Emaar, The Economic City (EEC)
TEAM was commissioned to prepare the KAEC Tourism Strategy and Destination Development Plan. This was based primarily on the three pillars of leisure tourism, premier business/MICE tourism, and extended religious tourism. KAEC wanted each to be known as a destination of choice. The desired key deliverable was a city-wide tourism destination development plan, with both a national and regional outlook.
TEAM delivered the work through a phased programme:
- phase 1 – inception
- phase 2 – situation analysis: consultation with key players, site appraisal, market opportunities analysis, competitor benchmarking, hospitality sector analysis and review, convention centre / hotel scoping and BCA, high end resort scoping and BCA, interim report
- phase 3 – strategy and planning: strategy development workshop, tourism strategy, tourism development plan and investment prospectus, integrated marketing plan, regulatory framework
- phase 4 – implementation planning: ten year business plan, plan for implementation structures
- phase 5 – reporting
The Board of EEC decided to press ahead immediately with implementation. TEAM proposed the establishment of a Strategy Implementation Group and an Implementation Task Force.