MENA Tourism and Hospitality Report - Q4 2014 | Special Reports Aranca

MENA Tourism and

Hospitality Report

Theme: Niche Tourism

Q4 2014

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Table Table of Contents

01. MENA Tourism Synopsis .............................................................................................. 1

02. Hospitality Market Update ........................................................................................ 2

03. Oman Tourism Industry .............................................................................................. 6

04. Theme: Niche Tourism ................................................................................................ 9

MENA Tourism and Hospitality Report – Q4 2014 1

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01 MENA Tourism Synopsis The tourism industry in MENA is showing signs of recovery. The region’s share in the

total number of international tourists is expected to increase from 6% in 2014 to 8%

by 2030.

MENA TOURISM & HOSPITALITY

According to the United Nations’ World Tourism Organization (UNWTO) World Tourism

Barometer 2015 published by the UN World Tourism Organization, international tourism in the

Middle East (+4%) showed signs of rebound in 2014 with positive results in most destinations. The

region saw an additional 2 million tourists in 2014, bringing the total arrivals to 50 million.

In Q4 2014, the hospitality sector in the MENA region witnessed mixed results. Performance

metrics declined marginally during the period; the occupancy rate fell from 67.6% in October

to 63.3% in December, the ADR declined from $182.34 to $165.97, and RevPar dropped from

$123.19 in October to $105.13 in December 2014. Despite the decline in hospitality indicators,

government efforts boosted market confidence, thereby resulting in market revival.

Increased government funding for tourism-related activities, marketing initiatives, expansion of

thematic sites and zones, and advanced regional infrastructure are some of the factors driving

the GCC’s non-conventional ecotourism market. GCC ecotourism is estimated to record a

CAGR of 6.2% between 2015 and 2020. Saudi Arabia (KSA) accounted for the largest share of

the ecotourism revenue (30.9%) in 2014.

The KSA government expects to generate a record SAR 60.9 billion (US $16.2 billion) in tourism

revenues by 2023. This projection is in line with the increase in the number of Hajj and Umrah

tourists. The government plans to invest more than US $30 billion in airports by 2020, including

$10 billion in private investment. Furthermore, the Saudi Commission for Tourism and Antiquities

(SCTA) plans to issue tourist visas from June 2015. The initiative could attract more than 7 million

travelers to the Kingdom in the first year of its implementation, and also result in earnings of SAR

35 billion every year.

In 2014, a UAE Cabinet Resolution authorized the implementation of the new visa and fees

system. The amendments included a new multiple-entry tourism permit for cruise passengers for

ADR 200 (US$ 50) and a range of entry permits for medical tourists and their companions. The

multiple-entry permit is cost-effective and logistically convenient, and is likely to benefit key

markets, including India, China, Russia and CIS, South Africa and Brazil. The move resulted in a

7% increase in the number of people travelling through Dubai ports in 2014, and further growth

is expected in 2015.

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02 Hospitality Market Update12 The hotel industry in the Middle East & Africa (MEA) region reported mixed

performance for Q4 2014. While performance metrics declined during the period,

increased consumer confidence and political stability led to the revival of markets.

OCCUPANCY RATE

PERFORMANCE IN OCTOBER

In October 2014, Cairo (Egypt) recorded the highest increase (27.0 pps1) in occupancy rates to

55.3%, compared with the same period last year, owing to increased demand from the leisure

segment. Hotels in Cairo benefited from the corporate and leisure segments, particularly from

the FIT and group business.

Occupancy rate in Manama (Bahrain) grew 4.5 pps2 to 55.9% in October 2014, driven by an

increase in the demand for hotels. Initiatives by the Bahraini government, such as the

recommencement of key infrastructure and mixed-use development projects, are attracting

more corporate travelers to Manama, which at present is the key driver of hotel demand in the

city. In addition, growing confidence in the Bahraini market has resulted in a higher proportion

of leisure visitors from neighboring GCC countries, which supported the overall improvement in

performance levels; however, conferencing demand witnessed a marginal decline as a result

of promotional efforts by Dubai, Doha and Abu Dhabi.

