Dubai 2020, world expo and tourism

Ballester, Patrice

Dubai 2020, world expo and tourism

Dubaï world expo 2020, exposition universelle et tourisme

Abstract: One would have thought that the world's fairs or world expos had fallen into disuse. But with the 2021 agenda and the importance of sustainable development on a global scale, universal exhibitions have become objects of international and diplomatic relations, but also of questions for all societies and all countries about the environment, living together and commercial and international relations (geopolitics = soft power, hard power and smart power). They experienced a revival thanks to the Universal Exhibition in Seville in 1992, with more than 40 million visitors. And since then, with that of Shanghai in 2010 and its more than 70 million visitors, these exhibitions have regained legitimacy. The vision of managers and business leaders has changed. These exhibitions were sometimes a bit outdated and they no longer really found any purpose or legitimacy in their marketing plan or the development of a country's image. These leaders nevertheless took into account globalization and the globalization of our world, of societies, of multiculturalism. And they have also become aware of the interest of a country's brand and its promotion, allied to large companies which can find in these appointments a resonance on a world scale. The Universal Exhibition - world expo in Dubai, to be held between 2021 and 202, should lead to giving new impetus to the leisure and business metropolis by offering quality infrastructure and above all by incorporating the exhibition as an element of its overall tourism strategy, which should becoming the city as the world's leading urban destination by 2030. The next COP 21 Earth Summit in 2023 will also show the ability to re-use the buildings constructed for the occasion.

Keywords: world expo; world fair; international exhibition; tourism; strategy; city; business; Dubai; exposition universelle; foire mondiale; exposition internationale; tourisme; stratégie; ville; affaires; Dubaï (search for similar items in EconPapers)
Date: 2021-10-01
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Published in France Culture Interview au journal de 9h du 1er octobre 2021, France Culture, Oct 2021, Paris, France. https://www.radiofrance.fr/franceculture/podcasts/journal-de-9h/journal-de-09h00-catherine-duthu-du-vendredi-01-octobre-2021-1259302 -- https://www.franceculture.fr/societe/ecologie-vivre-ensemble-commerce-diplomatie-les-expositions-universelles-ont-retrouve-une-legitimite

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