Consistency in differentiation: How GCC is building the future of their travel destinations

22.05.2024 - 12:05 / traveldailynews.com / Theodore Koumelis

After a remarkable development in travel & tourism, Gulf Cooperation Council (GCC) countries are committed to build consistency across the region while remaining unique and authentic, as shown by Connecting Travel Insight Report 2024, powered by Mabrian travel intelligence.

MAO, BALEARIC ISLANDS, SPAIN – Aligning promotion, quality, and experience, extending stays, and embracing collaboration are some of the strategies outlined for Gulf Cooperation Council (GCC) countries in Connecting Travel Insight Report 2024, a compelling study powered by Mabrian travel intelligence, launched in Dubai, during Arabian Travel Market 2024.

Developed by Mabrian, the global travel intelligence company, in collaboration with Connecting Travel and Jacobs Media, the report explores GCC tourism & travel from a destinations’ perspective and as source markets, comparing the overall performance of the two first semesters of 2023 and 2024.

Focusing on international travel to GCC countries (United Arab Emirates, Saudi Arabia, Qatar, Oman, Bahrein, Kuwait), the study indicates that air connectivity for increased 11% year over year, meaning an extra 8.5 million seats than the same period in 2023, contributing to increasing potential demand.

According to Mabrian’s analysis, huge potential lies in extending the length of stay in the six GCC counties (3,46 days on average), by extensively promoting the variety of tourism experiences, encouraging meaningful and authentic connections and multi-destination trips. This strategy will have a positive impact in the region’s Satisfaction Index of Tourism Products and Services, now reaching an average of 68 points out of 100; as the local experience will better resonate with the key drivers for foreign visitation, namely culture and arts (27%), gastronomy (13%), and active well-being (the combination of outdoors, wellness, and active lifestyle, equivalent to 30% of the total share).

There is also an opportunity in levelling hospitality standards to build a more homogeneous perception of the accommodation experience across the region. As data indicates, the Hotel Satisfaction Index reaches 67 out of 100 points on average, fluctuating over 25 points from the highest to the lowest punctuations. This index can attain regional stability and consistency by harnessing the competitive ADRs with the value proposition of mid-range accommodations as well as the outstanding 5-stars hotels.

As Mabrian data indicates, safety and climate are great advantages from GCC destinations to attract international travellers, reflected in a 94-points Perception of Security Index, as well as the 90-points Climate Perception Index (of 100 points possible), a positive asset built around efficient expectations’