Abstract
Dubai has emerged as one of the most attractive tourism destinations in the world with the help of an excellent marketing strategy, which gives the city a unique identity in relation with its origins. Dubai has chosen to invest in tourism as the ruling power had the foresight to realize that oil is not an unlimited resource. Sooner or later, these "black gold" resources will run dry and therefore, it would be foolhardy to base the country's development on it.
Not benefiting from a very rich cultural heritage, the government of Dubai chose to develop luxury tourism. The basic concept was not confined only to the beach, the sun and luxury; Dubai wanted to offer something special that would make the country a leading contender of the tourism world. The government of Dubai chose an offer which had not existed in the world before: inhabitable artificial islands representing each country of the world and the Burj Al Arab Sailboat Hotel - the only seven-star hotel in the world. The offer features only magnificent products, some more extraordinary than the others.
The purpose was to target rich tourists who were on the lookout for something different with regards to the classic tourism offers such as Monaco or the Maldive islands.
