Sydney, 13 August 2025 – The Dubai Department of Economy & Tourism (DET) has today unveiled the Dubai Advocacy Programme, 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.
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.
“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,” said Shahab Shayan, Regional Director, APAC, Dubai Department of Economy & Tourism. “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.”
Qualified agents can register their interest for the initiative by contacting DET at [email protected]. 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.
ENDS
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About Dubai Department of Economy and Tourism (DET)
With the ultimate vision of making Dubai the world’s leading commercial centre, investment hub and tourism destination, Dubai’s Department of Economy and Tourism (DET) is mandated to support the Government in positioning the emirate as a major hub for global economy and tourism, and in boosting the city’s economic and tourism competitiveness indicators, in line with the goals of the Dubai Economic Agenda, D33, which aims to double the size of the emirate’s economy and consolidate its position among the top three global cities over the next decade.
Under this remit, DET is driving efforts to further enhance Dubai’s diversified, innovative service-based economy to attract top global talent, deliver a world-class business environment and accelerate productivity growth. Additionally, DET is supporting Dubai’s vision to become the world’s best city to visit, live and work in by promoting its diverse destination proposition, unique lifestyle and outstanding quality of life, overall.
DET is the principal authority for planning, supervising, developing and marketing Dubai’s business and tourism sectors. It is also responsible for licensing and classifying all types of businesses, including hotels, tour operators and travel agents. The DET portfolio includes Dubai Economic Development Corporation (DEDC), Dubai Business Licence Corporation (DBLC), Dubai Corporation for Consumer Protection and Fair Trade (DCCPFT), Dubai SME, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), Dubai Festivals and Retail Establishment (DFRE) and Dubai College of Tourism (DCT).
Contact details:
Edelman Australia for Dubai
Email: [email protected]
