Emirates Launches Major Drive To Promote Dubai

Emirates, one of the world's fastest-growing international airlines, has launched a hard-hitting PR and marketing campaign to attract more visitors to Dubai and demonstrate that the United Arab Emirates is one of the world's safest and most welcoming countries.

Some 300 travel agents, representing more than 10,000 retail outlets, are flying Emirates to Dubai on familiarisation visits arranged in partnership with the Le Meridien group of hotels. Parties of journalists on fact-finding trips are coming too, invited by Emirates and its partners to 'fly and try Dubai' and so raise its profile.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, chairman of Emirates, said: "We are doing everything in our power to build up confidence at a time when some intending travellers feel uncertain whether or not they should come here.

"We want to demonstrate to them that this is one of the world's most peaceful countries, welcoming people of all cultures, nationalities and religions.

"Our facilities are excellent. Our streets are safe. Our winters are glorious. Our hotels, restaurants and shops are renowned the world over. We have won scores of tourism accolades. We enjoy extremely strong repeat business.

"People here enjoy a good life - and now we are making it simpler for visitors who do now know our country to share in its attractions. "

The agents, from Germany, France, Italy, Switzerland, Britain and Australia, are from some of travel's best-known firms such as Kuoni, Eurolloyd, Best Travel and Oltremare. They will tour the UAE and sample Dubai's superb hotels, restaurants, facilities and leisure attractions in the expert hands of Arabian Adventures, the airline's own Destination Management Company.

Emirates also invited more than 70 journalists and TV crews to high-profile events such as the powerboat racing championships, international Rugby 7s and the Dubai Airshow 2001, where it revealed that it had ordered $15 billion of new Boeing and Airbus aircraft.

This week six Middle East journalists were hosted by Emirates and the Dubai Chamber of Commerce and Industry to the ninth Arab Business & Investors' conference, and a party of Indian journalists sponsored by Emirates arrived on a familiarisation trip organised by the Department of Tourism and Commerce Marketing.

An Indian film crew sponsored by Emirates is making a documentary on the country as a major shopping and tourist destination, with sequences in the city and at Emirates' Al Maha Desert Resort.

Six journalists from the top UK Midlands newspapers - joint circulation 650,000 copies a day -- came to prepare business and travel articles, and six Australian journalists, including a crew from a major TV channel, fly in soon on a similar visit To build on coverage generated by these trips, Emirates has launched a series of special travel offers, such as a free night with breakfast at the landmark Burj Al Arab, one of the world's best-known hotels, for First Class passengers flying from 14 cities to 30 destinations via Dubai.

Business Class travellers enjoy a night's stay free at the Jumeirah Beach or Emirates Towers hotel in a similar offer. Like the First Class deal it includes free airport transfers, accommodation-related taxes and service charges.

Also featuring in the massive initiative to tempt people into the air are free or bargain-price nights at Dubai's stylish Le Meridien Dubai and Hilton hotels, and double miles for members of Skywards, Emirates' frequent flyer programme.

Customers flying on Emirates routes entirely within the Middle East are offered special three-night packages at hotels ranging from self-catering to five-star, at rates for as little as US $11 a night, including discount shopping cards.

Emirates' top seller for transit travellers are its well-established Stopovers packages, open to everyone flying Emirates via Dubai, at prices from just US$24 per person per night at properties ranging from self-catering to luxury hotels, and with many bonus benefits.

They include airport meet & assist service, chauffeured limousine transfers, breakfast, taxes and service charges, and an exclusive Arabian Adventures Privilege Card offering discounts at scores of shops.

In contrast, luxury seekers wanting an authentic taste of desert life - and in total comfort - can spend a night in a Bedouin suite at Emirates' exclusive Al Maha Desert Resort during the holy month of Ramadan for just AED 2000 a night.

Al Maha offers top-class personal service in a relaxed, informal atmosphere where privacy is a priority. The rate includes full board in a luxurious suite with private plunge pool, all on-site activities such as guided walks, falconry and riding, and a desert safari by 4WD.