DTCM join forces with Tourism Australia to market Dubai and Australia in the UK

It is the first time two national tourist organisations have committed to work together to develop a twin centre incentive itinerary that takes in a long-haul and mid-haul destination.

The overall objective of the alliance is to position the seven-day, five-night itinerary as offering an excellent combination of tourism and trade experiences.

To promote the new itinerary, the Visitors Information Bureau, DTCM, Emirates Airlines and Perth Convention teamed up to organize a familiarization trip to Dubai and Western Australia in November.

In the Dubai itinerary, delegates shopped in some of the world's best malls, played on internationally renowned golf course, swam in the Arabian Gulf and experienced the thrill of horse racing from a private box and headed out to the desert on a 4WD safari.

In Australia the delegates snorkeled on spectacular coral reefs, sampled Australia's fine wines, experienced a mini surf-life saving carnival with Australian lifeguards, took part in an Aboriginal Dreamtime encounter and enjoyed Perth's outdoors lifestyle at some of the city's best al fresco restaurants.

Mr. Hamad bin Mejren, DTCM Manager Missions, said:

"We are delighted to showcase Dubai's variety of high quality attractions which complement the experience of Western Australia. Dubai combines luxury facilities with Arabian culture against a stunning desert backdrop with many exciting new developments underway. This new itinerary will reinforce the position of both destinations as market leaders in the incentive world."

Graham Pepe, Emirates, National Key Accounts Manager comments: "A campaign that involves the promotion of our home base of Dubai combined with such an important destination as Australia provides a fantastic opportunity for Emirates. We are able to showcase the flexibility and convenience of our routes and the award-winning services on offer to the ever expanding conference and incentive market. Especially relevant is the focus on Perth given that our services are soon to increase to a double daily, one-stop service from five departure points within the UK"

Ms. Mara Patterson, Tourism Australia's Manager Business Events, said: "We are very excited to be working with DTCM and Emirates and will use the partnership to reinforce the message that the wow factor of Australia is accessible and achievable for incentive groups from the UK. We're delighted that the Perth Convention and Visitors Information Bureau and DTCM have partnered with Emirates to offer this familiarization trip."