Gulf Dunes Appoints Destination Mastery as Representative in German-Speaking Markets

Gulf Dunes, a leading MICE destination management company in the Middle East, has appointed Destination Mastery as its official representative in the DACH region (Germany, Austria, and Switzerland), starting from 01 May 2026, strengthening its presence in one of Europe’s most important outbound MICE markets.

The partnership will be led by Frank J. Müllauer, Founder and CEO of Destination Mastery, who brings over 25 years of experience across tourism and MICE, with a strong track record in market development and destination representation.

Frank’s career spans hospitality, global market strategy, and long-standing collaboration with key industry stakeholders. He previously spent 15 years driving DCT Abu Dhabi’s leisure and MICE positioning across the DACH markets, building strong relationships with buyers and partners in the region.

This appointment builds on an established relationship between Gulf Dunes and Frank, developed during his time working closely with the UAE market.

Strengthening Market Presence

The DACH region continues to be a high-value source market for meetings, incentives, and corporate events. With on-the-ground representation, Gulf Dunes aims to deepen engagement with clients, enhance responsiveness, and drive new business opportunities across the region.

“Having someone with Frank’s depth of experience and market understanding representing Gulf Dunes is a significant step forward for us,” said Sumaira Isaacs, GM. “His long-standing connection with the region and our business makes this a natural and strategic fit.”

A Partnership Built on Industry Experience

Destination Mastery was founded on decades of hands-on experience across the global tourism and MICE industry. The company focuses on connecting destinations with the right partners, backed by market insight and strong industry relationships.

“It is both a privilege and a strategic milestone to represent this renowned and long-standing brand in the German-speaking markets,” said Frank J. Müllauer. “Gulf Dunes has played a defining role in shaping the MICE industry in the UAE and across the wider region, and this collaboration underscores Destination Mastery’s commitment to bringing best-in-class partners to the forefront.”

About Gulf Dunes

Established in Dubai in 1995, Gulf Dunes is one of the region’s original MICE and destination management companies. A wholly-owned subsidiary of Fairfax Canada and managed by the Thomas Cook India Group, Gulf Dunes has spent three decades building an extensive portfolio of bespoke incentive, meetings, and event programmes across the UAE, Oman, and Saudi Arabia. With over 200 clients served, 600+ hotel partners, and a team of specialists covering 40+ major source markets, Gulf Dunes has earned a reputation for delivering exceptional experiences at every scale.

About Destination Mastery

Destination Mastery is a specialist representation and consultancy founded by Frank J. Müllauer, built on more than 25 years of experience in tourism and MICE. Based in Germany and operating across the DACH region, Destination Mastery works with destinations and industry partners to develop and grow their presence in the German-speaking markets. Frank’s background spans hospitality, destination management, and strategic market development across Europe, the Middle East, and beyond.

The announcement comes ahead of IMEX Frankfurt, where Gulf Dunes and Destination Mastery will actively engage with partners and industry stakeholders, further building visibility in the European market.