New tourism body to build 'Brand Dubai'

Dubai’s ruler has set up a new tourism body which will establish offices in key cities around the world to market ‘Brand Dubai’ and boost inbound travel and trade.

On Sunday, HH Sheikh Mohammed bin Rashid Al Maktoum issued a new law establishing a new body, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), the WAM state news agency confirmed.

The corporation will be an affiliate of the Department of Tourism and Commerce Marketing (DTCM) and will take direct responsibility for the marketing and promotion of the Emirate of Dubai.

This will include “responsibility for promoting the Dubai brand” and it “will establish and operate representative offices in key markets around the world, taking responsibility for the commercial marketing of the Emirate and its tourist facilities, resorts, products and services through advertising, event organisation, festivals, exhibitions, entertainment and commercial shows, social media, digital marketing and other means of communications,” the statement said.

"The establishment of the new Dubai Corporation for Tourism and Commerce Marketing by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, will ensure that there is an entity dedicated to working with private and public sector entities to market and promote Dubai’s position as a leading international city around the world,” said Helal Saeed Almarri, director general of DTCM.

"In the lead up to 2020, there is a need for us to continue to develop and enhance our tourism and trade marketing and compete as peers with the world’s leading global cities. The creation of the Corporation and the focus it will provide to the marketing and promotion of Dubai will enhance coordination of activities and help to amplify our efforts to promote the strengths and diversity of our city globally,” he added.

Dubai authorities are aiming to attract 20m visitors a year by 2020 as part of targets set out in the DTCM’s Tourism Vision 2020.

In light of Dubai’s successful bid to host the World Expo 2020 last year, officials expect this figure to rise to 25m between October 2020 and April 2021.