Tourism chief Issam Kazim said trade outreach would remain a vital part of the destination’s strategy; training will throughout the year, he said, and there will also be a fam programme.
Dubai reopened to international tourism in July 2020 and was given the green light by the UK government in August 2021 as travel restrictions in the UK and Dubai were eased, with international arrivals growing to 3.4 million in Q4 2021 as a result.
In total, Dubai welcomed 7.28 million visitors last year, 420,000 of whom were from the UK. Nearly a million visited the destination in January 2022, including 58,000 from the UK.
Ahead of the 2022 summer season, Dubai Tourism hosted a major trade show with delegates from London and Manchester, where guests included Fairmont Dubai, Raffles The Palm and Grant Hyatt Dubai.
"The UK remains one of our most important source markets, and it is a priority to strengthen our relationships with key travel stakeholders," said Kazim, who said showcasing Dubai as a year-round destination would be a key focus.
Kazim, Dubai Tourism chief executive, said the destination’s business development strategy would span B2B "trade outreach" and B2C campaigns.
The tourism authority added: "There will be continuous trainings throughout the year for key partners to expand their knowledge of the destination, as well as upcoming fam trips to take part in.
"These trainings are also key in helping support tour operators as they continue in their recovery process post pandemic to confidently reach out to customers and share their newfound knowledge.
"There will also be a new focus on stopover bookings during the summer months with a specific incentive being put in place to drive these bookings and encourage travellers to see Dubai in a different light and as part of a bigger trip."
