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March 16, 2009

Dubai launches US$13m promotional campaign

Dubai is taking its message to the world with a US$13 million promotional campaign and FAM trip aimed at injecting new interest in the emirate as a tourism hub.


Led by Emirates Group in partnership with the Dubai Department of Tourism and Commerce Marketing (DTCM), Dubai hoteliers and destination management companies (DMCs) the ‘Rediscover Dubai’ campaign will see over 2,000 frontline travel staff visit the emirate during a three-month window.


Travel agents, tour operators and media from over 50 countries around the world will be invited to visit Dubai throughout March, April and May for three-day familiarisation trips.


During the hosted three-day visit guests will be treated to a unique experience featuring desert safaris, gourmet dining and trips to Dubai’s traditional Bastakiya area, designed to showcase the destination’s diverse culture and options for every traveller segment.


The meetings and incentives sector will play a major role in this new initiative with 300 meetings and incentives buyers and 50 industry media confirmed as part of the 2,000-strong programme.


“This is a grassroots initiative that aims to reach the frontline tourism staff directly responsible for selling Dubai as a destination,” said Mohammed Khamis bin Hareb, executive director of marketing and operations at DTCM.


“We are looking for individual agents from our key feeder markets – along with some growing markets – to travel to Dubai on an all expenses paid trip. They will be here to learn through experience. The aim of these trips is for each person to understand what it is to be a visitor in Dubai.


“It is critical that we maintain a constant dialogue with international travel agents, tour operators and meetings agents, to ensure they are aware of the new attractions that may be of interest to their clients,” said. “This campaign is a major highlight of our joint efforts with the key players of the tourism industry in the emirate.”


According to bin Hareb the DTCM has outlined five key messages for the meetings market as part of the Rediscover Dubai initiative. These are:

·        Dubai offers somewhere new and different, combining exotic experiences and excitement with professional destination management services

·        Dubai’s hotels are well equipped with excellent conference and meeting facilities and state-of-the-art technologies

·        Dubai is an inspiring destination where the impossible is possible and the ‘can do’ attitude governs

·        Dubai is a world-class meetings destination

·        Meetings delegates can create their own packages to suit their needs


Arabian Adventures will play a central role in organising the Rediscover Dubai programme and plans to use the FAM trips as a vehicle for introducing some new and very exclusive incentive options.


According to Peter Payet, vice president, Arabian Adventures, the programme could even include a tour around one of the Royal Family residences located on the prestigious Jumeirah Beach.

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