What’s the deal with Dubailand?

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F1-X will be the first theme park to open in Motor City this year.

"Our research shows that more theme parks and attraction entertainment venues are needed and the demand is there, but I believe we need to expand and verify the offering. Dubai has built itself as a strong brand and destination and in terms of family fun and culture, Dubailand will build on and complement trends by offering a new attraction to redefine the fun experience," he says.

"This is a new concept for this region and within a five hour flight from Dubai we are targeting 1.8 billion consumers and 300,000 million Arabs," says Al Habbai. "Our local tourists will represent our home base and repeated business, and world tourists will drive the bigger picture," he asserts.

Building Dubai's profile as a destination for short breaks and family visits will be critical to achieving these targets, however.

"We are currently formulating our distribution strategy and we have regional and international strategies to market our theme parks and our other attractions and hospitality provision," says Al Habbai.

"This will be part of marketing Dubailand as a destination; it will not only be a theme park ticket, we will offer a variety of experiences."

Marketing has already started for attractions such as F1-X through exhibitions last year like Arabian Travel Market, but Al Habbai says the focus will move to e-marketing to appeal to the "new generation".

"Definitely I think that online is the way to improve the customer experience; that's where we're going with our booking and branding activities. And also via the travel agency or tour operators for the first year; we won't forget them," he says.

With F1-X due to be opened this autumn, then targeting more than two million visitors in 2010, it will be the first true test for Dubailand's marketing strategy.

After all, the park's launch is of great significance in that it will set a benchmark for Dubailand, but following as it does the F1 Grand Prix in Abu Dhabi in November, there's plenty to capitalise on. Perhaps shrewd timing and a focus on the UAE as a destination will be the name of the game for Dubai's mega leisure project.

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