MENA Tourism and
Hospitality Report
Theme: Niche Tourism
Q4 2014
aranca.com
Table Table of Contents
01. MENA Tourism Synopsis .............................................................................................. 1
02. Hospitality Market Update ........................................................................................ 2
03. Oman Tourism Industry .............................................................................................. 6
04. Theme: Niche Tourism ................................................................................................ 9
MENA Tourism and Hospitality Report – Q4 2014 1
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01 MENA Tourism Synopsis The tourism industry in MENA is showing signs of recovery. The region’s share in the
total number of international tourists is expected to increase from 6% in 2014 to 8%
by 2030.
MENA TOURISM & HOSPITALITY
According to the United Nations’ World Tourism Organization (UNWTO) World Tourism
Barometer 2015 published by the UN World Tourism Organization, international tourism in the
Middle East (+4%) showed signs of rebound in 2014 with positive results in most destinations. The
region saw an additional 2 million tourists in 2014, bringing the total arrivals to 50 million.
In Q4 2014, the hospitality sector in the MENA region witnessed mixed results. Performance
metrics declined marginally during the period; the occupancy rate fell from 67.6% in October
to 63.3% in December, the ADR declined from $182.34 to $165.97, and RevPar dropped from
$123.19 in October to $105.13 in December 2014. Despite the decline in hospitality indicators,
government efforts boosted market confidence, thereby resulting in market revival.
Increased government funding for tourism-related activities, marketing initiatives, expansion of
thematic sites and zones, and advanced regional infrastructure are some of the factors driving
the GCC’s non-conventional ecotourism market. GCC ecotourism is estimated to record a
CAGR of 6.2% between 2015 and 2020. Saudi Arabia (KSA) accounted for the largest share of
the ecotourism revenue (30.9%) in 2014.
The KSA government expects to generate a record SAR 60.9 billion (US $16.2 billion) in tourism
revenues by 2023. This projection is in line with the increase in the number of Hajj and Umrah
tourists. The government plans to invest more than US $30 billion in airports by 2020, including
$10 billion in private investment. Furthermore, the Saudi Commission for Tourism and Antiquities
(SCTA) plans to issue tourist visas from June 2015. The initiative could attract more than 7 million
travelers to the Kingdom in the first year of its implementation, and also result in earnings of SAR
35 billion every year.
In 2014, a UAE Cabinet Resolution authorized the implementation of the new visa and fees
system. The amendments included a new multiple-entry tourism permit for cruise passengers for
ADR 200 (US$ 50) and a range of entry permits for medical tourists and their companions. The
multiple-entry permit is cost-effective and logistically convenient, and is likely to benefit key
markets, including India, China, Russia and CIS, South Africa and Brazil. The move resulted in a
7% increase in the number of people travelling through Dubai ports in 2014, and further growth
is expected in 2015.
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02 Hospitality Market Update12 The hotel industry in the Middle East & Africa (MEA) region reported mixed
performance for Q4 2014. While performance metrics declined during the period,
increased consumer confidence and political stability led to the revival of markets.
OCCUPANCY RATE
PERFORMANCE IN OCTOBER
In October 2014, Cairo (Egypt) recorded the highest increase (27.0 pps1) in occupancy rates to
55.3%, compared with the same period last year, owing to increased demand from the leisure
segment. Hotels in Cairo benefited from the corporate and leisure segments, particularly from
the FIT and group business.
Occupancy rate in Manama (Bahrain) grew 4.5 pps2 to 55.9% in October 2014, driven by an
increase in the demand for hotels. Initiatives by the Bahraini government, such as the
recommencement of key infrastructure and mixed-use development projects, are attracting
more corporate travelers to Manama, which at present is the key driver of hotel demand in the
city. In addition, growing confidence in the Bahraini market has resulted in a higher proportion
of leisure visitors from neighboring GCC countries, which supported the overall improvement in
performance levels; however, conferencing demand witnessed a marginal decline as a result
of promotional efforts by Dubai, Doha and Abu Dhabi.
Hotel occupancy in Kuwait improved by 4.5 pps2 to 53.5% in October as corporate demand
increased after summer.
