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July 6, 2009
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‘Keep Discovering Dubai’ brings new meetings business




The ‘Keep Discovering Dubai’ campaign has been hailed a success in its bid to attract new meetings business from around the world into Dubai.

The two-month campaign, which took place from mid March to mid May, was the largest familiarisation experience ever witnessed in Dubai, with over 2,400 travel trade and media flown in from around the world to experience the emirate, in a determined bid to boost tourism during the economic downturn.

The meetings sector was heavily targeted with 130 meetings and incentives buyers flown in from across Europe, the US, Japan, China, India, Pakistan, Australia, Russia, Brazil, Chile, Canada, and New Zealand. Nineteen media from international meetings publications were also invited.

The campaign was launched in partnership with a number of key stakeholders including Emirates Airline, DTCM, local DMCs and Dubai hotels.

Peter Payet, vice president of Arabian Adventures, a DMC involved in hosting the meetings buyers during their stay in Dubai, said he was positive the initiative would translate into profitable meetings business for the emirate. “A major part of the campaign has been about creating and nurturing important business relationships with the invited guests, which will then likely translate into new or increased business.

 

“There is currently great competition the world over to be top of mind in relation to the lucrative meetings market. We believe that an important part of being top of mind is having first hand experience, which is why we initiated ‘Keep Discovering Dubai’ in the first place,” he told meetme.

 

A special itinerary was designed specifically for meetings and incentives buyers to showcase activities suitable for groups, as well as to highlight venues around Dubai suitable for large-scale events and smaller meeting groups. Workshops and presentations were also organised to explain in detail what Dubai has to offer the meetings market.

 

“In recent months a number of properties, both beachfront and city based, have opened that are well suited to the meetings market,” explained Payet. “Bringing meetings groups to Dubai at this time gave us the perfect platform to highlight these new properties and showcase the range of facilities available that will suit every size of group and, perhaps most importantly given the current climate, every group’s budget.”

 

Payet added that the response to the campaign from the meetings industry has already been very positive: “The feedback has been exemplary. Each invitee was asked to fill out a short questionnaire on returning home, with the overwhelming majority indicating that they thoroughly enjoyed the experience.”


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