The promotion of tourism between France and the UAE is a promising strategy of economic, cultural, financial, trading and social development, which will benefit both countries. In fact, it can facilitate inter-cultural dialogue, establishing mutual social connections and contributing to the economic and marketing development of both states. In the case of France and the UAE, there are many opportunities for the development and promotion of tourism. In these terms, it is essential to analyze and consider potential ways of developing and improving the tourism relations between these two states. The paper aims at providing the outline of the strategies for promoting tourism in the UAE among the French citizens and discusses the benefits and opportunities of the suggested solutions.
Strategies of Tourism Development between France and the UAE
Security and Peace Stability to Enhance Tourism
The Gulf region faces terrorist and extremist security threats which are likely to keep away visitors especially from France. Security of a nation is a major consideration for tourists as they make a choice on their nest preferred destination. France is among the leading countries in production and distribution of military weaponry. Hence, cooperation between the two countries on matters of security would be significant in improving tourism from France to UAE. When tourists are assured of the safety stability of a nation, they are likely to flock the tourist destinations of the hosting country and probably recommend that country for their friends and family during their next holiday. UAE has leading tourist destinations which are likely to attract tourists who would wish even to revisit the country again.
Promotion of tourism between the Gulf region and France requires strict measures on how to curb the likelihood of terror attacks and extremist groups. Counter-terror measures need to be tackled with utmost seriousness for the region to continue receiving the thousands of visitors, and France almost outnumbers other nations on the issue of developing and implementing the counter terror attacks. France has a better understanding of the operations of these terror groups like Al-Qaeda since the scholars on security demonstrate the ability of France to understand the landscape structure of areas that the terrorists can quickly launch an attack. The counter-terrorism measures would be achieved through the establishment of strong military relations that will enable the governments to create common security measures with the aim of assuring not only France but also the international community that UAE is a safe and stable region to visit.
Both France and Gulf region have Muslim as the most popular religion, and Abu Dhabi is the home to the world's second largest mosque, the grand sheikh Zayed mosque. The mosque is a tourist destination for all people but more importantly to the Muslims since it means a lot in their religion. Making the sheikh Zayed mosque accessible and providing the necessary assistance to the visitors would attract more people into visiting the quiet city of Abu Dhabi. Many people dream of visiting the city of Abu Dhabi to at least have a view of the mosque as well as its outstanding elements such as the carpet, the lighting, and decorations of the mosque. The presence of a peaceful and welcoming community within the surroundings of the mosque would contribute to the tourists' choice of the grand mosque a part of their attraction sites. A community that assures visitors of peace and safety attracts more tourists to their region; this should be the case with Abu Dhabi city.
Development and promotion of tourism between France and UAE more importantly on attracting visitors from France to the Gulf region requires the area to demonstrate its political economic and social stability. The area is known for the unwavering political stability and leadership which can easily influence the tourist's choice of the visit's destination as they have little fear on the likelihood of the country experiencing cases of civil war. The economy of the Gulf region primarily depends on the exports of crude oil and other petroleum products. Citizens of a country can be influenced on their tourist visiting choice by the relations between their countries of origin and the visiting country; France and the UAE have the close economic ties courtesy of the export and import business that takes place between the two nations. Beneficial bilateral relations are likely to promote an increase in the number of tourists who visit the Gulf region annually. The Gulf region should consider putting up strategies that will ensure that the country has a stable food market, Gulf imports most of the food and agricultural products and it is necessary for the authority to make sure that the visitors will have access to enough and secure food which meets the international standards. If a country is experiencing a food shortage or the market is proving unsafe food products then tourists are likely to avoid visiting such a country.
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Affordable Transport to Attract More Tourists
To begin with, the promotion of tourism starts with the establishment of convenient and affordable transportation between the countries. The most appropriate way of traveling from France to the UAE is air travel. The creation of regular flights between France and the UAE will help increase the flow of tourists and facilitate the tourism relationships between the countries. Moreover, special offers, discounts for regular customers and ticket sales will positively affect the tourism between France and the UAE. Besides, the airlines should also provide additional transportation services, including transfers from and to the airport and car rent. All these steps will considerably boost the development of tourism between these countries and raise the amount of French tourists visiting the UAE.
The benefits of this strategy are obvious and easily gained. When dealing with the development and implementation of this plan, it is important to consider available infrastructure and capacities of France. Notably, France can introduce the needed changes within the existing national airlines or invite new companies to operate in this direction. The costs of implementation of this strategy are worth investing in because this innovation will considerably promote and ease the tourism relationships with the UAE. France has specialized workforce with skills and qualifications on aeronautics and electrical, these elements if incorporated in the tourist industry of UAE would make a huge difference. More visitors from France would be willing to visit the UAE as they will be assured of quality and safe air transport due to the assurance that their fellow citizens are on the ground to ensure there is enough security within the surrounding of the airports.
Advertisements and commercial campaigns can also promote the increase of tourism from France to the UAE. Currently, social networks and social media marketing provide enormous opportunities for the promotion and advertisement. The creation of promotional video clips and graphical ads will increase the interest of French tourists in visiting the UAE as well as enrich their knowledge about this country. Moreover, the use of other types of offline advertisements and commercials will also help increase the attractiveness of the UAE for French tourists as a desirable tourist destination. Advertisements should be realistic, consumer-oriented and concrete to reach the target audience. As a result, it may be a successful strategy of development of tourism connection between France and the UAE.
