Executive Summary Essay Example | Topics and Well Written Essays - 500 words

Executive Summary - Essay Example The government has brought major developmental changes for the beautification of this city and it has a great potential of becoming one of the most favourite tourists’ destination in the global travel and tourism industry. The UAE government has done a commendable job in developing Abu Dhabi and Dubai as popular tourist destinations. However, in case of Masdar City, government has not taken any necessary initiatives for tourism development. For developing Masdar City as a tourist’ attraction, it is necessary to frame and execute a comprehensive campaign plan. Therefore, in order to formulate an effective campaign plan for this city, a number of tasks have been followed and executed. The secondary research analyses have disclosed that the UAE government is constantly trying to promote its country as a tourist’ attraction as the tourism industry has great economic importance. After the financial crisis of 2007-2008, UAE’s economy as well as the world economy is at its recovering stage. In the coming years, it is expected that people’s purchasing power will be enhanced and it will also increase people’s expenditure on leisure. This is a major opportunity that must be exploited by Masdar. As per the results and findings of the secondary research, key publics have been identified. Internal publics are the employees of the Masdar City project and the existing residents of this city.