What's Happening?
The Dubai Department of Economy & Tourism (DET) has introduced the Dubai Advocacy Programme, aimed at rewarding high-performing travel advisors in Australia and New Zealand. This initiative, developed in collaboration with Julie King & Associates and Emirates, seeks to formalize DET's commitment to fostering long-term relationships with the travel trade. The programme features a three-tier structure: Advocate, Certified Ambassador, and Destination Champion, each reflecting varying levels of industry experience, sales performance, Dubai expertise, and advocacy commitment. Travel professionals who are Dubai Expert certified and have visited Dubai are eligible to participate. Advocates are expected to train agents, meet sales performance criteria, and engage in Dubai training sessions. Participants receive benefits such as access to destination updates, VIP events, and performance-based incentives.
Why It's Important?
The Dubai Advocacy Programme is significant as it strengthens the relationship between Dubai and travel advisors in Australia and New Zealand, who play a crucial role in promoting Dubai as a travel destination. By providing structured professional development and exclusive access to resources, the programme enhances the advisors' ability to market Dubai effectively. This initiative not only benefits the advisors through recognition and incentives but also ensures that travelers receive up-to-date information and expertise about Dubai. The programme supports Dubai's tourism sector by encouraging more visitors from these regions, potentially boosting economic growth and cultural exchange.
What's Next?
Qualified agents can express interest in the programme by contacting DET, with successful applicants being notified by mid-September. The programme is expected to foster a community of trusted voices that will continue to promote Dubai as a premier travel destination. As the initiative progresses, it may lead to increased collaboration between Dubai and travel advisors, further enhancing the visibility and appeal of Dubai in the ANZ region. The ongoing engagement and training sessions will likely result in a more informed and motivated network of travel professionals.
