How Dubai gradually opened to tourists and entertainment

Angel Tesorero | Senior Reporter

The gradual return of activities and reopening of tourist spots and hotels in Dubai – based on scientific data and recommendations by health authorities – supported national efforts in achieving sustainable recovery and return to normality in the UAE, a senior official at the Dubai Department of Tourism and Commerce Marketing (DTCM) told Gulf News.

In an exclusive interview, Ahmad Al Falasi, CEO, Corporate Services and Investment at DTCM, said: “Dubai has struck a balance between health and various vital sectors.”

Hotels, parks, shopping malls, restaurants, cinemas, recreational facilities, museums and events were re-opened gradually, putting in place first preventive and precautionary measures to ensure everyone’s health. Restrictions were eased after periodic monitoring of the situation, Al Falasi said.

Aggressive vaccination campaign

Another key factor that gave more confidence to residents and tourists to enjoy the city’s iconic attractions, experiences and world-class infrastructure, including its beaches, shopping malls, restaurants, theme parks and golf courses, was the aggressive vaccination campaign in the UAE. Recent figures show that more than 90 per cent of the UAE population have received at least one dose of COVID-19 vaccine, while over 80 per cent have completed two doses of the vaccine.

“Residents and tourists were also urged to follow precautionary measures, observe proper physical distancing and adhere to health regulations to curb the spread of COVID-19 and pave the way for the return to normal life,” Al Falasi said.

Various precautionary measures

Al Falasi said a variety of safety initiatives were launched, based on guidelines set by health authorities. He said these measures can be summed up in three streams.

“The first stream was government inspections. We have laid down detailed programmes for hotels for receiving guests and offering staycations. We have also put in place an incentives programme to help the industry recover from the pandemic,” Al Falasi said.

“The second stream was support to the health-care sector. Hotels helped increase the bed capacity of hospitals in Dubai as stable cases were accommodated in some hotels, thus allowing hospitals to focus on the more serious COVID-19 cases,” he added.

The third steam covered the hotel employees and staff who were among the first to receive the vaccine. The tourism industry started with a pilot programme that saw more than 10,000 employees of leading hotels on The Palm Jumeirah receiving the vaccines.

With the vaccination of hotel staff, guests became more confident to enjoy their hotel staycations, Al Falasi said.

Compliance protocol

DTCM also introduced a 'Dubai Assured' stamp, a compliance protocol that certifies establishments within the tourism ecosystem that adhere to health and safety protocols. Inspectors from DTCM, Department of Economic Development and Dubai Municipality took a zero-tolerance approach towards non-compliance.

DTCM noted: “In 2020, when the pandemic was at its peak, the joint teams conducted more than 140,000 inspections on establishments across the tourism ecosystem. Dubai’s extensive and sustained efforts at containing the pandemic won international recognition, with the World Travel and Tourism Council (WTTC) awarding the city a ‘Safe Travels’ stamp. The WTTC stamp is also an endorsement of Dubai’s strong global cooperation in combating the pandemic with comprehensive and effective measures to ensure guest health and safety.”

There were also local events aside from Dubai hosting international conferences that gave organisers a boost in holding face-to-face activities.

Global marketing campaigns

Dubai’s approach to reopening its leisure and tourism sector was effectively promoted through global marketing campaigns. The series of digital activations, including #TillWeMeetAgain, #Ready WhenYouAre and #LiveYourStory have succeeded in showcasing not only the city’s diverse offerings but also contributed to keeping Dubai on top of the mind of international travellers.

Al Falasi said the critical role played by the tourism sector and support from the people delivered a strong message that Dubai is open and safe for all travellers. “This contributed immensely towards industry stabilisation and underscored the city’s enduring appeal as a must-visit safe destination for tourists, residents and visitors.”