Occupancy rates in October 2014 declined by 0.91 pps and 2.81 pps in the UAE and KSA,
respectively, because of low demand.
Amman (Jordan) saw the highest decline of 3.5 pps2 in its occupancy rate, which dropped to
58.8% in October 2014 due to lower demand as a result of the ongoing civil unrest in
neighboring countries and the emergence of ISIS. Although marginal improvements were
recorded in the conference and leisure segments, primarily driven by domestic demand, the
overall hotel performance softened due to the decline in the dominant corporate segment,
which has been negatively affected by the unrest.
1 STR Global Data, Middle East/Africa Hotel Sector Performance for October, November, December 2014 2 HotStats MENA Chain Hotels Review (Only Four and Five Star Hotels)
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PERFORMANCE IN NOVEMBER
In November 2014, Cairo (Egypt) reported a 17.3 pps1 increase in the occupancy rate to 50.5%
— the highest in the region. This was primarily driven by increased confidence in the market,
thanks to the government’s efforts to prioritize and protect tourism with necessary security
arrangements.
Occupancy rates in Doha (Qatar) increased by 10.32 pps to 82.9% in November 2014.
Occupancy in the city has reached the highest level in the past two years, primarily led by
corporate demand. The leisure segment still remains a challenge for Doha. Efforts by the Qatar
Tourism Authority (QTA) and the anticipated launch of new attractions are expected to
promote Doha as a leisure destination.
The occupancy rate in Dubai (UAE) dropped 1.1 pps2 to 86.7% in November 2014. The
hospitality sector faced demand and supply challenges, which impacted performance during
the month. Demand was affected by political and economic instability in Russia and some
eastern European countries. Visitors became wary because of the decline in Ruble and higher
rates in Dubai. New supplies in the market have also made the sector more competitive.
Jeddah (KSA) experienced the largest decrease of 4.4 pps2 to 74.7% in November 2014.
PERFORMANCE IN DECEMBER
In December 2014, two markets reported a double-digit increase in occupancy.
Occupancy in Cairo (Egypt) increased the most, by 17.4 pps1 to 52.6%. Efforts undertaken by
the government to ensure socio-political stability resulted in the lifting of the travel ban imposed
by some Western countries, which further pushed up demand.
Occupancy rates in Abu Dhabi (UAE) surged 10.1 pps2 to 83.1%. Increased demand for leisure
in the second half of the year, driven by the opening of the Yas Mall (end-November 2014) and
continued promotional campaigns by the Abu Dhabi Tourism and Culture Authority, boosted
occupancy levels.
Occupancy rates in Doha (Qatar) increased 9.9 pps1 to 74.4% as demand and supply
stabilized due to the influx of rooms in the past.
Manama (Bahrain)’s occupancy rate rose 4.1 pps2 to 46.1% owing to political stability.
In December 2014, occupancy levels in KSA increased 3.0 pps1 to 62.8%, as delays in new hotel
supply coupled with consistent tourism demand is stabilizing the market.
Occupancy levels in Dubai (UAE) increased by 1.4 pps2 to 82.2% in December 2014 as tourism
thrived with continued influx of tourists.
AVERAGE DAILY RATE (ADR)
PERFORMANCE IN OCTOBER
In October 2014, Cairo (Egypt) recorded the highest ADR increase (up 16.7%1 to $116.24) on
account of growing demand from the leisure segment.
Jeddah (KSA) reported the second-largest ADR increase of 12.5%1 to $270.58 in October 2014.
Manama (Bahrain) recorded an ADR increase of 11.2%2 to $213.13 in October 2014 due to
increase in hotel demand and market stability.
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Kuwait witnessed a 7.0%2 increase in the ADR to $281.87, driven by a revival in corporate
demand.
Hotels in Amman (Jordan) recorded a marginal increase of 1.1%2 in the ADR to $160.90 in
October 2014; this increase was partially offset by civil unrest in neighboring countries.
ADRs in Abu Dhabi (UAE) decreased the most, by 9.2%1 to $154.75.
PERFORMANCE IN NOVEMBER
Jeddah (KSA)’s ADR grew the most in November 2014, by 9.2%1 to $236.88. This growth was led
by aggressive rate strategies targeting leisure travelers who prefer Jeddah over the rest of the
country.
