Media Policy and Its Impact on Tourism: The Case of United Arab Emirates

DOI: 10.46988/IJMMC.06.02.2024.01

Abstract

Media policy has emerged as a prominent aspect of public policies due to its interaction and intertwining with other societal dimensions. Its significance has increased, and its scope has expanded with digital and technological advancements, necessitating the adaptation to transformational requirements and the enhancement of communication channels. Against the backdrop of the significant development witnessed by the United Arab Emirates (UAE) across various sectors over the past decades, with tourism being one of the most pivotal, this study examines media policy and its impact on the development of the tourism sector in the UAE. Through an analysis of the reasons behind the success of Emirati media policy in effectively promoting the tourism sector and showcasing the country's touristic assets, the study highlights several findings. Notably, it underscores the contribution of media campaigns in enhancing the UAE's image as a safe and attractive global tourist destination, emphasizing various aspects of tourist attractions. Consequently, there has been a noticeable growth in the number of tourists visiting the UAE. Considering these findings, the research advocates for the continuation of media marketing campaigns, focusing on electronic marketing, diversification of environmental, cultural, and therapeutic tourism offerings, and the development of infrastructure to bolster the UAE's position as a leading global tourist destination.