A series of focus groups to research frontline agency staff views about Dubai are being run by the destination’s tourism body.
The Dubai Tourism and Commerce Marketing sessions have been designed to enable the organisation to listen to agents’ first hand experience of selling the destination.
The sessions are made up of a small number of agents and operator reservations staff where everyone is encouraged to speak openly and freely about Dubai.
Topics discussed during the forums include perceptions on culture, local laws, suitability for different market segments and affordability.
They are designed to offer an open platform to address any queries and difficulties that agents might experience when selling Dubai.
The DTCM’s aim is to gain a clearer understanding of frontline staff’s experiences and to ensure that they have all the necessary knowledge to promote the destination, and overcome any misconceptions about Dubai.
The organisation is collating the most common areas of discussion, concern or misunderstanding and will be incorporating more information in training presentations and revising familiarisation trip itineraries accordingly.
It is partnering with the Foreign & Commonwealth Office early in 2011 to produce collateral for agents and customers.
Forums have been held this year with Emirates Tours, Premier Holidays, Gold Medal, Travelpack, Travelbag, If Only… and Barrhead Travel.
More are planned in 2011 alongside the DTCM’s tour operator partnership events when agents are trained on the destination.
DTCM UK and Ireland director Ian Scott said: “We are committed to helping the travel trade as we recognise that they are a vital component to the success of Dubai.
“We are investing time to ensure that travel agents know what Dubai’s strengths are and have the knowledge to tackle any misconceptions or issues they face from customers.
“We want to make it as easy as possible for agents to sell and promote Dubai and the focus groups have proven to be a great tool to enable us to work together successfully. We look forward to continuing the initiative into 2011.”