Faisal Zaid I Thesis

"#$%&' ()&$*$
+,- *$ '&.*,/#0 1#'2&%*/. 3,/& */ %)& 4/*%&3 5'#6 71*'#%&$8

!"#$% '"()"* +"$$, -"(,(
.,,/$))% 0"#"* .1,2* !"))$/ +3/$$34 567" 8()" 92(*,(7:4 +;"/<";4 =.>
+21#(33$, 36% ?/6@A +"1(7$ 56$**$/A B$", 6@ 5"/C$3(7:
+21#())(67 D"3$% !6E$#1$/ F
3;
GHII

"
"
Table of Contents Page #
List of Abbreviations iii
1. Introduction 1
1.1. City Marketing 2
1.2. United Arab Emirates. 5
2. Abu Dhabi & Dubai... 6
2.1. Dubai Background.. 6
2.2. Abu Dhabi Background.. 7
3. UAE Target groups 8
3.1. Tourists 8
3.2. Residents.. 10
3.3. Businesses 10
4. National marketing and promotional tools.. 11
4.1. Safety 11
4.2. Taxes. 13
4.3. Education.. 14
4.4. Health 15
5. City marketing and promotional tools. 16
5.1. Dubai 16
5.1.1. Dubai Airports... 16
5.1.1.1. Emirates Airlines. 17
5.1.1.2. Fly Dubai........ 18
5.1.2. Sponsorships.. 19
5.1.3. Tourism.. 19
5.1.4. Events..... 21
5.1.4.1. Sports...... 21
5.1.4.2. Festivals.. 22
5.1.4.3. Exhibitions.. 23
5.1.4.4. Global Conferences. 24
5.1.5. Free zones 24
5.1.6. Industries. 27
5.1.7. Unique projects 30
5.1.8. Infrastructure .. 32

""
""
5.2. Abu Dhabi. 34
5.2.1. Abu Dhabi Airports Company 34
5.2.2. Sponsorships 35
5.2.3. Tourism... 36
5.2.4. Events.. 39
5.2.4.1. Sports... 39
5.2.4.2. Music... 40
5.2.4.3. Festivals... 41
5.2.4.4. Exhibitions... 41
5.2.4.5. Global Conferences.. 42
5.2.5. Free zones..... 43
5.2.6. Industries.. 44
5.2.7. Unique projects. 47
6. Analysis.. 51
6.1. Managing the city brand.. 51
6.1.1. Dubai. 51
6.1.2. Abu Dhabi. 55
6.2. Communicating the City brand 58
7. Conclusion.. 60

References 63

"""
"""

List of Abbreviations

UAE United Arab Emirates
JAFZA Jebel Ali Free Zone Authority
TECOM Dubai Media and Technology Free Zones
ADTA Abu Dhabi Tourism Authority
OSAC Overseas Security Advisory Council
ADPC Abu Dhabi Ports Company
EMAL Emirates Aluminum
KIZAD Khalifa Industrial Free Zone
ADNOC Abu Dhabi National Oil Company
GIBTM Gulf Incentive, Business Travel and Meetings
ADNEC Abu Dhabi National Exhibition Center
IRENA International Renewable Energy Agency
TDIC Tourism development & Investment Company
OBAD Office of the Brand of Abu Dhabi

Bow iegional maiketing is uone in the 0niteu Aiab Emiiates.

1

1. Introduction

The subject of this paper is to look at How regional marketing is applied in the United
Arab Emirates?

The two cities that we look at in depth are Dubai and Abu Dhabi. Over the course of the
paper we look at how Dubai has marketed itself to all kinds of consumers, tourists and
industries to be a leading city in the world of today. Along with that we will look at Abu
Dhabi that has now finally stepped out of the shadow of Dubai and has started branding
itself in the world market, starting at a much larger scale.

The ways they have done it is completely different; Dubai took the more indirect
approach in branding itself worldwide doing it through its government companies
whereas Abu Dhabi has taken a more direct approach.

After looking at the brief history of the U.A.E we will look at the beginning of how this
started and how Dubai reached its peak while Abu Dhabi is creating sustainable
tourism.

Phillips, T, (2010) says that, During the past decade rapid rates of growth, adoption of
common law regulations, low taxes, a relatively liberal culture and infrastructure links
to elsewhere in the region made Dubai an attractive hub for international firms looking
for Middle East footholds (p. 23)

But for Abu Dhabi the author has a completely different view

Abu Dhabi cannot be ignored as the financial driver of the UAE. It's also a very
ambitious emirate and so can afford to develop and invest for its future. But you have to
show real commitment - there's no point in having a token presence there. (Phillips, T.
,2010 , p. 23)
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 2
There are many factors that make the UAE an attractive destination for investors and
tourists.
These are:
1. A strategic geographic location
2. Highly developed infrastructure
3. Free zones and industrial cities
4. Low tax,
5. Energy sources and credit facilities are conveniently accessed (Statistical Yearbook
of Abu Dhabi for 2011, p.60).

Dubai had a head start but has over the period of the past 10 years managed to secure its
place amongst the top cities in the world. However Abu Dhabi has the backing of its oil
supplies, so what ever it does is bigger than anything Dubai has ever done. We look at
how each of their developments in the different fields is specified to attract the right
kind of tourists.

During the course of this paper we look at the different target groups that the UAE has
targeted and managed to bring to the country are sustained and how they continue with
their developments to further make sure that their tourism, business and commercial
ventures increase succeed and increase in size.

1.1 City Marketing

Cities and regions often find themselves squabbling over pots of cash, be it from
private funding or the annual influx of students, in a scramble for investment to get the
upper hand, more are turning to branding in the hope of becoming the place to be for
businesses, consumers and home buyers (Harwood, J. ,2005).

The object of city marketing is the citys image, which, in turn, is the starting point for
developing the citys brand (Gaggiotti, H., Low Kim Cheng, P., & Yunak, O. (2008) p

S
. 116) they follow this by also saying that the reason they do this is to identify
themselves with the economic region and gain a certain position in the worlds market.
According to Kavaratzis, M. (2004) the suggested right way to implement and describe
city marketing is by doing city branding. He goes on by saying that city marketing
greatly relies on construction, communication and management of the citys image
which classifies that the purpose of city marketing is developing the citys brand. He
further tells us about the city branding which on one side provides the basis to develop
policies which lead to economic development but at the same time serves as a conduit
for city residents to identify with their city. (p .58)

In the introduction of his article the author states that places all over the globe are
moving their focus onto branding and are taking concept and techniques on a higher
level than before from product and corporate branding into their fields. He goes on to
saying that the most common application of this has been the creation of a logo, or the
addition of a new slogan and the most has been the development of an advertisement
campaign around these features. (Kavaratzis, 2009, p. 26-27).

Kavaratzis (2009) then states that branding cannot be limited to only promotional
activities but must also be taken as a complete and continuous process interlinked with
all marketing efforts. (p. 27)

For this we need to look at what a brand is, according to the oxforddictionaries.com the
promotion of a particular product or company by means of advertising and distinctive
design is the definition of a brand.

According to Kavaratzis, (2009) after analyzing several frameworks, he has come to an
integrated approach to managing city brands. (p . 34)
The categories given by him are
Vision and Strategy (chosen vision for the citys future and development of a
clear strategy to realize it)
Internal Culture (spreading a brand orientation through the city management and
marketing itself)
Local Communities (prioritizing local needs; involving local residents,
entrepreneurs and businesses in developing and delivering the brand)
Synergies (gaining agreement and support of all relevant stakeholders and
providing for balanced participation)
Infrastructure (providing for basic needs without which the city cannot attempt
delivering the expectations created by its brand)
Cityscape and Gateways (the ability of the built environment to represent itself
and reinforce or damage the city s brand)
Opportunities (opportunities available for targeted individuals (urban lifestyle,
good services, education etc.) and companies (!nancial, labor etc.), which
signify the potential of the place)
Communications (!ne-tuning all intentionally communicated messages).
(Kavaratzis, 2009 p. 34-35)

After looking at the frameworks, which tells us how to manage or create a city brand,
we need to know how this is communicated to the world. In his paper Kavaratzis,
(2004), looks at the three types of communications which are very distinct. ( p. 67)

The first is primary communication which is how the actions of a city are related to
communicated to the world. In this type of communication the main goal of the actions
is not communication. (Kavaratzis, 2004, p. 67)

There are four broad categories listed below as given by Kavaratzis, (2009)
Landscape strategies (which include ways of making the city look better with
more urban design, public art and heritage management.)
Infrastructure projects (improvements or creation in the fields of
communication, tourism, culture etc.)
Organizational structure (this includes having a reliable governing structure,
private and public partnerships, developments of communities and the
participation of citizens in making decisions)

S
Citys behavior (is the vision the leaders of the city have for it the strategies
they adopt, the quality of services, financial incentives and the amount of
different events that are organized)
(p .31)

The second type of communication is secondary communication that is the formal
communication that is done with the intent of communication. It most commonly takes
place through advertising public relations, logos etc. (Kavaratzis, 2004, p. 68)
The third kind is tertiary communication, which is not in the control of the people in
charge of marketing. It refers to word of mouth, reinforced by media and competitors
communication. The goal of the other two kinds of communications is to make sure
that the tertiary communication is positively reinforced. (Kavaratzis, 2004, p. 68)
According to Kavaratzis (2004) the secondary communication is done by most cities
because it can be easily adopted. But this and primary communication has to enforce
positive tertiary communication because in the case of the citys own residents, they are
the most important target audience of city branding and the most important city
marketers. (p. 69)

1.2 United Arab Emirates
The United Arab Emirates is a country made up of 7 states that got their independence
in 1971 on the 2
nd
of December after the British-trucial sheikhdoms treaty expired.
The names of the emirates are
Abu Dhabi (capital)
Dubai
Sharjah
Ajman
Ras Al Khaimah
Umm Al Quwain
Fujairah

The total population of the country is an est. 6 million and the literacy rate is 90%.
The religions are dominated by Muslims which are about 96% while the rest are Hindu
and Christian.

Out of the total population less than 20% are nationals and more than half of the
population is from South-Asia with a large number of people originating from Europe
and Northern Africa.

The GDP as of 2007 was $198.7 billion with a growth rate of 6.3%. Since the rise of
oil prices in 1973-petroleum has dominated the trade economy. The UAE had proven
oil reserves of 98.8 billion in 2003 and in 2006 produces around 2.8 million barrels a
day. The GDP per capita in 2007 were $45,531. Est. of 2008 the petroleum accounts for
36.8% of the GDP, 12.2 is manufacturing where as 44% in 2003 was for services. The
U.A.E. has no political parties. The rulers hold power on the basis of their
dynastic position and their legitimacy in a system of tribal consensus. The Ruler
of Abu Dhabi is also the UAE federal president and the Ruler of Dubai is the UAE vice
president and prime minister. (United Arab Emirates, 2010)

2. Dubai & Abu Dhabi

2.1 Dubai Background

What Bubai is now is the iesult of 2u yeais of laige-scale uevelopment intensifieu
on the iegion. Befoie all of this Bubai was a small poit that was a tiauing hub foi
the iegion. 0iiginal immigiants weie fiom the Inuian subcontinent anu by the
19Su's moie than a quaitei of the population was expatriates. For some years it was
under British influence and when in 1971 they withdrew, it joined with 6 other emirates
to form the United Arab Emirates. It started growing after that as a trading hub and this
has now lead it to become the worlds third most re-export center in the world. (Bagaeen,
S. ,2007 , p. 177-178)


7
Estimates taken from 2006 showed the local population as being 1.2 million out of
which more than 70% were expatriates. The original growth of the emirate was because
it had a good infrastructure, taxes on personal and corporate income are zero and the
import duties were always a constant 5%. But the major growth that has been seen since
2002 was because of the announcement by the ruler of the emirate that certain
properties in Dubai were available as freehold. Which meant that people of any
nationality could buy them and invest in them. (Bagaeen, S. ,2007 , p. 177-178)

By 2015 Dubai hopes to draw more than 40 million tourists as the tourism industry is
the fastest growing industry in it. Like the other emirates Dubai does not have a huge
reserve of oil but now it has made itself reliant on a future that is dominated by tourism.
(Webster, J. 2004)

2.2 Abu Bhabi backgiounu

Abu Bhabi has been foi centuiies a small village whose economy solely iesteu on
peail uiving anu fishing. In 196S they uiscoveieu huge ieseives of gas anu oil anu
this was what that boosted them into the new era with projects and a rapid
transformation. Abu Dhabi had a more systematic approach to development and they
along with their streets, stadiums and airports planted millions of trees to tame the
climate. Because of their vast oil reserves they were the country with the highest per
capita income in 2007. (Ponzini, D. 2011, p.253)
Apart from being the largest of the seven states that comprise the Unites Arab Emirates
it is also the capital. The ruler of Abu Dhabi is also the president of the country. Abu
Dhabi on its own controls almost 10% of the worlds oil reserves. (Montgomery, A.
(2009)

The economy of Abu Dhabi is based mainly on oil and because of this they have the
possibility of developing long-term strategies. Another advantage for this is that they
have the possibility of leveraging liquidity in great amounts. (Ponzini, D. 2011, p.253)
Hughes C.J has quoted Paul Katz (president of KPF Associates), who says that the
economy of Abu Dhabi unlike Dubai is not based on tourism and that the prices of a
barrel of oil would have to drop considerable for a major period of time to have any
impact. (2010) We can also see that they are trying to counterbalance their dependency
on oil, which accounts for 59% of their GDP. The are trying to develop an aeronautical,
medical, biotech, media, industries among others to so that the dominance of oil and the
mining industry can be counterbalanced. . (Ponzini, D. 2011, p.253)

3 UAE Target Groups

There are a lot of different target groups that the region has been catering to for the past
30 years. These include industries, tourists, residents etc. Below we look at facts and
figures for each segment.

3.1 Tourists

Dubai:
Although ceitain aieas in the Niuule East have faceu a lot of challenges ueveloping
theii tourism over the years. Dubai however has shown the ability to overcome these
challenges and establish itself as a relatively popular tourism destination with high
growth rates over the years. (Henderson, J. C. 2006 p.87).

Dubai had a total of 4,181,326 guests that stayed at its hotels in 2010, which was 9%
more than 2009 where the total number of guests was 3,852,742 (Dubai Total Hotel,
2010). Dubai in June 2010 had 67,369 rooms available in hotels and had 566 operating
hotels and hotel apartments (Bubai Botel Establishment, 2u1u).

MacEacheran, M. (2011) states that there are plenty more hotels that are to open in
Dubai this year. He also says that the development of hotels has still continued to grow
and expand. (p.31)

Abu Dhabi:

9
According to the author MacEacheran, M. (2011) the capital city has the ability to
attract visitors. The city had targeted 1.65 million guests at the hotels for 2010 and
4,145 rooms are going to be completed this year. The city of Abu Dhabi has a target of
having 2.5 million guests and 29,100 rooms available by 2012. Their future aims are to
have 74,000 rooms by 2020 and are looking forward to having 7.9 million visitors.
(p.31)

Khaleej Times reports on August 22, 2011 in an article titled Abu Dhabi among top
capitals in tourism services, that Abu Dhabi, is one of the top tourism destinations in
the world due to its huge tourism infrastructure and services. The article reports Elias
Sarkis, General Manager of Abu Dhabi Sands Hotel, saying that there was a boom in
the tourism sector in the emirate due to international conferences, entertainment, F1
races, cultural festivals, sport events and shopping ("Abu Dhabi among," 2011).

