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Dubai conducts its biggest fam for Indian travel trade

Hosted by DTCM, the Mega FAM included 440 representatives of the travel industry partners, aimed to provide Dubai’s Indian trade partners with a first-hand experience of all that Dubai has to offer as a business and leisure destination.

Dubai’s Department of Tourism and Commerce Marketing (DTCM) conducted its biggest familiarisation trip till date, the largest ever tourism industry Mega FAM trip comprising travel operators, wedding planners, MICE operators, niche segment specialists and media experts representing 16 cities across India from 6-9 December 2014. Hosted by DTCM, the Mega FAM included 440 representatives of the travel industry partners, aimed to provide Dubai’s Indian trade partners with a first-hand experience of all that Dubai has to offer as a business and leisure destination.

A business session, including a B2B networking session, was also created for the delegation – 95% of which were company directors or owners. The session featured presentations by DTCM and key industry stakeholders such as Emaar, Dubai Food Festival, flydubai, the Department of Naturalisation and Residency Dubai (DNRD), MERAAS, IMG Marvel Adventure, The Dubai Festivals and Retail Establishment (DFRE), Dubai Business Events and Dubai Cruise Terminal.

“This FAM trip was a huge success, we were pleased to be able to welcome and host such a large group from India, which is one of our key source markets. In fact in the first six months of 2014, India was our second top source market and saw tremendous growth. It continues to be a key focus for us and road shows to India and FAM trips such as this are a great way to ensure our partners in the market remain up to date with everything going on in Dubai – the first-hand experience is also the ideal way to drive enthusiasm for the destination! In addition, this was a valuable exercise for our stakeholders in Dubai who through face-to-face meetings and networking sessions were able to exchange information and ideas which will prove beneficial as we further strengthen business relationships with our partners in India,” said Issam Kazim, CEO of Dubai  Corporation for Tourism and Commerce Marketing (DCTCM).

The programme included day-long business presentations by all key inbound stakeholders as well as the NTO, and direct interface with several popular tourism attractions, coupled with city tours, a desert dining experience at Bab al Shams, a tented lunch at Atlantis, the Palm, several experiential trips like an al fresco dinner on the lawns of Jumeirah Beach Hotel near Burj al Arab hotel, Lost Chamber, Aquaventure waterpark, Underwater Zoo & Aquarium at the Atlantis, Ski Dubai at the Mall of the Emirates, and rounding off with a dhow cruise and dinner at Dubai Marina.

Tour operators from 16 Indian cities participated and being awarded with lucky draws for helicopter rides and complimentary, double occupancy 5 star hotel stays, to be utilised before May 2015. The hotels hosting the delegates during the familiarisation trip are Jumeirah Zabeel Saray, Waldorf Astoria and the Atlantis, all located at the Palm, the premier hospitality area of Dubai.

India is the second largest source market for Dubai clocking 888,835 visitors in 2013. Rajendra Churiwala, director-eastern region, IATA Agents Association of India said, “Dubai is growing as a destination for Indians and its positioning as a family leisure destination has swelled considerably, reflecting a growth of 10 per cent, year-on-year. I expect the destination to grow by 15-20 per cent if the prices are rationalised, in keeping with other competing destinations that Indians frequently travel to.”


Marc Bennett, senior vice president, international operations of DTCM.

Marc Bennett, senior vice president, international operations of DTCM said, “This is the right time to intensify our promotional efforts in India. We are planning training programmes in 20 Indian languages, other than English to educate our partners in the Indian travel trade about new products, venues and attractions that Dubai believes will be interesting to the Indian traveller.” A road show to promote cruise tourism, encouraged by the new 90-day multiple entry visas and 386,083 cruise tourists in 2013; was held in 4 Indian cities in mid December.

Sanjay Kothari, managing director, Just Holidays said, “The shopping and food festivals are big draws for Indians, while family entertainment is already working well for our outbound market. New experiences, like the 3 theme parks to be opened soon, will enrich new offers we prepare for Dubai itineraries.”

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