Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) has entered into an agreement with Travel Audience, an Amadeus company, to use its travel advertising platform to further accelerate its ‘digital, mobile and social first’ strategy.

Digital advertising spend surpassed TV worldwide in 2017, totalling over $200 billion, and with digital media consumption evolving at breakneck speed, destination marketers are shifting gears towards a smarter digital ecosystem.

Dubai Tourism will work with Travel Audience to build custom campaigns across a wide range of channels including online travel publishers, social media and metasearch engines. With added visibility into online travel patterns, it will be able to measure campaign performance more effectively and gather insights into traveller intention and behaviour. Dubai Tourism is also using Amadeus Destination Insight to gather insights into global travel, including up-to-date search, booking and schedule data.

Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, said: “Tourism is central to Dubai’s economic growth and diversification. With Travel Audience’s intelligent technology and team of experts, and Amadeus’ far-reaching travel network, we have found a platform that can provide insights that assist our decision making. By building brand and performance campaigns tailored to specific segments in exclusive channels, we can attract new visitors from regions far and wide while we grow our established visitor base.”

Alexander Trieb, managing director of Travel Audience, an Amadeus company, added: “Powering the digital marketing strategy behind one of the world’s fastest growing travel destinations requires a top team, technology and network and we are excited to be working with Dubai Tourism. Together we are growing the destination’s touchpoints throughout the traveller’s digital journey, using meaningful data to convert visitors and push campaigns where it matters the most.” - TradeArabia News Service