In 2006 tourism was responsible for 6.8% of Abu Dhabis GDP. Abu Dhabi earned $
2.5 Billion from tourism and related activities alone ("Abu Dhabi $2.5bn," 2007). The
emirate expected 1.9 Million visitors this year and tourism to account for 11% of non-
oil GDP. The Abu Dhabi Tourism Authority has even reported in 2009, that tourism in
Abu Dhabi remained unaffected by the credit crunch ("Abu Dhabi tourism," 2009).

Factors affecting and leading to high tourism levels are events, exhibitions, economic
stability, reduced room prices, increased attractions (Ferrari World; the worlds biggest
indoor theme park and Formula One) and developments, better infrastructure (local
transport, prospective local Metro service) and services and the business travel sector
("Abu Dhabi tourism," 2009).

According to Arabianbusiness.com, latest ADTA figures show that average room rates
in Abu Dhabis Hotels fell 15 percent between April 2010 and April 2011, making
stays in Abu Dhabi a more affordable high-end option than Sydney or Paris. People are
flocking in from Europe and the rest of the world to enjoy world-class luxury at
comparatively cheaper prices. (Sambidge, 2011)

Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. 1u
The key tourism performance indicators for Abu Dhabi increased by double digits
during February 2011. The United Kingdom, which is the key source market for Abu
Dhabi, showed an increase of 29% in hotel guests. Tourists from the US increased by
36%, France by 49% and Saudi Arabia by 90%. Russia also came in the top 20 with
having an 88% increase in tourists to Abu Dhabi. ("Abu Dhabi tourism," 2011)

3.2 Residents

Dubai:
At the end of 2010 the number of resident people in Dubai were, 1,905,476 individuals.
Out of this 22% was female and 78% was male. (Population by Sex, 2010)
The total number of housing units were 366,413 which includes single houses and
apartments. (The Estimated Number, 2010)

Abu Dhabi:
According to Sell, C. (2009) the population of the capital was 1.46 million in 2006 and
will reach an estimated 3 million or more by 2030. The number of housing units was
70,000 and would reach to 120,000 by the end of 2012.

3.3 Businesses

Dubai:
According to Dubai Statistic Centres Business Activities report of 2010, as of 2010,
93,867 licenses were renewed (the number of continuing businesses) and 16,030 new
licenses were issued. Comparatively, according to the report there were 88,540
continuing and 13,321 new businesses in 2009. The growth in number of businesses
from 2009 to 2010 is an indicator of economic growth. The Business Activities report
of 2011, shows latest statistics that in the first half of 2011 in Dubai, 53,075 licenses
were renewed, with 7,256 new business licenses. If the trend is to continue for the last
half of 2011, we can see that number of businesses will eventually be more than 2010.
The most licenses issued are for commercial purposes, followed by professional,
industrial and tourist licenses, in that order.

11

Abu Dhabi:
The total number of businesses registered by the Department of Economic Development
of Abu Dhabi reached 96,381 in 2010. 10.4% of this number is newly registered
businesses. In 2009 the total number of registered commercial businesses was 86,402,
while the percentage of new businesses was 14.7%. (Statistical Yearbook of Abu Dhabi
for 2011, p.60).

4 National marketing and promotional tools

Every city has certain aspects and unique selling points that they use to market
themselves to residents. Below we look at how the U.A.E has done so by looking at
major points from both the cities.

4.1 Safety

Ameinfo reporting on the 14
th
international police executive symposium which took
place in Dubai in April 2007, reported the Lieutenant General, Chief of Dubai Police
saying that the crime level in the country was relatively low compared to the
international average. He said that the happening of serious crime was 0.5 per 100,000
people whereas the international average was between 4-6. (Dubai is a, 2007)

Dubai has a comparatively low crime rate, because the government imposes severe
penalties on those found guilty of breaking the law. As per news reported by local new
Khaleej Times, in early 2011, because of Dubai Polices crime busting strategies, the
crime rate in 2010 has dropped 24% from 2009. There were 3,265 serious cases in 2009
and 2,485 such cases in 2010 (Amira, 2011).

In anothei aiticle Bahi Khalafan who is the heau of Police iepoiteu that the cuiient
numbei of suiveillance cameias in the emiiate weie aiounu 2S,uuu. $1S6 million
aie going to be spent by the government on even more cameras so that security can be
increased. (UAE-Dubai security, 2010)

Looking at the investors that come to the region, the UAE is a safe haven for ME
property investors. UAE Defense and Security Report (2011) has mentioned that it is
because of the stability that the UAE has in its politics and economy. This has been the
reason that the country has been able to establish itself as a safe area for investors to
pool in their money over the past years.

Now looking at the international aspect the UAE has a lot of allies and some of them are
very high profile. Firstly it has its safety, which is guaranteed by the GCC security, and
second it has a lot of signed agreement with nations that range from India, Germany to
France. (Domestic Security Overview. 2011, p.54).

The number of cases of offenses in Abu Dhabi for the year 2010 is 63,005. According
to the Statistical Yearbook of Abu Dhabi 2011 (p.218), the number of lawsuits, which
were determined by courts in Abu Dhabi during 2010, was 410,384 cases. A large
amount of these cases are due to traffic violations, due to the very strict penalties
against violators of traffic regulations. As per Dr. Robert Winslows comparative
criminology study of the world, the crime rate in the U.A.E is lower as compared to
more industrialized nations like the USA. It is also important to note that UAE has a
federal court system introduced in 1971. All emirates other than Dubai and Ra's al
Khaymah have joined the federal system and secular and Islamic law (Sharia) for civil,
criminal, and high courts (Winslow, 2008).

The adjudication rate for all courts in Abu Dhabi (primary, appeal and cassation courts)
has reached record levels of 99%. Crime rate in Abu Dhabi dropped 28% in 2010 as
compared to 2009. Khaleej Time also reports that number of criminal communications
in 2009 was 6,490, and it decreased to 4618 in 2010 ("Capitals crime rate," 2011).

According to the United States Bureau of Diplomatic Safetys United Arab Emirates
2011 Crime and Safety Report for Abu Dhabi, Abu Dhabis general crime level is

1S
rated at medium. But the actual crime rate is not recorded in this report because Abu
Dhabis government is reluctant to release specific crime statistics. According to the
report, travelers and tourists are not impacted by crime in the Emirate. Compared to
similarly sized cities worldwide, Abu Dhabis crime rate appears to be considerably
lower. Most crimes occur within the Asian expatriate population, and a majority of
these crimes occur in labor camps. There are no instances of political violence in the
U.A.E linked to the instability in the surrounding countries. The citizens have been
satisfied with the ruling monarchy and political unrest is very unlikely in the future
(United Arab Emirates 2011", 2011).

The low crime rate is evidence of a strong law enforcing system in the country and that
crime prevention is priority with the Government. Low crime rate is a major factor
when dealing with foreign investments in terms of high rates of tourism or business
investments. If the crime rate were relatively higher, tourists from all over the world
would be wary of coming to visit the UAE. The crime rate does not only apply to street
crime, like robberies, it also applies to commonly occurring problem in the third world
of business fraud etc. The UAE government takes fraud very seriously, making it a very
safe place to do business in. The Government monitors all sections of society to ensure
a safe city. Marketing the UAE as a safe city is responsible for the growing international
interest in country.

An economy with high standard of living eventually equals to a countrys whose
citizens are satisfied with the way the monarchy is running the government. Despite not
having a democracy the nationals in UAE are content with the ruling families and there
are no chances of any political unrest. This factor increases international confidence in
the UAE, because in light of the recent Arab Spring and unrest in Bahrain, the
international community needs to be ensured that the UAE is safe from political
upheaval. UAE is a safe and secure for everyone, making it an incredibly marketable
country slowly surging into the limelight as it races into the regions social and
economic fast lane.

4.2 Taxes
Each of the seven emirates has a different set of regulations on taxation. The taxes in
each of these states are different depending on the amount it produces. Any organization
in the UAE is subject to taxation, but only in theory. But the firms that usually pay taxes
are petroleum companies and foreign banks that have opened branches in the country.
Others include insurance companies that have to pay a tax on their turnover and hotels
and properties are subject to taxes from the local municipalities. There is no income tax
in the UAE. (Taxation, 2010)

For goods coming into the country the UAE has a 10% tax on luxury goods and 4% on
all other goods imported, but certain items like tobacco and alcohol are exempt from
such levitations. (legal landscape , 2008)

The UAE has a lot of free zones and an example of one of these is the Dubai Media
City. As it is a free zone it is separate from the rest of the country. The benefits for these
free zones is that a company in it has the ability to have a 100% expatriate ownership
and a guarantee by the free zone that it is exempt from corporate of income taxes for the
next 50 years. (Hill, M, 2006)

4.3 Education

Wilkins (2010) has stated that the UAE at the end of 2009 was the country with the
highest number of universities that had set up branch campuses in the world. At the end
of 2009 there were 40 and it has been increasing ever since. Looking at its population
the country has more than 60 universities and colleges and because of this the supply of
education already exceeds demand. He goes on further to compare the UAE with
Boston, which has over a 100 institutions and is considered an education hub not only
for the United States but also for the world. He says that the UAE is aiming for the
same but on a regional basis. (p. 389)

Going further into his article Wilkins (2010) says that the students are taken from the
UAE as well as from surrounding regions. As for the universities, they provide

1S
programs that are similar to the ones that they provide back at their home institutions
and on completion of the degree the students are provided a degree from the home
university. (p.390)

Looking at an example of foreign presence in the UAE educational sector, THOMAS K.
(2010), says that there are 86 British schools in the UAE as well as 32 education bodies
that have affiliations with the UK. Other than that there are 4 UK universities that have
a campus in the UAE. He also says that the UAE has made education one of its
priorities and has invested heavily in it. In 2010 22.5% of the government budget was
allocated to education ($2.7bn).

This does not only go to the national universities, foreign universities are also
sometimes funded by the government as Wilkins (2010) says giving an example of the
New York University in Abu Dhabi (p. 393)

Education forms the backbone of UAEs aim to form a knowledge-based economy.
Educated workers will be readily available for companies hoping to establish in the
UAE, making education and important and wise choice for present and future
investment. Branding Dubai and Abu Dhabi as cities with educated workforce is
important for its image in the world as cities that value education.

4.4 Health

The United Arab Emirates is a major client for medical services world-wide. People
from the UAE spend more than $2 Billion on healthcare outside the country. The
amount they pay on average per patient is close to one hundred thousand dollars. (PR,
N. 2011)
It is because of this reason that Dubai is currently in the process of developing the
Dubai Healthcare City. It will have two sectors in it, the first will provide sports
medicine along with nutritional advice whereas the second will provide advanced
international standards of medical services. This model has already attracted several of
the worlds leading healthcare providers. Examples of these would include the Harvard
Medical School and the Mayo Clinic from the United States. The aim of this model is to
generate income from the local population of the country as well as to attract Health
Tourists from the Indian subcontinent, Africa and the entire Arab world.(Health ,2005)

Abu Bhabi has its own stiategy in this iegaiu. What they have uone is to paitnei
up with bianu names that aie big in the woilu of meuicine, so that it can cieate
confiuence in its own health system. 0vei the peiiou of the last 6 yeais, six of theii
hospitals have been hanueu ovei to inteinationally well known opeiatois. 0ut of
these six, thiee aie manageu by }ohn Bopkins Inteinational which hau been in
2uu9 accoiuing to the 0S News and World report the best American hospital for the
past 19 years running. (Bains, E, 2009)

Another example for their development in the healthcare sector is the Cleveland Clinic
which is a $2.5 billion project that is being built on a man-made island. (Cleveland
Clinic Abu Dhabi, United Arab Emirates, 2009)

5 Individual City development

In this section we look at developments that the city has done over time to attract the
individual international target groups, which include, residents, tourists and businesses.

5.1 Dubai

5.1.1 Dubai Airports

Dubai has 2 airports that are in service right now, the first is Dubai international airport
and the second is Dubai World Central-Al Maktoum. Dubai World Central airport is
currently only handling freight.

According to the article Dubai invites firms for airport expansion, (2011) Dubai
international airport handled 12.2 million passengers only in the first quarter of 2011.

17
Looking back the airport handled 47.2 million passengers in 2010 and will expect
around 50.9 million passengers by the end of 2011(Dubai Airports considers fourth
concourse, 2011).

Kelly, E. (2011) says that by 2020 both the airports combined are looking to have
around 98.5 million passengers and more than 4 million tons of freight. A commitment
has been made for 7.8 billion dollars by Dubai airports for an expansion plan that will
allow them to serve the estimated 100 million by 2020. The reason for this amazing
forecast is that both the airports are expected to increase on an average of 7.2% (Dubai
International Airport) and 6.7% (Dubai World Central Airport) annually. It out
performs the global average, which is 5% for increase in international passenger. This
reveals that more and more holidaymakers are choosing Dubai as their destination. (PR,
N. 2011)

The article by Kelly, E. (2011) says that because of its close proximity to India and
China, Dubai has become a trading Hub. Just because of its ability to rally tourism it
will further increase the city as a center for global aviation.

5.1.1.1 Emirates Airlines

A reason for the success of Emirates Airlines and Etihad Airlines(Abu Dhabi) is that, a
few years ago there were no flights from the Gulf that went to the USA directly. But
now as Emirates and its regional counterparts provide these services more people prefer
them over having to go through Paris, London or Amsterdam. The gulf does not have
enough passengers to be able to support this increase in traffic, this is provided from
airports that are from Africa, Asia and mostly from the Indian subcontinent. This is a
ripe market for Emirates because for example, Chinese and Indian airlines do not
service these regions at all. The region is perfectly placed and a traveller from China
wanting to go from China to Africa does not have to take a connection from Europe but
can do so from Dubai. (McWhirter, A, 2010, p. 27)

The article, Emirates Airlines (2010), states that Emirates had 139 aircraft in 2010
and planned on growing its fleet with orders for more than 168 more aircrafts.
McWhirter, A (2010) also gives number on the order of the planes by giving us number
of the A380s that have been ordered from Airbus, amounting to 90. Out of these only
15 have been delivered.( p.28)

Another reason why it is preferred from other airlines at Dubai Airport, which has over
125 airlines serving it, is its customer service. On the 10
th
of February 2011, Emirates
Airlines won the Airline of the year award from Air Transport World. This is one of the
achievements out of 400, which the airline has received in recognition of its innovations
in almost every category. A few of the Airlines pioneering innovations were introducing
seats with individual video screens, allowing passengers to make authorized calls via
mobile phones on aircrafts. It was also the first to have shower spas onboard its plane
for passengers from first class. This is also a major reason why it flies to 110 cities and
keeps on increasing with a consistent growth of 20% yearly. (Emirates named airline,
2011

5.1.1.2 Fly Dubai

Flydubai is Dubais first low budget carrier and has become a well-known name
because of its affordable rates and high quality. It started up two years ago and as of
29th June 2011, they had 36 destinations that were operational and had 16 aircrafts.
This has made them the fastest growing airline ever. (PR, N, 2011)

It has routes that cover the GCC, Northern Africa, Southern Asia and parts of Europe.
The low rates that FlyDubais offers are much lower than the competition and because
of this they are stimulating demand for Tourism in the region as well as tapping into
new markets that would want to develop business in Dubai. Fly Dubai has had a 78%
increase in flights, doubled its aircrafts and has had its passenger numbers doubling
over the past year only. (PR, N, 2011)


19
The above airlines show that how with two different airlines Dubai has managed to
target passengers from all income groups. For first class service there is Emirates and
for cheap-budget flights there is Flydubai.

5.1.2 Sponsorships

Emirates Airlines is completely owned by the UAE government and all its actions can
be directly seen as that of the city. With reference to the introduction this is a clear
example of secondary communication.

