MIDDLE EAST

MIDDLE EAST

The region has benefited from marketing campaigns with operators seeing an increase in demand from UK tourists.

INCREASING familiarity, improved product and successful marketing campaigns have made the Middle East region one of the fastest-growing tourist destinations for the UK market.

Dubai in the Arabian Gulf continues to top the popularity charts, followed by Egypt and Jordan, while interest is expanding to lesser-known countries such as Oman.

Cresta Worldwide marketing executive Maria Llinares said interest has never been so high. “Its image is changing as people find it’s safe and friendly. They’re looking for something new that’s not long haul.”

Cresta has only had one booking cancellation as a result of the political troubles in the region. However, Llinares expressed concern that clients may delay future bookings. “The Middle East covers such a large area. I hope people won’t tar it all with the same brush,” she said.

With a combination of luxury hotels, cities and pristine beaches, Dubai is no longer just a stopover destination.

In fact, some tour operators say they are struggling to meet demand, especially during school holidays. Abercrombie and Kent reports a 50% increase on bookings so far this year compared with the same period last year.

To cater for the growing interest, Cyplon Holidays has followed Kuoni’s lead and launched a dedicated Dubai programme for next year.

Sales to Jordan have also soared – partly due to the Jordan Tourist Board’s efforts since the opening of its London office two years ago – while the new Mövenpick Resort and Spa on the Dead Sea, featured by Bales, Cresta and Hayes and Jarvis, has given the country an added attraction.

Cox and Kings has expanded its Splendours of Jordan tour to 72 departures a year, an increase of more than 200% in three years.

For several operators, Egypt is the biggest success story. Abercrombie and Kent said its sales are up 40% on this time last year, although exact figures are not available. The newly opened Four Seasons hotel in Cairo is very popular with its clients.

Cresta has introduced 10 pages on Egypt in its main 2001 programme, while Cox and Kings has added cruises on Lake Nasser, tours of Cairo and Alexandria and stays at the Ritz-Carlton Sharm el Sheikh.

Specialist operator Steppes East has a hugely expanded Middle East programme for next year.

The popularity of Dubai, Egypt and Jordan is having a knock-on effect for other Middle Eastern destinations. Oman is now being recognised as a stand-alone destination as well as an add-on to Dubai.

Abercrombie and Kent head of planning Stuart Douglass Lee said: “Oman has huge potential, with beaches, desert and culture that you don’t find in Dubai. The infrastructure isn’t there yet but it’s starting to develop.”

The operator features a new 10-night escorted tour of Oman, called Land of the Oryx, from £3,995.

Elite Vacations is featuring the emirate Ras al Khaimah for 2001, which joins Abu Dhabi and Ajman.

Managing director Peter Jackson said: “These places have a lot to offer without the glitziness of Dubai. Ras al Khaimah is just an hour from Dubai and has some spectacular fjord-like scenery.”

Some UK operators have looked further west for expansion, with Steppes East, Cox and Kings and Bales, for example, adding Libya for next year.

Cox and Kings features an 11-day classical tour from £1,545 and a 13-day Sahara tour from £1,695, including flights and full-board accommodation, based on twosharing.