Dubai Tourism has reaffirmed its commitment to the UK travel trade after hosting roadshows in London and Manchester to showcase the destination.

In total more than 23 stakeholders from Dubai and more than 100 members of the trade attended the events, which highlighted what is on offer and how visitors can make the most of the destination during the summer months.

Attendees, which included Fairmont Dubai, Raffles the Palm and Grand Hyatt Dubai as well as the newly-opened Museum of the Future, promoted Dubai as a year-round destination but focused on the forthcoming summer season.

Issam Kazim, chief executive, Dubai’s Department of Economy and Tourism (Dubai Tourism), said the trade was key to attracting more UK holidaymakers to travel to the destination.

He said: “The UK remains one of our most important source markets, and it is a priority to strengthen our relationships with key travel stakeholders as we continue to work together to drive in-market conversations and increase UK visitor numbers to Dubai.

“In showcasing Dubai as a year-round destination with a particular focus on the upcoming summer season, our aim is to encourage more people to visit our incredible city throughout the year.

He said Dubai’s strategy was a combined approach involving consumer campaigns and working with the trade to highlight Dubai as a ‘must-see’ destination.

Training for key trade partners will be ongoing throughout the year while there are also fam trips planned, while tour operators will also be supported to help attract more holidaymakers.

The destination also plans a new focus on stopover bookings during the summer, with a specific incentive to drive bookings and encourage travellers to see Dubai as part of a bigger trip.

Since Dubai was put on the UK’s green list of destinations in August 2021, the destination has enjoyed a comeback in international arrivals, reaching 3.4 million in the fourth quarter of 2021.

Last year in total 7.28 million overnight visitors travelled to Dubai, with the UK providing 420,000 of these. This year the momentum has continued, with 979.900 in January alone, of which 58,000 were from the UK.

Dubai reopened its borders to international tourists in July 2020 and attributed its successful comeback to a robust health and safety programme to manage its way through the pandemic, a continuation of marketing which has highlighted Dubai as a year-round destination and strong public-private partnerships.

Richard Jewsbury, divisional vice president, Emirates UK, said: “We have witnessed a considerable uptick in demand for international travel since the start of the year, and ahead of the summer holidays when appetite for travel is at its strongest.

“As a testament to its recovery since the pandemic, Dubai is an exciting centre for both tourism and trade whilst being an essential international hub for business and leisure, providing connectivity globally. We look forward to welcoming customers onboard as well as families and tourists back to Dubai to experience all the exciting opportunities it has to offer.”