Dubai’s Department of Tourism and Commerce Marketing (DTCM) launched the Dubai Expert programme in Mumbai last month. The programme will have several comprehensive and informative modules that will benefit the travel trade, giving travel agents access to knowledge about the destination. Travel agents can sign up at www.dubaixperts.com. However, the account will not be activated instantly since the DTCM will first authenticate the credentials of the candidate. The India office Director will be notified, and only after verification can the applicant actively train on the website. DTCM expects 500 registrations by December 2011 and 1,500-2,000 registrations by December 2012. Explained Carl Vaz, Director, DTCM India, “Dubai Expert is an individual certification, but a travel agency can attain a DTCM-certified agency status if 10 members of the organisation are certified. Each certified travel agent will act as a brand ambassador of Dubai. The programme will help build, grow and maintain a strong and comprehensive global network of Dubai Travel Specialists who can promote Dubai to attract more visitors. The objective is to make the course fun, informative and easy to complete. Unlike other training programmes, Dubai Expert will be an ongoing programme engaging travel agents with reward programmes and updated courses.” The complete Dubai Expert program has been classified into three levels—Know Dubai, Sell Dubai and Add Dubai—with modules at all three levels. The Know Dubai course will have nine modules, including General Information, [information about the] Dubai Tourism Industry, and Dubai Travel Products. Sell Dubai, the second level, will comprise three modules: Why Dubai is Definitely a Unique Destination; Helping you Sell Dubai; and Itinerary Planning. The third level, Add Dubai, will have two modules—Destination Marketing and Business Development. At every stage the performance of the registered person will be monitored. Recognitions and rewards will be in the form of certificates, incentives, FAM trips, and event and trade show support. The rewarded travel agent can also use the Dubai Expert logo as a marketing tool. “It is the intention of the India office to add travel partners such as Dubai hotels, resorts, Dubai / UAE / Indian airlines (full-service and LCC) and global cruise operators to the rewards and booking programme,” added Vaz.
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