Hotel occupancy in Kuwait improved by 4.5 pps2 to 53.5% in October as corporate demand

increased after summer.

Occupancy rates in October 2014 declined by 0.91 pps and 2.81 pps in the UAE and KSA,

respectively, because of low demand.

Amman (Jordan) saw the highest decline of 3.5 pps2 in its occupancy rate, which dropped to

58.8% in October 2014 due to lower demand as a result of the ongoing civil unrest in

neighboring countries and the emergence of ISIS. Although marginal improvements were

recorded in the conference and leisure segments, primarily driven by domestic demand, the

overall hotel performance softened due to the decline in the dominant corporate segment,

which has been negatively affected by the unrest.

1 STR Global Data, Middle East/Africa Hotel Sector Performance for October, November, December 2014 2 HotStats MENA Chain Hotels Review (Only Four and Five Star Hotels)





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PERFORMANCE IN NOVEMBER

In November 2014, Cairo (Egypt) reported a 17.3 pps1 increase in the occupancy rate to 50.5%

— the highest in the region. This was primarily driven by increased confidence in the market,

thanks to the government’s efforts to prioritize and protect tourism with necessary security

arrangements.

Occupancy rates in Doha (Qatar) increased by 10.32 pps to 82.9% in November 2014.

Occupancy in the city has reached the highest level in the past two years, primarily led by

corporate demand. The leisure segment still remains a challenge for Doha. Efforts by the Qatar

Tourism Authority (QTA) and the anticipated launch of new attractions are expected to

promote Doha as a leisure destination.

The occupancy rate in Dubai (UAE) dropped 1.1 pps2 to 86.7% in November 2014. The

hospitality sector faced demand and supply challenges, which impacted performance during

the month. Demand was affected by political and economic instability in Russia and some

eastern European countries. Visitors became wary because of the decline in Ruble and higher

rates in Dubai. New supplies in the market have also made the sector more competitive.

Jeddah (KSA) experienced the largest decrease of 4.4 pps2 to 74.7% in November 2014.

PERFORMANCE IN DECEMBER

In December 2014, two markets reported a double-digit increase in occupancy.

Occupancy in Cairo (Egypt) increased the most, by 17.4 pps1 to 52.6%. Efforts undertaken by

the government to ensure socio-political stability resulted in the lifting of the travel ban imposed

by some Western countries, which further pushed up demand.

Occupancy rates in Abu Dhabi (UAE) surged 10.1 pps2 to 83.1%. Increased demand for leisure

in the second half of the year, driven by the opening of the Yas Mall (end-November 2014) and

continued promotional campaigns by the Abu Dhabi Tourism and Culture Authority, boosted

occupancy levels.

Occupancy rates in Doha (Qatar) increased 9.9 pps1 to 74.4% as demand and supply

stabilized due to the influx of rooms in the past.

Manama (Bahrain)’s occupancy rate rose 4.1 pps2 to 46.1% owing to political stability.

In December 2014, occupancy levels in KSA increased 3.0 pps1 to 62.8%, as delays in new hotel

supply coupled with consistent tourism demand is stabilizing the market.

Occupancy levels in Dubai (UAE) increased by 1.4 pps2 to 82.2% in December 2014 as tourism

thrived with continued influx of tourists.

AVERAGE DAILY RATE (ADR)


In October 2014, Cairo (Egypt) recorded the highest ADR increase (up 16.7%1 to $116.24) on

account of growing demand from the leisure segment.

Jeddah (KSA) reported the second-largest ADR increase of 12.5%1 to $270.58 in October 2014.

Manama (Bahrain) recorded an ADR increase of 11.2%2 to $213.13 in October 2014 due to

increase in hotel demand and market stability.





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Kuwait witnessed a 7.0%2 increase in the ADR to $281.87, driven by a revival in corporate

demand.

Hotels in Amman (Jordan) recorded a marginal increase of 1.1%2 in the ADR to $160.90 in

October 2014; this increase was partially offset by civil unrest in neighboring countries.

ADRs in Abu Dhabi (UAE) decreased the most, by 9.2%1 to $154.75.


