Middle Eastern tourism remains a sure value more than ever. The Vision 2020 report by the WTO foresees steady annual growth by 5.5%. According to forecasts, the number of tourists from the Middle East should grow to nearly 45 million, or nearly twice the number of arrivals recorded in 2001. This growth is not a new phenomenon. A similar increase was recorded between 1990 (8.5 million) and 2004 (20 million). Nevertheless the rate is picking up speed and the current boom incites covetousness, because this tourism, which is driven by petrodollars, is particularly remunerative. The revenues generated by countries belonging to the GCC –Golf Cooperation Council (Saudi Arabia, United Arab Emirates, Bahrain, Kuwait, Qatar)– grew to 32 billion euros in 2006 and should climb to 70 billion in 2016, according to the Pacific Asia Travel Association (PATA).Once conquered, this demanding clientele shows its appreciation with a strong sense of loyalty. It is not rare to see travelers from countries in the GCC return to the same property from one year to the next. Better still: if they are satisfied they are quick to spread the word. In the Middle East, the opinion of friends and relations counts more than anything else when it comes to choosing a destination, well ahead of any recommendation from a travel agency. To show the quality of their supply, hoteliers have invested in an important asset: their growing presence in Dubai, today’s new showroom for hotel brands.At a time when in Europe, and France in particular, the overall trend is to reduce spending, people from the Middle East are not reducing their vacation budget. Average spending is up to 2,350 euros per person. This already high figure may be multiplied by the number of participants in a holiday. A Saudi or Emirate household consists of...