Gorman M. (2007), says in his article that Emirates is on its way to becoming a major
player in the aviation world and they have not spent such huge amount on advertising
like its rivals. They have chosen an alternate route, which is sponsorship. They are on
their way to become the sponsors of the Epsom Derby, which they will be after
replacing Vodaphone. They have also been the official airline of the 2011 Rugby World
cup held in New Zealand this year. But their biggest sponsorship deal is that with
Arsenal where they have a 100 million GBP deal with the football club for giving them
the stadium naming rights for fifteen years and a shirt sponsorship for 8 years. He also
states that until Emirates signed a deal with Arsenal very few people had ever heard of
it in the region.

5.1.3 Tourism

Business Tourism

Douglas W.N. (2011) states that Dubai over time has become the center for all
conferences and exhibitions ranging from kitchen appliances to finance and banking. He
goes on to give details of the New International Conference center that has almost
600,000 sq. feet of space for exhibitors. The way this ties in with tourism is that
travellers on account of business are finding Dubai to be an excellent place to take a
vacation at as well. He goes on in article by giving details of how companies will host
golf tournaments in Dubai, which has three championship golf courses among others.
The main point he focuses on with regards to Dubai is that even though there is a war in
Iraq Dubai is the safe zone, where war does not exist and crime is virtually
nonexistent.

Cultural and Natural Tourism

Douglas W.N. (2011) in his article states that one of the reasons Dubai has become a
global spot for tourism is the famed gold souk, or marketplace. He then gives details
about how at any given time there is more than 25 tons of gold jewelry on display
through out the 600 or more shops that are in the New Gold Souk which is around
almost a century old. With respect to natural tourism he goes on to describe how there
are companies that take people out on safaris in the desert and other excursion into other
emirates. These would include driving four-wheel-drive sport utility vehicles over
sand dunes or driving through dried up rivers in Fujairah, which is one of the seven
emirates. There are also dinners on the Arabic boats called dhows as well as
encampments in the desert.

Commercial Tourism

A survey done by Yahoo! Maktoob Research revealed that 32 per cent of Arab
shoppers rank Dubai as the best in a list that included global cities eg. London, Paris
and New York. His article goes on to state that the Dubai Department of Tourism and
Commerce Marketing with proactive marketing have made it one of the most popular
destinations for shopping among people from the Arab world as well as in other
countries of the world. Festivals like the Dubai Shopping festival and the Dubai
Summer Surprises are festivals that are shopping orientated and have helped them
achieve this. (Dubai world's is ,2011)
Dubai has an exciting mix of amenities that give customers a truly unique and
pleasurable shopping experience. Moreover, Dubai's impressive collection of
international brands and retail outlets rival those of any other shopping city in the
world - a key attribute that gives the Emirate a distinctive edge as the best shopping
destination in the Arab World. Dubai Department of Tourism and Commerce
Marketing will build on this distinction to develop more innovative campaigns and

21
promotional activities that will further reinforce the reputation of Dubai as the
world's shopping capital, said Eyad Ali Abdul Rahman, Executive Director Media
Relation Division '&' Business Development, DTCM. (Dubai world's is
,2011)

5.1.4 Events

Given below are the high profile events that take place in Dubai and what the
government has done to promote them, in terms of better facilities etc.

5.1.4.1 Sports

Dubai has always been big on sports and examples of these are increasing yearly. The
European Golf tour is now called Race to Dubai as the highest stakes are in Dubai.
Players play all year round to have a chance of being highest in the rankings so that they
have a chance of making it to the tournament in Dubai. (Ny Euiopean Toui, 2u11)
Some of the examples of the high profile sports events that take place in the city are,
The Louis Vuitton Sailing Trophy
Dubai World Golf Championship (European tour)
Omega Dubai Desert Classic (European tour)
WTA Dubai Tennis Championships
ATP Dubai Duty Free Tennis Championship
Dubai World Cup (Horse Racing)
World Swimming Championship
(Sports Calendar, 2011)

Named above are only some of the ones with the highest worldwide profiles.
What Dubai has done for to promote this is to have major developments in the
construction of stadiums and racecourses etc. is that they have created the Meydan
racecourse, which is a $1.25billion project. (Meydan appoints fresh, 2009)

The Dubai World Cup for horse racing is the richest race in the world. The development
of the Meydan Racecourse was done by the Dubai Racing Club and they redeveloped it
from their already existing Nad al Sheba Racecourse. They developed a new racecourse,
grandstand and a hotel, along with which they made an 8 lane road to the facility with 3
bridges connecting it. (Meydan Development, Dubai, 2010).

Along with this they created the Dubai Sports city, which was made by reclaiming
desert land. The size of the facility is 4.65km
2
and has stadiums for everything
including cricket, hockey, football, gymnasiums, pools and even a sports rehabilitation
center. They also have a 18 hole golf course that with the stadiums is on one side of the
city approximately 2km from the city center. Other than the sports facilities it is also
home to an indoor sports mall and has a lot of resident sports academies that operate
from there, one o their biggest being the Manchester united sports academy. (Smith, A,
2010).

Dubais interest in sports, along with Emirates Arsenal sponsorship, shows that they
have not left any stone unturned to attract the foreign market.

5.1.4.2 Festivals

There a number of festivals that are happening through out the year in Dubai. Because
of the variety of religions that exist in it, the festivals spread out during the whole year.
From Eid to Christmas to New Year, all these see shops and outlets reducing their costs
and putting up sales. But other than these reasons Dubai has created festivals to draw a
larger crowd worldwide and to keep the festivities going on all year round.

It is because of this that there is an urban life that can be seen all year round and
enjoyed. For the summer they have then Dubai Summer Surprises which for 10-weeks
during the summer have themed events, competition and other opportunities for family
entertainment. This is followed by the Dubai shopping festival which starts another
season of discounts and sales at shopping malls and outlets. (City slicker, 2006).


2S
One of the other major festivals they have is the Dubai International film festival that is
now a world-renowned event. It is one of the only film markets in the world that covers
the Arab world and gives the opportunity to people to see content that is unique to Asia,
Africa and the Middle East. The event in 2010 had 2000+ delegates coming in from
over 50 countries for it. (Why DIFF, 2011)

Dubai also has a large amount of music festivals, one of the largest and most well
known is the Dubai international jazz festival. Where musicians from all over the world
gather for three days. These festivals have a huge appeal and help the city draw in a
huge crowd. ("City slicker, 2006).

5.1.4.3 Exhibitions

All the exhibitions and congresses are held by the Dubai World Trade center and they
have two locations that have been developed specifically for these purposes. The first is
the Dubai International Convention and Exhibition center while the second is the
Airport expo. They have a space of a million square feet and 34,000 square meters
respectively.
They have over 90 exhibitions that take place yearly, some of the most well known ones
are
Gitex Technology Week- This is an exhibition that shows the latest trend in the
Internet, computer and technology sector.
Gitex Shoppers Is the biggest consumer electronic exhibition of its kind and
has all the retailers and brands from all over the world present.
The Big 5 Show - Is the largest building and construction show that takes place
every year and draws companies related to the industry from all over the globe.
(Events Calendar, 2011)

5.1.4.4 Global Conferences

The reason that a lot of the conferences in the region are hosted in Dubai is that it has a
strategically located in the center. As said before for exhibition, the Dubai World Trade
Center authorities in halls that are located on similar venues also hold all the
conferences. Some of the biggest global conferences that have been help by the Dubai
world Trade Center are given below:
Annual congress of the International Monetary Fund and the annual meeting of
the Governors of the World bank. 14,000+ attendees
FDI World Dental congress 15,000+ attendees
The 7
th
global symposium for regulators
(Event Types, 2011)

Information that can be seen on www.conferencealerts.com/dubai.htm shows that there
are more than 25 international conferences that are scheduled for November and
December alone this year. (Dubai conferences, 2011)

5.1.5 Free-zones
Below is a list free zones in Dubai that is readily available from multiple sources on the
internet and is common knowledge.

Dubai Airport Free Zone
Dubai Car and Automotive City Free Zone
Dubai Flower Center Free Zone - at Dubai International Airport.
Dubai Gold and Diamond Park
Dubai Health Care City
Dubai Industrial City
Dubai International Financial Centre - stock exchange, insurance center and
money market.
Dubai Internet City

2S
Dubai Knowledge Village
Dubai Media City
Dubai Multi Commodities Centre
Dubai Gold and Commodities Exchange
Dubai Silicon Oasis
Dubai Technology and Media Free Zone (TECOM) - includes Internet City,
Media City and Knowledge Village.
Jebel Ali Free Zone Authority (JAFZA)
Economic Zones World - includes Techno Park, Dubai Auto Zone, JAFZA
Dubai Maritime City

The first free zone in Dubai was set up in 1985 and is called the Jebel Ali Free Zone.
The Airport free zones were set up in the mid 1990s. The above mentioned free
zones are tax free havens that have attracted all major multi national brands whether
FMCG manufacturers, media companies or Fortune 500 companies.
The free zones in the UAE are an amazing mechanism to increase economic
development (Santosh, H, p.5). The government attracts investors to these free zones
through the following set up incentives:
Complete business ownership by foreigners
No taxes, customs or commercial fees
Lease on facilities that goes up to 50 years
No restrictions on any kind of capital with no trade barriers or quotas on
import.
One stop point for all approvals to minimize red tape and time wasted.
(Santosh, H, p.5).
Which means free zone can easily get company registration, company laws
and legal framework is hassle free, there is also no need for local sponsor.
Firms get flexible labor laws for recruiting during projects with 24-hour visa
service and easy access to knowledge workers (Santosh, H, p.20)

According to Santosh Hejmadis research titled Best Practices in Public Free Zones,
the point of Dubais government is to Have a stable of world-class companies with
core knowledge-based competencies which can compete effectively globally (Hejmadi,
S. p. 9).

This principle has led to the creation of the media and technology free zones: namely
Dubai Media City, Dubai Internet City and Knowledge Village. Together these are
known as Dubai Technology and Media Free Zone (TECOM). With strong government
backing these free zones aimed to employ local and expatriate talent, strengthen local
companies and leverage multi national companies. With a supportive environment with
world-class infrastructure created for either multi national firms or new entrepreneurs,
along with strategic partnerships with other countries, Dubai has become a world leader
in Technology and Media free zones with a very well educated workforce. (Hejmadi, S.
p. 9)

While there are freezones, focusing on commodities, industries and finance, the Dubai
government is focused on attracting foreign investors through world-class support
services, and the efforts have been focused on technology and communications (Dubai,
2002).

Jebel Ali Free Zone is one of the worlds largest and fastest growing free zones. As
per the official Jebel Ali Free Zone website, Jafza.ae, the free zone which had its
silver jubilee last year, its world class facilities and high-end value proposition have
taken the total number of companies operating from the Free Zone to 6512 in 2010
as compared to 1537 in 2001. JAFZA supported Dubais overall non-oil trade with
imports worth $49.7 billion and exports worth $38.9 billion according to information
given by the statistics department of Dubai World. 2009 was the year when the free
zone employed 139,000 people as compared to 56,663 in 2001. Jebel Ali Free Zone
accounts for 50% of Dubais total exports. (JAFZA at a glance, 2011)

According to the The Zone (Issue 22: Vol 3 2010), a bi monthly newsletter of
Economic Zones World, a combination of an excellent investment atmosphere and a
customer-centric business policy have let to the investors from outside the Middle

27
East to equal 3,500 54 per cent of the total of 6,512 companies in JAFZA. JAFZA
has a central role in the $69 Billion foreign investments in the UAE as of June 2010
(UAE continues to attract foreign direct investment, 2010).

The newsletter says that there has been 50% growth between 2005 and 2009 in
manufacturing units and when the rest of the world was hit by the recession in 2009
there was a 40% growth in the industrial sector at JAFZA. (UAE continues to
attract foreign direct investment, 2010).

To pursue the status of a developed economy the government has focused on higher
value added manufacturing. High technology industries are evident in Jebel Ali Free
Zone (examples: assembly of computers, electronic equipment). They are trying to
become independent of labor-intensive industries that are highly dependent on
expatriate labor (Pacione, 2005).

The success of JAFZA and other free zones has been a model for other countries like
Sri Lanka and the neighboring emirate of Abu Dhabi. Success is not simply related to
the high number of foreign investments in JAFZA but facts like TECOM is in fact the
worlds first Technology and Media Free Zone. TECOM houses some major world
leaders in media and academics. The aim of the Dubai Government has always been to
create knowledge based economy that is slowly becoming independent of oil and gas.
Also, Dubai free zones have employed a number of strategies in the past to attract
foreign investments. Jafzas success lies in factors like tax-free environment, 100%
ownership but is also dependent on the business climate of Dubai. Dubai has always
been a major trade port in the region and because of its economic growth, infrastructure
and convenient free zone laws, 150 Fortune 500 companies like Procter and Gamble
have their head offices for GCC, Middle East and Africa in the Jebel Ali Free Zone. The
fact that while the rest of the world suffered from a severe depression 2009, and JAFZA
boasted a growth of 40% is notable because this just shows the potential JAFZA has for
a booming economy, let alone doing incredibly well in a economy hard hit by recession.
It is common knowledge that other sectors in Dubai were quite affected by the
recession.

5.1.6 Industries

The number of industries is increasing rapidly and because of the low taxes, cheap labor
Dubai keeps drawing in firms that eventually increase its GDP and bring valuable
residents to the city.

Oil and Gas
Dubai is the next largest oil producer in the UAE after Abu Dhabi; but not only is its
output decreasing, its oil reserves are no way comparable with that of Abu Dhabi. In the
mid-1990s, production was at around 230,000 barrels per day, but in the year 2000 that
production had dropped to 170,000 b/d in the previous year. Dubais oil production was
recorded the highest in the year 1991 at 410,000 barrels per day and has been steadily
diminishing ever since. Dubais oil reserves will not last for more than 20 years. The
major player in Dubai oil is the Dubai Petroleum Company (DPC), which is a wholly
owned subsidiary of Conoco of the US and is the main upstream operator. Conoco owns
32.5 % of DPC in a consortium, Totalfina-Elf owns 27.5 %, Repsol of Spain owns 25%,
RWE-DEA of Germany 10% and Wintershall 5%. DPC discovered the four major
offshore oilfields between 1966 and 1976, Fateh, Southwest Fateh, Rashid and Falah.
(Butt, 2001, p.237)

Conoco handed all operation of DPC to the Dubai Government in April 2007 (Oil &
Gas Directory Middle East, 2011, p.1032). Regarding the gas sector of this industry,
Dugas, which is owned by the government, is responsible for all gas processing from
the oil fields that are offshore. (Oil & Gas Directory Middle East, 2011, p.1028) British
Petroleum has a 10% stake in DUGAS (Oil & Gas Directory Middle East, 2011,
p.1031).

ENOC (Emirates National Oil Company Limited) is completely owned by the Dubai
Government and is an oil, gas and global energy group that has at least 30 joint ventures
and subsidiaries in operation. (Oil & Gas Directory Middle East, 2011, p. 1031)


29
A condensate refinery was started production in 1997 in Jebel Ali and is owned and
operated by ENOCs wholly owned subsidiary Enoc Processing Company. The refinery
processes condensates from the Gulf region to 34,000 b/d of kerosene, 11,500 b/d of
diesel, 5000 b/d of liquefied petroleum gas (LPG) and 33,000 b/d of naphtha. Enoc and
Caltex came in to a joint venture in 1997 to produce and market oil lubricants, this
venture was called EPPCO. Enoc has a 60% share and Caltex has 40%, EPPCO markets
gasoline in the northern emirates. (Butt, 2011, p.238)

The government with some lucrative joint venture mostly controls Dubais oil and gas
with international companies. Gas production is quite low, as UAE does not have huge
gas reserves, to top it off 92% of those are in Abu Dhabi. Dubais success in oil and gas
lies in its marketing of gasoline, international joint ventures, development and
distribution of oil and gas products. Success in the oil and gas industry is not limited to
production and supply of oil, for example Microsoft reported in 2009, that it has moved
the company's top bosses for the global oil and gas industry business to Dubai in
recognition of the city's position as a strategic commercial hub (Microsoft oil bosses,
2009).

