Emirates, in partnership with Kuoni Tumlare, recently welcomed a delegation of travel agents and tour operators from Singapore to Dubai for a four-day familiarisation trip. The initiative is designed to deepen the trade's knowledge of Dubai's evolving product mix and strengthen the airline's position in one of Asia's key outbound markets.
The group, comprising representatives from leading Singaporean travel agencies, explored a cross-section of Dubai's tourism offer — from the waterfront developments of Dubai Marina and the man-made archipelago of Palm Jumeirah to the record-breaking Burj Khalifa. The itinerary balanced modern landmarks with cultural immersion, reflecting the destination's dual appeal for leisure and business travellers.
A standout element was a behind-the-scenes visit to the Emirates Crew Training Centre, where participants observed the carrier's cabin crew training procedures and safety protocols. The visit offered a rare glimpse into the operational standards that underpin Emirates' premium service, a key selling point for agents when advising clients on long-haul travel.
Singapore remains a strategic market
Rashed Alfajeer, Emirates' Country Manager for Singapore and Brunei, underscored the importance of the city-state as a source market. "Through this familiarisation trip, we aim to deepen our engagement with the market and build on the strong momentum in travel between Singapore and Dubai," he said. The airline currently operates four daily flights between Singapore Changi and Dubai International, providing ample capacity for both leisure and corporate demand.
The programme also included a full-day excursion to Abu Dhabi, with visits to the Sheikh Zayed Grand Mosque and Qasr Al Watan Presidential Palace. The inclusion of the UAE capital highlights the broader appeal of the Emirates network and the ease of multi-city itineraries for travellers from Southeast Asia.
Reto Kaufmann, Chief Marketing Officer at Kuoni Tumlare, noted that "Dubai continues to resonate strongly with Singapore travellers, offering a unique blend of modern attractions and rich cultural heritage." The tour operator's collaboration with Emirates reflects a broader trend of airlines and destination management companies co-investing in trade education to drive forward bookings.
For Singapore-based agents, the fam trip provided practical insights into hotel inventory, dining options, and excursion logistics — details that are increasingly important as travellers seek more personalised experiences. The exposure to Abu Dhabi also positions agents to upsell extended UAE itineraries, a strategy that aligns with Emirates' hub-and-spoke model.
Emirates has been actively courting the Singapore market, with recent initiatives including expanded booking flexibility and promotional fares across its network. The airline's investment in trade partnerships is part of a wider push to capture a larger share of the premium leisure segment, which has shown resilience despite global economic headwinds.
The familiarisation trip also comes at a time when Dubai is ramping up its tourism infrastructure, with new hotel openings and attractions slated for the coming years. For travel professionals, understanding these developments is crucial to crafting itineraries that meet evolving client expectations.
As the UAE and Singapore continue to strengthen bilateral ties — including in aviation and tourism — initiatives like this fam trip are likely to become more common. Emirates' four daily flights provide a robust foundation for growth, and the carrier's collaboration with Kuoni Tumlare signals a commitment to equipping the trade with the knowledge needed to convert interest into bookings.
