DTCM ties up sponsorship with Virgin Atlantic Airways

Britain's second biggest carrier will initially operate four flights a week but will increase to five from May 1 with daily services from June 1. This is Virgin Atlantic's first new route in 2006.

The talks, held at the Dubai International Airport's VIP lounge after the debut Virgin Atlantic flight's arrival, were focused on the airline's Middle East plans, the growing status of Dubai as an international business and leisure hub and the promotion by the DTCM in market Dubai in overseas markets, especially in the UK and other parts of the Europe.

Mr. bin Sulayem said: "The commencement of London-Dubai services by Virgin Atlantic Airways will help maximize public awareness about Dubai in key source markets and create further growth avenues. The new service will bring more visitors to explore the Arabian hospitality and experience all that has made Dubai a sought-after year-round destination. The growth potential is immense."

Sir Richard Branson said: "Dubai is a key business and leisure destination for Virgin Atlantic as it is the second biggest long-haul route out of London, while London is the most-popular long-haul route out of the UAE. We are confident that we can make big in-roads into this market targeting 10 % market share in our first year of operation."

He added: "I have visited Dubai many times in recent years and I've been so impressed with its commitment to further development and its innovative approach. I have always considered that Dubai and Virgin Atlantic are very similar in their outlook - both looking to anticipate the future and prepare for it but also always looking at new and exciting ways of doing things."

He thanked the DTCM for its support and said that authorities in Dubai have made them feel extremely welcome. At another function, Sir Richard Branson received a memento from the DTCM, presented by the DTCM Manager Events, Mr. Marwan bin Beyat. He also exchanged views with other DTCM officials at a reception hosted at the Bab Al Shams Desert Resort.

The DTCM has tied up with Virgin Atlantic Airways with a sponsorship which covers several aspects, including familiarization trips for the tourism industry professionals and media representatives and hosting of cultural events and sight seeing tours.

The UK is the largest source market of visitors to Dubai. In 2005, the number of UK guests in Dubai hotel establishments crossed the 681,000 mark, posting a 13 % growth. Over 605,000 hotel guests were from the UK in 2004, a 32% increase from 458,451 in 2003. A total of 190 tour operators in the UK and Ireland now feature Dubai in their brochures.

The UK exports to Dubai rose 134% in 2005 reaching a total value of AED 30.9 billion. UK exports to the UAE as a whole increased by 106% in 2005 to AED 36.2 billion. Dubai is the UK's largest market in the Middle East and the 17th largest export market in the world.

DTCM conducted Dubai Road Shows in three cities of the UK - Manchester, Glasgow and London - from June 28 to July 1, 2005. DTCM led the strongest-ever delegation of 98 public and private sector organizations from Dubai at the 26th edition of the World Travel Market (WTM-2005) held in London in November 2005. The Dubai Stand measuring over 506 square metres at the four-day travel fair.

The DTCM launched its largest-ever advertising campaign in London in November 2005 by utilizing 180 fully-liveried London Taxis. The 12-month campaign includes advertising both on the interior and exterior of the vehicles.

(DCB)-DTCM have taken the aggressive promotional and marketing drive a step further with the selection of the UK-based Janet Sealy Partnership (JSP) to market Dubai as a Meetings, Incentives, Conferences and Exhibitions (MICE) destination in Europe.