Egypt recorded a 33.9%1 increase in the ADR to $70.9 due to greater confidence in the market.
Doha (Qatar) witnessed an ADR increase of 6.4%2 to $230.59 in November 2014, as hotels
adopted progressive rate strategies to meet increased demand.
The ADR in Dubai (UAE) decreased 5.5%2 to $392.37 in November 2014 due to demand/supply
challenges and stiff competition.
PERFORMANCE IN DECEMBER
In December 2014, ADRs in Abu Dhabi (UAE) increased the most, by 9.7%1 to $159.85. High
demand levels after years of oversupply allowed hoteliers to command a healthier ADR.
Cairo (Egypt)’s ADR advanced 7.5%1 to $109.04, while the ADR in Doha (Qatar) surged 4.9%2 to
$232.08 in December 2014.
The ADR in KSA rose 1.9%1 to $210.69 in December 2014, driven by increased demand;
however, the completion of some hotels in the next quarter is expected increase pressure on
ADRs in 2015.
Despite strong supply growth in Dubai (UAE), ADRs rose 0.4%2 to $375.11 in December 2014 with
increased holiday demand.
Manama (Bahrain) reported an ADR decline of 4.2%2 to $188.17 during the month. Hoteliers cut
room rates across the corporate, conference and leisure segments in order to increase
occupancy in December, which generally witnesses low demand due to cold weather.
REVENUE PER AVAILABLE ROOM (RevPAR)
PERFORMANCE IN OCTOBER
Cairo (Egypt) witnessed an increase of 128.0%1 in RevPAR to $64.25 in October 2014 on
account of increased demand, especially in the leisure segment.
RevPAR in Manama (Bahrain) and Kuwait increased by 20.9% and 16.8% to $119.22 and
$150.84, respectively, supported by ADR increases and improved occupancy rates.
The UAE saw a decrease of 3.7% in RevPAR in October 2014, attributable to the decrease in the
ADR.
Amman (Jordan)’s RevPAR declined 4.6%2 to $94.65, primarily due to lower occupancy rates as
a result of civil unrest in neighboring countries.
KSA recorded the largest decline of 7.5%1 in RevPAR in October 2014.
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PERFORMANCE IN NOVEMBER
In November 2014, Cairo (Egypt) reported the largest RevPar increase of 58.8%1 to $53.75,
resulting from an improvement in the occupancy rate and a higher ADR.
RevPAR in Doha (Qatar) increased by 21.5%2 to $191.05 in November 2014, driven by higher
occupancy rates and a stronger ADR.
RevPAR in Jeddah (KSA) increased 5.2%2 to $190.25. The decline in occupancy rates was offset
by strong growth in the ADR, which resulted in a surge in RevPAR in November 2014.
Dubai (UAE) witnessed a decline of 6.6%2 to $340.06 in RevPAR, largely due to the decrease in
the ADR, coupled with a slight retraction in occupancy rates.
PERFORMANCE IN DECEMBER
Three markets reported double-digit RevPAR increases in December 2014.
Increased political stability in Egypt resulted in higher occupancy rates and a stronger ADR.
Strong performance levels helped Cairo record the largest RevPAR growth of 60.6% to $57.36
vis-à-vis the same period last year.
RevPAR in Doha (Qatar) and Abu Dhabi (UAE) increased 23.5%1 and 20.5%1 to $145.30 and
$123.76, respectively, driven by higher occupancy rates and a stronger ADR.
Despite a decline in the ADR level, RevPAR in Manama (Bahrain) increased 5.0%2 over the
same period in 2013 to $86.78, backed by a rise in occupancy levels.
Dubai (UAE)’s RevPAR increased 2.2%2 to $308.26 in December 2014 due to continued strong
performance.
RevPAR in KSA increased 7.1%1 to $132.33, driven by high occupancy levels in December 2014.
