Dubai misconceptions remain top tourism challenge

Despite rising levels of support from the Australian travel trade, challenges still remain in growing awareness of Dubai, in particular making clear the rules and customs of the country, its tourism body has admitted.

Speaking to media at Arabian Travel Market, Department of Tourism and Commerce Marketing Australia and New Zealand director Julie King highlighted dispersing misconceptions about the destination as its number one task.

“We still get a lot of feedback about that unknown, that uncertainty, with questions such as whether the weather is hot all year round, or can you have alcohol in Dubai,” she said.

“Ramadan for example is something a lot of people are not clear on, and also the cultural sensitivities. There are perceptions we need to address.”

However, interest in travel to Dubai is on the rise, with a 36% increase in visitor numbers from Australasia recorded in 2013.

King credited the Australian trade with a significant role in delivering that growth and was confident that support will continue to grow in the coming years.

“From my experience working with travel agents in Australia for the last four years, we’ve had tremendous support from the trade and that support is getting stronger each year as our partnership evolves,” she said.

“With the Qantas-Emirates partnership, that’s opened up further opportunities.”

DTCM is keen to capitalise on the growing levels of support with a number of strategies planned throughout the rest of the year to promote Dubai to Australian travel agents, key among them the release of the new city brand.

“There will be education of the travel agency industry on the new brand and its pillars, through a series of workshops,” King revealed.

“We’re also going to be involved in crucial trade exhibitions over the coming months and that will again give us a platform to educate the trade on where we are heading. We’re also rolling out all the digital tools and social media engagement.”