This week, the world’s leading travel trade show, ITB Berlin, opens to an estimated 170,000 visitors from the travel trade industry working in 180 nations. To raise awareness of Dubai’s attractions as a world-leading retail destination and the regional capital for events and festivals, Dubai Events and Promotions Establishment (DEPE) is showcasing Dubai Summer Surprises, the leading summer event in the region, and the “Dubai Calendar” at the show. ITB opens in Berlin, Germany, on Tuesday 7 March and runs for five days.
Leading the delegation from DEPE, Ibrahim Saleh, Festival Coordinator General & Deputy CEO, says, “Our objective at ITB Berlin is to promote Dubai Summer Surprises and ‘Dubai Calendar’ as part of DEPE’s commitment to promote Dubai as a year round destination.
“ITB Berlin provides an unrivalled opportunity to showcase Dubai, its festivals and events, malls and souks, to travel agents and tour operators from around the world. These are the men and women who influence the behaviour of millions of travellers each year. Making sure that Dubai and all it has to offer are understood by this critical audience which we believe is a contributing factor in the continued growth of Dubai’s economy, and its retail and events sectors.”
Dubai Summer Surprises was launched in 1998 to position Dubai as a summer destination, and by promoting the festival at ITB DEPE aims to attract additional global travellers to the Emirate over the summer period, at a time when many tourists are planning their annual summer vacations.
Salah adds; “Tourism is a central pillar in Dubai’s economy, and Dubai’s retail and events sectors are at the heart of Dubai’s attractions as a destination for both business and leisure travellers. With the significant growth in new travellers from emerging markets – including China, Russia and India – it is essential that Dubai does all it can to promote its strengths and attract these new world-tourists, while at the same time ensuring we retain the loyalty of visitors from other parts of the world.”
The Dubai Calendar, the official listing of all events taking place across the Emirate of Dubai throughout the year, will also be a central part of DEPE’s presence at ITB. The initiative is designed to promote events and facilitate planning for travel trade industry, as well as individual travellers. This month, Dubai Calendar launched a major new campaign that will run for one year across regional and local TV, billboards and print, with installations and activations at Dubai International Airport, in addition to its interactive website www.dubaicalendar.com and the campaign will be part of the stand activations at ITB Berlin.
ITB marks the start of year-long campaign of active external promotion by DEPE with international travel trade audiences, which will also include international fairs and workshops in Russia, Hong Kong and Singapore. DEPE is participating in ITB Berlin as part of the delegates of the ‘Dubai’ stand which is organised by DTCM. This participation from by DEPE along with a number of Dubai Government partners and businesses from the tourism, travel and hospitality sectors, including Emirates Airline, is an indication of a coordinated strategy for continued tourism growth.