Dubai’s Department of Economy and Tourism (DET) wanted to provide a platform for Dubai stakeholders to interact with product managers and agents across the UK and Ireland.

The aim was to educate and excite the UK and Ireland travel trade, encouraging trade bookings and providing a valuable opportunity to discover what makes Dubai truly unique. To do this, SLC decided to host a roadshow, connecting shareholders and clients in an engaging setting. This included interactive elements including our postcard prize entry board, Arabic calligrapher and photo-booth.

The campaign focused on opening conversations and creating value for key suppliers in Dubai, and several UK and Ireland travel agents and product managers.

DET successfully concluded its annual UK & Ireland travel trade roadshow, joined by 17 Dubai stakeholders including Emirates airline, 12 hotels, and 4 attractions. Together, they met with 98 different travel companies across the region.

The week began with a productive overnight retreat at the Beaverbrook Hotel in Surrey, where 32 product managers connected with stakeholders, nurturing new relationships and strengthening existing ones with key UK tour operators.

DET hosted three evening events for over 300 travel agents in Birmingham and Dublin, offering agents an engaging platform to meet Dubai stakeholders, gain in-depth destination knowledge, and discover the city’s diverse offerings.

One of the week’s many highlights was the interactive ‘Postcard to Dubai’ activity, where agents shared their favourite things they had learned about the city for a chance to win a trip. Thanks to our generous partners, 15 lucky agents walked away with travel packages to Dubai.

The UK and Ireland remain key markets for Dubai, and this roadshow played a vital role in reinforcing partnerships, forging new connections, and deepening travel trade knowledge, all supporting Dubai’s tourism growth strategy and reinforcing that Dubai has something for every traveller.

Over the course of one week, we took 17 stakeholders from Dubai’s hotels, attractions and flight partners to four destinations across the UK and Ireland to connect with over 300 agents and 32 Product Managers from 98 different travel companies. Each event gave agents and product managers a valuable opportunity to discover what makes Dubai truly unique, with interactive elements including our postcard prize entry board, Arabic calligrapher and photo-booth. Every detail, from the branded fans and stylish name tags to the personalised schedules and itineraries, was meticulously planned by our team and we couldn’t be prouder to represent tourism to Dubai in the key markets of the UK and Ireland.

“I just wanted to say (again) that I thought the event in Manchester was the best event I have ever been too. I loved the different stations and the informal way the suppliers were networking was perfect.” – Diane, Gold Medal