Phil Dickinson, Vice President of Sales, JA Resorts & Hotels
BTN interviews Phil Dickinson on the resurgence of British travel to the UAE. Phil Dickinson, Vice President of Group Sales, JA Resorts & Hotelsdiscussed the situation for British travelers returning to the UAE in line with the latest advice from the FCDO. He discusses growing demand, new consumer confidence and the UAE’s enduring appeal, while highlighting the growing popularity of multi-destination accommodation, nature-led experiences, wellness, family travel, sports tourism and personalized hotels.
BTN: In light of the FCDO’s latest travel advice, what does this moment mean for the UAE tourism industry and its relationship with the UK market?
Phil Dickinson: The updated FCDO advice is a significant vote of confidence in the UAE and an important step in restoring travellers’ confidence. It removes consumer uncertainty, simplifies the travel insurance process and provides protection to the travel industry. The UK has been one of the UAE’s most important source markets and we expect this to accelerate demand in the coming months.
In recent times, JA Resorts & Hotels has remained fully committed to the UK market. We work closely with our travel partners to maintain flexibility, giving agents and guests confidence when making or adjusting travel plans. At the same time, we continue to invest in the market through trade training, sales visits, familiarization tours and road shows, as we believe that strong partnerships are built through ongoing support, especially in uncertain times.
BTN: What early signs are you seeing that British tourists are ready to return to the UAE?
Phil Dickinson: We have seen an increase in the number of inquiries that are converted into confirmed bookings. Many British travelers are not choosing alternative destinations and are simply waiting for greater certainty before deciding to travel. That confidence is now returning, particularly in late summer and winter, with demand driven by tourists looking for quality, value and memorable experiences.
Our ongoing engagement with our travel agent and tour operator partners is also helping to ensure that the UAE remains at the forefront during this period so that bookings can recover quickly as confidence returns.
BTN: Why does the UAE continue to stand out as one of the most attractive and resilient travel destinations in the world?
Phil Dickinson: The UAE never stands still. It continues to invest in world-class infrastructure, hotels and attractions, ensuring destinations remain attractive to first-time visitors and loyal repeat guests. At JA Resorts & Hotels, we are seeing growing demand for destinations that combine beachside relaxation, golf, wellness, family experiences and outdoor adventure in one vacation. The UAE offers such a wealth of experiences more than anywhere else.
BTN: How do you expect demand for UAE holidays to develop over the next 12 to 24 months?
Phil Dickinson: We believe demand will continue to strengthen over the next 12 to 24 months. Fundamentals remain extremely strong, supported by excellent air connectivity, world-class hotel services and growing consumer confidence. The UAE is well-positioned for continued growth as travelers increasingly value quality and experience over price alone.
BTN: How is the UAE evolving its tourism product to remain attractive to both first-time tourists and experienced repeat visitors?
Phil Dickinson: The UAE continues to invest in its tourism product while showcasing different facets of the destination. First-time visitors are attracted by its iconic attractions, while returning visitors are increasingly exploring wellness, outdoor adventure, nature and authentic Emirati culture. Today’s travelers want more than hotel accommodations; they want a destination that offers a variety of experiences within a single vacation.
BTN: How does Hatta help showcase a different, more natural side of the country?
Phil Dickinson: Khatta highlighted the UAE’s extraordinary diversity. Its mountain views, hiking, biking and kayaking offer a completely different perspective on Dubai’s beaches and skyline. It allows visitors to slow down, reconnect with nature and experience a different side of the destination, while still enjoying the quality of hospitality that the UAE is famous for.
BTN: Is the combined accommodation at JA Resorts and JA Hatabao Hotel particularly attractive to modern travelers?
Phil Dickinson: It combines two completely different vacation experiences in one trip. Guests can enjoy the beachfront lifestyle, golfing and dining at JA The Resort, then head to Hatta for mountain views, outdoor adventure and a slower pace of life. It reflects the way many people are now choosing to travel, naturally encouraging longer stays while allowing guests to experience more of the UAE.
BTN: How do JA Beach Hotel, JA Palm Court Hotel and JA Lakeview Hotel cater to different guest expectations in one destination?
Phil Dickinson: Each hotel has its own unique personality while allowing guests access to a wider range of destinations. JA Beach Hotel offers timeless seaside charm and family travel, JA Palm Court Hotel offers a private all-suite experience, and JA Lakeview Hotel offers a contemporary lodging experience centered on golf, dining and active lifestyles. Together they offer couples, families, golfers and groups a real choice without compromising on quality or facilities.
BTN: Do guests now value space, privacy, outdoor activities and personalized experiences more when choosing a hotel?
Phil Dickinson: Absolutely. These are becoming increasingly important when choosing where to stay. Guests are looking for spaces to relax, opportunities to spend time outdoors and experiences tailored to their interests, not just a place to sleep. At JA Resorts & Hotels, experiences like beach horseback riding, championship golf, water sports and our equestrian center allow guests to personalize every stay.
BTN: What role do direct bookings, loyalty programs and customized offers play in building lasting relationships with international guests?
Phil Dickinson: They play a vital role in building real long-term relationships, not just securing individual bookings. Loyalty programs recognize repeat customers, while customized offers and direct communication help us better understand individual preferences and deliver a more personalized experience. Ultimately, long-term success isn’t about the next booking; This is about building trust and loyalty, encouraging guests to come back year after year.
BTN: Which areas of travel do you think will generate the strongest future growth for JA Resorts & Hotels, from family vacations and wellness to sports, weddings and special events?
Phil Dickinson: We see tremendous opportunities in several high-growth areas. Family travel will remain a key driver, while demand for wellness, sports travel, active holidays, weddings and special events continues to grow. The opening of JA Sports & Shooting Club further enhances our offering, creating opportunities to attract sports teams, corporate events and new international audiences. Combined with our diverse resort experience, we are well-positioned to capitalize on these growing trends in the coming years.
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