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General copy – 25 words
A destination offering fine dining, exclusive hotels, luxurious spas, fabulous shopping, endless activities and an enchanting Arabian history – Dubai is the perfect holiday choice.
General copy – 50 words
Looking for a cosmopolitan destination where your love of fine dining, exclusive hotels, luxurious spas, fabulous shopping and sport can flourish? Then Dubai is the perfect place for you. Combine this with an enchanting Arabian culture and a range of exciting activities to enjoy, and you have a city second to none.
General copy – 125 words
Dubai is a world of contrasts where East meets West - a combination which makes for a fabulous holiday destination. The city offers a host of attractions and activities from gigantic water parks to dune surfing, authentic Arabian souks to designer boutiques – in Dubai you can discover the unexpected.
Sunbathe beneath palm trees on broad beaches or swim in the warm, glittering sea. Tee off on one of the world’s top championship golf courses, sand-board down a dune or ski on snow. Dine in stylish restaurants or watch the world’s richest horse race and when the day’s activities tire you out, relax in one of Dubai’s luxury spas.
This combined with enchanting Arabian culture to explore and you have a city of incomparable appeal. Anything is possible in this exciting city!
General copy – 250 words
Dubai is truly a world of contrasts where East meets West in a combination which makes for a fabulous holiday destination. Combining the enchanting history of ancient Arabia with pioneering modern facilities creates a city of incomparable appeal. Mosques vie with skyscrapers, dhows decorate the shoreline alongside luxury cruise liners and dusty villages and ancient houses sit beside luxurious residential districts and ultra-modern shopping malls.
At the edge of the desert, Dubai’s dashing architecture blends with endless summer skies as tradition merges with contemporary. Dubai’s internationally famous hotels create a spectacular skyline. The emirate is home to a diverse range of excellent hotels and guest accommodation, all offering exceptional quality and courteous hospitality at competitive prices.
The city offers a host of attractions and activities from gigantic water parks to dune surfing to skiing – in Dubai you can discover the unexpected.
Sunbathe beneath palm trees on beautiful sandy beaches, or swim, snorkel, scuba or dive in the warm azure sea. Indulge in retail therapy from haggling for bargains in the souks or strolling down the shopping malls with their tax-free designer boutiques. Or tee off one of the 24 stunning golf courses, sand-board down a dune or even ski on snow. And when the days activities have tired you out, relax in one of Dubai’s exquisite luxury spas.
If you’re after a cosmopolitan destination where you can revel in your love of fine dining, exclusive hotels, fabulous shopping, sport and luxurious spas, Dubai is the perfect choice for you.
Short segmentation copy
Couples
Luxurious hotels and fine dining with a choice of spectacular desert or urban views – make Dubai the ideal destination for a romantic city break. After spending the day at Dubai’s famous souks or its fashion boutiques, couples can sip cocktails at any number of the emirate’s stylish high-rise bars. There are also plenty of amazing restaurants to treat the taste buds with. Atlantis, The Palm has eateries from such acclaimed chefs as Nobu Matsuhisa and Giorgio Locatelli. After dinner, couples can take a trip to Times Square Centre’s Chill Out Bar with its ice sculptures and illuminated interiors, all at a chilling temperatures of -6°C.
And for the perfect romantic end to an evening, head downtown to Burj Dubai, and witness the world’s tallest performing fountains. Located on the 30-acre Burj Dubai Lake, the fountains are free to view and shoot water jets as high as 500 ft, to a soundtrack of opera and popular music – it’s an experience couples will never forget.
Families
Dubai offers an amazing array of activities that will not just keep kids occupied but inspire, excite and motivate youngsters during a family holiday in the emirate. One new opening this year is KidZania, in Dubai Mall. It’s a child-sized replica of a real city, with streets, buildings, shops and vehicles. Kids are encouraged to roleplay
and take on a variety of parts.
A great time for families to visit is during Dubai Summer Surprises where there’s an array of fun family entertainment at little or no-cost – from jugglers, to fireworks, cookery lessons and puppet shows.
Another great family day out is to the Dubai Aquarium in the Dubai Mall – featuring the world’s largest viewing panel, which best of all is free! Families can also ski, snowboard or toboggan at Ski Dubai, the Middle East’s first indoor ski resort, experience a world of breathtaking water thrills at Aquaventure or Wild Wadi and visit Sega Republic at the Dubai Mall.
Women
Spas, souks, sun and shopping – what more could a girl want from a city break?
Dubai Mall is a good place to start – the world’s largest shopping centre is home to over 1,200 retail outlets and is located next to the Souk Al Bahar. Dubai Shopping Festival (held over four weeks in January and February each year) is the emirate’s chance to celebrate its outstanding retail offerings, and there are always fun-packed events and fantastic discounts available at this time.