Manufacturing

Khaleej Times, which is one of the local newspapers in the United Arab Emirates
reports
that one of the largest non-oil contributors to the GDP of the government is
manufacturing. The total value it adds is $ 10.55 billion, this sector also employs 8% of
the Dubais total work force. In 2010, the manufacturing GDP growth was 11 per cent
as compared to 6.2 per cent in 2009. On an average from 2007 to 2010, there is an
average growth of 8% per year. The article also quotes Engineer Saed Al Awadi, Chief
Executive Officer, Dubai Exports to say that the Dubai government knows that
diversifying their source of income is very important and one way this can be done is by
increasing the level of involvement of the industrial and exports sectors, this growing
export market increases potential for Dubai manufacturing industry. 34% of total
production accounts for exports and is worth AED 68 billion, while Dubai's annual total
industrial production is worth AED 200 billion. Manufacturing industries are basic
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. Su
metal production, non-metallic minerals production, fabricated metal and equipment,
wood products including furniture, food and beverages. (Rizvi, 2011)

The construction industry fuelled Dubais economy during the construction boom
before the recession of 2008. The construction and real estate sector accounted for
15.8% of the GDP in 2008 and Dubai represents 42.1% (AED 29.1 Billion) and 56.6%
(AED 44.4 billion) of the UAEs construction and real estate sectors, respectively
(KAMCO Research, 2011, p.13). Dubai Statistic Centers report on the construction
industry titled Distribution of Establishments and Number of Employees by Economic
Activity & Group of Employees (2009) show that there were 6261 firms in the
construction industry in 2008 as compared to 5,387 firms in 2007.

5.1.7 Unique projects

To gain worldwide recognition and to get people to visit the city as tourists, the city has
worked on a lot of unique projects that have been part of the process in branding Dubai.
To gain global recognition all of the projects that they have created are either one of a
kind or the largest of its kind. Given below are some of these projects as well as others
that are still under construction.

Burj Khalifa Tower

It is the worlds tallest skyscraper at 828m, it cost $1.5billion to build and is called the
vertical city. It has a hotel designed by Giorgio Armani and even a private library.
(World's tallest skyscraper, 2010)

Right next to the tower is the colossal Dubai Fountain, which is 900ft long and sends
water as high as a building 50 floors high, making it the tallest performing fountain in
the world. (Water sight to, 2009).


S1
Located on the same boulevard is The Dubai Mall, which boasts itself as the worlds
largest destination for shopping, and entertainment. It was part of the $20Billion Burj
Dubai downtown development and took approximately 4 years to build. It has over
1000 stores with more than 150 of them being completely new to the region. It also has
one of the largest aquariums in the world on its premises. (The Bubai Nall, 2u11)

Ski Dubai

According to Margaret Coker (2005), Ski Dubai is the icon of the Mall of the Emirates,
which is one of the largest malls in Dubai. It is a 25-floor tall indoor mountain made out
of snow in an elbow shape. The project was worth $83 million and took nearly 2 years
to build after having 1200 workers, work on it for 24-hour daily shift.

Burj Al Arab-

The Burj Al Arab is recognized as the symbol of Dubai and is the worlds most
luxurious Hotel. (Burj Al Arab, 2009) The hotel is the worlds First 7 star Hotel
(Khan, A, 2006).

It has been one of the most photographed structures in the world and has been
consistently voted as the worlds most luxurious hotel. Its design is that of a sail and it
stands at a height of 321 meters. It has an individual butler for every room and a
reception on every floor. The cars at the hotel are custom made Rolls Royce Phantoms.
(Welcome to the Burj Al Arab, 2011)

Dubailand-

Still under construction, the plan of Dubailand is to have a development over 3 billion
square feet. Once done it will be home to the worlds largest mall and the worlds
largest water park. To see a comparison of its size, Dubailand will be double the size of
all the resorts that are a part of Disneyland and Disney World.
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. S2
Some of the parts that Dubai land will comprise of are
! The Falcon City of Wonders, that will feature life size structures featuring the 7
wonders of the ancient world.
! The Dubai Snowdome, which will be the worlds highest standing transparent,
dome structure and will have ski hills and slopes.
! The Restless Planet, which will be home to over 100 dinosaurs controlled by
animatronics.
(Welcome To Dubailand, 2007)

Lewis, S. (2010) tells us about some of the other features comprising Dubailand
! Bawadi, another component of Dubailand will be a 10-km long strip costing
$54 billion that will have over 50 themed hotels with at least 60,000 rooms. It
will include the worlds largest hotel called AsiaAsia (6500 rooms).
! Dubailand will also feature the City of Arabia costing $5 billion that will house
the Mall of Arabia over a space of 10 million square feet.
! Universal City will include a 149-acre Theme park based on Universal studios,
also having 100 restaurants and 4000 hotel rooms.

Still unuei construction once complete, Dubailand expects to have 40,000 visitors a day
and an estimated 15 million a year. (Welcome To Dubailand, 2007)

5.1.8 Infrastructure

Dubai has a huge network of roads and more are being built everyday. The city already
having a vast array of transport systems in the city, which include the Metro, buses,
water transport, is looking to make it even better.

The latest development for this was that the Department of Finance for Dubai finalized
a loan of $800 million to use on it transport infrastructure. (Dubai lands $800m
infrastructure loan, 2011)


SS
After the recent completion of the Green-line which is part of the Dubai Metro, the
entire track is now 72.1 km. This addition now makes Dubai Metro the longest train
system in the world that is driverless. (Dubai Metro Red Line, 2011)
Plans are still underway for the Blue and Purple line but no information about their
development is available.

To make transport even easier for the tourists and residents, a Tram project that was laid
of in 2008 has been started again. The project costing $1.1billion will run along with
one of the largest roads in the city and will be completed in 2014. (Dubai restarts work
on tram project, 2011)

Since the global credit crunch that started in 2008 not many projects were done during
the time after it. But to see the scale of the development in roads and public transport
investments that are happening currently can be taken from how it was being done pre-
2008.

The last published United Arab Emirates Yearbook (2007), gives us a look into the
developments that took place in 2007 and before it.
! $22.47 million were used to expand of Sheikh Zayed road to make it a five-lane
highway from Dubai to Jebel Ali.
! A three level interchange with 13 bridges was built to connect Dubailand, The
Dubai Autodrome and the residential Arabian ranches to the rest of Dubai.
! New bridges were created to cover the Dubai-creek and a replacement for one of
the biggest bridges the Garhoud Bridge was started in 2006.
! A $84.5 million floating bridge would be constructed over the creek between the
two already existing Garhoud and Maktoum bridge.
! To ease traffic between Dubai and the neighboring city of Sharjah, a
development project on the road started in 2006.
(p. 176-177)

These development mentioned above that were midway in construction and planned to
be started are all complete and running. Looking at the latest development other than the
metro and the tram given above the Roads and Transport Authority (RTA) of the city
has launched its first private water transport system. This project will feature a $54
million scheme that will make water transport possible from the coastline of Dubai and
to ease traffic flow from other cities. (Martin, M, 2010)

5.2 Abu Dhabi

5.2.1 Abu Dhabi Airports Company

They have 2 airports currently under them. The first is the Abu Dhabi Airport and the
second is Al Ain Airport. According to Fenton. S, (2011), Abu Dhabi International
airport had a 14% increase in international passengers and in May this year they reached
934,000 passengers. He also says that there is a $6.8 billion project for a midfield
terminal that once completed will give the airport an additional passenger capacity of
over 27 million.

When the seconu passengei teiminal was completeu in this yeai in Naich 2uu9
the capacity of the aiipoit iose fiom 7 million passengeis to 12 million passengeis
almost instantly. (Abu Bhabi set to tenuei $6.8bn airport terminal, 2009).
The Al Ain Airport on the other hand had a capacity of 1.5 million passengers per year
but in late 2008 was only serving 200,000 customers. So that they would be able to
cater to low-cost carriers for the people with low income. (The big ambitions, 2008).

Etihad Airways
Accoiuing to the official Etihau aiiways website they have Su aiiciafts in theii fleet
cuiiently. (Expeiience Etihau, 2u11)


SS
According to the article, Etihad Plans Fleet Expansion (2010), the airline has been
having events in major cities like London and New York so that they can attract
financers for the 106 aircrafts that they need during the duration of the next 10 years.
In 2010 they began a partnership with Virgin Blue airlines and with each other the 2
airlines in collaboration offer more than a 100 destinations through their joint network.
James Hogan the CEO of Etihad Airways is reported to have said that because of the
opening of a major theme park and a lot of world leading attractions coming into
existence in the region, the future for Etihad is unprecedented. (Etihad expands network
and forecasts net profit in 2012, 2011).

The CCO (chief commercial officer) Peter Baumgartner is reported to have said in an
interview with the Travel and Trade Gazette from the UK and Ireland that the fleet of
the airways would more than double its aircrafts to 150 before the decade is over. He
also says that the workforce would increase to 17,000 from the already 8,000, and the
airline would be flying to a total of 120 destinations by then. Comparing the growth of
the airline to that of the city he said that this growth is part of a steady 7% increase in
non-oil GDP that will establish Abu Dhabi as a $230 billion economy by 2020.
(Etihad growth 'analogous 2011).

5.2.2 Sponsorships

Like Emirates sponsored Arsenal football club, Etihad Airways took to Manchester city.
Taylor (2011) reported for The Guardian about the $640 million sponsorship that was
just signed between the Manchester City football club and Etihad airways. This makes
the deal the largest that has ever happened in football history and gives the club an
unlimited supply of finance. The agreement is over a period of 10 years and gives the
national carrier of the United Arab Emirates the naming rights to the Manchester City
football stadium. Now naming it Etihad stadium. Along with the naming rights to the
stadium the airline also procured the extension to the rights of the shirts for another 10
years. The author finally mentions in the end of his article, the details of the sponsors,
he says that the Abu Dhabi government owns the airline.

Other than football information taken from the Etihad airways official website gives us
information on some more of their sponsorships.
They are:
Etihau Aiiways have built a stauium in Nelbouine, Austialia, this stauium is
an enteitainment anu a multi-puipose spoits venue. The stauium has a
capacity of SS,uuu anu has ovei a 1uu events happening all yeai iounu.
The F1 uianu Piix that takes place eveiy yeai at the Yas Naiina ciicuit is
calleu the 'F1 Etihau Aiiways Abu Bhabi uianu Piix. The event has a global
television auuience of ovei 8u million. This event showcases both the region
and the airline.
The airline is also the diamond sponsor and the official airline for the Abu
Dhabi Golf Championship. This is one of the largest events that takes place in
the region and is a host to 120 golfers from the European tour playing for the $2
million prize.
A major sponsor of the Sport Australia Hall of Fame.
The main sponsor for the UK rugby team called the Harlequins RFC.
( About Et i had, 2011)

5.2.3 Tourism

The Abu Dhabi Tourism Authority (ADTA) is attracting European visitors to the
beaches by building more luxury resorts on the beach to add to the already popular 6
star Emirates Palace and Qasr Al Sarab. By the end of 2011 more luxury beachfront
accommodation will have opened in Abu Dhabi. Some of these are the Park Hyatt,
Jumeirah Etihad Towers and The Ritz-Carlton Abu Dhabi. They will be aiming to
attract tourists mainly from Russia ("Abu Dhabi tourism," 2011).

More European visitors are being attracted by an European tourism roadshow. Abu
Dhabi Tourism Authority spearheaded a European road show spanning seven cities
across six countries in July 2011 to increases tourism revenue for the last quarter of this
year. Arabianbusiness.com reports that accompanying the tourism authority on this road
show were representatives from Etihad (UAEs National Airline), Hala Dubai

S7
(Destination Management Arm) and Abu Dhabi Motorsports Management. The cities in
this road show were Moscow, Paris, Frankfurt, Milan, London, Manchester and Dublin.
The drive was to increase consumer awareness of destination Abu Dhabi. The road
show will highlight major events like the Formula 1 race in November. Another factor
taken into consideration was to promote Etihad Airways increased flights to and from
the Europe. ADTA said similar road shows will also take place soon throughout the
GCC and India, so the tourism industry can aim high performing regional markets
(Sambidge, 2011).

Abu Dhabi has recently also been in the news for setting ambitious green tourism
targets. They are making tourism a sustainable industry. World Green Tourism (WGT),
is an event for the end of this year to take place in Abu Dhabi and is supported by the
ADTA. The WGT is the only event in the entire region that is dedicated to the
promotion of the sustainable tourism. According to the events website, the government
of the emirate has a Plan 2030 and sustainable development is a major aim in this
plan for Abu Dhabis long term goals for tourism and business industries. (Venue,
2011)

The website states that the approach Abu Dhabi has taken to the development based on
Plan 2030 can teach other countries a lot on strategies to promote their own tourism.
At the centre of this plan is Saadiyat Island. 670 acre cultural district in this island will
feature Abu Dhabi Guggenhiem, Louvre, a Maritime Museum as well as a performing
arts centre. It will be a cultural and major leisure point for tourists in Abu Dhabi.
(Venue, 2011)

Natural Tourism
Natural tourism in Abu Dhabi goes beyond the sand dunes; the government has been
actively promoting the Bu Tina Island worldwide to be chosen as one of the 7 natural
wonders of the world. The island is already in the top 28 finalists. According to
Butinah.ae, the islands official website, the island which is off the western coast of
Abu Dhabi is a protected marine area with a thriving ecosystem. The island has the
highest density of Dugongs in the world, along with 3 species of sea grass and 21
species of marine algae. It also home to a long stretch of mangroves. 20-25,000 birds
visit the island in the winter every year and these include Osprey, the Western-reef
Heron, the Bridled and White-cheeked Tern stopover and the Socotra Cormorant Bu
Tinah Island is part of the Marawah Marine Biosphere Reserve. This is the regions first
Marine Biosphere Reserve and is a UNESCO recognized site. (Explore Bu Tinah
Island, 2011).

Another natural haven for flora and fauna at the center of Abu Dhabis tourism plans is
Sir Bani Yas Island. The island is a legacy of Sheikh Zayed and has a number of
animals and fauna (namely mangroves) not native to the deserts co-existing peacefully.
While the government is promoting nature based tourism and not eco-tourism at this
island, the island is still teaming up with Masdar, Abu Dhabi's clean technology
initiative, for alternative energy options like wind and solar energy. The island already
boasts the biggest wind turbine in the Middle East. (Landais, 2008)

Abu Dhabis tourism accounted for 6.8% of its GDP in 2006, as listed above. It is
essential that it be noted that this statistic is from before the construction boom, Ferrari
world and the Abu Dhabi governments various initiatives to make the tourism sector a
major moneymaker. Showing that with these exciting projects, and other Government
initiatives mentioned above, Abu Dhabi is now really coming into its own as a tourist
destination. Increasing percentage of tourism generated non-oil GDP to 11% in 2011,
along with the fact that the tourism industry is unaffected by the credit crunch, prove
that Abu Dhabi has more to it than just being an oil rich emirate. The security measures,
world-class infrastructure along with a number of factors already mentioned above, are
responsible mainly for Abu Dhabis continuous growth as a tourist destination.
Natural tourism initiatives help Abu Dhabi go beyond Dubais tourist attractions of
shopping malls, skyscrapers, beaches and sand dunes. Abu Dhabi offers all that and
more in the form of islands like Sir Bani Yas and Butinah. With these islands the
Emirate of Abu Dhabi plans to conserve and protect the natural heritage of Abu Dhabi.
Natural and green tourism initiatives are also important for the government because the
UAE has a very high carbon footprint. Initiatives like Masdar City, Masdar Institute and
World Green Tourism event show to the world that Abu Dhabi is not all about a
flourishing economy, but that the emirate is ready to walk hand in hand with the rest of
the world for a sustainable future.

