Notwithstanding the existence of many free zones worldwide including some providing specialist services, the Dubai Airport Free Zone (Dafz) could still hold its own, Dafz Authority (Dafza) director for sales and marketing Shahla Ahmed Abdul Razak has said.

That was because the success of any free zone was highly related to the economic prosperity of the region in which it existed, Shahla said.
“Our excellent services and facilities coupled with the healthy economic growth of the region made us extremely successful,” she pointed out. And while there were many free zones operating regionally and internationally, Dafz possessed some “special” features that distinguished it from the others. These she listed as professionalism, transparency, dedication, awareness, friendliness and intelligence.
Dafza’s feat in achieving a 62 per cent increase in the number of tenants in 2005 over 2004 was made possible by concerted efforts put in by the marketing team and its working philosophy, she said.  “Targets are set, and then we draw our marketing campaign based on that to deliver our services. This reflects on our marketing activities such as advertising, exhibitions and sponsorship etc.”
About campaigns that the Dafz marketing team conducted, Shahla commented: “We implemented all types of campaigns ranging from advertising to exhibitions. If you look at the results achieved by Dafza, you will have a clear picture of the great success of our marketing strategy.”
On maintaining the tempo, the official remarked: “Our expectations are to sustain the growth figures we achieved last year with more efforts to attract multinational companies and more focus on the aviation and logistics area.”
To attain the desired results, Dafza would modify its marketing strategy, keeping abreast of the needs of each market. And while it went about its work, Shahla said it expected to face the usual challenges confronting marketing people as regards the need for a huge budget for marketing and finding creative and innovative personnel “who follow the new in the marketplace and come with new ideas.” But the most challenging part was “meeting targets while suppliers are increasing their charges.”
According to details she provided, European companies represent the biggest chunk of tenants in Dafz, some 30 per cent of the total of 830 companies (at the end of 2005) and most were German.  The next largest group came from the GCC region, mostly Saudi companies. American and other Asian and Far Eastern companies followed. The trading sector represents 62 per cent of activities in the free zone with services at 32 per cent and industries making up the remainder.
Major companies operating in Dafz include Boeing, Airbus, Danzas, Procter & Gamble, Audi and Porsche.