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ATM 2006 launches New Frontiers award
April 2006 155

REED Travel Exhibitions, organiser of Arabian Travel Market, the region’s premier travel and tourism exhibition, has announced that this year’s event to be held at the Dubai International Exhibition Centre from May 2 to 5 would include for the first time the New Frontiers Award 2006.

The award, which will be presented at an exclusive ceremony during the traditional exhibitors’ party – to be held on May 2 at the Grand Hyatt Dubai – will be given to the destination that has made an outstanding contribution to tourism development in the face of overwhelming adversity.
An independent panel of international judges is currently being recruited, which will represent international charities, global travel and tourism associations and delegates from leading travel and business publications as well as broadcast media professionals. After an exhaustive worldwide search for potential candidates, the panel will shortlist the three destinations whom, in their opinion, have above all others, made an indelible impact on tourism development, against all the odds.
“The concept for the award was borne out of the remarkable achievements of the last 12 months. To see destinations and countries overcome disasters to get back on their feet has been humbling and awe-inspiring. Arabian Travel Market team wanted to recognise these achievements and help in a practical and enduring manner,” says a Reed Travel Exhibitions statement.
Says Tom Nutley, chairman of Reed Travel Exhibitions, “We are proud to announce the launch of the New Frontiers Award 2006. The aim is to recognise those who are prevailing through some of the harshest conditions and most difficult circumstances, whether man-made or natural disasters”.
The unique prize consists of a trophy and a truly innovative reward. Representatives of the winning destination will be invited to attend a special ceremony in Dubai and rewarded with free exhibition space at World Travel Market in London, Mediterranean Trade Fair in Cairo and Arabian Travel Market in Dubai. The reward is both a pragmatic and valuable contribution to their marketing efforts for their destination.
Adds Nutley, “We wanted to make a practical contribution to the further development of the tourism industry in those destinations that have overcome adversity to contribute to tourism and at the same time clearly demonstrate our commitment to our own corporate social responsibility. Providing exhibition space at three of the industry’s key events will give the selected destination a unique opportunity to make direct contact with major international tour operators and potentially the benefits could be unlimited.”




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