Le Méridien throws weight behind destination marketing at Arabian Travel Market

As the countdown begins for the start of the Middle East's leading travel and tourism exhibition, Arabian Travel Market - ATM (May 6-9 2003, Dubai), luxury hotel group, Le Méridien Hotels & Resorts has pledged a multi-prong support strategy to the show by confirming a solid presence with at least eight destination pavilions.

Eleven Le Méridien hotels have already pledged alliance with the governments of Cyprus, Dubai, Fujairah, India, Jordan, Mauritius, Seychelles and Thailand at a time when world travel has come under the hammer. This is particularly prevalent in the resort and city hotels represented in the destinations under Le Méridien's ATM spotlight.

Russel Sharpe, regional vice president, sales for Le Méridien in the Middle East and West Asia confirmed the move, saying he believes that destination marketing should be the backbone of any campaign managed by the hospitality industry at this time. He said he has urged his teams to show full support to the efforts of tourism offices and officials at ATM.

"Le Méridien's brand name is firmly cemented in the region where we operate more than 22 hotels and have been present for more than 15 years. This presence has been endorsed by our annual role at ATM - this is our tenth year.

"However, reality is that the industry has been hit by the current climate. Business is down and we need to be nimble and creative in the implementation of innovative business and leisure marketing strategies remembering that the image management of Arabia, and other Le Méridien world destinations, is crucial.

"To this end, we feel that our presence at this established exhibition is best felt this year alongside our governments. We have pledged our marketing funds in this direction, either by representation with tourism offices on their destination stands, or by other tactical means."

Sharpe confirmed that one such move is the hosting of a networking evening for the visiting buyers : "Every year, ATM works hard to ensure that buyers from international, regional and local markets attend ATM and for the tenth year running, we will acknowledged appreciation of this effort by extending true Arabian Hospitality at an evening gathering for the trade and media."

The Royal Party will be co-hosted by the group's flagship beach property, Le Royal Méridien Beach Resort & Spa. More than 350 trade and media visitors are expected to attend.

Le Méridien has recently launched Le Méridien Free Nights promotion to help increase business, at its seven properties in the United Arab Emirates and others in the region.