Dubai has never been shy about a grand entrance. It’s a city where towers touch the clouds, shopping malls boast ski slopes, and sunsets arrive in shimmering shades no photograph can capture. But this week, the drama wasn’t about architecture or luxury launches but about people. Specifically, the passionate Australian and New Zealand travel professionals who’ve carried Dubai’s story in their suitcases, conversations, and hearts for years.

In a move that feels more like an embrace than an announcement, the Dubai Department of Economy & Tourism (DET) — flanked by its ever-faithful partner Emirates and industry connector Julie King & Associates — has unveiled the Dubai Advocacy Programme. It’s not merely a professional badge; it’s an open-armed welcome into an inner circle of insiders, confidantes, and destination storytellers.

Not Just Titles: A Journey of Prestige

Dubai could have just sent out a thank-you email. Instead, it built a three-tier ladder of honour:

• Advocate — the opening chapter, where enthusiasm meets proven results.

• Certified Ambassador — a recognition for those who’ve gone beyond transactions, weaving Dubai into their clients’ dreams.

• Destination Champion — the pinnacle, for those whose loyalty and insight have made them unofficial custodians of the Dubai brand.

This isn’t for the armchair seller. Applicants must be Dubai Expert certified and have felt the heat of the desert sun themselves — because no online module can teach the stillness of dawn over the dunes or the quiet elegance of an abra ride across the Creek.

Rewards with a Dubai-Sized Wink

And because this is Dubai, the perks are more than a handful of brochures and a handshake. We’re talking:

• Front-row seats at launches, briefings, and glittering gatherings from Sydney to Sheikh Zayed Road.

• Priority is given to familiarisation trips that make postcards jealous.

• Incentives designed to reward results, not just attendance.

• Preferential rates for personal adventures — because even the best sellers deserve to be the customer occasionally.

• That rare commodity in the trade: peer recognition that carries weight.

But Mario would warn — this isn’t a lounge for leaning back. Advocates will train peers, take the stage at industry events, share resources, track results, and keep the momentum alive. As any good agent knows, prestige is maintained, not merely earned.

A Programme with Heart

Shahab Shayan, Regional Director for APAC at DET, gave the kind of statement that shows this isn’t just a marketing manoeuvre:

“The Dubai Advocacy Programme is more than a recognition scheme – it’s about partnership, growth and shared ambition in a community of trusted voices. Australian and New Zealand agents have long played a pivotal role in shaping how travellers perceive Dubai and inspiring them to choose Dubai… 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.”

Those last words, ever-evolving destination, are where the emotion hides. Dubai is a city in motion; this programme isn’t about preserving a static picture. It’s about keeping its storytellers updated, inspired, and equipped to match the city’s restless pace.

Boarding Call for the Chosen Few

Entry isn’t automatic. Interested agents must email [email protected], after which a more formal application process begins. Successful names will be announced by mid-September — just in time for the busy summer selling season.

If you’re not yet a Dubai Expert, consider this your nudge: Dubai Expert Training will put you on the runway.

Why This is More Than a Programme

Travel is about connection, not just between places but between people. This initiative says to agents: We see your work; now let’s do more together. In an era where destinations fight for attention, Dubai is choosing the old-school way to win hearts — with loyalty, respect, and the kind of gestures that make the travel trade remember why they fell in love with this business in the first place.

It’s a little glamour, grit, and a partnership. And if that doesn’t sound like Mario’s kind of story, nothing does.

By Michelle Warner

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