Table 1: Statistics in key MENA countries3
Occupancy ADR Q-o-Q change
Country
Oct–Dec
2014
Oct–Dec
2013
Oct–Dec
2014
Oct–Dec
2013
Occupancy
(pps) ADR (%)
Egypt 54.5% 38.9% EGP600.3 EGP442.0 15.7 35.8%
Saudi Arabia 59.0% 56.9% SAR852.5 SAR844.1 2.1 1.0%
UAE 79.8% 80.8% AED862.3 AED875.7 (1.0) (1.5%)
3 STR Global Data, Middle East/Africa Hotel Sector Performance for October, November, December 2014,
Aranca Analysis
Denotes increase in parameter Denotes decrease in parameter
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03 Oman Tourism Industry4 Oman’s tourism industry is growing rapidly, with international tourist arrivals
projected to reach 2.8 million by 2024. Initiatives by the Government and Ministry of
Tourism, such as renewed visa policies and tourism campaigns in Europe, are
expected to position Oman as a short-stay tourist destination.
International tourist arrivals to reach 2,864,000 by 2024: In 2014, Oman’s travel and
tourism industry ranked 77 worldwide in terms of absolute contribution to the GDP. The
World Travel and Tourism Council (WTTC) forecasts the number of international tourists
in Oman to reach 2,864,000 by 2024, up from 1,660,000 in 2014, with revenues etimated
to expand at a CAGR of 6.1% to OMR1,412.9 million during 2014–24.
Direct contribution to GDP to total OMR1,834.2 million by 2024: The travel and tourism
industry’s direct contribution to the GDP is projected to increase at a CAGR of 5.4% to
OMR1,834.2 million (3.9% of the GDP) by 2024 from OMR1,083.0 (3.0% of the GDP) in
2014.
Leisure tourism comprises major share: In 2014, inbound and domestic tourists spent
OMR1,538.8 million on travel and tourism. Leisure tourism accounted for the bulk of this
spending (65% or OMR998.1 million) with business travel contributing the remaining
share (35% or OMR540.7 million).
Leisure spending to grow faster than business spending: Leisure travel spending is
anticipated to increase 10.5% y-o-y to OMR1,103.3 million in 2014 and subsequently rise
at a CAGR of 6.0% to OMR1,968.9 million by 2024. In contrast, spending on business
travel is anticipated to grow 10.3% y-o-y to OMR596.3 million in 2014 and expand at a
slower CAGR of 4.3% to OMR908.4 million by 2024.
Investment in travel and tourism industry to improve 6.7% in 2014–24: Capital
investment in travel and tourism is estimated to grow 11.7% y-o-y to OMR284.4 million in
2014. Investments are projected to increase at a CAGR of 6.7% to OMR545.9 million
during 2014–24.
Short-stay tourism hub:
o In 2014, Oman was ranked the top destination for GCC travelers for short
holidays. The country registered a 17% increase in GCC tourists in Q3 2014
4 WTTC and Desk Research
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compared with the same period last year. More than 701,311 inbound tourists
from the GCC visited the country in the first nine months of 2014.
o To stimulate the tourist influx, Oman’s tourism ministry, in collaboration with
Oman Air, held a promotional event in Q4 2014 at the Conrad Hotel (Dubai) to
promote Oman as the leading tourist destination for short breaks. The session
included interactive presentations on Oman's tourism infrastructure and
facilities, followed by the launch of attractive holiday packages for GCC
visitors, including luxury hotel stays and return tickets by Oman Air.
o US-based travel portal Skift picked Oman as the preferred tourism destination
of 2015, while travel magazines such as Travel+Leisure, Men’s Journal,
BuzzFeed, SmartTravel.com, and Traveller ranked Oman as one of the world's
leading tourist destinations.
Renewed visa policies: The Omani government is proactively improvising its visa
policies to improve competitiveness in short-stay and MICE tourism.
o The new arrangements include an OMR5 ($12) fee for a single-entry tourist visa
for up to 10 days, and OMR20 ($51) for a single entry for up to a month. Cruise
arrival visas are free for up to 48 hours or OMR5 ($12) for multiple visits.
o The Royal Oman Police (ROP) plans to launch an E-visa system by the end of
February 2015. The new system will enable online payments and electronic
notifications on visa approval.
