Dubai showcases what’s next as Canadian clients weigh travel plans

Dubai highlighted new developments and selling opportunities for Canadian travel advisors at its Toronto roadshow on Monday (Oct. 5), while suppliers described a tougher task: turning client interest into bookings amid regional uncertainty.

Hosted by Dubai’s Department of Economy and Tourism (DET) at Arcadian Loft, the event brought together approximately 100 travel trade attendees, including around 80 advisors and eight suppliers, for networking, a destination presentation and lunch. Henna and Arabic coffee stations offered a taste of Dubai’s culture and hospitality.

DET’s latest figures show hotel occupancy rose from 36% in March to 66% in August, though it remained below the level recorded a year earlier. International overnight arrivals reached approximately 869,000 in August, the highest monthly total since February.

Suppliers serving Canadian clients reported a mixed picture, with some bookings continuing while other clients hold back.

Inquiries continue, bookings slow

“We already have inquiries, but a lot of people want to hold back,” said Prasad Gopinath, president of DMCI.

Gopinath said groups booked for December had cancelled because of the current situation. For his clients, he considers Canada’s travel advisory a bigger obstacle than changes in air service.

Canada currently advises avoiding non-essential travel to the United Arab Emirates, including Dubai, citing a volatile regional security situation. It also warns of potential disruptions, including flight cancellations.

At 5Continents, the slowdown has affected pre- and post-cruise stays, previously an important source of group business from Quebec and English Canada.

“Without the group business, the business is very slow right now,” said Sabrina Greca, director of business development and marketing.

Some clients are still booking, she said, including stopover stays.

TravelOnly travel expert Robert Rizzo said Dubai remains popular with honeymooners stopping en route to the Maldives, as well as clients interested in adventure tourism.

Asked about Canada’s travel advisory, he said: “It definitely has impacted the business and we’re hoping that it rebounds next year.”

Patricia Villanueva, a Dubai-based sales and operations specialist at Emirates, supports hotels and activities through its Dubai Experience program. She described continuing transit travel, while trips focused on Dubai are taking longer to recover.

She said travel partners are asking about attraction operations, disruption assistance and hotel pricing. Hotels reduced their rates over the summer and have since begun raising them, although good offers remain available, she said.

Flight options and insurance checks

Air Canada’s Dubai flights remain suspended through the end of March 2027, as PAX previously reported. Emirates continues to offer daily nonstop service from Toronto and Montreal, while Turkish Airlines offers connections through Istanbul.

Etihad Airways offers another gateway through Abu Dhabi, with Toronto service and a Calgary route scheduled to launch in late October. Eligible passengers can book its complimentary airport shuttle to Dubai at least 24 hours before their flight.

The Government of Canada warns that coverage may be limited or denied when an advisory to avoid non-essential travel or all travel is already in place when a trip is booked. The effect depends on the policy and circumstances.

For clients combining Dubai with another destination, advisors should confirm coverage for the stopover and any disruption to the onward journey. A short stay should not be assumed to bypass advisory-related exclusions.

As PAX reported in June, Emirates offers Comprehensive Travel Cover insurance. Availability and terms vary by market, so advisors should confirm Canadian eligibility, pricing and coverage, including how the policy treats travel advisories and conflict-related disruptions.

Beyond shopping and luxury

The destination presentation highlighted culture and heritage, dining, outdoor adventure and family experiences alongside Dubai’s shopping and luxury offerings.

Hotel developments presented included Janu Dubai, Baccarat Hotel & Residences, Aman Dubai and Six Senses The Palm, alongside updates on airport expansion, rail connectivity and air taxis.

DET’s recent tourism update also identified wellness, accessibility and sustainability as priorities, including efforts to enhance experiences for autistic and sensory-sensitive visitors.

Suppliers outlined ways to personalize a stay. Gopinath highlighted customized Emirati experiences, including a desert safari camp accommodating a maximum of 50 guests with table service.

At Kensington, Crystal Almeida, account executive for Canada, said regional destination specialists build trips around each client’s interests, pace and needs.

“We are customizing it from scratch every single time,” she said.

Almeida said itineraries and package quotes are provided in less than 48 hours, with planning support for groups, multigenerational families, dietary requirements and accessibility needs.

She also described 24/7 in-destination assistance. Greca said 5Continents provides airport assistance and WhatsApp access to its local team, while Gopinath said DMCI offers pre-trip FAQs and 24/7 support through Canada and a Dubai representative.

Before booking, advisors should clarify who provides assistance, what it includes and who pays additional costs.

Advisors win Dubai experiences

The event closed with a trivia competition and destination prizes.

Grand-prize winner Shabana Patel of The Travel Builder received an Emirates round-trip economy ticket from Toronto to Dubai, two nights at The Ritz-Carlton with breakfast, The Fort–Al Lisaili desert experience with Arabian Adventures for two adults, and two ARTE Museum tickets.

Second-place winner Camilla Racco, luxury partner relations and communications manager at TTI Travel, received the same desert experience and museum tickets, plus two AYA Universe tickets. Flights were not included.

Racco plans to visit Dubai for the first time and hopes to extend the trip to another destination.

“I’m super excited about visiting Dubai for my first time, and this will make it that much sweeter,” she told PAX.

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