If there’s one thing hotter than Dubai’s tourism sector, then it’s the summer heat. The temperatures – which hit over 50 degrees in recent weeks – and humidity make air-conditioned homes and offices, rather than sandy beaches, the place to be.
So a seasonal slowdown in tourism is inevitable. Yet Dubai’s visitor targets do not allow for such a thing. The government wants to increase the number of tourists from last year’s seven million (accounting for 18 per cent of the economy) to 15 million by 2015.
There is already a wealth of cool activities being pushed over summer. The most obvious example is the ski dome at Mall of the Emirates. But there’s also Dubai Summer Surprises (DSS), – with its delightful yellow mascot – which can only get bigger with the opening of the massive Dubai Mall, and others, in the near future. This year, DSS is promoting indoor Spa packages, with special discounts.
Still, some of Dubai’s hotels are reporting poor occupancy rates this summer, despite having rock-bottom prices in an attempt to attract overseas visitors. The malls, restaurants and beaches are noticeably quieter than a few months ago.
Developments such as Dubailand will be integral in boosting summer tourism. There are many indoor attractions – such as theatres and aquariums – that could drive visitor numbers in the hotter months. But the question is, will it be enough? Will there still be too much sun, and too few activities involving sea and sand?