Phil Dickinson, Group Vice President – Sales, JA Resorts & Hotels

BTN Interviews Phil Dickinson on the Revival of UK Travel to the UAE. Phil Dickinson, Group Vice President – Sales at JA Resorts & Hotels, discusses the return of British travellers to the UAE following updated FCDO advice. He explores rising demand, renewed consumer confidence and the UAE’s enduring appeal, while highlighting the growing popularity of multi-destination stays, nature-led experiences, wellness, family travel, sports tourism and personalised hospitality.

BTN: Following the updated FCDO travel advice, what does this moment mean for the UAE’s tourism industry and its relationship with the UK market?

Phil Dickinson: The updated FCDO advice is a significant vote of confidence for the UAE and an important step in restoring traveller confidence. It removes uncertainty for consumers, simplifies the travel insurance process and provides reassurance for the travel trade. The UK has always been one of the UAE’s most important source markets, and we expect this to accelerate demand over the coming months.

Throughout the recent period, JA Resorts & Hotels remained fully committed to the UK market. We worked closely with our travel partners, maintaining flexibility to give both agents and guests confidence when making or adjusting travel plans. At the same time, we continued to invest in the market through trade training, sales visits, familiarisation trips and roadshows because we believe strong partnerships are built through consistent support, particularly during periods of uncertainty.

BTN: What early signs are you seeing that British travellers are ready to return to the UAE?

Phil Dickinson: We’re already seeing an increase in enquiries translating into confirmed bookings. Many British travellers weren’t choosing alternative destinations, they were simply waiting for greater certainty before committing to travel. That confidence is now returning, particularly for late summer and the winter season, with demand driven by travellers seeking quality, value and memorable experiences.

Our continued engagement with travel agents and tour operator partners has also helped ensure the UAE remained front of mind throughout this period, allowing bookings to recover quickly as confidence has returned.

BTN: Why does the UAE continue to stand out as one of the world’s most appealing and resilient tourism destinations?

Phil Dickinson: The UAE has never stood still. It continues to invest in world class infrastructure, hospitality and attractions, ensuring the destination remains relevant to both first time visitors and loyal repeat guests. At JA Resorts & Hotels, we’ve seen growing demand for destinations that combine beachfront relaxation, golf, wellness, family experiences and outdoor adventure within one holiday. The UAE delivers that breadth of experience better than almost anywhere else.

BTN: How do you expect demand for UAE holidays to develop over the next 12 to 24 months?

Phil Dickinson: We’re confident demand will continue to strengthen over the next 12 to 24 months. The fundamentals remain extremely strong, supported by excellent air connectivity, world class hospitality and growing consumer confidence. As travellers increasingly prioritise quality and experiences over price alone, the UAE is exceptionally well positioned for sustained growth.

BTN: How is the UAE evolving its tourism offer to remain attractive to both first time visitors and experienced repeat guests?

Phil Dickinson: The UAE continues to invest in its tourism offering while showcasing different sides of the destination. First time visitors are drawn by its iconic attractions, while repeat guests increasingly explore wellness, outdoor adventure, nature and authentic Emirati culture. Today’s travellers want more than a hotel stay; they want a destination that offers multiple experiences within one holiday.

BTN: How does Hatta help showcase a different and more nature led side of the country?

Phil Dickinson: Hatta highlights the remarkable diversity of the UAE. Its mountain scenery, hiking, cycling and kayaking provide a completely different perspective to Dubai’s beaches and skyline. It allows travellers to slow down, reconnect with nature and experience another side of the destination, while still enjoying the quality of hospitality the UAE is renowned for.

BTN: What makes a combined stay at JA The Resort and JA Hatta Fort Hotel particularly appealing to the modern traveller?

Phil Dickinson: It combines two completely different holiday experiences within one trip. Guests can enjoy the beachfront lifestyle, golf and dining at JA The Resort before heading to Hatta for mountain landscapes, outdoor adventure and a slower pace of life. It reflects the way many people now choose to travel and naturally encourages longer stays while allowing guests to experience more of the UAE.

BTN: How do JA Beach Hotel, JA Palm Tree Court and JA Lake View Hotel cater to different guest expectations within one destination?

Phil Dickinson: Each hotel has its own distinct personality while giving guests access to the wider destination. JA Beach Hotel offers timeless beachfront charm and family travel, JA Palm Tree Court provides a private all suite experience, while JA Lake View Hotel delivers a contemporary stay centred around golf, dining and active lifestyles. Together they provide genuine choice for couples, families, golfers and groups without compromising on quality or facilities.

BTN: Are guests now placing greater value on space, privacy, outdoor activities and personalised experiences when choosing a hotel?

Phil Dickinson: Absolutely. These have become increasingly important when choosing where to stay. Guests are looking for space to relax, opportunities to spend time outdoors and experiences tailored to their interests, rather than simply somewhere to sleep. At JA Resorts & Hotels, experiences such as horse riding on the beach, championship golf, watersports and our equestrian centre allow guests to personalise every stay.

BTN: What role do direct booking, loyalty programmes and tailored offers play in building lasting relationships with international guests?

Phil Dickinson: They play a vital role in building genuine long term relationships rather than simply securing individual bookings. Loyalty programmes recognise returning guests, while tailored offers and direct communication help us better understand individual preferences and deliver more personalised experiences. Ultimately, long term success isn’t about the next booking; it’s about creating trust and loyalty that encourages guests to return year after year.

BTN: Which areas of travel do you believe offer the strongest future growth for JA Resorts & Hotels, from family holidays and wellness to sport, weddings and special events?

Phil Dickinson: We see significant opportunities across several high growth segments. Family travel will remain a key driver, while demand for wellness, sports tourism, active holidays, weddings and special events continues to increase. The opening of the JA Sports & Shooting Club further strengthens our offering, creating opportunities to attract sports teams, corporate events and new international audiences. Combined with our diverse resort experiences, we’re well positioned to capitalise on these growing trends over the coming years.

Interviewed by Sid Thaker