Jeddah (KSA)’s ADR grew the most in November 2014, by 9.2%1 to $236.88. This growth was led

by aggressive rate strategies targeting leisure travelers who prefer Jeddah over the rest of the

country.

Egypt recorded a 33.9%1 increase in the ADR to $70.9 due to greater confidence in the market.

Doha (Qatar) witnessed an ADR increase of 6.4%2 to $230.59 in November 2014, as hotels

adopted progressive rate strategies to meet increased demand.

The ADR in Dubai (UAE) decreased 5.5%2 to $392.37 in November 2014 due to demand/supply

challenges and stiff competition.


In December 2014, ADRs in Abu Dhabi (UAE) increased the most, by 9.7%1 to $159.85. High

demand levels after years of oversupply allowed hoteliers to command a healthier ADR.

Cairo (Egypt)’s ADR advanced 7.5%1 to $109.04, while the ADR in Doha (Qatar) surged 4.9%2 to

$232.08 in December 2014.

The ADR in KSA rose 1.9%1 to $210.69 in December 2014, driven by increased demand;

however, the completion of some hotels in the next quarter is expected increase pressure on

ADRs in 2015.

Despite strong supply growth in Dubai (UAE), ADRs rose 0.4%2 to $375.11 in December 2014 with

increased holiday demand.

Manama (Bahrain) reported an ADR decline of 4.2%2 to $188.17 during the month. Hoteliers cut

room rates across the corporate, conference and leisure segments in order to increase

occupancy in December, which generally witnesses low demand due to cold weather.

REVENUE PER AVAILABLE ROOM (RevPAR)


Cairo (Egypt) witnessed an increase of 128.0%1 in RevPAR to $64.25 in October 2014 on

account of increased demand, especially in the leisure segment.

RevPAR in Manama (Bahrain) and Kuwait increased by 20.9% and 16.8% to $119.22 and

$150.84, respectively, supported by ADR increases and improved occupancy rates.

The UAE saw a decrease of 3.7% in RevPAR in October 2014, attributable to the decrease in the

ADR.

Amman (Jordan)’s RevPAR declined 4.6%2 to $94.65, primarily due to lower occupancy rates as

a result of civil unrest in neighboring countries.

KSA recorded the largest decline of 7.5%1 in RevPAR in October 2014.





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In November 2014, Cairo (Egypt) reported the largest RevPar increase of 58.8%1 to $53.75,

resulting from an improvement in the occupancy rate and a higher ADR.

RevPAR in Doha (Qatar) increased by 21.5%2 to $191.05 in November 2014, driven by higher

occupancy rates and a stronger ADR.

RevPAR in Jeddah (KSA) increased 5.2%2 to $190.25. The decline in occupancy rates was offset

by strong growth in the ADR, which resulted in a surge in RevPAR in November 2014.

Dubai (UAE) witnessed a decline of 6.6%2 to $340.06 in RevPAR, largely due to the decrease in

the ADR, coupled with a slight retraction in occupancy rates.


Three markets reported double-digit RevPAR increases in December 2014.

Increased political stability in Egypt resulted in higher occupancy rates and a stronger ADR.

Strong performance levels helped Cairo record the largest RevPAR growth of 60.6% to $57.36

vis-à-vis the same period last year.

RevPAR in Doha (Qatar) and Abu Dhabi (UAE) increased 23.5%1 and 20.5%1 to $145.30 and

$123.76, respectively, driven by higher occupancy rates and a stronger ADR.

Despite a decline in the ADR level, RevPAR in Manama (Bahrain) increased 5.0%2 over the

same period in 2013 to $86.78, backed by a rise in occupancy levels.

Dubai (UAE)’s RevPAR increased 2.2%2 to $308.26 in December 2014 due to continued strong

performance.

RevPAR in KSA increased 7.1%1 to $132.33, driven by high occupancy levels in December 2014.

