Australia will move into the top 10 source markets for Dubai in the next few years on the back of the new alliance between Qantas and Emirates, its department of tourism and commerce marketing has predicted.
Julie King, Australia and New Zealand director of the Dubai department of tourism and commerse marketing (DTMC), expected yesterday’s announcement would drive interest in the destination from Australia, currently it’s 12th most significant market.
“It’s very new but it’s very exciting – there’s so much potential for Dubai,” she told Travel Today at a Definitely Dubai roadshow in Sydney last night.
Reciprocal freqent flyer benefits would also see a ‘loyalty-driven’ type of customer visit Dubai, who would be more likely to return, she added.
Meanwhile, King said Dubai continued to see good growth from Australia.
The first quarter of this year saw a 21% increase in visitor arrivals, while the year to June climbing 9%.
However, despite efforts to position Dubai as a stopover destination, Aussies continue to stay less than three nights on average.
But DTCM is persevering.
“We’re increasingly getting people stopping over on their way there and their way back,” King said. “And any campaigns or promotions with our key partners is for a minimum four nights.”
