travellers.
