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Arabian Adventures strengthens positioning in Australia and New Zealand with appointment of i4 Travel Marketing

May 6, 2014 Appointments No Comments Email Email

Arabian Adventures, part of the Emirates Group, has appointed start-up representation company i4 Travel Marketing, to act on their behalf in Australia and New Zealand from July 2014.

The new sales and marketing agency is the creation of Business Development specialist, Anita Carr and will exclusively promote Arabian Adventures to the travel industry in the region.

With over 18 years’ industry experience specialising in outbound leisure travel, Australian national, Carr, has spent the past eight years working in-house with Arabian Adventures overseeing the growing Australian and New Zealand markets.  In the past three years, Arabian Adventures has seen a strong growth in the area and now counts Australia as one of the largest source market, globally.  This representation will serve to further strengthen the DMC’s presence in the area and encourage leisure traffic to the United Arab Emirates, in line with the Tourism Vision of 2020 highlighted by the Dubai Department of Tourism and Commerce Marketing (DTCM).

As part of the wider growth plans, Arabian Adventures is also looking to Asia, Africa and Latin America in order to strengthen its position as a world-class DMC.  The recent prominent involvement with the largest incentive group to visit the UAE has shown China and South East Asia to be a profitable market, with a desire to explore Dubai and all it has to offer.  Through its association with Emirates airline and the strong route network to Africa and South America, Arabian Adventures can collaborate to promote Dubai and the UAE in emerging markets such as Brazil in order to encourage travel into Dubai and from the UAE to these destinations.

Senior Vice President of Arabian Adventures, Peter Payet had this to say of the appointment; “For a number of years we have worked hard to establish the Arabian Adventures brand in Australia and New Zealand. In 2014, it is now one of our leading markets and we intend to further strengthen our position by bringing on board i4 Travel Marketing.

We believe they will form an extension of our team, taking our company ethos, unparalleled expertise and knowledge of the UAE, while also providing a dedicated service to our network of travel trade partners on the ground. We look forward to an exciting few months and the formation of an important partnership and are confident our trade partners in the region will welcome the opportunity to work with i4.”

The partnership will begin in July 2014 when i4 Travel Marketing begins operations in Sydney.  Founder, Anita Carr is looking forward to moving back to her home city and further strengthening current relationships.

“I’ve been fortunate enough to live in Dubai, where I gained a tremendous amount of first-hand knowledge and experience not only of the United Arab Emirates as a destination, but Arabian Adventures as an organisation,” said Carr.

“Representing Arabian Adventures in my home country is the perfect business fit, not only for the company but for me personally. Having developed these markets for the past eight years with Arabian Adventures, I saw an opportunity for the company to take the business to the next level by investing in a dedicated representative based in Australia. With their agreement, I now get to return back home and continue to do what I love.”

For more information on i4 Travel Marketing contact Arabian Adventures Business Development Department on +971 4 303 4725 or email

For further information on Arabian Adventures vast product and service offering, visit

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