1. What brought you to Dubai, and how did Clever Travel Consulting get started?
I have always liked destinations that combine both Western and Eastern influences, worked in Morocco for a while and was told Dubai had similar vibes. I then did an internship for 3 months for a tourism & leadership program in Sweden in Dubai, at a local tour operator here in 2006. Was offered a marketing/sales job with them after finishing the program in 2007. Also met the Swedish man I am now married to during this internship, so he was also a contributing factor to moving here full time. After working a few months for the local tourism company, I saw the need for a Scandinavian local contact for agencies booking programs here. I quit the tour operator and finally started CTC in 2008, with focus on incoming Scandinavian market. Just before the global bank crisis I might add… That was interesting timing 😊.
2. What challenges did you face launching your business here?
Several. The business climate in UAE was different in 2008. Many areas are so much easier/online based now than back then. For example, I had to go in person to all kinds of authorities/free zones to get different papers signed, translated and stamped. Also to get correct information about what was actually allowed on my free zone license- and not (this is not different today though!) When I started the business, we didn’t have internet in our apartment building. I was working daily from Starbucks. Then came Ramadan and all places closed for a month in daytime... It was also hard to get new clients right around the big global bank and financial crisis and all corporates were saving money. Ironically, my first group program was from a Swedish bank that same year 😊. I also struggled to get hotel rooms - Dubai did not have as many hotels then, and all the hotels were crazy busy and my Scandinavian clients looking for midmarket hotels did not have much choice.. It was also hard to find reliable suppliers and partners locally. I tried several -and changed several times the first years until I found partners that matched my own values and level of professionalism.
3. How has Dubai’s travel scene changed since you arrived?
It’s like two different worlds from 2008 to 2025. So much has happened here in the 17 years I have been based here. Don’t think any other destination globally has had the same development in such a short time. Not just the number of attractions, restaurants, new hotels (lots of midmarket choices now!) but also the attitude towards incoming International markets. Dubai has managed to attract so many various markets over the years, simply because it really has something for all kinds of travellers- the conference group, the families, the sales incentives, the luxury travellers, the adventurers, the girls trip, the boys trip, the large exhibition crowd- and everything in between. Safety and cleanliness is also top priority for tourists, even more now than when I arrived. Many people still think Dubai and UAE is super glamorous and very expensive. But bowadays you can plan programs for all kinds of budgets here. And you get better value in hotels than you do in many other destinations. The tourism seasons have also changed over the years, going from much longer off season period to almost high/peak season all year round- in terms of global demand.
4. What makes Clever Travel stand out in such a busy market?
I’d like to think that offering honest and quick replies is worth a lot to all our clients, in a tough market where this is definitely a USP. And that the owner of the company is part of the whole planning/booking process as well as coordination onsite. Your request is not a small drop in the sea of lots of other inquiries, or handed over to several different teams at a larger agency. There is a personal touch to all our offer letters and I really try to make this show to the client in the communication. We also offer totally transparent hotel sourcing for all our requests, via Helms Briscoe- and utilize their global volumes to benefit our clients. Also, I don’t agree with the clients all the time. I advise them, give them local experience- but often also tell them straight out when I don’t think something is possible. You can do almost anything in Dubai, with the correct contacts and mindset (and budget!)- but I am also very realistic and tell them exactly what to expect- for what they are paying. I don’t take shortcuts with partners, tour guides and suppliers, only use the ones I know keep a very high standard. And I won’t change my programs to meet low cost requests with less reliable partners to match a budget. Every program I book is equally important that everything goes smoothly and I can put my name behind it.
5. How do you see the future of tourism in Dubai evolving?
There will be a huge focus on AI and tech solutions also within tourism. Dubai and UAE are already in the forefront for this and the CVB and Tourism Government Dept are already using several models for tourism marketing. Even offering free AI solutions to tourists visiting is coming soon. I also see a larger focus on mid market travellers, not just luxury segment- which pleases me as my Scandinavian clients are not the most high end market. A bigger focus on creating full experiences, not just the standard tourism programs and activities offered. I also think combining different emirates during the same trip will be seen more and more, to get access to more experiences and nature. Sustainability also a big focus with new hotel classifications, green programs and event certifications. Clients will choose suppliers that match their own sustainability values. Yes, you still need to fly to UAE, but there are many other sustainable choices you can do for your trips and programs while here.
