United Arab Emirates
country profile
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The UAE is one of the key target markets for the tourism sector in Azerbaijan whose importance is currently growing, as witnessed by the rise in the number of guests, overnight stays and expenditures.
Significance for Azerbaijan
In 2019 the number of tourists from the UAE to Azerbaijan decreased by 27.2% compared to 2018. The reason for the decrease was the lack of packages sold of new products of Azerbaijan by travel agencies, as most of them are still selling only Baku and Gabala. In 2018, the highest rate of UAE tourists was during March, July and August, which are the months of the Eid al-Fitr and Eid al-Adha holidays. UAE tourists appreciate Azerbaijan’s history, culture, nature, hospitality, cuisine, its modern look and ancient soul, while at the same time being a Muslim-friendly country. UAE travellers can fly directly from Dubai, Abu Dhabi and Sharjah.
Holiday dates 2022
01.01 New Year
01.03 The Prophet’s Ascension
04.05 End of Ramadan
09.07-12.07 Eid Al Adha
29.07-30.07 Islamic New Year
07.10-08.10 The Prophet’s Birthday
02.12 National Day
Main holiday periods
01.06-28.08 Summer holidays
11.12-01.01 Winter holidays/New Year
27.03-14.04 Spring holidays
01.05-05.06 Ramadan holidays
The UAE guest
UAE tourists are some of the highest spending travellers in the world. A large percentage of travellers from the UAE travel abroad with their family (6 to 12 people, including maids). Tourists’ length of stay is comparatively long, as they spend about 15 nights on long holiday trips abroad. The UAE passport is one of the world’s most powerful.
Information sources: The internet, friends’ recommendations, videos, magazines, TV programmes, social networks.
High online usage: YouTube and Instagram are huge social media apps in the UAE. The average daily time spent using social media of a UAE resident is 7.5 hours.
Travel decision-making: Last-minute bookings. Multi-day tours and activities are booked further in advance and a preferred option for travellers. Convenience is a key selling point as travellers no longer need to spend time planning various activities.
Means of transport: UAE tourists mostly travel by plane.
Main holiday interests: City holidays, family/children resorts, shopping, nightlife, nature and eco-tourism, wellness and medical treatment, sports events.
Activities: Sightseeing, going to restaurants and clubs, shopping.
Preferences for destination choice: things which they don’t have in the UAE, non-visa regime, safety, Muslim-friendly, hospitality, gastronomy, excellent range of 4-5 star hotels, places to go with children.
Marketing Strategy 2022-2023
The marketing strategy for the United Arab Emirates will focus on regional cities beyond Baku and on promoting new tourism products such as wellness, Silk Road tours, nature and culture. It will include partnerships with key market players, marketing campaigns targeted at selected segments, online and printed media coverage, organisation of familiarisation trips, participation in international tourism fairs and road shows in the United Arab Emirates.
Main strategic approach:
Product / Market / Combinations
The average UAE traveller is between 31 and 40 years old. Until their late 20s, they travel as couples or groups of friends (14.8% travel mostly with friends). 68% are married with children. 27% of households have 4 people and 33% have 5 or more. The average duration of travel is between 7 and 11 days. There are short vacation periods of 7 days during the small feast Eid and 11 days during the large feast of Eid. Also, the UAE is a relatively young and wealthy travel market who travel internationally at least once a year, including an annual trip home for the expat population. Shopping is considered the primary activity for UAE travellers, who are high spenders for luxury goods brands in Europe. Moreover, Emiratis love to explore things which they do not have in the UAE.
Most visited places: Baku, Gabala, Sheki, Guba.
Contacts:
Azerbaijan has excellent relations with the United Arab Emirates. There is an Azerbaijan Embassy in Abu Dhabi, and a Consulate and Trade House in Dubai.
For collaboration opportunities on the UAE market please contact the Azerbaijan Tourism Board:
Leyla Mahmudova
Regional Manager for Middle East