Dubai’s Message to Canadian Travel Advisors: We’re not Pausing
The smell of traditional Arabic coffee, heated in hot sand, filled Toronto’s Arcadian Loft as travel advisors sat down to have henna applied and met with Dubai suppliers yesterday at a destination update and marketplace.
Approximately 90 members of the travel trade attended the Oct. 5 event, hosted by Dubai’s Department of Economy and Tourism. The afternoon included a destination update, an Emirates presentation and a marketplace featuring Goway, 5 Continents, Royal Scenic, Indus, DMCI, Wingbuddy, Kensington Tours and Emirates & Dubai Experience.
But behind the coffee, henna and prizes was a more serious message for Canadian travel advisors: after a difficult spring for travel to the region, Dubai is looking ahead.
From record numbers to recovery
Dubai entered 2026 on a high after welcoming a record 19.6 million international overnight visitors in 2025. January brought two million visitors, up from the previous year, before regional airspace disruptions beginning in late February significantly affected aviation and tourism.
During her Toronto presentation, Cibele Moulin, Director of International Operations with Dubai’s Department of Economy and Tourism, acknowledged the challenges, but emphasized how quickly Dubai’s hospitality and business sectors responded.
Safety was the immediate priority, followed by maintaining communication with trade partners and continuing to participate in major international travel events. And moving forward, Dubai is continuing to invest and prepare for future growth.
That investment is visible across the city.
British retailer Primark, for example, opened three Dubai stores in less than two months this spring, at Dubai Mall, City Centre Mirdif and Mall of the Emirates. Natalie Scott from Dubai Tourism talked about how the retailer was particularly popular with Dubai’s significant British ex-pat community, with the openings drawing long lineups. Other developments in the city include new restaurants and hotels, as well as expanded attractions. Another major project in the pipeline is the expansion of Al Maktoum International Airport.
New rail opens up itinerary possibilities
One of the most immediately useful developments for Canadian advisors is the launch of Etihad Rail passenger service connecting Dubai and Abu Dhabi.
Service began Sept. 30, with the approximately hour-long journey linking Dubai’s Al Yalayis Station with Mohammed Bin Zayed City in Abu Dhabi.
For advisors, the connection creates new possibilities for building UAE itineraries and comparing air options. That will become particularly relevant to Western Canadian travellers when Etihad launches the first-ever nonstop Calgary-Abu Dhabi service on Nov. 3, operating four times weekly. Clients could, for example, fly into Abu Dhabi and incorporate Dubai into the same trip using the new rail service.
Dubai at different price points
Another message for advisors was not to assume Dubai is only for clients with luxury-sized budgets.
Charmaine Singh, President of Reach Global Marketing, highlighted the destination’s appeal as a winter escape for Canadians and listed a slew of free and lower-cost experiences, from beaches and heritage districts to neighbourhoods and public attractions.
Ahmed S. Sohail and Girish Jethani of International Travel also underlined that Dubai can appeal to clients with very different price points.
“You can spend $10,000 on a stopover or $750,” they said.
They said fewer passengers are now stopping in Dubai but that “transit numbers are way up”. They also cautioned that summer is traditionally a slower period and said winter numbers will provide a better indication of where demand is heading.
Sabrina Greca of 5 Continents was also cautiously positive, saying travel to Dubai is “moving in the right direction.” More broadly, she is seeing clients gravitate toward slower travel and longer trips, a trend that could make adding a Dubai stopover more attractive.
Looking long-term and staying informed
For Leila Lavaee, Founder and Chief Travel Designer of Toronto-based Travel Design By Leila, the value of the Toronto event was more about preparing for future business.
Lavaee acknowledged she is not currently booking a lot of Dubai because of the situation in the region, but added, “It’s not going to stay like this forever.”
Honeymoons and other major trips can be planned two or even three years in advance, Lavaee said, with Dubai and the Maldives remaining a popular combination.
The new rail connection is of particular significance to her as it gives her options when comparing airfares and building itineraries.
She also highlighted the value of knowing who to call and what may be possible behind the scenes. Learning, for example, that advisors can reach out to Emirates sales representatives about doing something extra for business-class clients celebrating a milestone gives her another way to add value.
This type of knowledge, she believes, is increasingly important with the seemingly endless travel information online.
“We need to keep in the loop,” said Lavaee.
TOP PHOTO
Seen here, from l to r, are: Riyaz Saduddeen, Sales Manager, Central & Western Canada, Emirates; Shaz Peshimam, Country Manager, Canada, Emirates; Cibele Moulin, Director, International Operations, Americas, Dubai Department of Economy & Tourism; Charmaine Singh, CEO, Reach Global Marketing; Michael Roque, Senior Sales Executive, Central & Western Canada, Emirates; and Diego Gantiva Gomez, Senior Manager, Travel Trade, Reach Global Marketing. (Photo courtesy Reach Global Marketing)
All other photos credit Jennifer Merrick
