Dubai Tourism champions Australian and New Zealand Travel Agents via new advocacy program

The Dubai Department of Economy and Tourism (DET) has unveiled the Dubai Advocacy Program - a new travel trade initiative - designed to recognise, reward and empower passionate high-performing travel agents in Australia and New Zealand who actively champion Dubai and wish to be part of a recognised and engaged community of credible and knowledgeable advocates.

Shahab Shayan, Regional Director, APAC, Dubai Department of Economy & Tourism notes “the Dubai Advocacy Programme is more than a recognition scheme – it’s about partnership, growth and shared ambition in a community of trusted voices.

“Australian and New Zealand agents have long played a pivotal role in shaping how travellers perceive Dubai and inspiring them to choose Dubai, whether for a stopover or a dedicated holiday.

“In this programme, we are formalising that partnership, providing our most passionate and committed sellers with the recognition, resources and exclusive access they deserve, while ensuring their clients receive the latest expertise on our ever-evolving destination.”

Developed in collaboration with Julie King & Associates and delivered in partnership with Emirates, the Dubai Advocacy Programme formalises DET’s long-standing commitment to nurturing long-term relationships with the travel trade. It offers local agents a structured pathway for professional development, peer recognition, and exclusive access to destination insights and experiences. 

The new advocacy programme comprises a three-tier structure: Advocate, Certified Ambassador, and Destination Champion – each reflecting increasing levels of industry experience, sales performance, Dubai expertise and advocacy commitment. 

Participation is open to travel professionals who are Dubai Expert certified and have visited Dubai.

Advocates will be required to proactively train agents within their networks, achieve minimum criteria of Emirates and Dubai sales performance, encourage agents to join Dubai Expert and the advocacy programme, speak in Dubai training sessions/events as required and share program assets to build knowledge and report quarterly on their output.

Participating advocates will receive a range of benefits according to the level they qualify for including but not limited to:

• Access to destination updates, product launches and VIP events.

• Priority invitations to bespoke familiarisation trips and top achiever trips.

•  Invitations to hosted EK/DET sponsorship and VIP events in both Australia/New Zealand and or Dubai.

• Eligibility for performance-based incentives.

• Preferential rates for personal accommodation and Dubai experiences.

• Peer recognition within the travel trade community.

Qualified agents can register their interest for the initiative by contacting DET at dubaiadvocates@jkingassociates.com.  A form will be sent to agents to determine eligibility, and successful applicants will be notified by mid-September following assessment by DET and Emirates. 

Agents who have not completed or registered for Dubai Expert may do so here.

Image. Dubai Frame. Credit: DET