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Arabian Adventures strengthens positioning in Australia and New Zealand
  • May 2014

Arabian Adventures, part of the Emirates Group, is strengthening its positioning in the leisure market in Australia and New Zealand this year with the appointment of representation company, i4 Travel Marketing. It will also look to Asia, Africa and Latin America for future opportunities.

In order to reinforce its position as a world-class DMC, Arabian Adventures is pursuing additional leisure trade representation in key markets, starting with the appointment of i4 Travel Marketing.  Working closely with existing industry partners and building new relationships, the appointment will give Arabian Adventures the opportunity to grow its profile in region and give the trade a more visible point of contact in an area which is now one of the largest source markets for the company following substantial growth in the past three years.

Senior Vice President of Arabian Adventures, Peter Payet said: “As one of the largest source markets for Arabian Adventures, it is key that we build our on the ground presence in Australia and New Zealand.  The appointment of i4 Travel Marketing will help us to do just this, and it marks the beginning of a wider initiative to have more representation across the world.  Our expertise in the Gulf region is unmatched and we want to be sure the leisure market knows, so when they are looking for what to do or where to go during their holiday, they come directly to us.”

With over 18 years’ industry experience specialising in outbound leisure travel, i4 Travel Marketing founder Anita Carr will bring a wealth of experience specifically relating to Arabian Adventures, the gulf region and the Australian and New Zealand markets.  The partnership will begin in July 2014 when i4 Travel Marketing begins operations in Sydney.

“I’ve been fortunate enough to live in Dubai, where I have 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 to the leisure trade market 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.”

The Meetings and Incentive trade relations will be maintained by Rebecca Easterman at PillowMint.

As part of its wider growth plans, Arabian Adventures is also looking to Asia, Africa and Latin America for similar partnerships, tapping on the growing interest in Dubai as destination in these markets.  Through its association with Emirates airline and the strong route network to Asia, Africa and South America, there is a natural synergy to collaborate with Emirates Holidays to promote Dubai and the UAE in emerging markets such as Brazil.

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

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