The Dubai Department of Economy & Tourism (DET) has launched the Dubai Advocacy Programme, a new initiative designed to recognise and empower high-performing travel agents in Australia and New Zealand who are driving demand for the emirate.
Developed in collaboration with Julie King & Associates and delivered in partnership with Emirates, the programme aims to formalise DET’s long-standing commitment to the local travel trade. It offers agents a structured pathway for professional development, industry recognition and exclusive access to destination insights and experiences.
The three-tiered framework – Advocate, Certified Ambassador, and Destination Champion – reflects varying levels of sales performance, industry expertise and advocacy commitment. To participate, agents must be Dubai Expert certified and have previously visited the destination.
Successful advocates will be expected to support training within their networks, promote the Dubai Expert platform, participate in industry events, and report quarterly on their activities.
In return, agents will gain access to benefits such as:
- Invitations to VIP events, product launches and familiarisation trips
- Performance-based incentives
- Preferential rates for personal Dubai travel and experiences
- Peer recognition within the trade community
Shahab Shayan, Regional Director, APAC, Dubai Department of Economy & Tourism, said the initiative highlights the value of Australian and New Zealand agents in shaping Dubai’s reputation.
“The Dubai Advocacy Programme is more than a recognition scheme – it’s about partnership, growth and shared ambition in a community of trusted voices,” he said. “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.”
Agents interested in joining can register their interest by contacting DET at dubaiadvocates@jkingassociates.com. Successful applicants will be notified by mid-September following assessment by DET and Emirates.
