Dubai Economy and Tourism (DET) wanted to position Dubai as the premier stopover destination for luxury travellers from the UK and Ireland. 

With the UK & Ireland travel trade saturated with familiarisation (fam) trips and trainings, DET needed an attention-grabbing, original concept. The aim was to educate high-potential yet unsupported luxury tour operators, boost Dubai stopover awareness, and increase bookings for clients. Our challenge – to stand out in a crowded space, leverage partnerships, and create an experience that would drive long-term confidence in selling Dubai across travel agent networks.

We helped DET launch a first-of-its-kind “Mystery Stopover Fam” campaign, selecting 20 luxury tour operators known for their strength in long-haul travel. Each committed to promoting the campaign internally and sharing booking data. A three-phase teaser-to-launch communications plan, alongside two engaging training webinars, introduced agents to Dubai and the potential onward destinations Dubai can unlock for travellers.

The itinerary included iconic Dubai experiences and authentic cultural offerings, combining private yacht cruises, desert sunsets, helicopter rides, and cultural tours, all to showcase the diversity of Dubai’s offerings. Agents were divided across four top-tier hotels with customised itineraries to give agents a holistic experience. The mystery element was revealed live during the trip and created quite the buzz.

Post-trip, agents delivered on agreed content, such as social media, blogs, internal webinars, and intranet features. SLC amplified the campaign via media coverage and internal tour operator networks, ensuring Dubai remained top-of-mind for high-end clients.

The Dubai Mystery Fam campaign delivered exceptional trade engagement and commercial impact. During the incentive period (July–August), there was a strong year-on-year uplift in Dubai bookings, with one hotel partner seeing a one-third increase and another experiencing nearly two-thirds growth. Over 100 agents from 20 different tour operators took part in the training webinars, enhancing the campaign’s educational reach. Feedback from the fam trip was overwhelmingly positive—90% of agents rated the experience 8 out of 10 or higher, all citing improved product knowledge and stronger supplier relationships.

Every attendee (100%) reported greater confidence in selling Dubai, with one agent calling it “the best trip in 30 years of industry experience.” Widespread visibility was achieved through coverage in trade media and partner channels, while internal knowledge-sharing within each operator helped extend the campaign’s ROI well beyond the original attendees.