Fam trips to Dubai will all include a cultural element next year as the destination seeks to promote some of its diverse attractions.
Ian Scott, UK and Ireland director at Dubai Tourism and Commerce Marketing, said agent educationals would feature visits to attractions including the Creek, the Bastakiya, a heritage village and the Sheikh Mohammed Centre for Cultural Understanding.
“It is nice to walk around that part of town and go to the Creek and see the trading boats,” he said.
“It is a completely different perspective, and when you take people there they don’t know that part of Dubai exists.
“Over the last few years we’ve worked hard to grow our visitor numbers to where we are now and we’ve done that by promoting the luxury and the five-star, and now to grow even further we need to appeal to those who want a bit more than shopping.”
So far more than 200 UK agents have visited Dubai this year on fam trips, and Dubai Tourism and Commerce Marketing has entertained 600 here in the UK.
Scott said this had helped boost UK visitor numbers this year, which were up 3% year on year for the first six months of the year.
Scott said UK visitors would also be keen to book the emirate’s second all-inclusive hotel, the Royal Amwaj, when it opens on the Palm early next year.
“The consumer is looking for value but what Dubai isn’t going to do is trade down in terms of quality. Dubai is a luxury destination and will remain that way,” he added.
- More from World Travel Market at travelweekly.co.uk/wtm2010