Dubai Tourism plans to increase trade and consumer marketing activity and host more agent training including fam trips following the opening of a travel corridor with the UK.

The tourist board maintained online training including webinars during the Covid-19 lockdown and said trade activity would become even more crucial as consumers looked for information and reassurance on the emirate’s tourism offering and protocols.

Shahab Shayan, senior manager of international operations, said Dubai Tourism was seeing “green shoots of hope”, with positive reports from trade partners and the reopening of a growing number of hotels.

The UAE was one of a number of destinations granted a travel corridor by the UK government on November 12, resulting in a surge of interest in the trade.

Since then, Emirates has increased capacity to Dubai and reported strong interest and bookings.

All arrivals in Dubai are expected to present a negative Covid-19 PCR test taken within 96 hours of departure, although travellers from the UK and Germany currently also have the option of taking a complimentary test on arrival and isolating at their accommodation until the results are returned.

Shayan said: “Given where we are, I think agents now more than ever will play a very crucial part in giving customers the peace of mind that they need when it comes to booking a holiday.

“Year on year we have been increasing the number of partners we work with and our trade activity and we are seeing the results.”

Shayan said Dubai Tourism had engaged with both frontline sellers and senior trade partners, including a webinar designed specifically for managing directors and chief executives to showcase measures currently in place.

He added: “We definitely have plans in terms of incentivising agents. Our plans sadly didn’t work out as they should have this year but going into next year there will be even more interaction and more fam trips.”

New and forthcoming openings and attractions include The Museum of the Future, Sofitel Dubai The Obelisk and the Rove La Mer and Riu Dubai properties, which Shayan said would help the emirate appeal to the midscale family market.