Increase familiarity of The United Arab Emirates among Dutch travel trade

Brief

We were asked to organise a roadshow in The Netherlands for travel trade, tour operators and travel agents, in order to make them moreĀ  familiar with the beauty of the Seven Emirates. Currently many Dutch known the United Arab Emirates (UAE) but when asked which they are, most of them will only know Dubai and a few can think of Abu Dhabi.

Strategy

We arranged for the invitations of the travel trade and media for the event, which took place at the Kurhaus Hotel in Scheveningen, The Hague.

Important stakeholders were invited to attend a workshop-like event where they could meet with representatives of the Seven Emirates, hotel chains and airlines and have the opportunity to talk about the possibilities to promote the United Arab Emirates.

A presentation of the destination was given by means of a video, a presentation by the ambassador of the United Arab Emirates and a presentation to announce the winner of 2 tickets for a flight to Dubai with Emirates Airlines.

In addition we distributed a press release regarding the event to travel trade media.

Results

The event proved to be very popular amongst Dutch travel stakeholders as over 40 media and over 170 travel agents and tour operators attended the roadshow. In total we welcomed over 500 guests.

In addition to this event, the roadshow was also held in several other European cities such as Brussels, Frankfurt, London and Paris, but this event in The Hague was the best visited.

Furthermore, connections between the representatives of the United Arab Emirates and tour operators in The Netherlands have been established, which have resulted in new holiday opportunities for the Dutch market.

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