Table 1: Statistics in key MENA countries3

Occupancy ADR Q-o-Q change

Country

Oct–Dec

2014

Oct–Dec

2013

Oct–Dec

2014

Oct–Dec

2013

Occupancy

(pps) ADR (%)

Egypt 54.5% 38.9% EGP600.3 EGP442.0 15.7 35.8%

Saudi Arabia 59.0% 56.9% SAR852.5 SAR844.1 2.1 1.0%

UAE 79.8% 80.8% AED862.3 AED875.7 (1.0) (1.5%)

3 STR Global Data, Middle East/Africa Hotel Sector Performance for October, November, December 2014,

Aranca Analysis

Denotes increase in parameter Denotes decrease in parameter





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03 Oman Tourism Industry4 Oman’s tourism industry is growing rapidly, with international tourist arrivals

projected to reach 2.8 million by 2024. Initiatives by the Government and Ministry of

Tourism, such as renewed visa policies and tourism campaigns in Europe, are

expected to position Oman as a short-stay tourist destination.

International tourist arrivals to reach 2,864,000 by 2024: In 2014, Oman’s travel and

tourism industry ranked 77 worldwide in terms of absolute contribution to the GDP. The

World Travel and Tourism Council (WTTC) forecasts the number of international tourists

in Oman to reach 2,864,000 by 2024, up from 1,660,000 in 2014, with revenues etimated

to expand at a CAGR of 6.1% to OMR1,412.9 million during 2014–24.

Direct contribution to GDP to total OMR1,834.2 million by 2024: The travel and tourism

industry’s direct contribution to the GDP is projected to increase at a CAGR of 5.4% to

OMR1,834.2 million (3.9% of the GDP) by 2024 from OMR1,083.0 (3.0% of the GDP) in

2014.

Leisure tourism comprises major share: In 2014, inbound and domestic tourists spent

OMR1,538.8 million on travel and tourism. Leisure tourism accounted for the bulk of this

spending (65% or OMR998.1 million) with business travel contributing the remaining

share (35% or OMR540.7 million).

Leisure spending to grow faster than business spending: Leisure travel spending is

anticipated to increase 10.5% y-o-y to OMR1,103.3 million in 2014 and subsequently rise

at a CAGR of 6.0% to OMR1,968.9 million by 2024. In contrast, spending on business

travel is anticipated to grow 10.3% y-o-y to OMR596.3 million in 2014 and expand at a

slower CAGR of 4.3% to OMR908.4 million by 2024.

Investment in travel and tourism industry to improve 6.7% in 2014–24: Capital

investment in travel and tourism is estimated to grow 11.7% y-o-y to OMR284.4 million in

2014. Investments are projected to increase at a CAGR of 6.7% to OMR545.9 million

during 2014–24.

Short-stay tourism hub:

o In 2014, Oman was ranked the top destination for GCC travelers for short

holidays. The country registered a 17% increase in GCC tourists in Q3 2014

4 WTTC and Desk Research





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compared with the same period last year. More than 701,311 inbound tourists

from the GCC visited the country in the first nine months of 2014.

o To stimulate the tourist influx, Oman’s tourism ministry, in collaboration with

Oman Air, held a promotional event in Q4 2014 at the Conrad Hotel (Dubai) to

promote Oman as the leading tourist destination for short breaks. The session

included interactive presentations on Oman's tourism infrastructure and

facilities, followed by the launch of attractive holiday packages for GCC

visitors, including luxury hotel stays and return tickets by Oman Air.

o US-based travel portal Skift picked Oman as the preferred tourism destination

of 2015, while travel magazines such as Travel+Leisure, Men’s Journal,

BuzzFeed, SmartTravel.com, and Traveller ranked Oman as one of the world's

leading tourist destinations.

Renewed visa policies: The Omani government is proactively improvising its visa

policies to improve competitiveness in short-stay and MICE tourism.

o The new arrangements include an OMR5 ($12) fee for a single-entry tourist visa

for up to 10 days, and OMR20 ($51) for a single entry for up to a month. Cruise

arrival visas are free for up to 48 hours or OMR5 ($12) for multiple visits.

o The Royal Oman Police (ROP) plans to launch an E-visa system by the end of

February 2015. The new system will enable online payments and electronic

notifications on visa approval.