S9

Business Tourism
Accoiuing to uulf News aiticle "Business touiism set foi a boost at Abu Bhabi
event", Bina El Shammaa says that majoi events like Gulf Incentive, Business Travel
and Meetings(GIBTM) have underlined Abu Dhabis reputation as a major world center
fro business tourism. The article states that the uIBTN is the Niuule East's only tiaue
exhibition ueuicateu foi business touiism anu the NICE (meetings, incentives,
confeiences anu exhibitions) inuustiy (Shammaa, 2uu9). Anothei stiategy
employeu by the Touiism Authoiity has been getting the local youth inteiesteu in
touiism piojects. The Touiism Authoiity consiueis business touiism a gieat iuea
to attiact young nationals towaius caieei oppoitunities in touiism, consiueiing
Emiiatis account foi only 1% of the jobs in Abu Bhabi's booming touiism inuustiy
(Shammaa, 2uu9).

5.2.4 Events

Abu Bhabi has become a ieally big touiist uestination anu ovei the peiiou of the
past yeais they have incieaseu theii touiist in-flow a lot. 0ne of the biggest
attiactions to the city was the Yas Naiina F1 iace that staiteu in 2uu9 anu has now
become a iathei big event. 0thei attiactions inciease eveiy yeai anu biing in moie
ciowus.

5.2.4.1 Sports

A lot of spoiting events take place in the city anu some of the ieally high piofile
ones incluues the following.
The Abu Dhabi Championship: Is Abu Dhabis only championship course but
others are being built helping the city realize its plans for tourism. Ellegard, P.
(2010).
The Domestic English cricket season: Started in Abu Dhabi 2010 because of
better conditions and to have an early start to the season. (2009, December 11).
MCC switch to Abu Dhabi
Abu Dhabi Grand Prix: is the second of its kind in the Middle East and is had its
first race in November 2009. It is the last race on the Formula1 One calendar. It
is the first event to begin in the daytime and end at night under floodlights.
(Dylan, C. R, 2011).

Other sports events according to the official Abu Dhabi events calendar are
UAE Jet Ski Championship
Chevrolet Drag Racing Experience
Yas Super sports SST driving experience
(Sports events, 2011)

5.2.4.2 Music

Flash entertainment is an events organizer that is owned by the Abu Dhabi government
and they have used the annual Formula one Grand Prix to stage events that take place
through out the city. Starting in 2009 the music concerts were set around the F1 race
and the concerts were scheduled for a fortnight. International artists from all around the
world were brought in and top names like Aerosmith, Beyonc and Kings of Leon were
amongst 40 other artists that performed then. For 2010 again, artists like Linkin Park
and Prince were amongst many that performed across the city uuiing anu aiounu the
weekenus that the F1 iace was taking place at the Yas Naiina ciicuit. (Baxtei, K,
2u1u).
Accoiuing to the official events website foi the State of Abu Bhabi The event this
yeai will be calleu 'Yasalaam, pulse of the capital' . It will stait with peifoimances
by Biitney Speais amongst many otheis anu will this yeai iun foi the peiiou of a
month. (Nusic Events, 2u11)

0thei events given by same souice that happen yeaily aie,

41
Cieamfeilus Abu Bhabi: A 2 uay conceit that featuies ovei 4u inteinational
aitists fiom all genies
Womau: Belu in Apiil 2u1u, the event, which ian ovei S uays, hau 12u,uuu
visitois, it incluues conceits, woikshops. (Nusic Events, 2u11)

5.2.4.3 Festivals

Although like Bubai theie aie many festivals that iun ovei the peiiou of the yeai,
theie aie many that aie not baseu on ieligious holiuays anu celebiations. Some of
the most iecognizeu anu highly piestigious events that take place in Abu Bhabi
aie:
Niuule East Film Festival: this was the fiist festival of its kinu in the iegion
anu is one of the iichest of its kinu. The piize money at the festival only in
2uu9 totaleu $ 1 million being uistiibuteu amongst the top 2 winneis.
(Young, D, 2009)
Summer in Abu Dhabi: This is a festival thats run over the period of a month
and includes entertainment as well as activities centered around families.
(Family events, 2011)

Other Festivals like Yasalaam, Creamfeilds and Womad are mentioned in the Music
events as they concentrate more on music. They are some of the biggest festivals that
happen through the year in Abu Dhabi but are not mentioned here, as they are solely
music related.

5.2.4.4 Exhibitions

The Abu Dhabi national Exhibitions Company is a government owned and controls the
Abu Dhabi National Exhibition center (ADNEC), which was opened in 2007. On an
average it has a footfall of one million and has over a 100 exhibitions yearly. The
facility has 12 connected halls and is built over a total area of 73,000 square meters
making it one of the largest venues in the Middle East. (ADNEC, 2011a)
Major exhibitions that take place yearly at the exhibition center include:
Middle East Manufacturing Exhibition
Gulf a la Carte
Sial Middle East
Home-Style 2011
Airport Exchange 2011
World Green Tourism 2011
Abu Dhabi International Book Fair
(ADNEC, 2011b)

5.2.4.5 Global conferences

Similarly like Dubai all major world conferences and important summits are also
conducted at the Abu Dhabi National Exhibition Center. A few of them given on the
webpage of the Abu Dhabi National Exhibitions Company are mentioned below.
World Health Care Congress Middle East: The first one was held in 2010 and
this year in December this congress will be the most recognized healthcare event
in the entire region. Their goal at this congress is to promote global health care
by looking at innovative best practices on a global scale. It has over 600
delegates coming in from over 25 countries. (Whats on, 2011a)
World Future Energy Summit: It was started in 2008 and since then it has
become the worlds top annual meeting for companies and people in industries
related to the environment or renewable energy. The summit in 2010 had over
24,760 people from 148 countries that attended it. The attendees included world
leaders, experts, industry leaders, journalists and academic intellectuals. (Whats
on, 2011b)
World Ophthalmology Congress: is the bi-annual international meeting of the
international congress of ophthalmology. (Whats on, 2011c),


4S
5.2.5 Free Zone

Abu Dhabi has three free zones currently: Khalifa Industrial Zone Abu Dhabi (Kizad),
Abu Dhabi Airport Business Part, and Twofour54.

According to Abu Dhabi Governments official website, Khalifa Industrial Zone is
being established by Abu Dhabi Ports Company (ADPC) a master developer and
regulator of ports. Kizad will be located in Al Taweela that already houses the worlds
biggest aluminum smelter EMAL and is an area between and Abu Dhabi and Dubai.
KIZAD is near to both Dubai and Abu Dhabi international airports, giving convenient
access to the worlds markets to around 2 billion customers. With 100 percent foreign
ownership being allowed in certain sectors, along with the world-class infrastructure,
this free zone has a long-term competitive advantage. The total value of investments in
the first phase of Kizad, which is expected to complete in the very last quarter of 2012,
is almost AED 26.5 billion (US$ 7.2 billion). Targeted business sectors include
petrochemicals, steel, pharmaceuticals, life sciences, chemicals, biotechnology, metals,
food and beverages, logistics and transportation. (International Trade, 2011a)

ArabianBusiness.com (2011) reports that KIZAD has been luring Asian investors, and
has recently had roadshows in India, China, South Korea and Germany. Khaled
Sameen, executive vice president, industrial zones at Abu Dhabi Ports Company says
that the response was positive and that this free zone is also about attracting foreign
direct investment. He also says that KIZAD will contribute to 15% of Abu Dhabis
non-oil GDP, giving Abu Dhabis economy a huge boost. 30 companies excluding
anchor tenant EMAL have already signed agreements with 100 more in the pipeline.
The 421 square kilometers mammoth free zone will help Abu Dhabi in its aim to
diversify its economy away from oil. (Abu Dhabi $7.2bn, 2011)
Abu Dhabi Airport Business Park
Is built on an area of 7 million square meters within Abu Dhabi International Airport, it
is a business park as well as a logistics park. With benefits that are common to the
regions free zones like tax exemption and 100 percent foreign ownership, this free zone
will help diversify Abu Dhabis economy. This free zone will include services for a
broad range of industries like Aerospace, aviation, oil and gas, cargo freight, logistics,
semiconductors, engineering, FMCG, media, pharmaceutical, luxury goods, travel and
tourism. (International Trade, 2011b)
Twofour54
Twofour54 or the Media Zone Authority is a media free zone intended for Arabic
content media. The point of the free zone is to make Abu Dhabi a regional center for all
media platforms whether print media or films. (International Trade, 2011c).

5.2.6 Industries

Where all the above ventures done by the state to attract tourists and residents, we now
look at the backbone of the city which has been developed by foreign companies and
keeps on increasing thus increasing the flow of money and people into the country. This
is the main reason that before any of the projects and high scale living Abu Dhabi was
so attractive to the world.

Oil and Gas

While the tourism industry is the backbone of Dubais economy, Abu Dhabis major
industry is still oil and gas. Interest grew in the oil industry in the 1930s, as the pearl
industry was in a rapid decline. Abu Dhabi granted its first oil concession, covering its
entire territory, in 1939 to the Trucial Coast Development Oil Company (Persian Gulf
States, 1993). Abu Dhabi has been a major world exporter for oil and gas and is the
emirate that is the richest in oil and gas among all 7 of the Emirates. Moreover Abu
Dhabi accounts for 94% of the UAEs crude output (Abu Dhabi pushes, 2008). Abu
Dhabi has developed both onshore and offshore oil fields and most of these oil and gas
reserves are under the control of the Abu Dhabi National Oil Company (ADNOC),
which is owned by the Government of Abu Dhabi and is one of the top 10 largest oil
companies in the world. ADNOC is also the worlds largest crude oil producer. It is
important to note that the oil and gas industry contributed to 49.7% of the Emirates
GDP and 7% of the worlds oil reserves are found in Abu Dhabi (Statistical Yearbook
of Abu Dhabi for 2011, p.70).

4S

According to the Statistical Yearbook of Abu Dhabi for 2011, one of the most important
indicators in the field of oil and gas are the oil reserves, which stood at 92.2 billion
barrels in 2009, while the Emirates total natural gas reserves for 2009 came up to 212
trillion cubic feet. Abu Dhabis current (for 2011) proven oil reserves are 98.2 billion
barrel of oil or nine per cent of the worlds total and 5.8 trillion cubic meters of gas or
five per cent of the worlds total (Haider, 2011). In 2010, average production of crude
oil was 2.3 million barrels per day, 4,847 million cubic feet per day of natural gas was
produced (Statistical Yearbook of Abu Dhabi for 2011, p.92). Abu Dhabi already has 2
refineries and is planning to build a third refinery in the northern Emirate of Fujairah
(Statistical Yearbook of Abu Dhabi for 2011, p.70).

The above statistics show Abu Dhabis strength as a world player in the field of oil and
gas. Abu Dhabis oil and gas output not only makes it immensely important to its
economy but also overall affects oil and gas prices worldwide, considering a sizeable
7% of the worlds oil reserves are to be found in Abu Dhabi. Despite being self-
dependent on energy sources that are not going to near depletion anytime soon, Abu
Dhabis focus on renewable energy sources with Masdar City is very commendable.

Abu Dhabis oil fields will last longer than oil fields of neighboring emirates, namely
Dubai and Sharjah because they are re-injecting liquefied natural gas back into the
reservoirs to increase oil and condensate production. The reservoirs in Sharjah are close
to being dried out, comparatively because of this enhanced oil recovery technique
employed by Abu Dhabi the reservoirs in Abu Dhabi might last 150 years, if the current
rate of recovery of around 2-2.6 million barrels per day remains steady. (Kapur, 2010).
A UAE Government Report named Oil and Gas (1999) states that Dubai, oil and gas
reserves will dry out in the next 20 years, which means around 9-10 years from now.
Considering 94% of the UAE oil reserves are in Abu Dhabi and as stated above equal to
98.2 billion barrels of oil, it is no surprise that Abu Dhabi can benefit from the oil trade
much longer than the other emirates, which will barely have any oil in the future to
support the economy.

It is thus understandable that the Dubai economy is fairly independent of oil and gas
trade because of tourism, and other related industries, but despite the independence that
the large oil and gas reserves offer Abu Dhabi they have ventured out into other
activities. The gold mine that is their natural gas reserves, which are the 4
th
highest in
the world, have not deterred Abu Dhabi from competing with Dubai in manufacturing,
tourism, or other non-oil and gas activity.

The oil and gas industry in Abu Dhabi has served to bridge strong economic
relationships with many countries, for example UAE supplies 25% of its crude oil
imports to Japan. Moreover, new oil and gas ventures have branded Abu Dhabi as a
highly investable city-state, that controls a major portion of the world oil and gas
reserves. Investments have poured in recent years from Shell, Total, Partex, Finlands
Neste and Occidental in Abu Dhabis oil and gas ventures (Abu Dhabi pushes, 2008).
Anthony DiPaola (2011) reports for Bloomberg Businessweek that even after Royal
Dutch Shells stake in an onshore oil partnership in Abu Dhabi expires in 2014, they are
still very interested to continue it. Shell, Exxon Mobil Corp., Total SA, BP Plc and
Partex Oil & Gas hold a 40% stake in ADNOCs onshore unit, Abu Dhabi Co. for
Onshore Oil Operations but only till 2014. An interest from Shell to keep its stake,
shows that the oil and gas industry in Abu Dhabi is not slowing down anytime soon and
is a huge attraction for foreign investments. To show how heavily responsible Abu
Dhabis oil and gas reserves are for foreign investment, Kumar (2008) reports that
ADNOC is the eighth largest recipient of US federal contract dollars, receiving more
than $918.25 million in 2008 alone.

Manufacturing

A key plan for the economic development of Abu Dhabi is to make Abu Dhabi an
industrial and manufacturing hub in the Middle East. To have a larger share in the
petrochemical and related products sector, the government has taken initiatives to
exploit Abu Dhabis competitive advantage in the energy sector. While investments in
industrial project equaled Dh 39.8 Billion, the construction industry contributed to Dh
21 Billion in Abu Dhabis GDP. Mubadala, the investment arm of the Government of
Abu Dhabi has announced in 2010 that it had signed an agreement with Boeing for

47
initiatives in areas such as composite manufacturing, engineering, R&D, commercial
maintenance, repair and overhaul, military maintenance and sustainment, and pilot
training. Another feather in Abu Dhabis cap is the new port that will house one of the
worlds biggest industrial zones. (Kapur, 2010)

Manufacturing Industries have been targeted by the Emirate recently as it moves
towards sustainable development. According to the Statistical Handbook, the basic
metals industry, which accounted for 6.1% of the total output of manufacturing activity
and 3.0% of value added manufacturing activity in 2009. Other than the basic metals
industry, Abu Dhabi is manufacturing food, beverages, tobacco, textiles, leather
products, wood and wood products, furniture, paper, publishing and reproduction
media, chemicals, plastics, non metallic mineral products, structural metal products,
machinery and equipment. The most valuable and profitable of these industries is the
chemical, plastics and related products industry. (Statistical Yearbook of Abu Dhabi for
2011, p.66-67).

The figures above show diversification of interest in the Emirate. This is in fact very
necessary to do, as Abu Dhabi aims to be a world-class city and therefore the Emirate is
investing in infrastructure. Major construction projects for roads, airport expansion, real
estate, hotels, a proposed Metro are responsible for the large investments in construction
and Dh 21 Billion contributions to GDP. Investments with Boeing aim to diversify Abu
Dhabis manufacturing capabilities as well as underline Abu Dhabis plans to promote
Etihad Airways internationally and underline its status as UAEs flag carrier.

