Tourism Development of Masdar City - Essay Example

It has great potential of becoming one of the favourite tourist destinations in the global travel and tourism industry. The UAE government has done a commendable job in developing Abu Dhabi and Dubai as popular tourist destinations. However, in the case of Masdar City, the government has not taken any necessary initiatives for tourism development.

For developing Masdar City as a tourist attraction, it is necessary to frame and execute a comprehensive campaign plan. Therefore, to formulate an effective campaign plan for this city, several tasks have been followed and executed.

The secondary research analyses have disclosed that the UAE government is constantly trying to promote its country as a tourist attraction as the tourism industry has great economic importance. After the financial crisis of 2007-2008, UAE’s economy as well as the world economy is at its recovery stage. In the coming years, it is expected that people’s purchasing power will be enhanced and it will also increase people’s expenditure on leisure. This is a major opportunity that must be exploited by Masdar. As per the results and findings of the secondary research, key publics have been identified. Internal publics are the employees of the Masdar City project and the existing residents of this city. External publics are potential inbound tourists from different countries. Moreover, the secondary research has also found the specific primary and secondary target publics. Inbound tourists from South Korea and the UK are crucial for the UAE and hence this group is considered the primary external public while the other European countries are secondary external public.

To identify the key public opinions, views and consumer behaviours, extensive primary research will be conducted using a questionnaire. The primary goal of this campaigning plan is to establish Masdar City as the most preferred and healthiest tourist destination in the global tourism industry. For achieving short-term goals, some smart and specific objectives are determined, i.e. obtaining feedback from the internal public, increasing advertising, spreading awareness through promotional programs, etc. To achieve the overall goal and the objectives, a set of strategies and tactics will be executed respectively. The primary task of promotional programs is to deliver the messages of Masdar City to the target public. In this respect, Masdar City will be promoted through effective advertising tools like social networking, a mascot & slogan, a dedicated website and magazine for Masdar City etc. To increase the effectiveness and efficiency of this campaign plan for the longer term, evaluation and proper stewardship are inevitable. The potency of each objective will be evaluated using various financial and non-financial methods. Stewardship programs will focus on maintaining sustainable and long-term relationships with its key target public and it will focus on four primary areas, i.e. reciprocity, responsibility, relationship nurturing and reporting.