The effects of the Qantas-Emirates tie-up are already being seen in Dubai, as local tourism operators reported a visible uplift in the number of Australians paying a visit.
Piers Schreiber, vice president communications of hotel firm Jumeirah, told Travel Today that hype surrounding the deal at the start of the year saw the number of Australian guests at its eight Dubai properties double in the first quarter, even before the alliance’s April launch.
“Off a low base admittedly, but the impact is clearly seen,” he said. The Australian market accounted for around 1% of the firm's business in 2012, but Schreiber is confident that figure will rise this year.
Although the Shangri-La in the city’s business district revealed it is yet to see an uplift its number of Australian guests, the market is now firmly on its radar. Assistant communications manager, Dylan Abrahams confirmed the hotel is in talks with airlines in order to promote the property.
“We also did an Australian sales mission earlier this year, with another planned for later this month,” he told Travel Today.
Emirates-owned destination management company Arabian Adventures revealed it is targeting growth of 40% from the Australian market this year, up from 32% in 2012, with the firm confident the additional growth will come from the alliance.
But senior vice president Peter Payet stressed the company has been “significantly investing” in the Australian market for many years with Aussies already making up its second most significant source market.
Meanwhile, Dubai’s Department of Tourism and Commerce Marketing revealed it is in the process of revising its forecasts for 2013 upwards on the back of the tie-up.
"There are opportunities for many more people to transit via Dubai," Australasia director Julie King said, although the tourism body is also focused on growing its popularity as a stand alone holiday destination.
King confirmed the number of Australians visiting Dubai rose 4% in the first quarter of the year with Australia on track to figure among the destinations top ten international markets by 2014.
