Tourist Perceptions of Dubai and Expo2020


  • Cezalyn AML Gomba Middlesex University Dubai
  • Lynda Hyland Middlesex University Dubai
  • Cody Morris Paris Middlesex University Dubai


In 2020, Dubai will host the World Expo. Not only will the Expo 2020 draw an expected 25 million tourists, but since the announcement, it has been a focal point for progressing towards the lofty goals of the Dubai tourism vision, mobilizing people, companies, projects, and the entire country towards 2020. This particular mega-event is a crucial component of the wider branding strategy. Expo2020 has also played a significant role in the marketing communications and branding of Dubai since its announcement through multiple communication channels. The purpose of this paper is to explore tourists’ perceptions of Dubai and Expo 2020 and to understand tourists’ attitudes and perceived value of different information sources and marketing channels.  In doing so, this paper will provide some initial insights into understanding tourists' perceptions and attitudes towards Dubai in relation to Expo2020.

Author Biographies

  • Cezalyn AML Gomba, Middlesex University Dubai

    Cezalyn AML. Gomba completed her BA Honours International Tourism Management with Human Resource Management from Middlesex University Dubai. She is currently employed as a marketing executive, focusing on growing the digital presence in Multisystem Technology.

  • Lynda Hyland, Middlesex University Dubai

    Lynda Hyland is a Senior Lecturer of Psychology at Middlesex University Dubai. She holds a PhD Science (Psychology) from the National University of Ireland, Maynooth, and a MSc Health Psychology from University College London

  • Cody Morris Paris, Middlesex University Dubai

    Cody Morris Paris is the Deputy Director of Middlesex University Dubai and an Associate Professor in the School of Law and the Business School. He is also a Research Fellow with the University of Johannesburg.  He completed his PhD in Community Resource Development at Arizona State University.







How to Cite

“Tourist Perceptions of Dubai and Expo2020” (2018) e-Review of Tourism Research, 15(4/5). Available at: (Accessed: 18 June 2024).