DTCM EMBARKS ON PIONEERING TRAINING PROJECT TO BUILD ON-THE-GROUND SALES TEAM IN SOUTH AFRICA 40 SOUTH AFRICAN TRAVEL AGENTS PARTICIPATE IN DUBAI TRAINING INITIATIVE

The Government of Dubai's Department of Tourism and Commerce Marketing (DTCM) embarked on an innovative new concept to train travel agents from key tourism origin markets about destination Dubai and its attractions starting with a group of 40 travel agents from South Africa.

The Dubai Training Initiative (DTI) is currently under way in Dubai with leading South African travel agents from Johannesburg, Cape Town and Durban undergoing the training programme.

"We have conceived this initiative with the objective of creating an informed on-the-ground sales force that knows the destination first-hand," said DTCM Director General, Khalid A. bin Sulayem. "This training programme provides the tour operators with a thorough orientation of Dubai's tourist attractions and secures their support which is an integral part of the DTCM's drive to build a broader marketing base in key markets," he added.

The training programme is conducted in two phases with the first one - a theory section that is completed within South Africa and the second - a practical section that is completed in Dubai. Participants for the second section were chosen on merit following the completion of a written exam.

DTI would become a standard annual event in the South African market with the training of agents on the destination of Dubai, a programme that would be supported by tour operators and airlines across the country.

DTCM was able to target international travel agents who were really interested in learning more about the destination, as they were charged a participation fee for the theory section of the programme.

The DTI programme concentrated on tourism aspects and attractions, as well as interesting aspects of the history, heritage, culture and new developments, and the course was specifically tailored to the needs of the South African market.

On completion of their educational, each 'Dubai Graduate' was presented with a certificate that recognizes their expertise in selling the destination of Dubai. In addition, they also received Dubai stationery and stickers to put on their travel agency door.

The 40 travel agents that participated in the DTI included representatives from South Africa's leading tour operators and active travel agency conglomerates such as Thompsons Tours, World Leisure Holidays, Associated Tour Operators, Travel Vision, Rennies Options, Sure Tours, Harvey World Travel, Seekers Travel and Rennies Travel.

"We are confident that this initiative along with our other promotions in the South African market will yield positive results and boost visitor arrivals to Dubai, particularly at a time when the tourism industry is confronting major challenges," Mr. bin Sulayem stressed.

With the support of airlines, destination management companies and hoteliers in Dubai, the DTCM plans to make the DTI an annual event, resulting in many qualified 'Dubai graduates' in key tourism origin markets. Dubai's hotel establishments received more than 47,000 guests from South Africa during 2000 registering a growth of around ten per cent over the previous year.