Agents had to make an If Only booking to Saadiyat Island in Abu Dhabi between May and October to enter the prize draw to win a fam trip place. 

General manager Gordon McCreadie said “everything” the trade-only tour operator did was for agents. 

Speaking to TTG@WTM, McCreadie said: “Our plan is to do some sexy stuff during peaks. The campaign will involve agents winning holidays departing in January, February and March – watch this space.

“This will be our biggest investment for peaks, in terms of trade activity and fam trips. We’ve not done anything like this before.” 

McCreadie said If Only had six fam trips next year to destinations, including South Africa and Las Vegas, that would range from three to seven nights. 

One trip will be a three-night fam to Saadiyat Island, departing on 14 April.

The agents who won a place on the Saadiyat Island fam trip, with flights and accommodation, were announced via a livestream at World Travel Market on Monday (6 November). 

McCreadie added: “We’ve been working with Saadiyat since last April primarily around the education piece for agents. It’s important that agents understand the destination.” 

He confirmed that this was the first joint-competition If Only had run with Saadiyat Island and there had been more than 1,000 entries. 

Liam Findlay, the chief executive of DMC Miral Destinations, said: “Saadiyat Island is a hidden gem. It’s all about getting the brand out there because it’s a very fierce market.

“As a brand, Saadiyat has been out there for a number of years, but it does not get the recognition it deserves. It’s a natural beauty – it’s not man-made.”