challenge:

In April 2017, Action was appointed as the representative office to promote Dubai Tourism in Central Asia&CIS region, including Kazakhstan, Uzbekistan as two regional source markets. The aim is to position Dubai as an ideal tourist and business destination offering a wide range of programmes and tourist products and to highlight the diversity of travel opportunities in Dubai among target audiences. DET supports regional tour operators and tour agents in promoting Dubai as a leisure and MICE destination.

approach:

• Organised a series of regional workshops with the leading tour operators
• Supported DET’s participation in Deluxe Travel Bazaar in Azerbaijan, Luxury Travel Connections in Armenia, own events in Almaty, Astana, Tashkent, Bishkek
• Closed contracts with all key tour operators in the market to promote Dubai as a leading destination
• Generated a database and developed relationships with key tourism industry agents: operators, agencies, associations
• B2C activities to raise brand awareness of Dubai among target audience