Tag Archives: research

New research by PwC Middle East, in collaboration with Mabrian Technologies reveals that visitor preferences across the Gulf region are undergoing a fundamental shift. Arts and culture rank as the top visitor motivators across Qatar (28.5%), UAE (26.6%) and KSA (24.5%)Visitors are increasingly drawn to destinations that offer cultural meaning and emotional resonance. In response to these findings, PwC Middle East developed a strategic framework detailed in their latest report, Stay Play Shop: Shaping Integrated Destinations for Connected Visitor Experiences. The report presents a clear approach for destination development companies, tourism authorities, destination managers and operators across the Gulf Cooperation Council to accelerate the evolution of destination strategies. It advocates a shift away from static, asset-led development towards dynamic, visitor-centric ecosystems that drive longer stays, deeper engagement and increased economic impact. Nicolas Mayer, Destinations Consulting Lead Partner at PwC Middle East, said, “This thought leadership aims to reframe how we think about destination value by integrating visitor behaviour with the realities of destination planning and placemaking. Stay Play Shop is more than a slogan. It is a robust framework backed by visitor insights and evolving needs offering development companies a strategic framework to drive visitation spending and loyalty.” Building on this idea of redefining destination value, Philippe Najjar, Destinations Consulting Partner at PwC Middle East, added, “By embracing the Stay Play Shop model leaders can shape not just where people go but how deeply they connect and experience places. This goes beyond destination development to crafting generational legacies that fuel cultural pride visitor loyalty and sustained economic return.” Emphasising a crucial prerequisite for success, Sonia Huerta, Vice President Advisory at Mabrian Technologies, highlighted, “Public-private partnerships among Destination Management Office, hoteliers, …

AVIAREPS and the World Tourism Organization UNWTO announced a partnership to join forces and support the development and growth of the international tourism sector in selected European UNWTO member countries. This will be achieved through the award of a full-service destination marketing grant and four research grants. AVIAREPS, an Affiliate Member of the UNWTO, will provide a diverse 360° portfolio of destination marketing and research services free of charge to a total of five countries chosen by UNWTO. The UNWTO + AVIAREPS Destination Marketing Grant will include a suite of digital marketing services such as campaign websites, landing pages, webinars, online press conferences, e-learning programmes and virtual events provided via the AVIAREPS Ecosystem. The Digital Ecosystem is AVIAREPS’ brand-new all-in-one marketing hub for the travel industry, which empowers everyone to market their destination and product to a global community online via a platform that combines several digital marketing services into one unified hub. The service portfolio furthermore includes Influencer Marketing services via AVIAREPS’ matchmaking platform Swayfluence, which takes the guesswork out of influencer marketing by making quality connections between brands and influencers for authentic and impactful campaigns. While the pandemic put the travel industry worldwide on hold, AVIAREPS was quick to invest in digital innovations to diversify its service portfolio. Through ongoing consultations with industry leaders, state-of-the-art digital services, that are economical and answer the specific challenges faced by destination marketing organisations, are now available through these efforts. It is hoped that this suite of digital services will be able to benefit all countries and regions to rebound quickly and sustainably following the effects of the pandemic. In addition to the Ecosystem and Swayfluence services, the UNWTO + AVIAREPS Destination …