Dubai Tourism targets 920 travel agents in October roadshows

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Jordan and Egypt were the focus for DET's regional roadshow

Dubai’s Department of Economy and Tourism (DET) has stepped up international trade engagement by hosting four Visit Dubai roadshows in October 2025, with 920 travel agents attending in South Africa, Italy, Jordan and Egypt.

Running as part of Dubai’s winter 2025-26 campaign, the series marks a renewed focus on high-priority inbound markets, combining destination briefings, multi-city networking and immersive experiences to foster stronger partnerships and spotlight Dubai’s evolving visitor appeal.

Each roadshow event was designed as a collaborative platform giving local travel agents first-hand access to Dubai stakeholders and empowering them with the "insights and tools to create more customised itineraries and informed offerings for future visitors to Dubai”, a DET spokesperson explained.

This push comes as Dubai’s global visitor arrivals continue to climb, attracting 13.95 million international visitors in the first nine months of 2025 – a 5% increase on last year – and putting the city firmly on track to set a new annual record for inbound arrivals.

DET's regional roadshow took in Cairo and Amman

The European drive began with a four-day Italian roadshow, with DET hosting events in Milan, Naples and Padua and bringing together 159 agents with 17 Dubai partners, including Emirates, Flyadeal, several DMCs and leading hotel brands.

Italian agents sampled immersive experiences such as date tasting, henna tattooing and Arabic calligraphy, and competed to win one of 25 Dubai travel packages, while a dedicated Milan workshop convened 36 Italian tour operators and product managers to deepen their understanding of Dubai’s diverse offerings.

“Italy remains a key market for Dubai and this year’s roadshow successfully strengthened connections, fostered new collaboration and enhanced product knowledge,” a Dubai DMC spokesperson said.

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In South Africa, 20 Dubai stakeholders partnered with DET for a three-city tour in Durban, Cape Town and Johannesburg, meeting with 470 agents to discuss new opportunities and build on Dubai’s status as a favourite long-haul destination.

Engaging presentations and targeted networking left local agents better equipped to help more travellers explore Dubai’s vibrant attractions, DET said.

The Middle East segment saw roadshow stops in Jordan and Egypt, with DET joined by Emirates, Emaar and Dubai Holding Entertainment alongside 115 travel agents in Amman and 173 in Cairo.

Agent delegates benefited from B2B sessions, destination briefings and evenings capped by prize draws and dinners, reinforcing Dubai’s year-round appeal.

dubai tourism roadshow cape town south africa

DET's South Africa roadshow in Cape Town

Beyond on-the-road activations, DET also welcomed 40 leading tour operators from Poland, Romania, Czechia, Slovakia and Hungary for an immersive Dubai fam trip.

Agents connected directly with 25 key Dubai partners in a business workshop before experiencing the city’s hotels, cuisine, entertainment and culture over two days of personalised tours, all part of showcasing Dubai’s “diverse and continuously evolving offering”.

Looking ahead, Dubai’s Department of Economy and Tourism (DET) is set to roll out more high-impact tradeshows and activations in its priority markets throughout 2026, as the city aims to attract a record 18 million international tourists by year-end.

Tour operators from Poland, Romania, Czechia, Slovaki and Hungary on a Dubai fam trip

The Middle East segment saw roadshow stops in Jordan and Egypt, with DET, Emirates, Emaar, and Dubai Holding Entertainment partnering to engage more than 115 professionals in Amman and 173 in Cairo. Participants benefited from in-depth B2B sessions, destination briefings and evenings capped by dinners and prize draws.

Beyond on-the-road activations, DET also welcomed 40 leading tour operators from Poland, Romania, Czechia, Slovakia and Hungary for an immersive Dubai fam trip.

Agents connected directly with 25 key Dubai partners in a business workshop before experiencing the city’s hotels, cuisine, entertainment and culture over two days of personalised tours, all part of showcasing Dubai’s “diverse and continuously evolving offering”.

For more information, visit dubaidet.gov.ae