Ladies who lunch will be pleased to learn that Dubai is full of affordable eateries like Shakespeare’s Café or the Mango Tree at Souk Al Bahar, or even Subway and The Pizza Company which can be found among the many restaurants along the Dubai Marina Walk.
Once you’ve shopped until you’ve dropped then there is only one thing left to do – hit the spa! From the Givenchy Spa, to Per Aquum or Armani, most spas offer well-known international brands while others focus on more traditional Arabian ingredients and you’ll find an array to suit all budgets.
Men
Adventure-lovers and sports fans will find their thrill-seeking urges well and truly satisfied in Dubai. Guys might enjoy a dune bashing 4x4 desert safari, kite-surfing, parasailing or diving among the reefs and crystal clear waters.
World-class international sporting events such as the Dubai Tennis Championships, the Dubai Rugby World Cup Sevens or The Dubai World Cup (the world’s richest horse race) takes place in the emirate. But it’s not just spectator sports on offer – the golf facilities are second-to-none with seven championship golf courses to choose from.
We all like getting something for nothing and another great sporty draw to Dubai is the grand finale of the European PGA Race to Dubai – the Dubai World championship. Free general admission tickets are on offer so get them while you can!
Market segmentation copy
Couples
Whether planning a honeymoon or a romantic getaway, Dubai is a destination that has it all – and then some!
With an extensive range of hotels, shopping, spas and fine restaurants, Dubai is now rivalling top romantic cities such as New York and Paris as a destination where couples really can expect the best.
Spend time relaxing in boutique hotels; Hilton Dubai Creek, home to Gordon Ramsay’s Verre or escape from it all to Desert Palm Dubai where you can relax in one of the hotel’s 24 suites and wind down with some ‘me time’ in the spa.
Once relaxed and ready for some fun, Dubai’s entertainment scene knows no bounds. Cirque de Soleil, the celebrated French-Canadian exponent of modern circus, has signed a 15-year deal with Nakheel to have a permanent show due to open in 2010 at The Palm Jumeirah. Or dine at Downtown Burj Dubai, and witness the world’s tallest performing fountains. Located on the 30-acre Burj Dubai Lake, they are world’s most advanced water, light and sound fountains
Away from the bustle of the high-rise city, experience Dubai in the raw, the land of the wandering Bedouin, a place of towering dunes to race up before the spine tingling descent to the shifting sands below. After such excitement, one might well feel justified in staying on for an unforgettably romantic Arabian banquet under the stars.
Family
Dubai offers the complete family package. From culture to action and adventure, the emirate has something for everyone. Combine this with year-round sunshine and beautiful beaches and there really is no need to holiday anywhere else.
If the kids want to ski then you can take them to Ski Dubai, the Middle East’s first indoor ski resort. If they want to spend their day investigating, exploring and learning about the world we live in then Children’s City is just the place. Alternatively, if adrenalin-busting fun is more their bag, there are 12 acres of unadulterated fun to be discovered at the Wild Wadi water park.
For the older kids there is the wondrous Atlantis Dubai, where they can splash around in Aquaventure, 17-hectares of water based attractions! The pinnacle of which is the 30m high Ziggurat with seven slides and the ‘leap of faith’ – a near vertical 90ft drop into Shark Tank. Not for the faint-hearted.
For the little ones who love their superheroes and comic books the Marvel Entertainment theme park in Dubailand, with its feature rides based on the Marvel crime fighters (Spider-Man, X-Men and the Incredible Hulk) is right up their street, due to open in 2011. Twice the size of Walt Disney Florida, Dubailand will also bring online Universal Studios, Dreamworks, Legoland and Nickelodeon. And also soon to be appearing at Palm Jebel Ali will be Busch Gardens, Seaworld, Aquatica and Discovery Cove. Dubai promises fun in the sun for all the family.
Women
Dubai is a five-star destination for women who like the finer things in life – shopping, spas, year-round sunshine and wonderful beaches.
One of the greatest visitor attractions for women the world over is the shopping. With over 50 shopping malls selling tax-free items as well as traditional souks selling gold, spices and textiles, every taste is accounted for. Highlights are The Dubai Mall, which has more than 85,000 square feet of fashion retail space, or if you would prefer to shop for more authentic goods then Khan Murjan is a more traditional shopping mall crafted using local skills and materials. It resembles a medieval city where 240 purpose built workshops/stores are available for local artisans. It sits adjacent to Wafi Mall.
Once you’ve shopped until you’ve dropped then there is only one thing left to do – hit the spa! Most spas offer well-known international brands while others focus on more traditional Arabian ingredients.
The Givenchy spa is situated at the elegant Residence & Spa at One&Only Royal Mirage. With 12 luxury treatment rooms staffed by professionals and a dedicated Givenchy boutique, the spa has everything you’ll need to unwind and relax. And if it’s something more traditional you’re after then the Talise Spa at Madinat Jumeirah takes the best therapies from the oldest cultures, and combines them with a selection of international techniques to treat your individual needs.
