BY THE time we go to press the results of the Expo bid will be imminent. You can’t move around Dubai without bumping into the blue signs, passing under advertising boards bearing the logo and hearing about the buzz.
But still very few people seem to understand what the Expo is and what it means.
The first Great Exhibition took place in 1851 at Crystal Palace in London, a project enthusiastically managed by Prince Albert, Queen Victoria’s husband. The aim was to showcase the technological wonders of the industrial age. Technological advancement is only truly awe-inspiring, however, when you are reminded of the starting point. It’s about a journey. The Expo’s journey later focused on cultural exchange, and in more recent times, nation branding, but it still has an important impact on society on a number of levels, including international trade, education and tourism.
So it may be a little hard to understand why, after 162 years, the reputation of this world-unifying event has not preceded it when it comes to the traveller and man on the street. In terms of brand recognition the marketing campaign may have been a great success. However, in terms of long term impact and legacy, there is still work to be done. And how the travel industry capitalises on this moment in time is another question.
Dubai is already significant on the map. It is known for its world records: the biggest fish tank, tallest building, tallest fountains… the list goes on. Tourists flock here to see the gold-dipped “Las Vegas of the Middle East”. And most are not disappointed. If that is all you know about Dubai, any visitor can easily tick these attractions off their must-see list.
However, once you scratch the gold-dipped surface, what do you find? A small fishing village with a proud history in pearl fishing, a Trucial state protected from pirates by a Western power, and ultimately a travel hub where east meets west. It is the ignorant who think that because Dubai is a melting pot of cultures it is devoid of its own culture, and tolerant of all. The abaya-clad woman will tut at the leggy blond who refuses to cover up in the mall. The divide between men and women is greater in a patriarchal society. The hospitality is legendary but little experienced by a largely expat populace. Dubai has its own way of doing things.
The problem comes when the myth is supported by a travel industry that promotes the more superficial side of Dubai, and its reputation continues as a Las Vegas of the Middle East.
Dubai’s bid theme is ‘Connecting Minds, Creating the Future’, a vision of progress and development. If Dubai wins its Expo bid as expected, its legacy should be to remind travellers that Dubai does have it all. But it’s not limited to skyscrapers and sand beaches.
This is a fantastic opportunity for the travel industry: it opens more doors, and not just in terms of increased footfall. Visitors have the pick of the top hotels here. That’s a tick in the box. But do they have the pick of the authentic, historical Dubai? Yes, Dubai has a great museum and you can take an abra across the Creek, but can the traveller really get to grips and experience the true Dubai? Is it even possible to offer cultural experiences without it becoming pastiche and fake?
The true authentic Dubai will only be recognised if the full story is told. It’s not about the biggest and best of everything. It’s about the humble starting point and the journey.
So surely authenticity should be Expo’s story as well. Its legacy will only continue if people are reminded what it is for. It’s not a photo opportunity or a five-minute spotlight. It’s a chance to recognise that a success story that started with a piece of grit has turned into a pearl.
Helen McClure is the founder of www.expatexplorers.org, which aims to encourage families to be more adventurous by offering independent in-depth insights into trips undertaken by a young family, as well as excursion ideas, itineraries, tips and photographs.
By Helen McClure