Destinations across the world heavily compete with each other, in order to
maintain their attractiveness and competitiveness in the global tourism industry.
Developing a competitive position among tourism destinations is usually
accomplished by creating and transmitting a favorable image to potential tourists
through appropriate destination marketing. In addition, Destination marketers
targeted the digital media marketing in order to reach a wider audience and generate
leads because the most effective form of word of mouth is happening online. Today’s
tourists seek out high-quality digital resources and experiences that lead to a better
decision in making destination selection. Various studies have shown that digital
media influence the travelers’ intentions to visit or revisit one destination over another.
However, the literature has paid little attention to the concept that how digital
marketing is transforming the tourism industry. This study, therefore, attempts to find
out the emerging trends in digital tourism marketing-with special reference to Dubai
as a tourism destination and this study will also discuss how digital marketing is
transforming the tourism industry and the level of their adoption in Dubai tourism
industry. To achieve these objectives, data were obtained from tour operators in
Dubai through interviews and questionnaire survey.