Dubai’s ruler Sheikh Mohammed Bin Rashid Al Maktoum has issued a decree establishing a new body to promote and market the ‘Dubai brand’.
Named Dubai Corporation for Tourism and Commerce Marketing (DCTCM), the new firm will be an affiliate of the existing Department of Tourism and Commerce Marketing (DTCM), reported official news agency WAM.
DCTCM’s mandate includes promoting Dubai as a prime destination for tourism, entertainment, and events; endorsing the emirate’s credentials for global business, with the essential facilities, infrastructure, events and expertise required to facilitate trade; and attracting regional and international businesses to establish offices in the city.
The body will also be responsible for creating partnerships with tourism-related firms in Dubai’s public and private sectors and for building trade relations with local, regional and international companies, said the report.
The corporation will “establish and operate representative offices in key markets around the world” it added.
Helal Saeed Almarri, director general of DTCM, said: “The establishment of the new Dubai Corporation for Tourism and Commerce Marketing by Sheikh Mohammed 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.
“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.
“This in turn will attract more visitors and businesses and help to expand Dubai’s economy,” he added.
Dubai, which is estimated to have welcomed over 10 million tourists in 2013, aims to attract 20 million visitors per year by 2020.
The city is also expecting a bigger tourism push when it hosts the six-month long Expo 2020.