International tourism campaigns:

WTM 2014, London

o Oman’s private sector representatives attended the 2014 World Travel Market

(WTM) to promote the hotels that will be launched in 2015, including the Alila

Jabal Akhdar mountain resort, the first five-star hotel in Dhofar, the Salalah

Rotana resort, the Al Nahda Resort and Spa desert resort, and the Dunes by Al

Nahda. Other properties in the pipeline include the Kempinski Hotel (2015) and

the Fairmont Hotel (2016) at The Wave in Muscat.

o At the 2014 WTM in London, UK classic car event organizers and founders of

Rally Royale announced the first Oman Grand Tour in 2015, a premium long-

distance car rally. A group of 26 pre-70s classic cars will participate in the 21-

day tour, starting October 18, 2015, which will coincide with the Sultanate’s

45th National Day celebrations.

Double-decker Tourist Bus Campaign, Paris

o Oman’s Ministry of Tourism ran a promotional campaign in Paris over

December 30, 2014–January 12, 2015. A total of 25 double-decker buses

showcasing Oman’s tourist attractions on the rear panel moved around

important attractions in Paris, including the Eiffel Tower, the Opera, Champs





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Élysées, Arc de Triomphe, and the Place de la Concorde. The buses were

showcased live on French TV during the run-up to Christmas and New Year.

The campaign helped the ministry strengthen its partnerships in France and

stimulate tourism demand. The ministry’s French page on Facebook garnered

an increase in likes by 3,157 during the two-week period.

‘Discover Oman’ program: As part of the ‘Discover Oman’ programme, 60 Indian

travel agents and tour operators visited Muscat, Nizwa, Sharqiyah Sands, Sur, and Ras

Al Jinz over September 14–20, 2014. The programme was launched by the ministry of

tourism to attract leisure groups. The travel agents also attended B2B sessions,

networked with hotels, and reviewed other attractions in Oman.

Muscat Festival, 2015: More than one million people are expected to attend the

Muscat Festival, scheduled between January 15 and February 14.

o The festival’s theme is 'Oman Fascinates'. It includes various cultural,

entertainment, and sporting events. Oman Sailing and the Royal Navy of

Oman (RNO) will organize water activities. Other events include a maritime

festival for traditional Omani vessels, a tattoo show, freestyle jumping, aircraft

shows, aquatics (in collaboration with the World Aquatics Association), hiking,

cricket championship, camel racing and equestrian, modern triathlon race,

and auto shows.

o The sixth Tour of Oman cycling race would be held during February 17–22 as

part of the Muscat festival. The Tour of Oman, which started in 2010, is the

world's fastest-growing cycling event. It is held before the Tour de France. All

Tour de France riders compete in the Tour of Oman. The event draws tourists

and cycling enthusiasts from across the world.





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04 Theme: Niche Tourism5 Niche tourism in the Middle East is increasingly gaining prominence with each

country looking to capitalize on a distinct tourism theme to attract travelers.

Halal tourism, largest untapped niche market: The Halal tourism segment is currently

worth $140 billion (13% of global tourism) and is expected to rise to $192 billion by 2020

(excluding Hajj and Umrah tourism). Abu Dhabi and Dubai lead the segment with a

range of holiday packages compliant with Sharia laws. Other countries such as Oman

and Morocco are also exploring this space due to strong growth in Muslim tourism

(4.8%) compared with conventional tourism (3.8%).

Islamic Tourism, a culture-driven niche: Sharjah has been chosen as the Capital of

Arab Tourism for 2015. It will host the inaugural World Islamic Tourism Summit and

Exhibition this year, incorporating the second OIC Tourism Fair 2015, to drive the $137-

billion global Islamic tourism market. The event will support the development of Sharia-

compliant hotels and resorts, entertainment and sports facilities, and swimming and

spa facilities dedicated to families. It will also promote cultural sites and Halal food and

beverages, among others.

Dubai Food Festival promotes Culinary Tourism: The second edition of the Dubai Food

Festival will run from February 6–28, 2015. The event will include events themed on

Emirati cuisine, homegrown restaurants, multi-cultural dining and street food, and

international chefs and restaurants. The festival is organized by an agency of Dubai’s

Department of Tourism and Commerce Marketing. It is aimed at promoting the

diversity of the emirate’s gastronomic offering and positioning Dubai as the leading

hub for world-class food.

