High-spending UAE nationals have always been the focus of tourism promotion campaigns by various countries.But expatriates are being targeted in increasing numbers by these campaigns. Expatriate groups in the country have become more diversified in recent years and there are more potential tourists in their midst, officials working with foreign tourist organisations point out. "People from all over the world now come to work in Dubai. The expatriate segment has grown and become more diversified," said A.S. Saxena, an assistant director in India Tourism's Dubai office. The economic boom marked by intense construction activity has led to an increase in expatriates who hold well-paid jobs in sectors like tourism, financial services and manufacturing. This has resulted in both leisure and
business travel out of the country. "Holiday travel by expatriates is a year-round phenomenon. On the other hand, UAE nationals mostly travel during summer," said Syed Muhadzir Jamallulil, regional director of Tourism Malaysia in Dubai.

He said business travel has also picked up and hotels in Malaysia receive more travellers from the UAE throughout the year. There are no reliable numbers on leisure and business travel by expatriates. According to independent travel firm Cox & Kings, which recently launched its regional office in Dubai, the UAE market could be worth two million outbound journeys a year. UAE nationals and other GCC nationals still form the core of foreign tourism promotion strategies because they are valued for their spending power. They enjoy shopping, stay longer in the destinations they visit and prefer to travel with their families. Expatriate tourists present a more mixed picture and respond to a wider variety of products. "We promote sports and adventure more among expatriate groups," said Jamallulil. There are now about 20 national tourism promotion organisations active in the UAE. In most cases they cover the wider region from their Dubai base.Attracted by the growth of the UAE outbound tourism market, Maison de la France, the French tourism office, now has a presence in Dubai.