International tourism campaigns:
WTM 2014, London
o Oman’s private sector representatives attended the 2014 World Travel Market
(WTM) to promote the hotels that will be launched in 2015, including the Alila
Jabal Akhdar mountain resort, the first five-star hotel in Dhofar, the Salalah
Rotana resort, the Al Nahda Resort and Spa desert resort, and the Dunes by Al
Nahda. Other properties in the pipeline include the Kempinski Hotel (2015) and
the Fairmont Hotel (2016) at The Wave in Muscat.
o At the 2014 WTM in London, UK classic car event organizers and founders of
Rally Royale announced the first Oman Grand Tour in 2015, a premium long-
distance car rally. A group of 26 pre-70s classic cars will participate in the 21-
day tour, starting October 18, 2015, which will coincide with the Sultanate’s
45th National Day celebrations.
Double-decker Tourist Bus Campaign, Paris
o Oman’s Ministry of Tourism ran a promotional campaign in Paris over
December 30, 2014–January 12, 2015. A total of 25 double-decker buses
showcasing Oman’s tourist attractions on the rear panel moved around
important attractions in Paris, including the Eiffel Tower, the Opera, Champs
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Élysées, Arc de Triomphe, and the Place de la Concorde. The buses were
showcased live on French TV during the run-up to Christmas and New Year.
The campaign helped the ministry strengthen its partnerships in France and
stimulate tourism demand. The ministry’s French page on Facebook garnered
an increase in likes by 3,157 during the two-week period.
‘Discover Oman’ program: As part of the ‘Discover Oman’ programme, 60 Indian
travel agents and tour operators visited Muscat, Nizwa, Sharqiyah Sands, Sur, and Ras
Al Jinz over September 14–20, 2014. The programme was launched by the ministry of
tourism to attract leisure groups. The travel agents also attended B2B sessions,
networked with hotels, and reviewed other attractions in Oman.
Muscat Festival, 2015: More than one million people are expected to attend the
Muscat Festival, scheduled between January 15 and February 14.
o The festival’s theme is 'Oman Fascinates'. It includes various cultural,
entertainment, and sporting events. Oman Sailing and the Royal Navy of
Oman (RNO) will organize water activities. Other events include a maritime
festival for traditional Omani vessels, a tattoo show, freestyle jumping, aircraft
shows, aquatics (in collaboration with the World Aquatics Association), hiking,
cricket championship, camel racing and equestrian, modern triathlon race,
and auto shows.
o The sixth Tour of Oman cycling race would be held during February 17–22 as
part of the Muscat festival. The Tour of Oman, which started in 2010, is the
world's fastest-growing cycling event. It is held before the Tour de France. All
Tour de France riders compete in the Tour of Oman. The event draws tourists
and cycling enthusiasts from across the world.
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04 Theme: Niche Tourism5 Niche tourism in the Middle East is increasingly gaining prominence with each
country looking to capitalize on a distinct tourism theme to attract travelers.
Halal tourism, largest untapped niche market: The Halal tourism segment is currently
worth $140 billion (13% of global tourism) and is expected to rise to $192 billion by 2020
(excluding Hajj and Umrah tourism). Abu Dhabi and Dubai lead the segment with a
range of holiday packages compliant with Sharia laws. Other countries such as Oman
and Morocco are also exploring this space due to strong growth in Muslim tourism
(4.8%) compared with conventional tourism (3.8%).
Islamic Tourism, a culture-driven niche: Sharjah has been chosen as the Capital of
Arab Tourism for 2015. It will host the inaugural World Islamic Tourism Summit and
Exhibition this year, incorporating the second OIC Tourism Fair 2015, to drive the $137-
billion global Islamic tourism market. The event will support the development of Sharia-
compliant hotels and resorts, entertainment and sports facilities, and swimming and
spa facilities dedicated to families. It will also promote cultural sites and Halal food and
beverages, among others.
Dubai Food Festival promotes Culinary Tourism: The second edition of the Dubai Food
Festival will run from February 6–28, 2015. The event will include events themed on
Emirati cuisine, homegrown restaurants, multi-cultural dining and street food, and
international chefs and restaurants. The festival is organized by an agency of Dubai’s
Department of Tourism and Commerce Marketing. It is aimed at promoting the
diversity of the emirate’s gastronomic offering and positioning Dubai as the leading
hub for world-class food.
