Middle East Tourism Picking Up, says Hertz

Tourists are returning to the Middle East as stability returns following last year’s Iraq and SARS crises, according to leading car rental company, Hertz. And the company is planning to launch a major new facility at the Arabian Travel Market 2004, the region’s premier travel and tourism showcase, which will be held in Dubai in May.

“While the conflict in Iraq and SARS obviously had a negative effect on business, stability is now returning and so are tourists!” said John Andrews, Hertz Director, Associations, GSA and Middle East. “throughout 2003, Hertz’ market share and financial position remained healthy. In the Middle East, Hertz UAE has seen its fleet grow by more than 100% in 2003 compared to the previous year, while the franchisees in other Middle East countries, particularly Kuwait, Egypt and Jordan, are also recording strong growth.”

Hertz says its growth throughout the Middle East has seen the number of its branches in the region more than double in three years with more in the pipeline.

“Hertz will continue to expand and reinforce its car rental services across the Middle East in a major drive to maintain its lead position in the regional market and boost customer services and benefits,” explained Andrews. “Apart from more new branches and bigger and more modern fleets, development plans include enhanced customer service and inter-regional marketing and promotion strategies offering a comprehensive range of customers benefits.”

In the limelight at Arabian Travel Market 2004, which takes place at the Dubai World Trade Centre from May 4-7, will be the Hertz new facility launch.

“We believe this will pay rich dividends in attracting more customers from around the region and the full details will be announced at ATM,” said Andrews.

Hertz has participated in the annual ATM for the past three years and says its participation has helped steer future business.

“Last year, as in previous years, ATM provided an excellent opportunity for Hertz corporate representatives to get together with our Middle East franchisees and GSAs to discuss a number of key issues and review our plans to increase the Hertz market share in the region,” explained Andrews. “We were also able to reinforce relationships with existing Hertz clients and establish new connections.

“The Middle East is an increasingly important market for us and ATM continues to grow in importance as the region’s premier travel trade event, so our presence there is vital.”

To date, exhibitors from 43 countries have signed on for ATM 2004, which is expected to be 20% bigger in floor space on last year’s event.

“Growth is coming from the entry of new exhibitors, the return of some Far Eastern organizations missing last year after the impact of SARS and the expansion in stand size by numerous regular participants,” said Matt Thompson, Overseas Exhibitions Director, Reed Travel Exhibitions (RTE), which organizes Arabian Travel Market.

“Car rental companies feature strongly in the line up with representation of both international and local brands.”

ATM 2004 is expected to benefit from the staging just prior to the event of the 4th Global Travel & Tourism Summit in Doha, Qatar from May 1-3, organized by the World Travel & Tourism Council.

“The staging of these two important events in such close proximity will mean the eyes of the international travel and tourism trade will be firmly fixed on the Gulf this May,” added Thompson.