The educationals span the Gold Medal, Cruise Plus, Pure Luxury and Incredible Journeys brands. Another nine are in planning for the 16-week period.

The four months will see 150 UK agents join 50 dnata staff in destinations worldwide.

The most popular fam incentive in the last two years, which has attracted more than 600 entries to date, will see 17 agents and Pure Luxury staff join members of the dnata leadership team on a Pure Luxury VIP trip to Dubai’s newly opened Atlantis The Royal next week. It will be the largest single group of agents from any market to visit the property since it opened. 

Dnata Travel Group B2B’s trade partnerships director Karen Fletcher said: “Inviting agents to experience the product they sell to customers has always been a critical part of our strategy in building unrivalled relationships with the people who are most important to our success – agents.

"We believe it’s never been more important to get them out to touch, hear, taste and experience destinations so that they can take what they’ve learnt back to their shops and homes and be better equipped to sell. 

“We’re proud to have incredible relationships with hundreds of valued industry partners, with whom we’re now working very closely to ensure that every trip is one to remember. It’s thanks to those relationships that we can do things no other operator can.”

Dnata’s peaks fam trip incentives run until the end of February. They include the chance to win one of 12 places on an ultra-luxury fam to Australia.