Unforgettable Dubai: 5Continents hosts 19 agents on “eye-opening” FAM

Last month, 5Continents hosted a select group of 19 Canadian travel advisors on an FAM trip to Dubai.

Led by Tammy Olivier, business development manager for Western Canada, and organized in partnership with on-the-ground operator Emeco, the trip from May 25–29 appeared to be nothing short of extraordinary.

As shared in a press release, over five days, participants were treated to a journey through Dubai’s many faces — from its futuristic skyline and opulent resorts to its historic souks and serene desert vistas.

The itinerary was designed to give travel professionals a on-location sense of Dubai’s dynamic character, with hands-on experiences that balanced cultural insight, architectural marvels, and adventure.

“There’s nothing quite like seeing a destination in person to truly understand its energy and potential” said Olivier in a statement. “This FAM gave our advisors the chance to connect with Dubai beyond the ordinary - to experience the culture, the contrast, and the incredible range of travel styles the city offers. That kind of firsthand knowledge is invaluable when it comes to building client trust and designing meaningful trips.”

All the highlights

Highlights included Dubai’s famous Spice and Gold Souks, as well as a visit to the UAE’s capital, Abu Dhabi, where the group toured the Sheikh Zayed Grand Mosque, admired the regal splendor of the Presidential Palace (Qasr Al Watan), and explored the city’s avenues and waterfronts.

Few experiences compare to VIP sunset access at Dubai's Burj Khalifa, the world’s tallest building.

The group enjoyed a traditional cultural lunch, learning about Emirati customs, cuisine, and hospitality. And the adrenaline ran high during a thrilling dune bashing ride in 4x4 Land Rovers, which then led to an evening at an Arabian heritage-style desert camp, complete with dinner and live entertainment.

No trip to Dubai would be complete without retail therapy. The group explored the Dubai Mall and the Mall of the Emirates, home to the famous indoor ski resort, Ski Dubai.

Attendees also enjoyed an evening at the Aura Skypool, overlooking the lights of the Jumeirah Palm and the entire city of Dubai with 360 degree views.

For the travel advisors, this FAM was an invaluable opportunity to build firsthand knowledge of Dubai, forge supplier connections, and return to their clients with insider insight.

"Dubai was an unforgettable blend of futuristic luxury and timeless culture, and 5Continents made it even more incredible with their seamless planning and exclusive experiences. From desert adventures to iconic landmarks, every moment was curated to perfection,” stated Gail Donovan from The Travel Agent Next Door.

Toni Linde, from Travel by Toni, added:

“This FAM trip was eye-opening when it came to safety, way of life, architectural wonders, unique beauty, and an educational place that dreams are made from. I'm confidently able to share what I learned and sell to those with an exotic desire and a strong business objective for that country. Thank you for the wonderful opportunity to learn about Dubai and Abu Dhabi - it was deeply appreciated."