Dubai is set to become one of the main beneficiaries of a targeted sales push from Switzerland by one of the world`s leading travel agents.

Industry experts from Europe were in Dubai recently to confirm business for 2004 and 2005, and predicted that inbound travel from Switzerland to Dubai will reach new heights over the next 12 months.

Dubai room nights from Kuoni Travel`s Switzerland office were calculated at more than 50,000 for 2003, but agents predicted this level could double by the end of 2004.

Mohamed Al Geziry, chairman of Kuoni`s local affiliate Al Abjar Tourism, said: `We have set searching targets for our sales teams for the next two years - because we believe that the interest in Dubai hasn`t peaked yet.

`The addition of more luxury hotels over the next two years, as well as the steady increase in conference and incentive travel to Dubai, means that we expect to sell more than 100,000 room nights to Dubai for 2004 and more again for 2005.`

Al Geziry added: `Easy access to Zurich, thanks to daily flights by Swiss and Emirates, has certainly made Dubai an even more attractive proposition. The flights are less than six hours long, and Dubai represents a significant change of climate and scenery.

`The appeal has grown even further of late, as the Swiss franc is very strong against the US dollar, making Dubai an even better offer.`

Kuoni was in Dubai to showcase the city`s offerings to 50 of its best-performing agents from Switzerland. The group had much to celebrate, having been presented with the World Travel Award for the world`s leading tour operator for a sixth year in succession.