Growing MICE segment drives tourism: The GCC’s $1.3 billion MICE tourism sector is

projected to witness rapid growth. The UAE accounts for ~50% of the sector, emerging

as the top MICE destination in the region. With its successful bid to host the World Expo

2020, the UAE continues to maintain its lead in the well-established business events

industry. Dubai hosts 27% of all GCC MICE events ($0.3 billion). It is expected to

welcome more than 25 million visitors over a period of six months during the expo. On

the other hand, Abu Dhabi generates $700 million from its MICE sector and is forecast

to grow at an annual rate of 7% to reach $1.4 billion by 2020.

Family Tourism — the ATM 2015 theme: Family-centric travel, which accounts for 13%

($140 billion) of the $1.07 trillion global tourism market, is the official show theme for the

5 Desk Research





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Arabian Travel Market (ATM) 2015, which would be held at the Dubai International

Convention and Exhibition Centre over May 4–7, 2015. The value of the global family

tourism market is projected to exceed $180 billion by 2018, with an annual growth rate

of 5%. Nealry 33,000 visitors are expected to attend the ATM 2015, up 12% over the

previous year.

Oman focuses on maritime tourism: Oman’s tourism ministry oversees the Oman Sail

program to promote the Sultanate’s maritime heritage through competitive sailing.

Yacht charter and watersports are also promoted through this platform.

o The Omani tourism Industry has invested $42 billion in integrated tourism

complexes (ITCs) to capture niche tourism markets. The Wave Muscat is a $2

billion project developed in partnership between the Omani government and

Dubai-based Majid Al-Futtaim, the first ITC in the country. It is home to the

Almouj Marina, Oman’s largest private yachting hub, which hosts the

international Extreme Sailing Series and RC-44 class events as well as other

diving and charter operations.

o Muscat is one of the eight venues hosting the Extreme Sailing Series over

March 11–14, 2015, in collaboration with Oman Sail. Oman Air is making its

debut in the series this year.

o In November 2014, more than 300 influential sailing enthusiasts from 100

countries attended the annual International Sailing Federation (ISAF)

conference in Oman — the first such event in the Middle East. The MICE

initiative was undertaken by the tourism ministry to host global sailing events

such as the RC44 Oman Cup, the Extreme Sailing Series, the 2013 Laser World

Championships, and the 2016 ISAF Youth World Championships to boost

tourism and provide international exposure to the Oman Sail Yacht Charter

Company.

UAE — a promising healthcare destination:

Wellness Tourism

o The MENA wellness tourism market (domestic and international combined) is

worth $5.3 billion annually. It is expected to be the fastest-growing market

globally, reaching $16.6 billion by 2017 at a CAGR of 16.2%. This growth is

driven by the UAE (CAGR of 17.9% for the same forecast period), which ranks

sixth worldwide. The MENA region drives 4.8 million wellness-focused trips

(inbound and domestic) annually, with the UAE accounting for ~20% of the

total trips (1.0 million trips annually).

Medical Tourism

o Dubai is looking to capitalize on its reputation as a healthcare destination. In

line with this, it has set a target of half a million health visitors by 2020, boosting

the economy with a four-fold increase in revenues from this segment. The

number of medical tourists hit 135,000 in 2014 (up from 120,000 in 2013); this

figure is expected to exceed 150,000 by the end of 2015. The Dubai Health





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Authority (DHA), in collaboration with Dubai Tourism and Commerce

Management, is working with medical providers to offer healthcare packages

inclusive of treatment, hotel accommodation, travel, and visa provisions. The

DHA is also considering offering medical tourism insurance products to patients

travelling to Dubai for treatment. The government is expecting a 14–15% return

on investment on its medical tourism initiatives, from $178 million in 2012 to $300

million in 2016.





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MENA Tourism and Hospitality Report - Q4 2014 | Special Reports Aranca

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Transcript of MENA Tourism and Hospitality Report - Q4 2014 | Special Reports Aranca