5.2.7 Unique Projects

Unlike Dubai, Abu Dhabi has a lot more unique projects. The main difference between
them is that Abu Dhabi has chosen to go into with partnerships with well known brands
around the world to create something there is already a recognition and a demand for
rather than developing it from scratch.

In this section we look at partnership projects that the city has undertaken as well as
other major projects that are unique to the city. Furthermore we look at projects that are
currently being built to create even more awareness of the city. These projects are being
built with the soul purpose of turning the capital into a touristic hub.

Yas Marina:

This has become a focal point of the tourism in Abu Dhabi and the city has used the
three days that the race runs for as a starting point for festivals and concerts that run
around the month.

Hermann Tilke who was a past racer and has designed over 20 racetracks designed the
circuit. The Circuit itself in made on Yas Marina Island, which has been artificially built
just for this purpose. The track is one of the largest ones in the world at 5.53km and has
20 unique turns. To make the track it took 1 million tons of base material and the track
was made of 200,000 tons of asphalt. Other than the racetrack the island of Yas Marina
has a theme park, a marina, hotels, beaches and a water park. The first Abu Dhabi
Grand Prix took place in 2009 starting in the daytime and ending at night, being the first
of its kind. (Dylan, C. R, 2011)

Since then this is the third year it will take place and the size keeps increasing
tremendously every year.

Ferrari World

This theme park was launched under license from the Italian automaker Ferrari SPA.
The Ferrari world is on the same island as the formula 1 circuit and resorts. All of them
being constructed by Aldar properties that have the aim of making the island a tourism
destination.

The park has 24 attractions that are themed on Ferrari and has the worlds fastest roller
coaster called the Formula Rossa. The park also features a Ferrari Museum and driving

49
schools for kids as well as other themed attractions. A red roof that is inspired by the
hood of the Ferrari cars covers the whole park and under it provides 300,000 square feet
of space. The theme park expects to draw visitors in number of 10,000 per day. With a
shopping mall opening nearby very soon the number will surely increase. (Volpe, M,
2010)

Sheikh Zayed Mosque

The mosque was started by the ruler of Abu Dhabi and its then president Sheikh Zayed
Bin Sultan Al Nahyan, and was finally completed in 2008. The building has space for
40,960 worshippers and in built over an area of 22,412 square meters. Being completely
decorated with White Marble the main dome is 70 meters tall and is surrounded by
more than 80 smaller domes. (His Highness Sheikh, 2011)

The mosque is also home to the largest carpet in the world measuring in at 7119 square
meters. This carpet took 1200 weavers a year to weave. The mosque is also home to the
worlds largest chandelier. (Statshot, 2008).

This Grand Mosque has become of one of the largest tourist destinations in Abu Dhabi
and it has had a great impact on the local economy. The city is moving away from being
solely dependent on oil and gas and is making itself a tourist destination. (His
Highness Sheikh, 2011)

Emirates Palace
Is a hotel run by Kempinski that is over an area of 10 million square feet. It is made up
of 302 rooms as well as 92 suites. The architecture is vernacular and is built in the
regions traditional design. (Khan, A, 2006).

Masdar city
Masdar is a city that is located 17km from Abu Dhabi city and is set to become a
carbon-neutral and zero-waste, city that is solar-powered. It will be built over an area of
6,000 square kilometers and will be home to 40,000 residents. It will also be house to
Bow iegional maiketing is uone in the 0niteu Aiab Emiiates. Su
the headquarters of the International Renewable Energy Agency(IRENA). (Cousins,
F. 2009, p.64).

Guggenheim Abu Dhabi
Is going to be the Largest of its kind in the world and when it opens in 2013 it will be
located on Saadiyat island. It is built over an area of more than 40,000 square meters
and will have its own collection of art as well as art from the collection of the
Guggenheim foundation. (The Meed editors, 2011).

Louvre Abu Dhabi
Another development on Saadiyat Island, the name is on a rights basis for 20 years and
after 20 years the museum will adopt its own name. The collection will be taken from
the Louvre Paris in 4 temporary shows, costing $195 million and around 300 artworks
will be on display permanently. The Abu Dhabi authorities will spend $52 million in
developing their own collection. The total value of the deal between the Abu Dhabi
government and the Louvre museum is between $800 million to $1 billion. (Alan, R,
2007)

Saadiyat Island
The development on this island is worth $27 billion and the total area is 27 square
kilometers. By 2020 the island will be changed into a luxurious touristic and residential
locality. Two of its high profile projects the Guggenheim museum and the Louvre
museum have been described in detail above. Other developments on this island include
the following.
o Sheikh Zayed National museum
o Maritime museum
o Performing arts center
o New york university campus

The author states that according to the Tourism development & Investment Company
(TDIC) the island od Saadiyat will attract 2.7 million visitors a year by 2012 when all of

S1
its attractions are open to the public. He also says that the island will become home to
160,000 people. (Tomlinson, H, 2009).

Infrastructure for the project is already in the process for the islands water, power and
transport systems. This includes a 10-lane bridge linking the island to the airport as well
as cable connection to the city that are underground. To build the tourist infrastructure,
work has already begun on the following projects.
o Saadiyat Beach Residence
o Park Hyatt hotel along with an 18 hole golf course
o St. Regis hotel and residences
(Tomlinson, H, 2009).

Unlike Dubai Abu Dhabi is trying to create tourism based culture, art and education.
(Tomlinson, H, 2009).

6 Analysis

6.1 Nanaging the city bianu

Looking at the 7 points that have been given by Kavaratzis, (2009) in his integrated
approach we look at how each of the following cities fair in managing their cities brand.

6.1.1 Bubai

Vision:
The vision of Dubai rests solely on the shoulders of its Ruler Sheikh Mohammed bin
Rashid al Maktoum. Who is also the vice-president and prime minister of the United
Arab Emirates.

Arlidge (2007), reports in an article that features details about the rulers vision by the
Minister of economics Mohammed Alabbar. Mohammed Alabbar has said that his
superior the ruler of Dubai wants him to make sure that Dubai grows at a rate of 11% a
year. He also wants him to make sure that the Gross domestic product of the city
increases from $20 billion to $50 billion by 2015.

Macleod, S.(2006) states that the vision of Sheikh Mohammed is of changing Dubai
into a new Singapore. The author goes on to state that the ruler sees himself as the Chief
executive Officer of Dubai Inc. that is run in a family-run city.

The Strategy that has been adopted by Dubai in developing their rulers vision can be
seen in the sections that talk about national promotion and city marketing. Mostly
through government owned firms under the watchful eye of the ruler Dubai is growing
every aspect. Education, health, safety are a major concern and are being developed
with the highest standards in mind. Looking at other aspects such as free zones for
businesses and events for residents and tourists are growing as well with a large number
of projects planned for the future.

Internal Culture:
Development of the internal culture of the city used to market itself can be seen from
the size of projects that have already been made and are still in the process of
construction. Examples given before of Malls that are worlds largest as well a building
that is the tallest in the world, the most expensive hotel, man-made islands in the sea are
just a few of the factors that develop the internal culture based on modernization, luxury
and entertainment.

An example of this is given by Swibel (2004), is the Burj al Arab, which is the worlds
only 7-star hotel. The hotel has nightly rates of $1500 to $7332, which is not enough to
make a profit. The author quotes Al Habtoor a friend of Sheikh Mohammed who says
that, You have to think why it was built, people dont visit Paris without seeing the
Eiffel Tower, do they?


SS
Local Communities:
The development of transport infra structure, education, health and safety is one way of
looking at how Dubai is prioritizing local needs. The Dubai Metro already the largest
automatic train system in the world as stated before is still increasing in size. The
development of Malls and entertainment in the city are as much for the residents as they
are for the tourists. We have looked at earlier how the number of housing units is also
increasing as the development of property increases tremendously.

Although most of the developers are government owned like Emaar and Nakheel, but
other developers like the Shaun and Chapel group are owned by resident Pakistanis and
are also at the forefront of developments both residentially and commercially. Since
opening a business requires 51% partnership with a UAE national, free zones as
discussed before are increasing by the number allowing expatriates to open businesses
and own them completely.

Ownership of property was not possible by expatriates and foreigners in the past. The
reason for the property boom in Dubai was that property could be bought. As reported
by Pepper T.(2006), on 99-year leases the property was being sold to homebuyers.

Synergies:
This does not apply to Dubai directly because there is no democracy and all
stakeholders are part of the ruling family or their associates. All major developers and
projects are done by government organizations that subcontract it further to foreign and
smaller companies.

Foreman, C.(2009) says that the UAE really unlikely to have a democracy as the Ruling
families are very popular all around the country and have brought decades of prosperity
to the region. (p.7)

After having looked at the vision of the ruler and the increase in businesses and
inhabitants of the city of Dubai we can see that there is a balanced participation as even
till date the proportion of the population that is a national to the UAE is less than 20%.

Infrastructure:
The development of infrastructure related to health, safety, education and transport has
been discussed before. However we now look at how the government has improved its
infrastructure making them easily accessible to the public.

Awan, M. A. (2007) says that because of the growing trend of providing services to the
public through the web, the government agencies have developed websites that give the
public as well as businesses access to the information and services that they require
from these offices. The efficiency and delivery of service from these websites has been
significant but there is still a lot of potential to make them run even better so that
government transactions can be better conducted online. (p.116)

Bill payments, applications for visa, inquiries, and all other interactions that an
individual or a business may need to have with the government has been put online.

Cityscape and Gateways:
The ability of the built environment to represent itself and reinforce the citys brand is a
prime example of how the city has used projects like The world islands, Burj Khalifa
tower and the Dubai mall to create an image of Dubai that is transferred to the world. If
we look at the projects that take place in Dubai we can see that they are done with 2
aspects in mind. Firstly they have to be unique like Ski Dubai, which is the Ski Slope in
the Mall of the Emirates, or they have to be the biggest in the world like Burj Khalifa
tower and Dubai Mall. Other examples of uniqueness and greater size can be seen in the
description of an upcoming project currently under development, Dubailand.

The reason this is done is so that they have something that is not there anywhere else in
the world and can create awe and wonderment in the eyes of the residents and bring in
tourists in a greater number.

Opportunities:

SS
All aspects of opportunities can be seen for each of the following target groups in the
following sector
o Residents: development of property, malls, theme parks, music events, sports
events, transport infrastructure etc.
o Tourism: Cheaper airlines, unique projects, theme parks, music events, business
events, sports events etc.
o Businesses: Free zones, foreign investment opportunities, business events,
exhibitions, global conferences etc.
o Industries: Cheaper labor, low taxes, cheaper electricity etc.

Communication:
Dubai has done all its communication indirectly; this is discussed in further detail in the
city communication section.

6.1.2 Abu Bhabi

Vision
The vision of the future of Abu Dhabi as said by Nasser al-Suwaidi, Chairman of the
Planning and Economy Department of Abu Dhabi, is that Abu Dhabi will remain a
confident and secure society, within a sustainable, dynamic, open economy.
(O'Sullivan, E. 2008)
To see how they wish to become sustainable over the years is by looking at their
developments in the tourism sector where they are having major projects made. They
have already started gaining tourists and are looking at having more than 7.5 million
visitors yearly by 2020. Projects like the Guggenheim and Louvre museum will make
them stand out once ready and projects like the Yas Marina F1 track have already put
them on the tourism map of the world.

Internal culture
All projects that are done in Abu Dhabi are government funded and done by
organizations that are owned by the government. The Office of the Brand od Abu Dhabi
has made sure that everything is done according to their branding requirements and that
everything any government department does is in accordance with their branding
criteria.

The slogan of the brand is Abu Dhabi-Visitors Welcome. To show that this is possible
project like the Yas Marina circuit, the Emirates Palace Hotel and Ferrari world have
been built. So that the internal culture is portrayed correctly and is understood by
everyone similarly the Office of the Brand of Abu Dhabi has been created.

Local Communities
The master plan of the city of Abu Dhabi 2030 features outlined policies that include
building density and height restrictions, transport, environment protected zones, and
other details that will help developers for future projects. It also features details of how
there will be new commercial and residential districts, and also a metro that will cover
the length of the Abu Dhabi Island. (Abu Dhabi launches, 2007).

This master plan shows the details that show us how the city is prioritizing local needs
in terms of transport places for people to live. We know that is already a problem and
the number of residential units is under supplied. For businesses it is similar to Dubai
but on a smaller scale as Abu Dhabi has only 3 freezones unlike multiple ones in Dubai.
Also all events held in the city and around festive times like religious celebrations
festivals and sports events is how local businesses and residents get involved in the
events and help in delivering the brand that Abu Dhabi is hoping to become.

Synergies:
Similarly like Dubai synergies do not apply to Abu Dhabi as the Ruling family runs it
and it is not a democracy. The national population is less than 20% and since they are
well looked after by the government there are no other stakeholders in the development
of the state.

Taking an excerpt from Dubai synergies discussed before we see that, Foreman,
C.(2009) says that the UAE really unlikely to have a democracy as the Ruling families

S7
are very popular all around the country and have brought decades of prosperity to the
region. (p.7)

Infrastructure
$100 billion are going to be invested by the government of Abu Dhabi in infrastructure
projects over the period of the next 5 years as they look at the population of the city
doubling by then. Other than that other projects that will help with infrastructure will be
the worlds largest Port and the worlds biggest free trade zone. As new islands spread
out from Abu Dhabi their infrastructure is being done simultaneously. (O'Neill, D,
2008).

The infrastructure that is needed for tourism has been looked at in earlier sections as we
see how the number of hotels will increase to accommodate the projected rise in
tourists. For residents health, safety, education and living are the greatest concerns as
well as transport and a huge number of development that are being done in this as
universities and hospitals that are world-class open in Abu Dhabi.

Cityscape and Gateways:
Tomlinson, H, (2009), says that unlike Dubai, Abu Dhabi is trying to create tourism
based on art, culture and education. This is reinforced when we look at the projects that
are being developed in Abu Dhabi. Projects as given in detail earlier on the Saadiyat
like the Guggenheim and Louvre museum as well as the new york university campus
show how they plan to do so. Sheikh Zayed museum and the maritime museum are also
examples of how they plan to bring in educated tourists that will appreciate art, culture
and education.
A prime example of tourism due to education is Masdar city, which will be a zero-waste
solar powered city. These projects by themselves reinforce the brand of the city that
wants to be recognized for tourism based around art, education and culture.

Opportunities:
We look at major opportunities for each of the target groups below.
o Residents: development of property for residents, high quality education, high
quality hospitals, theme parks, music events, sports events, developing a metro
system etc.
o Tourism: Cheaper airline, cultural projects, theme parks, music events, business
events, sports events, museums etc.
o Businesses: Free zone, Development of largest port, foreign investment
opportunities, business events, exhibitions, global conferences etc.
o Industries: Cheaper labor, low taxes, cheaper electricity etc.

Communication:
The communication done by Abu Dhabi is direct and is looked at in more detail in the
section managing the city brand.