If you’re a bit hungry after all that retail therapy and relaxation then there are plenty of amazing restaurants to chose from. Gary Rhodes heads up the Grosvenor House’s signature restaurant Rhodes Mezzanine and Atlantis The Palm has eateries from such acclaimed chefs as Nobu Matsuhisa, Giorgio Locatelli and Santi Santamaria.
Men
As well as being the perfect place to chill out, Dubai’s landscape serves as a natural arena for all those who like a bit of adrenaline with their relaxation.
Sports City is to be completed in 2010 and will be home to four cutting-edge stadia. It will also offer the first Manchester United Soccer School outside Europe, an ICC Global Cricket Academy, a David Lloyd Tennis Academy and a World Hockey Academy. It is hoped that Dubai Sports City, alongside other sporting ventures, will boost the UAE’s bid to host the 2016 Olympic Games.
For those adrenaline junkies, the emirate offers high-octane adventures on sand, snow and surf. Dubai’s undulating desert landscape serves as a natural rollercoaster ride for dune safaris and wadi-bashing. Whilst out towards the Gulf, the crystal clear waters of Dubai’s coastline are the ideal setting for watersports be it kite-surfing, parasailing, powerboat racing or diving amongst the reefs.
And if they’re happier on water of the frozen kind then Dubai isn’t the kind of place that would allow a little thing like the weather to get in the way, it offers Ski Dubai home to a 400 metre ski slope with 6,000 tons of real snow.
Alternatively for golf fans there really is no better place to tee off than Dubai as the choice of courses is endless. Play a round at Jumeirah Golf Estates, which is themed around the elements; Fire, Earth, Water and Wind, designed by Vijay Singh, Sergio Garcia, Greg Norman and Pete Dye, and then move on to the desert course at the Arabian Ranches golf club. Real golf fans should make an early booking at Tiger Woods’ first golf course Al Ruwaya.
Ramadan copy
Discover Dubai during Ramadan (350 words)
Dubai features an exciting blend of international cultures where you can witness a fascinating mix of East and West, old and new.
Ramadan (11 August – 9 September 2010) is an ideal time to experience the wealth of culture and heritage that Dubai has to offer, a chance to step away from regular tourist trails and add a new dimension to your dream holiday. During Ramadan every healthy Muslim is required to fast from dawn until dusk, and during daylight hours those fasting abstain from all food, drink and smoking.
Holidaymakers to Dubai during Ramadan are treated with great respect and invited to many activities taking place that are specifically organised, including a host of dining experiences with a prolific selection of delectable Arabian cuisine, an array of shopping offers and discounts, prize give-aways, traditional musical entertainment and children’s events, as well as the regular sightseeing, desert experiences, shopping, spas, golf courses and beaches
At dusk the city comes alive, with most hotels arranging huge ‘Ramadan tents’ out in the open or by the beach, where tourists can mingle with locals, sample a variety of local dishes (such as harees[lamb or mutton and cracked wheat], machboos [spiced chicken with seasoned rice] and balaleet [noodles]), drinks and sweets. Visitors can chat and play an assortment of games such as dominoes, cards and backgammon late into the night.
Eid Al Fitr is celebrated over the three days at the end of Ramadan, and whole communities come together for luscious banquets, late-night celebrations, dancing and merriment. Decorative street lights and tempting window displays add to the ambience. Local women parade their newly tailored outfits in bright colours and ornate patterns, with beautiful henna designs on their hands and feet.
International hotels and resorts serve food and drink throughout this period, although alcoholic beverages are only served from 7.00pm onwards. Most culture and heritage sites, watersports facilities and leisure attractions will remain open. Restaurants, malls and shops will stay open although timings may be reshuffled to suit the local populace, opening later in the day and staying open until late into the night.
Ramadan shortened version (170 words)
Ramadan (11 August – 9 September 2010) is an ideal time to experience the wealth of culture and heritage that Dubai has to offer, a chance to step away from regular tourist trails.
During Ramadan every Muslim is required to fast from dawn until dusk. As twilight falls the city comes alive, most hotels arranging bustling ‘Ramadan tents’ out in the open or by the beach, where tourists can mingle with locals, sample a variety of traditional dishes and entertainment, play cards or backgammon, and chat late into the night.
International hotels and resorts serve food and drink throughout the day, although alcoholic beverages will only be served from 7.00pm onwards. Most culture and heritage sites, watersports facilities and leisure attractions will remain open. Restaurants, malls and shops will stay open although timings may be reshuffled, opening later in the day and staying open until late into the night. An array of shopping offers and discounts, raffle draws and prize give-aways, traditional musical entertainment and children’s events also take place.