The benefits of the promotional campaigns include the improvement of the marketing situation, increase of tourists interest in the UAE, financial gains from the broadcast of the advertisements, and promotion of tolerant and loyal attitude to people of different culture among the French citizens. Regarding development, the promotional campaigns do not require enormous efforts and cost expenditures. The focus on the social media marketing allows reducing costs without losing the target audience and actuality of the advertisements. Therefore, the countries should not overlook this strategy in their attempts to establish mutually beneficial tourism connections.
French citizens will be more likely to choose the UAE as the travel destination, in case it adjusts its tourism and recreation infrastructure to their needs. The first problem is the language barrier. It is one of the serious obstacles in the way of promoting tourism between the countries of different cultural and social backgrounds. Therefore, hiring French-speaking staff is an asset in the strategy of development of the French tourism to the UAE. Besides, the hotels in the UAE should suggest other elements of French culture attract French tourists and create comfortable conditions for their stay in the country. The cultural aspect may include French cuisine, music, entertainment programs and other areas of the traditional culture of France.
The development of this strategy calls for the cooperation between the two countries regarding the cultural agreement and coordination of activities. The adjustment of the UAE tourist attractions to the needs and interests of the French tourists is the primary task of the UAE. However, France can highly facilitate this process by organizing workshops, seminars and language courses for the employees of the UAE hotels and resort centers. Therefore, the localization of services in the UAE is another important step on the way to the establishment of favorable tourism relationship with France. There have been significant steps to improving tourism and cultural relations between France and UAE. The region offers French class to the students from the primary school level which is a boost for the tourism industry of UAE on receiving visitors from French.
The citizens understanding and ability to communicate in French makes it easy for the tourists to interact with the local people. The reduction of the language barrier between Arabs and the French people help the tourist admire to visit the country again since they can easily connect with the locals and communicate effectively. Sharing a common language give the visitors an opportunity to learn a lot about the culture of Arabs and erase any misconceptions that they might have had earlier. France has also made a significant step towards its commitment to close relations with the UAE in efforts to promote tourism in the Gulf region. France literature on various disciplines is written in Arabic which helps the natives of France to familiarize them with the Arabic language thus they will also contribute to the reduction of a language barrier if they meet with Arabs who cannot communicate in any other language apart from Arab language.
Cultural Based Tourism
The UAE can present itself as the destination for some specific tourist purposes. Particularly, it can emphasize religious, historical and cultural tourism as the primary directions of tourism development. Currently, many people in France are interested in different cultures, traditions, and customs, choosing exotic destinations and countries. Considering this, the UAE can meet the requirements of these travelers and pose itself as the destination for religious trips or historical investigations. On the one hand, this strategy may narrow the target audience for the tourism between France and the UAE. However, on the contrary, it creates perfect opportunities for the development of new kinds of tourism.
The implementation of this strategy calls for the thorough examination of the tourist preferences of the French citizens and their expectations toward new journeys and travels. However, the proper presentation of the advantages of such tourism and the unique role of the UAE in providing capacities for its fulfillment may substantially contribute to the promotion of tourism between the UAE and France. This strategy requires the implementation of specific promoting campaigns and guided tours as well. Availability of exhibitions on various cultures that easily fascinate tourists from France is a significant boost in attracting more visitors from France to UAE.
Benefits of Promoting Tourism from France to the UAE
The growth of any tourism industry is often associated with some positive impacts to the economy of any such economy. The Gulf region will experience the benefits if there is the proper promotion of tourism between France and the region. One of the advantages would be an increase in employment of the local people of the UAE who have the necessary skills and qualifications, a rise in the tourist number index would translate to the erection of more hotels, upgrading the tourist sites and such which will require workforce. Another benefit to the UAE would be economic growth of the country with an increase in the country's Gross Domestic Product (GDP). The money paid by tourists when accessing various attraction destinations is a source of government revenue which consequently affects the economy of the country.
The UAE most importantly would reap the benefit of security and military forces training by the France government with the goal of ensuring security stability of the nation. France would also provide the Gulf region with the necessary information on the effective counter-terror measures in dealing with the security threats which would make France citizens avoid visiting the UAE. The growth of tourism between France and UAE facilitates borrowing of culture for both countries with the consideration the language is not a barrier to either the visiting or the hosting country. Tourism is a means of boosting peace and cohesion between citizens of different countries; the visitors will learn the ways of life of other people and appreciate the importance of cultural diversity. Appreciation of other people's culture helps to build good communication skills and reduces issues about the stereotype.
To sum up, there are many strategies for development and promotion of tourism between the UAE and France. While some of them are time and cost consuming, the implementation of others does not require enormous expenses or elaborate preparation. The analysis of different promoting strategies shows that all of them are equally important and notable for the relevant development of tourism between France and the UAE. Moreover, the implementation of the outlined steps is significant for the promotion of intercultural tolerance, respect, and awareness, which play a crucial role in the modern globalized world.Development of tourism between these two countries has various positive impacts to both countries since it facilitates the establishment of close cooperation in different sectors of the economy like military, trade, and tourism. The UAE is likely to benefit from a booming tourism industry with emphasize on French visitors. The benefits include the creation of employment opportunities, economic growth and security stability of the region.