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SWOC/T analysis - Coursework Example

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Tourism contribution to the growth and development of Abu Dhabi’s economy continues to be felt through creation of employment and subsequent generation of revenue. Moreover, the fact that tourism has diffused even through less developed areas of the country, there has been an…
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SWOC/T Analysis for Tourism Promotion in Abu Dhabi SWOC/T Analysis for Tourism Promotion in Abu Dhabi Tourism contribution to the growth and development of Abu Dhabi’s economy continues to be felt through creation of employment and subsequent generation of revenue. Moreover, the fact that tourism has diffused even through less developed areas of the country, there has been an adjustment in regional disparities. However, the tourism industry in the country calls for adequate promotion of tourism. This paper therefore aims at conducting a SWOT analysis for tourism promotion in Abu Dhabi.
SWOT Analysis for Abu Dhabi Tourism Industry
Strengths
Weaknesses
Favourable climate
Good modern infrastructure and communication facilities
Political stability offered by the UAE body as well as the Government
Government funding public services such as tourist security and development of MICE facilities.
Relatively close proximity to major European markets.
Lack of clear national tourism organization body.
Focusing more attention to the collective development of the UAE at the expense of its internal developments
Very few Cheap flights to the country
Lack of quality control body over tourism industry
Opportunities
Challenges/ Threats
Exploitation of more attractions both environmental and cultural to gain more market control
Investing in the MICE (meetings, incentives, conference, and exhibition) facilities.
Establishment of a national organization framework for the industry
Fostering the development of positive attitudes toward the industry among local tourists.
Competition from both the global market as well as within the UAE such as Dubai and Oman
Under-exploitation of major attraction especially oases
Rapid changes in policies from the UAE and Abu Dhabi itself
Negative perception by global market who regard the Abu Dhabi as an oil exporter rather than tourist destination
According to figures generated by the official statistics by the Abu Dhabi national airports, as well as the neighbouring Dubai International Airport, the number of tourists arriving in the country can be established. For instance the Abu Dhabi International Airport estimates the figure of the number of tourists arriving in the country to be around 75,000 to around 100,000 per year.
Reports from the two main bodies mandated to oversee the running and management of the tourism industry in Abu Dhabi, the Abu Dhabi National Hotels company (ADNHC) and the National Corporation for Tourism and Hotels (NCTH), the government of Abu Dhabi normally offers some grants to boost the provision of the better and quality services to the tourists vising the country (Sharpley, 2002) In particular, the government usually partners with these two main bodies to exempt taxes to some operators who offer duty free operations at the major tourist attractions.
In an annual magazine released by Mercer’s dubbed Costliest Cities of the World, Abu Dhabi ranked among the top fifty costliest countries. The magazine attributes this rank to the countries luxurious tourist hotels. This has also meant that the country does very few 3 stars and 4 stars hotels, which continues to breeds negative perception by most of the locals owing to the high prices of the few available accommodation facilities.
The Abu Dhabi Tourism Authority (ADTA), one of the tourism governing bodies in the country, also provides a report on some of the major opportunity plans that the country is intending to pursue. The report reveals that in the year 2004, the country received approximately 40,000 tourists attributed to the limited number of accommodation facilities that totalled up to 7,500 rooms in the same year (El-Abid, 2006). This therefore represents some form of resource underutilization or a general lack of clear organization in the industry. The ADTA therefore plans to add at least 20,000 more hotel rooms by the year 2015 in order to accommodate an expected 240,000 business tourists each year, a program that was initiated in 2006.
The development of infrastructure, especially the Emirates Airline and the Etihad Airways has already played an enormous role in the promotion of the visitor numbers to Abu Dhabi. This has as a matter of fact appeared to have worked well on all fronts. In the first quarter, the ADNH announced a 47 % increase profits to DH 106.6 million for the first quarter almost as twice as that of the previous year’s Dh 72.7 million (El-Abid, 2006).
On the contrary, the Abu Dhabi’s nearest neighbour and the fiercest competitor, Dubai, has continued to record to record significant profits. Dubai enjoys huge support from the government. In contrast to Abu Dhabi, Dubai’s tourism industry is managed by a central body known as the Dubai Tourism Development Company (DTDC), which has supervised the completion of nearly more than 300, 000 residents and catering facilities in the country. This is a strong indication of what the Abu Dhabi tourism industry is lacking in terms of management.
References
El-Abid, I. (2006). United arab emirates yearbook. Trident Press.
Hazime, H. (2011). From city branding to e-brands in developing countries: An approach to Qatar and Abu Dhabi . Journal of Business Management, 5(12), 4731-4745.
Sharpley, R. (2002). The Challenges of Econimic Diversification through Tourism: the Case of Abu Dhabi. International Journal Of Tourism Research, 221-235. Read More
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