Growing MICE segment drives tourism: The GCC’s $1.3 billion MICE tourism sector is
projected to witness rapid growth. The UAE accounts for ~50% of the sector, emerging
as the top MICE destination in the region. With its successful bid to host the World Expo
2020, the UAE continues to maintain its lead in the well-established business events
industry. Dubai hosts 27% of all GCC MICE events ($0.3 billion). It is expected to
welcome more than 25 million visitors over a period of six months during the expo. On
the other hand, Abu Dhabi generates $700 million from its MICE sector and is forecast
to grow at an annual rate of 7% to reach $1.4 billion by 2020.
Family Tourism — the ATM 2015 theme: Family-centric travel, which accounts for 13%
($140 billion) of the $1.07 trillion global tourism market, is the official show theme for the
5 Desk Research
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Arabian Travel Market (ATM) 2015, which would be held at the Dubai International
Convention and Exhibition Centre over May 4–7, 2015. The value of the global family
tourism market is projected to exceed $180 billion by 2018, with an annual growth rate
of 5%. Nealry 33,000 visitors are expected to attend the ATM 2015, up 12% over the
previous year.
Oman focuses on maritime tourism: Oman’s tourism ministry oversees the Oman Sail
program to promote the Sultanate’s maritime heritage through competitive sailing.
Yacht charter and watersports are also promoted through this platform.
o The Omani tourism Industry has invested $42 billion in integrated tourism
complexes (ITCs) to capture niche tourism markets. The Wave Muscat is a $2
billion project developed in partnership between the Omani government and
Dubai-based Majid Al-Futtaim, the first ITC in the country. It is home to the
Almouj Marina, Oman’s largest private yachting hub, which hosts the
international Extreme Sailing Series and RC-44 class events as well as other
diving and charter operations.
o Muscat is one of the eight venues hosting the Extreme Sailing Series over
March 11–14, 2015, in collaboration with Oman Sail. Oman Air is making its
debut in the series this year.
o In November 2014, more than 300 influential sailing enthusiasts from 100
countries attended the annual International Sailing Federation (ISAF)
conference in Oman — the first such event in the Middle East. The MICE
initiative was undertaken by the tourism ministry to host global sailing events
such as the RC44 Oman Cup, the Extreme Sailing Series, the 2013 Laser World
Championships, and the 2016 ISAF Youth World Championships to boost
tourism and provide international exposure to the Oman Sail Yacht Charter
Company.
UAE — a promising healthcare destination:
Wellness Tourism
o The MENA wellness tourism market (domestic and international combined) is
worth $5.3 billion annually. It is expected to be the fastest-growing market
globally, reaching $16.6 billion by 2017 at a CAGR of 16.2%. This growth is
driven by the UAE (CAGR of 17.9% for the same forecast period), which ranks
sixth worldwide. The MENA region drives 4.8 million wellness-focused trips
(inbound and domestic) annually, with the UAE accounting for ~20% of the
total trips (1.0 million trips annually).
Medical Tourism
o Dubai is looking to capitalize on its reputation as a healthcare destination. In
line with this, it has set a target of half a million health visitors by 2020, boosting
the economy with a four-fold increase in revenues from this segment. The
number of medical tourists hit 135,000 in 2014 (up from 120,000 in 2013); this
figure is expected to exceed 150,000 by the end of 2015. The Dubai Health
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Authority (DHA), in collaboration with Dubai Tourism and Commerce
Management, is working with medical providers to offer healthcare packages
inclusive of treatment, hotel accommodation, travel, and visa provisions. The
DHA is also considering offering medical tourism insurance products to patients
travelling to Dubai for treatment. The government is expecting a 14–15% return
on investment on its medical tourism initiatives, from $178 million in 2012 to $300
million in 2016.
MENA Tourism and Hospitality Report – Q4 2014 12
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Disclaimer:
This material is exclusive property of Aranca. The information, opinions, estimates,
and forecasts contained in this report have been determined or obtained from
public sources believed to be reliable and in good faith. Aranca has not
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reliability, or completeness. Aranca will not be held liable under any circumstances
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