A new program called Dubai Advocacy has been launched by the Dubai Department of Economy and Tourism (DET) to enhance relations with the Oceania travel market. These initiatives are directed towards empowering and rewarding travel agents in Australia and New Zealand who are passionate about selling Dubai as a premier travel destination.
Dubai is signaling its intentions and commitment toward building long-lasting relationships with the travel trade-the most trusted voices in inspiring travelers.
The Program:
The Dubai Advocacy Programme is a structured, tiered program aimed at recognizing top-performing travel agents and offering them tailored support. It was developed in partnership with Julie King & Associates, with Emirates delivering the program, giving agents direct access to key stakeholders in Dubai’s travel ecosystem.
Here’s how the program is structured: what it means for agents:
Who can join?
Open to travel professionals certified as “Dubai Experts” who have been to the city. Thus, those participating have at least some baseline knowledge of the destination and can personalize their experience.
What are the tiers?
There are three ascending tiers, each offering increasingly greater benefits and recognition:
- Advocate: It is the gateway level for dedicated agents. They need to train other agents in their networks, meet some sales goals for both Emirates and Dubai, and promote them actively.
- Certified Ambassador: This is a level that recognizes a somewhat higher degree of expertise and commitment, rewarding agents for their success in promoting Dubai.
- Destination Champion: The highest tier for the most experienced and accomplished advocates, providing exclusive benefits and peak recognition.
What is offered?
A wide range of benefits is offered by the program, all exclusive and meant to empower agents and equip them for success. They include:
- Exclusive access: Priority invitations to tailor-made familiarization trips and events.
- VIP Treatment: Invitations hosted by Emirate-Dubai to VIP events and sponsorship offered by it in both Australia/New Zealand and Dubai. .
- Incentives: Provisions for performance-based perks and preferential rates on personal accommodation and experiences in Dubai.
- Professional Development: Structured pathways for professional growth and unrivalled opportunities for constant destination insights and product launches.
How to apply?
Interested, qualified agents should register with DET by mail. An eligibility determination form will be provided to the successful applicants, which will take place by mid-September.
The importance of this initiative
A program designed with Dubai travels in mind, it is that program that ties the passion to the Australian and New Zealand travel markets. By investing in the agents who sell the destination, Dubai ensures that travelers are receiving the most accurate, up-to-date, and enthusiastic advice. It is a smart means of building a community of credible and knowledgeable brand ambassadors, boosting tourism and cementing Dubai’s standing in travel destinations worth considering or visiting.