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How a Travel Major Turned Its Traditional Camel Race Into a Cultural Fest

Travel and Tourism - Camel Racing Proposition

Business Problem

 

  • Camel racing has been a rich and integral part of travel and adventure tourism in the Middle East and today with the evolving aspirations of the ever growing tourist mix, a major travel and tourism brand found itself caught in crossroads to come with a strong value proposition.

What and how we did it

  • We conducted five focus group discussions with dedicated camel sports enthusiasts to brainstorm ideas for desired facilities and features that could make camel racing into a prominent attraction
  • Thirty passionate camel sports enthusiasts were invited to participate in a virtual meeting, facilitated by Borderless Access’ online panel, lasting up to 60 minutes
  • We also looked at 35 potential and existing activities that could be bundled together

Key insights

 

  • We realized that a  winning camel racing proposition needs to be constructed preserving the cultural purity, showcasing contestants the desert-inspired, nomadic traits while mixing the modern aspect. We worked with the company to bring out the festivity aspect, which resonated across ethnicities.

Client Impact :

The travel company transformed the proposition and positioning of the camel racing event which was earlier more like a race was now a festival holding on to its cultural roots while offering the experience of modernity. We helped identify the key drivers necessary and worked with the company to develop a business proposition to boost significant footfall and engagement.

Market

UAE Flag

UAE

KSA Flag

KSA

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