Jameela Ahli, head of region, UK, Ireland & Italy, talked to Travel Bulletin about the huge importance of the travel trade, and promoting Dubai as a year-round destination.
"The core objective for 2023 will be to continue our collaborations with the trade, pushing several incentive programmes e.g., summer and stopover activation. Our mission is to remain in continuous contact with existing high-profile relationships as well as building on communications with new trade personnel to support and bolster their activity with Dubai."
On what agents can keep an eye out for, Ahli explained: "Activities with agents, such as FAM trips, training and workshops will also be a core focus for 2023. There will be one FAM trip every quarter to ensure Dubai remains top of mind and to nurture the relationships with independent agents across the UK.
"A roadshow in 2023 will seek to prepare trade for summer in Dubai. Beginning in Q1 2023, we hope to keep the summer season in the forefront of agents' minds, there will be focus on promoting Dubai as a year-round destination. 12 month, 365 year destination where you can fly and flop, we've also got the desert safari - a culture extravaganza."
"Additional incentive programmes will be implemented on a wider scale after the success of our pilot summer incentive with a select group of trade partners.
"Successful trade activations from 2022 will be replicated in 2023, such as intimate trade events and the football tournament."
On new additions to Dubai: "We recently opened W Dubai Mina Seyahi, and look forward to the opening of Atlantis The Royal in early 2023, for which bookings are now available. Gastronomy is a new focus, our Michelin guide was recognised for the first time in 2022 with lots of foodie angles.
"We're now fully focusing on summer season and the winter sun along with the Fifa World Cup. Providing value with value-extras, brunch included in the stay, focusing on Brits can come over and know what they're spending in advance."