6.2 Communicating the city bianu

Accoiuing to Kavaiatzis(2uu4), theie aie thiee veiy uistinct ways in which cities
communicate theii actions to the woilu. These aie piimaiy, seconuaiy anu
teitiaiy.
Primary communication:
This is a concept that is followed by Dubai, where the main goal of the city was not
communication. It is done through 4 broad categories
o Landscape strategies: in this Dubai has made the city look better with
development of unique and mega-scale projects both in commercial, residential
and infrastructure aspects. Upcoming projects like Dubailand follow a list of
major projects like the palm island Burj Al Arab and the world islands.
o Infrastructure projects: Development of the Dubai Metro and proposed tram
project falls into this category as well as development of heritage sites and
Tourist attractions. The development and improvement in the field of tourism
can be seen through the development of hotels that will cater to the increase in
Tourists. What is also part of this is the infrastructure to meet the needs of the

S9
tourists and residents like health, safety that are being developed on a great scale
by the city.
o Organizational structure: This is not applicable to Dubai as it is not a
democracy and the ruling party takes all decisions with no private and public
partnerships. There is also no participation of citizens in the decisions made and
it doesnt look like there will be any in the future as earlier mentioned the
citizens are happy with the way things are run in the city and the leaders have
shown them prosperity over the years.
o Citys Behavior: The vision of the leader is seen in the managing a citys brand
and that is what translates into the behavior of the city. The quality of services in
safety, government related services, transport are on an evolutionary path and
are changing rapidly as time progresses. The main financial incentive that all
target groups of the city have is that there are no taxes. This is what appeals to
most businesses, tourists and residents. Events organized by the city are also
given in detail above. Examples of them are the festivals that are organized by
the government like the Dubai shopping festival and the Dubai Summer
Surprises.

Other ways in which primary communication is done by Dubai is for example through
Emirates Airlines. All ventures and sponsorships that are done by the airline translate
into being done by Dubai, as it is a known fact that the Dubai government owns the
airline.

Secondary communication:
This is the type where the communication is done with the purpose of communicating
the brand. This is the kind that is followed by Abu Dhabi through the Office of the
Brand of Abu Dhabi (OBAD).

Information given on the official website of OBAD says that the reason this was
developed was to protect the national identity of the emirate and to develop their global
reputation. The purpose of the brand is that its helps the city build its reputation world
wide along with protecting its authenticity and national identity. What the brand
communicates to a global audience are the following points.
o Celebrates what makes Abu Dhabi unique by defining its spirit and essence.
o Connects the local population of the emirate with their culture giving them a
sense of positivism towards their focus and their identity
o Gives the guidance that is needed to make suitable and correct decisions
regarding the future of the city
o Shapes the consistent delivery of experience that is high in quality which will
ensure the long term success of the city
(Abu Dhabi Brand, 2011)

Tertiary Communication:
This is done by people and by media and is not in the hands of people in charge of
marketing. A few examples of how this is done by both cities is given below.
o Sponsorships: Both cities sponsor two of the top teams in the English
football premiership through their airlines. Emirates Sponsors Arsenal and
has their stadium named the Emirates stadium, whereas Etihad sponsors
Manchester city and has their stadium called the Etihad Stadium.
o Movies: A lot of movies are shot in both cities examples of which are Sex
and the city 2, which was shot in Abu Dhabi. Mission impossible 4 Ghost
protocol, which was shot in Dubai last year.
o Celebrities: A lot of celebrities make their appearance in the two cities and
an example of this for Abu Dhabi is Katrina Kaif an Indian Actress who
became the face of Etihad Airways. For Dubai it was Diego Maradona that
was signed on as a coach for Al Wasl football club.

7 Conclusion

Both the cities of Abu Dhabi and Dubai do marketing differently, but none of them
market the country they are a part of, but each other individually. As Cousins, F. (2009),

61
says in his article Desert Dreams, Abu Dhabi and Dubai are as different as Paris and
London. (P.62)

30% of the worlds population lives within a travel distance of one and a half hour from
the UAE and this they use to their advantage. One of the largest market in the world
comes from the Sub-continent, there is a huge population of qualified professionals,
tourists, students and medical tourists that travel to the west from there. The
development of all these industries in the UAE helps them to trap them half way and
draw them to their own facilities. All the hospitals and universities and large companies
provide them with a chance to experience the west without having to travel half way
across the world.

If you look at any major city or country in the world, what they market to the world is
what they already have. For example the city of Venice in Italy markets itself on its
culture and its unique waterways etc. but there have been no developments by them,
they market what is already present and draw people with that. Now when we take a
look at the UAE, a country that is going to celebrate its 40th independence day early
December, they had nothing to draw the world to them till a decade ago other than their
oil. Everything they have now has been crafted and designed to attract tourists for them.

Good living conditions, social life and an international crowd is something that the
country has developed over the past 40 years and this is exactly what they use to attract
tourists from every where to their country. Tourists are attracted to the Dubai and Abu
Dhabi because of the fact that you can stop over there using the best airlines in the
world on their way to any other country in the world. Arriving in the country the list of
hotels is uncountable and the fact that there are no taxes of any kind makes it even more
attractive. The high class shopping and ultra modern and large size of life in Dubai is
being matched and softly balanced by the approach on tourism by Abu Dhabi who are
focusing on cultural, education and natural tourism.

Almost all western companies that operate in the sub-continent and Africa have their
headquarters in the UAE. Having the best-connected airlines in the world, great
accommodation, exhibition and conference areas make it their best choice. The location
of the UAE is so strategically positioned that they can control their areas of sales in
Africa and Asia without having to deal with the conditions and problems. Other reasons
that make them choose the UAE is because of the fact that there is cheap labor, cheap
utilities along with the highest quality of living and standards that are similar or exceed
to any that are present in the western world.

It is important to understand, that while Dubai and Abu Dhabi have limited resources to
attract foreign visitors in terms of natural tourism, they have gone above and beyond to
do this. Natural tourism now extends to green havens like the Bu Tinah Island is no
longer limited to naturally occurring beaches and sand dunes. Moreover, both Dubai
and Abu Dhabi are sustaining themselves on the influx of foreign investment, whether it
is investment in oil and gas or freezones. With their infrastructure, famous annual
events, dedication to a greener world, low crime rate, high health and education
standard, unique projects like Burj Khalifa and Yas Marina, Dubai and Abu Dhabi are
all set to claim the mantel of the most sought for destinations whether for tourism
purposes or commercial ventures.

To stay ahead from the rest of the world in what ever they do, the factor of uniqueness
and size is taken into account in the projects. All projects are distinctly created with the
purpose of attracting a future resident, tourist or business. So unlike other cities where
they market what they already have, cities in the UAE, take a look at what is available
and what is not, for what is not available they make a good product and for what is, they
make a better product.


6S
References

About Etihad. (2011). Our sponsorships. Retrieved on October 13, 2011, from the
Official Etihad Airways website:
http://www.etihadairways.com/sites/Etihad/global/en/aboutetihad/oursponsorshi
ps/Pages/oursponsorship.aspx

About us. (2011). JAFZA at a Glance. Retrieved on September 30, 2011 from Jebel Ali
Free Zone website: http://www.jafza.ae/en/about-us/jafza-facts-at-a-
glance.html

Abu Dhabi $2.5bn tourism revenues. (2007, Jul 12). Middle East Financial News, pp. 1.
Retrieved on October 1, 2011 from
http://ezproxy.aus.edu/login?url=http://search.proquest.com/docview/2328854
14?accountid=16946

Abu Dhabi $7.2bn industrial zone lures Asian investors. (2011, September 26).
ArabianBusiness.com. Retrieved on October 6, 2011from
http://www.arabianbusiness.com/abu-dhabi-7-2bn-industrial-zone-lures-asian-
investors-422091.html

Abu Dhabi among top capitals in tourism services. (2011, August 22). Khaleej Times.
Retrieved on October 2, 2011 from:
http://www.khaleejtimes.com/DisplayArticleNew.asp?xfile=/data/theuae/2011/
August/theuae_August571.xmlion=theuae

Abu Dhabi Brand (2011). Retrieved on October 28, 2011, from The Office Of The
Brand of Abu Dhabi website: http://brand.abudhabi.ae/en/the-abu-dhabi-brand/

Abu Dhabi launches 2030 Masterplan. (2007). MEED: Middle East Economic
Digest, 51(38), 20.

Abu Dhabi pushes $45bn oil and gas expansion plan. (2008, Nov 05). Oil & Gas News.
19?accountid=16946

Abu Dhabi set to tender $6.8bn airport terminal. (2009). MEED: Middle East
Economic Digest, 53(42), 15. Retrieved from EBSCOhost.

Abu Dhabi tourism holding up well. (2009, February 22). Gulf News. Retrieved on
October 1, 2011from http://gulfnews.com/business/tourism/abu-dhabi-tourism-
holding-up-well-1.52738

Abu Dhabi tourism industry upbeat . (2009, October 5). Gulf News. Retrieved on
October 1, 2011from http://gulfnews.com/business/tourism/abu-dhabi-tourism-
industry-upbeat-1.541627

Abu Dhabi tourism records double-digit growth in Feb. (2011, March 25). Khaleej
Times. Retrieved on September 18, 2011 from:
http://www.khaleejtimes.com/darticlen.asp?xfile=data/business/2011/March/bu
siness_March458.xmlion=business

ADNEC, (2011a), Venue Information, Retrieved on October 16, 2011, From The Abu
Dhabi National Exhibitions Companys website:
http://www.adnec.ae/exhibitor/venue/

ADNEC, (2011b), Whats on. Retrieved on October 16, 2011 Retrieved on October 16,
2011, From The Abu Dhabi national exhibitions companies website:
http://www.adnec.ae/exhibitor/venue/

Alan, R. (2007, January 13). Abu Dhabi is to gain a Louvre of its own. New York
Times. p. 7. Retrieved from EBSCOhost..

Amira, A. (2011, January 3). Crime rate down in Dubai. Khaleej Times. Retrieved on
September 17, 2011 from
http://www.khaleejtimes.com/DisplayArticle08.asp?xfile=data/theuae/2011/Jan
uary/theuae_January56.xmlion=theuae

Arlidge, John, (April 29,2007) Selling Dubais Sky high vision, The Sunday Times
(London), Retrieved on October 17, 2011, from LexisNexis.

Awan, M. A. (2007). Dubai e-Government: An Evaluation of G2B Websites. Journal Of
Internet Commerce, 6(3), 115-129. doi:10.1300/J179v06n03_06

Bagaeen, S. (2007). Brand Dubai: The Instant City; or the Instantly Recognizable City.
International Planning Studies, 12(2), 173-197.
doi:10.1080/13563470701486372

Bains, E. (2009). Transforming patient care. MEED: Middle East Economic Digest, 10-
11. Retrieved from EBSCOhost.

BAXTER, K. (2010). Abu Dhabi's plan to steal the show. MEED: Middle East

Burj Al Arab. (2009). CruiseGuide, 1. Retrieved from EBSCOhost.

Butt, G. (2001). Oil and gas in the UAE. In I. Abed & P. Hellyer (Eds.), United Arab
Emirates a new perspective (pp. 237-238). Retrieved on September 15, 2011
from http://www.geopowers.com/energie/sites/default/files/images/PDF -
VAE.pdf

Capitals crime rate dips. (2011, February 20). Khaleej Times. Retrieved from
http://www.khaleejtimes.com/DisplayArticleNew.asp?xfile=/data/theuae/2011/
February/theuae_February503.xmlion=theuae

City slicker. (2006). Travel Weekly: The Choice of Travel Professionals (00494577),
(1835), 12. Retrieved from EBSCOhost.

6S

Cleveland Clinic Abu Dhabi, United Arab Emirates. (2009). Modern Healthcare,
39(36), 25. Retrieved from EBSCOhost.

Cousins, F. (2009). Desert Dreams. Business Traveller (UK/Europe Edition), 62-64.

DiPaolo, A. (2011, November 1). Royal Dutch Shell very interested in Abu Dhabi
onshore oil. Bloomberg BusinessWeek. Retrieved on November 1, 2011 from
http://www.businessweek.com/news/2011-11-01/royal-dutch-shell-very-
interested-in-abu-dhabi-onshore-oil.html

Domestic Security Overview. (2011). UAE Defence & Security Report, (2), 50-56.
Retrieved from EBSCOhost

Douglas W., N. (n.d). Dubai golden for tourists. Washington Times, The (DC).
Retrieved from EBSCOhost..

Dubai (1999). Oil and gas. Retrieved on October 17, 2011 from Wayback Machine
Internet Archive website:
http://web.archive.org/web/20080705161411/http://www.uae.gov.ae/Governm
ent/oil_gas.htm

Dubai Airports considers fourth concourse. (2011). MEED: Middle East Economic
Digest, 55(18), 12. Retrieved from EBSCOhost.

Dubai Conferences, (2011). Retrieved on August 21, 2011, from the Conference Alerts
website: http://www.conferencealerts.com/dubai.htm

Dubai Hotel Establishment Statistics Summary (Jan-June 2010 & 2009), (2010).
Retrieved on August 4, 2011, from Department of Tourism and Commerce
Marketing: http://www.dubaitourism.ae/webfm_send/72

Dubai invites firms for airport expansion. (2011). MEED: Middle East Economic

Dubai is a safe haven from crime and regional instability but not traffic, (2007),
Ameinfo, retrieved on August 14, 2011, from Middle East Real Estate:
http://www.ameinfo.com/116118.html

Dubai is world's best shopping destination, survey reveals. (2011). Arabia 2000,
Retrieved from EBSCOhost.

Dubai lands $800m infrastructure loan. (2011). Euroweek, (1199), 29. Retrieved from
EBSCOhost.

Dubai restarts work on tram project. (2011). MEED: Middle East Economic Digest,

Dubai Statistics Center, (2011). Issued Licenses by Department of Economic
Development by Type - Emirate of Dubai 2011. Retrieved on October 1, 2011
from http://www.dsc.gov.ae/Reports/ !"# $%&'()*+, $-./)0, 123,& 45 16&'(0, 7820,
!"#$ %&'() *+')$ 2011 .pdf

Dubai Statistics Center, (2011).Issued licenses by type emirate of Abu Dhabi (2008,
2010). Retrieved on October 1, 2011 from
http://www.dsc.gov.ae/Reports/DSC_SYB_2010__10_07.pdf

Dubai Statistics Center, Economic Survey. (2009). Distribution of establishments and
number of employees by economic activity & groups of employees. Retrieved
on October 1, 2011 from http://www.dsc.gov.ae/Reports/ ) !"# $%&' 01 !"#$% (
!"#$%&'" ($)*+ ,-./0%1+" !$234 56$708'" 9$%:+" ;<= ,-./0%1+" 6>?4 !$%:1+" 2008 .pdf

Dubai Statistics Center, Economic Survey. (2009). Distribution of establishments and
number of employees by economic activity & groups of employees for 2007.
Retrieved on October 1, 2011 from http://www.dsc.gov.ae/Reports/ !"# $%&'
) 01 !"#$%&'" ($)*+ ,-./0%1+" !$234 56$708'" 9$%:+" ;<= ,-./0%1+" 6>?4 !$%:1+" @ABCD (
2007.pdf

Dubai Total Hotel Establishment by nationality (Jan-Jun 2010/2009), (2010). Retrieved
on August 4, 2011, from Department of Tourism and Commerce Marketing
:http://www.dubaitourism.ae/webfm_send/49

Dubai. (2002). Euromoney, (00142433), 2-2-24. Retrieved on October 21, 2011 from
06?accountid=16946

Dylan, C. R. (2011). Race to the Finish. Point of Beginning, 36(4), 26-29. Retrieved
from EBSCOhost.

Ellegard, P. (2010). Swing by a Gulf club. Travel Trade Gazette UK & Ireland, (2900),
36-37. Retrieved from EBSCOhost.

Emirates Airlines. (2010). AirGuide Business, 7. Retrieved from EBSCOhost.

Emirates named airline of the year for 2011. (2011). Economic Review (05318955),

Etihad expands network and forecasts net profit in 2012. (2011). Air Cargo World,
101(2), 8-9. Retrieved from EBSCOhost.

Etihad growth 'analogous' with Abu Dhabi expansion. (2011). Travel Trade Gazette UK
& Ireland, (2959), 15. Retrieved from EBSCOhost.

Etihad plans fleet expansion. (2010). Trade Finance, 13(9), 121. Retrieved from
EBSCOhost.

