Dubai’s Department of Tourism and Commerce Marketing (DTCM) hosted a Roadshow in Kenya as part of its strategy to further boost the number of visitors to Dubai from Kenya.

The Campaign

The 5 day visit was coupled with visits to Nairobi and Mombasa therefore serving as an exclusive platform for delegates to interact with retail partners in the tourism sector who included tour operators, travel agents and MICE organisers. Dubai is targeting 20 million visitors from around the world by 2020 and to achieve this goal, an evolved marketing approach is in place to showcase Dubai to a wider audience and increase the conversion of destination awareness to flight and hotel bookings.

Zuri Events offered event management services which included event setup and set down, event registration, event ushering and smooth running of the program.

The Outcome

The 17-member Dubai delegation comprised of airline, hotels, resorts, attractions and destination management companies. Some of the participants at the roadshow included Emirates Airlines, Jumeriah Group, Dubai Parks and Resorts, Excite tourism, JW Marriott and swissotel.

The events were held at different mice centers, namely, the Movenpic hotel situated in Nairobi and the Sarova Whitesands hotel in Mombasa. The Nairobi event had a massive attendance of close to 250 retail partners as opposed to the expected number of 150 retail partners. As for the Mombasa event, attendance levels were a bit lower due to the fact that this was their first event in Mombasa. There was positive feedback from the attendees as they learned a great deal of offers that were being presented by the delegates.

The program proved to be interactive as they included presentations by all 17 officials with Q&A sessions present for the retail partners to engage the Dubai delegates. Networking sessions were availed in between the conference. Close to the end of the program business cards were shuffled and attendees got a chance to win incentives such as, vacation and travel offers from the Dubai delegation team.

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“The event set up in Mombasa is amazing. Zuri Events has been of great help to us during the event. We are grateful and happy. " ~ Emirates representative.