A Kids Go Free Promotion to boost travel to Dubai is likely to be repeated on the back of a bounce back in UK visitors to the emirate.
The Dubai Tourism and Commerce Marketing reported that UK arrivals rose by 3% in the second quarter of the year compared to the same period in 2009.
The figures, showing UK and Ireland arrivals of 203,069 in the April to June period against 196,554 in the same quarter last year, reaffirm the UK’s position as the world’s leading source market to Dubai, despite tough trading conditions and dented consumer confidence.
The DTCM cited tactical marketing to offer “unprecedented value” and ongoing trade support for the upswing. This included familiarisation trips, dinners with key trade partners, roadshows, a dedicated trade website (dubaiupdate.co.uk) and the Dubai Expert online training programme.
The tourism promotion body has recently launched roundtable forums where travel agents can report back about their experience of selling Dubai and trends in consumer purchasing.
DTCM UK and Ireland director Ian Scott said: “These new figures show that the UK market to Dubai is really starting to recover, and that our strategy so far this year is paying off.
“We, of course, recognise the continuing challenges ahead, but the outlook is positive with a range of new projects in the pipeline that will continue to inspire first–time as well as repeat visitors.
“This combined with the DTCM’s trade support and innovative promotions such as Kids Free this summer make for a very positive future for Dubai.”
Efforts to encourage holidaymakers to Dubai include new all-inclusive packages at the Jebel Ali Golf Resort and Spa through to premium luxury at the first Armani hotel housed within the world’s tallest building, Burj Khalifa.