Event Types, (2011), Conferences. Retrieved on August 21, 2011, from Dubai World
Trade Center website:


67
Events Calendar, (2011). Retrieved on August 21, 2011, from Dubai World Trade
Center website: http://www.dwtc.com/en/Organisers

Experience Etihad, (2011), Our Fleet. Retrieved on August 15, 2011, from Etihad
Airways website:
http://www.etihadairways.com/sites/etihad/global/en/experienceetihad/Pages/O
urFleet.aspx

Explore Bu Tinah Island. (2011). Quick facts. Retrieved on October 4, 2011 from
Butinah Island website: http://www.butinah.ae/en/quick_facts.php

Family events, 2011, Summer in Abu Dhabi 2011. Retrieved on October 14, 2011, From
the official Abu Dhabi events website:
http://www.abudhabievents.ae/Pages/EventDetails.aspx?EventID=43

Fenton, S. (2011). UAE airports expand despite regional unrest. MEED: Middle East

Foreman, C. (2009). Dubai adapts to services role. MEED: Middle East Economic
Digest, 53(32), 18-19

Gaggiotti, H., Low Kim Cheng, P., & Yunak, O. (2008). City brand management
(CBM): The case of Kazakhstan. Place Branding & Public Diplomacy, 4(2),
115-123. doi:10.1057/palgrave.pb.6000081

Gorman, M. (2007). Emirates gains global strength purely through
sponsorship. Marketing Week (01419285), 30(8), 10. Retrieved from
EBSCOhost.

Haider, H. (2011, September 1). Abu Dhabi plans new oil field development. Khaleej
Times. Retrieved on October 19, 2011 from
http://www.khaleejtimes.com/biz/inside.asp?xfile=/data/business/2011/Septem
ber/business_September3.xmlion=business

Harwood, J. (2005). Can branding pave a city's streets with gold?.Marketing Week
(01419285), 36(40), 9. Retrieved from EBSCOhost.

Health. (2005). Country Profile. United Arab Emirates, 18. Retrieved from
EBSCOhost.

Hejmadi, S. (2004, December 14), Best Practices in Public Free Zones. Retrieved on
October 19th 2011 from International Finance Corporation, World Bank Group
Website:
http://www.ifc.org/ifcext/fias.nsf/AttachmentsByTitle/BangladeshRT2Topic3H
ejmadippt.pdf/$FILE/BangladeshRT2Topic3Hejmadippt.pdf

Henderson, J. C. (2006). Tourism in Dubai: overcoming barriers to destination
development. International Journal of Tourism Research, 8(2), 87-99.
doi:10.1002/jtr.557

Hill, M. (2006). UAE unveils ambitious plans for media free zones. Managing
Intellectual Property, (156), 141. Retrieved from EBSCOhost.

His Highness Sheikh Zayed bin Sultan al-Nahyan Mosque, Abu Dhabi. (2011). MEED:
Middle East Economic Digest, 26. Retrieved from EBSCOhost.

Hughes, C.J. (2010), While Dubai Stumbles, Abu Dhabi Marches On, Architechtural
Record, 198(5), 30, Retrieved from EBSCOhost.

International Trade. (2011a) Khalifa Industrial Zone Abu Dhabi (Kizad). Retrieved on
September 29, 2011 from Abu Dhabi Governments website:
http://business.abudhabi.ae/egovPoolPortal_WAR/appmanager/ADeGP/Busine
ss?_nfpb=true&_pageLabel=p1462&did=284434&lang=en

International Trade. (2011b) Abu Dhabi Airport Business Park. Retrieved on September
29, 2011 from Abu Dhabi Governments website:

International Trade. (2011c) Media Zone Authority (twofour54). Retrieved on
September 29, 2011 from Abu Dhabi Governments website:

Kaminski-Morrow, D. (2010). Arabian knight. Airline Business, 26(5), 24-28.

Kamko Research, (2011, April).United Arab Emirates (UAE) Economic Brief and
Outlook 2011. Retrieved on October 1, 2011 from Middle East North Africa,
Financial Network website:
http://www.menafn.com/updates/research_center/UAE/Economic/kamco13041
1.pdf

Kapur, S. (2010, March 31). Abu Dhabi's oil reserves to last another 150
years. Emirates 24/7. Retrieved on October 19, 2011 from
http://www.emirates247.com/eb247/economy/uae-economy/abu-dhabi-s-oil-
reserves-to-last-another-150-years-2010-03-31-1.100837

Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical
framework for developing city brands. Place Branding, 1(1), 58-73. Retrieved
from EBSCOhost.

Kavaratzis, M. (2009). Cities and their brands: Lessons from corporate branding. Place
Branding & Public Diplomacy, 5(1), 26-37. doi:10.1057/pb.2008.3

Kelly, E. (2011). Dubai Airports embarks on US$7.8 billion expansion plan. Asian
Aviation Magazine, 9(7), 14. Retrieved from EBSCOhost.


69
Khan, A. (2006). Palatial perfection. Hospitality Design, 28(6), 88-93. Retrieved from
EBSCOhost.

Khan, A. (2006). Wowing wonder. (cover story). Hospitality Design, 28(5), 67-74.

Kumar, H. M. (2008, June 19). Adnoc ranks eighth in us contract payments. Gulf News.
http://gulfnews.com/business/general/adnoc-ranks-eighth-in-us-contract-
payments-1.112571

Landais, E. (2008, November 4). Grand plans ahead for Sir Bani Yas island. Gulf
News. Retrieved from http://gulfnews.com/news/gulf/uae/leisure/grand-plans-
ahead-for-sir-bani-yas-island-1.141844

Legal landscape. (2008). UAE Country Profile, 57-60. Retrieved from EBSCOhost.

Lewis, S. (2010). 3. Dubailand. ENR: Engineering News-Record, 264(19), 2. Retrieved
from EBSCOhost.

MacEacheran, M. (2011). Growing up. Business Traveller (UK/Europe Edition), 30-32.

MacLeod, S. (2006). Dubai's Builder of Big Dreams. Time, 167(19), 145.

Margaret Coker (2005), Indoor ski slopes beat the desert heat in Dubai, The Atlanta
Journal-Constitution.

MCC switch to Abu Dhabi, (2009, December 11), Evening Standard. p. 67. Retrieved
from EBSCOhost..

McWhirter, A. (2010). New world order. Business Traveller (UK/Europe Edition), 26-
28. Retrieved from EBSCOhost.

Meydan appoints fresh contractors to finish grandstand. (2009). MEED: Middle East

Meydan Development, Dubai. (2010). Civil Engineering (10212000), 18(11), 93-95.

Microsoft oil bosses to shift to Dubai. (2009, February 11). Gulf News. Retrieved on
September 25, 2011, from http://gulfnews.com/business/oil-gas/microsoft-oil-
bosses-to-shift-to-dubai-1.51189

Montgomery, A. (2009). Full of Middle Eastern promise. Design Week, 24(16), 9.

Music Events, (2011), Whats on. Retrieved on October 14, 2011, From the official Abu
Dhabi events website:
http://www.abudhabievents.ae/Pages/Category.aspx?ID=6

My European Tour, (2011). Retrieved on August 12, 2011, from The European Tour
website: :http://www.europeantour.com/europeantour/racetodubai/index.html

O'Neill, D. (2008). Abu Dhabi plans for a pleasant future. Euromoney,39(468), 126-
132.

O'Sullivan, E. (2008). The Abu Dhabi vision. MEED: Middle East Economic Digest, 3.

Pacione, M. (2005). Dubai. Cities , 22(3). Retrieved on October 7, 2011 from
http://www.sciencedirect.com.ezproxy.aus.edu/science/article/pii/S026427510
5000107, doi: 10.1016/j.cities.2005.02.001

Pepper, T. (2006). Branching out. MEED: Middle East Economic Digest,50(51), 37-38.

Persian Gulf States. (1993). Oil and Natural Gas. Retrieved on October 2, 2011 from
Country Studies website: http://countrystudies.us/persian-gulf-states/85.htm

Phillips, T. (2010). Dubai or not Dubai?. Lawyer, 24(9), 23-25. Retrieved from
EBSCOhost.

Ponzini, D. (2011). Large scale development projects and star architecture in the
absence of democratic politics: The case of Abu Dhabi, UAE. Cities, 28(3),
251-259. doi:10.1016/j.cities.2011.02.002

Population by sex, (2010), retrieved on August 4, 2011, from Department of Tourism
and Commerce Marketing:
http://www.dsc.gov.ae/Reports/DSC_SYB_2010_01_01.pdf

PR, N. (2011, July 5). UAE Health Officials to Visit South Korea to Discuss
Strengthening Ties in Healthcare Sector. PR Newswire Europe. Retrieved from
EBSCOhost..

PR, N. (2011, June 29). Flydubai Boasts Impressive Growth as it Celebrates Second
Anniversary. PR Newswire US. Retrieved from EBSCOhost..

PR, N. (2011, May 9). Beat the Brochure: Dubai to Have the Busiest Airport by
2015. PR Newswire US. Retrieved from EBSCOhost..

Rizvi, M. (2011, July 24). Manufacturing adds 13% to Dubai's gdp. Khaleej Times.
Retrieved on 15 October from
http://www.khaleejtimes.com/DisplayArticleNew.asp?section=business&xfile
=data/business/2011/july/business_july414.xml

Sambidge, A. (2011, July 8). Abu Dhabi set to embark on European tourism
roadshow.ArabianBusiness.com. Retrieved from
http://m.arabianbusiness.com/abu-dhabi-set-embark-on-european-tourism-
roadshow-409296.html


71
Sell, C. (2009). Developers focus on affordability. MEED: Middle East Economic

Shammaa, D. E. (2009, March 27). Business tourism set for a boost at Abu Dhabi
event. Gulf News. Retrieved from
http://gulfnews.com/business/tourism/business-tourism-set-for-a-boost-at-abu-
dhabi-event-1.59788

Smith, A. (2010). The Development of Sports-City Zones and Their Potential Value
as Tourism Resources for Urban Areas. European Planning Studies, 18(3),
385-410. doi:10.1080/09654310903497702

Sports Calendar, (2011), Dubai Sporting Events, Retrieved on August 12, 2011, from
The Worlds sports calendar website:

Sports events. (2011) , Whats on. Retrieved on October 14, 2011, From the official
Abu Dhabi events website:
http://www.abudhabievents.ae/Pages/Category.aspx?ID=6

Statistical yearbook of Abu Dhabi (2011, pp. 60-218). Abu Dhabi: Statistics Centre.
Retrieved on September 27, 2011 from
http://www.scad.ae/Publications/YearBook/EBOOK_English_SYB_2011.pdf

Statshot. (2008). Travel Weekly (UK), 56. Retrieved from EBSCOhost.

Swibel, M. (2004). Arabian Knight. (cover story). Forbes, 173(5), 92-96.

Taxation. (2010). United Arab Emirates Country Review, 56. Retrieved from
EBSCOhost.

Taylor, Daniel. (2011, July 8) Manchester City bank record 400m sponsorship deal
with Etihad Airways, The Guardian UK. Retrieved October 2, 2011, from
http://www.guardian.co.uk/football/2011/jul/08/manchester-city-deal-etihad-
airways

The big ambitions of Abu Dhabi. (2008). Airline Business, 24(10), 32. Retrieved from
EBSCOhost.

The Dubai Mall, (2011), FAQ. Retrieved on August 21, 2011, from the Dubai Mall
website: http://www.thedubaimall.com/en/section/faq

The Estimated Number of Housing Units by Type of Usage - Emirate of Dubai, (2010).
Retrieved on August 4, 2011, from Department of Tourism and Commerce
Marketing: http://www.dsc.gov.ae/Reports/DSC_SYB_2010_02_05.pdf

The Meed editor's outstanding achievement award for culture. (2011). MEED: Middle
East Economic Digest, 55(12), 6. Retrieved from EBSCOhost.

Thomas, K. (2010). Investing in the next generation. MEED: Middle East Economic

Tomlinson, H. (2009). Abu Dhabi's cultural center. MEED: Middle East Economic
Digest, 8-10. Retrieved from EBSCOhost.

UAE continues to attract foreign direct investment; JAFZA plays a key role in drawing
multinationals to the country. (2010). The Zone,3(22). Retrieved from
http://www.jafza.ae/media-files/2010/07/29/20100729_The-Zone-Volume-22-
29-07.pdf

UAE safe haven for ME property investors. (2011). Saudi Economic Survey. Retrieved
from EBSCOhost.

UAE-Dubai security. (2010, June 22). Middle East Reporter (Daily Edition). p. 11.
Retrieved from EBSCOhost..

United Arab Emirates 2011 Crime And Safety Report: Abu Dhabi, (2011). United States
Department Of State, Bureau Of Diplomatic Security. Retrieved on October 2,
2011 from: Https://Www.Osac.Gov/Pages/Contentreportpdf.Aspx?Cid=10880
(p. 1-5)

United Arab Emirates. (2010). Background Notes on Countries of the World: United
Arab Emirates, 1. Retrieved from EBSCOhost.

United Arab Emirates. In (2011). Oil & Gas Directory Middle East -(pp. 1028-1032).
Retrieved on September 13, 2011, from
http://www.oilandgasdirectory.com/research/UAE.pdf

Venue. (2011). Why Abu Dhabi? Retrieved on October 4, 2011 from World Green
Tourism, Abu Dhabi website:
http://www.worldgreentourism.com/greenprofile.php?id=247

Webster, J. (2004). Big in Dubai. Caterer & Hotelkeeper, 193(4349), 30-33. Retrieved
from EBSCOhost.

Welcome to the Burj Al Arab, Dubai. Retrieved on October 4, 2011 from the Official
Burj Al Arab website: http://www.jumeirah.com/en/Hotels-and-
Resorts/Destinations/Dubai/Burj-Al-Arab/

Whats on, (2011a), World Health Care Congress Middle East 2011. Retrieved on
October 16, 2011, From The Abu Dhabi national exhibitions companys
website: http://www.adnec.ae/whatson/displayEvent.php?id=540

Whats on, (2011b), World Future Energy Summit 2012. Retrieved on October 16, 2011,
From The Abu Dhabi national exhibitions companys website:
http://www.adnec.ae/whatson/displayEvent.php?id=508

Whats on, (2011c), World Ophthalmology Congress 2012. Retrieved on October 16,
2011, From The Abu Dhabi national exhibitions companys website:
http://www.adnec.ae/whatson/displayEvent.php?id=426


7S
Why DIFF, (2011), retrieved on August 21, 2011, from the Dubai international film
festival website: http://www.dubaifilmfest.com/index.php/en/

Wilkins, S. (2010). Higher education in the United Arab Emirates: an analysis of the
outcomes of significant increases in supply and competition. Journal of Higher
Education Policy & Management, 32(4), 389-400.
doi:10.1080/1360080X.2010.491112

Winslow, R. (2008). A Comparative Criminology Tour Of The World-United Arab
Emirates. Retrieved on 10th October 2011 from San Diego State University
Website: Http://Www-
Rohan.Sdsu.Edu/Faculty/Rwinslow/Asia_Pacific/Uae.Html

World's Tallest Skyscraper Opens In Dubai. (2010). Journal of Property Management,

Young, D. (2009). From goats to 'Gandhi,' the first test of the Middle East milks it for
all it's worth. Hollywood Reporter, 412(17), 17. Retrieved from EBSCOhost.

Faisal Zaid I Thesis

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Faisal Zaid I Thesis

Caricato da

Copyright:

Formati disponibili

"#$%&' ()&$*$

+,- $ '&.,/#0 1#'2&%/. 3,/& / %)& 4/%&3 5'#6 71'#%&$8

Potrebbero piacerti anche