It’s game on for agents selling Dubai

by Laura Gelder

Dubai Tourism has launched an online game exclusively designed to educate agents on the emirate.

The Dubai Expert online educational game has been created in collaboration with the Dubai College of Tourism (DCT) and operates as a turn-based card game, where participants will need to select the best cards – each featuring an attraction in the city – from an automatically generated deck to create an ideal itinerary for a traveller. Various traveller profiles make up the 30 ‘missions’ of the game, with the best combination of activities earning higher scores.

The platform also includes 25 videos from experts which serve as ‘what to do’ guides covering themes like family entertainment, gastronomy, shopping, theme parks, culture and heritage amongst others.

Participants become a Dubai Expert by completing 20 successful missions and watching all 25 expert videos, with a higher level achieved by completing all 30 missions and answering all pop-up questions about the city. In order to maintain their status, players are required to return to the game every year to complete updated missions and watch new expert videos.

Agents who complete the programme can also enjoy benefits such as invites to various events in the city, a Dubai Expert Certificate and the use of the Dubai Expert logo. Once the tool is rolled out in other markets there will be a global league table of Dubai Expert users, allowing agents from all over the world to compete against each other.

Speaking at ATM 2017, Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, said: “Our partnerships with travel agents are critical to us… we need to keep developing new tools that allow us and our partners to highlight what makes Dubai a ‘must-visit’ destination. With the ‘Dubai Expert’ platform, we have used technology innovation to transcend typical training programmes and create an experience that enhances their knowledge of Dubai, so they can build customised itineraries that will attract more visitors. Dubai Expert is part of our continued endeavour to achieve our strategic goal of welcoming 20 million visitors by 2020.”

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