Representation of Dubai Tourism in the Nordics

As Nordic representative for Dubai Tourism, Related handled all travel trade, PR, marketing and MICE activities from 2016-2018.


Related is the Nordic representative for the Department of Tourism and Commerce Marketing (DTCM) in Dubai. The representation includes both travel trade, PR, marketing and MICE activities and involved one of the biggest budgets in terms of destination representation within the Nordic market.

One of our main objectives is to increase awareness of Dubai among Nordic travelers and to change the perception of Dubai as being not only a luxury destination but also an attractive and diverse family destination – and thereby attracting an even higher volume of visitors. In 2020, we expect to see 400,000-500,000 Nordic visitors in Dubai.

Furthermore, Related focus on addressing misperceptions about the destination in the communication with media, trade and consumers to improve the image of Dubai in the Nordics. To make sure that all activities during the year were aligned with this goal, detailed and country-specific branding strategies has been developed.

In addition to the day-to-day dialogue with Dubai Tourism and the ongoing monthly activities throughout the year (press releases, newsletters, pitches, sales trainings, trade shows and events, meetings, etc.), Related also developed, handled and coordinated big creative campaigns, including PR, marketing and travel trade activities – often in cooperation with various Nordic partners.

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