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THE GLOBAL VILLAGE MARKETING CASE STUDY | Dubai College of Tourism. During second term, we had the great opportunity to work with the Global Village Marketing team for the end of term assessment project of DCT’s Tourism, Events and Retail Business Certificate students.
- Joining Global Village
- Building on Trends
- Technology For A Seamless Experience
- Data Gathering
- The Start of Global Village
- A world-class Facility
- The Wow Factor at Global Village
- Breaking The Mould
- Showcasing Culture at Global Village
- Guest Freedom
Outlining his background, Anwahi says: “I studied business information technology and graduated from Coventry University in the UK. Then, I joined the Tecom Group as a Telecom infrastructure engineer before I joined the Telecom company DU from 2005 to 2017, in different roles and departments, from engineering to quality to project management and he...
Detailing some of those new developments and ideas, he adds: “The transformation of Global Village has been built on observation and best practices and copying from different places. We invest a lot in data gathering and data analytics. Global Village is officially declared as a data-savvy organization, where decision-making is based on facts. “We ...
The next step, he says, was to look at different places and industries. “I like to describe Global Village as the sweet spot between three different areas. If you take the malls and retail industry, and you take theme parks, and you take museums, the common area is Global Village. When we developed the app, and, in fact, any technologies, we cater ...
Data gathered is used to personalise experiences and advertising. “Targeted marketing is something that we always try to elevate through our channels, as well as our partners,” says Anwahi. “One thing that we do, to start with, is the app itself. It has a different interface, depending on who accesses it, based on demand, trends, and where you like...
Anwahi takes a step back to describe Global Village’s evolution from its inception forwards: “It’s a nice story to tell. Global Village was launched in 1997, with a small project on Dubai Creek; around 18 kiosks. Today, we are a 1.6 million square metre destination with 3,500 retail outlets, 40,000 shows in a season, more than 300 F&B outlets, and ...
“From a positioning point of view, concerning who we are catering to, I consider Global Villages as a premium economy. We don’t want to be a five-star destination, because that’s not the target that we want. There are other destinations in Dubai, the UAE, and the region that are battling for that. “We are more interested in acquiring the mass marke...
“It’s very important that we have different guest journeys based on the portfolio that we have,” he continues: “We try to use our resources to deliver a better experience, and to create the ‘wow’ factor for guests. ‘Wow factor’ is a very generic phrase. We do a lot of research and studies to understand what the guests really want. Global Village is...
As far as the bigger picture is concerned: “I had a dream, basically – about theme parks and parks,” says Anwahi. “In terms of entertainment here, for many years there were theme parks, then, after a few years, water parks appeared. We were working with our international friends and partners, and with IAAPA on the fact that it’s time to create the ...
“People confuse cultureand heritage. Heritage is when you go to museums, but culture is the way you live today.” “When you talk about UAE culture, it doesn’t mean a falcon and a tent and a coffee. UAE culture is about today; how we live and do things. We are the same people who will send the probe to Mars. We are the same people who have a clear vi...
“We give the guest freedom,” says Anwahi. “This is a fundamental point. We don’t want you to walk in streets where the kids will be pulling you towards the balloon shop or the toy shop. So we empower the guests. We have an open green area. If you walk into Global Village, you can just sit there. You can do whatever you want. “Nobody’s forcing you t...
May 23, 2022 · Dubai’s Global Village has been running for over two decades and it had a record-breaking 7.8 million visitors for its most recent season that ended on May 7, but organisers are keen to emphasise that the attraction is more than just theme park rides, food and retail from around the world.
- News Editor
Jun 22, 2018 · The main two case studies which influenced the project were The Collective Old Oak by PLP Architecture, a first official co-living community in London and Rental Tower by Suji Fujimoto...
Oct 19, 2023 · Dubai's Global Village now open: Woman who has visited park since 1996 among first to rush through gates. Visiting the popular winter destination once is never enough — here's why long-time...
- Nasreen Abdulla
May 1, 2023 · Dubai: Global Village in Dubai today announced that it welcomed more than 9 million guests during Season 27, its highest ever visitor number. Fernando Eiroa, CEO of Dubai Holding Entertainment ...
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Oct 26, 2021 · In June 2021, we heard that one of Dubai’s oldest entertainment venues was set to take a “quantum leap” with a five-year improvement programme planned for Global Village. CEO Bader Anwahi told ITP title Arabian Business that season 26 for the evergreen attraction off Sheikh Mohammed Bin Zayed Road will be known as ‘plan zero.’
