25 million visits in 6 months starting from October 2020 - that numbers not a plain dream, or a random estimate of tourists visiting a country. It, in fact, is a target that this man has to achieve for the world's greatest show that is set to take place here in Dubai.
So as you know, Expo 2020 is huge deal. How huge? I’ll let Sanjive tell you:
Some big bucks and huge manpower going into it. But it will all be worth it if we actually manage to get the 25 million visitors no?
Let me break it up for you.
The target consists of around 15 million unique visitors, with around 70 percent – or about 11 million – coming from overseas and the remaining consisting of 4 million local residents coming multiple times.
Khosla estimates that international guests will visit an average of about 1.2 times, while local UAE residents are predicted to visit an average of three times throughout the six-month period. The numbers work out at around 145,000 visits for every one of the 173 days the site is open.
How are they going to achieve this target? Awareness and insane levels of marketing.
The first big awareness drive was the ‘Welcome to the Future’ video campaign starring Argentinian footballer Lionel Messi. A big awareness drive, including a free concert starring American singer Mariah Carey, started this week and will focus on the ‘One Year to Go’ campaign to the opening of the event.
One of the key strategies Khosla is using to attract the millions of visits is encouraging events taking place in Dubai to be held within the Expo 2020 Dubai site or in the Dubai Exhibition Centre, which is just a 10 minute walk from the expo gates.
Expo 2020 Dubai will host around 60 events every day, ranging from small attractions to international celebrity appearances.
Khosla is also responsible for monetising the event and there are three main revenue generators at his disposal: ticket sales, sponsorship from partners, such as MasterCard, Nissan, Pepsi, SAP, Emirates, Siemens, Emirates NBD, Etisalat and UPS; and licencing.
Anyway, the start isn’t too bad. With one year to goA good indicator of demand and interest – at least locally – came recently when the bus tours of the under-construction Expo 2020 Dubai site sold out within hours.
(Source: Arabianbusiness.com YouTube channel)