Dubai: The creation of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM) will help boost tourism and commerce in Dubai as the emirate prepares to attract 20 million visitors by 2020, according to analysts.
“[DCTCM] will try to entice not just tourists but commercial activity in Dubai as well,” Christopher Hewett, senior consultant at TRI Hospitality Consulting, told Gulf News.
A decree to set up the new body was issued on Sunday by His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai.
DCTCM, an affiliate of Dubai’s Department of Tourism and Commerce Marketing (DTCM), will be responsible for promoting and marketing Dubai and will report to DTCM.
“Having one entity focused on the marketing and promotion of Dubai enables enhanced coordination of activities, helping to amplify all efforts to promote the strengths and diversity of Dubai globally. This, in turn, will attract more visitors and businesses, drive longer traveller stays and increase visitor spend, ultimately increasing the contribution of the tourism industry to Dubai’s economy and enabling us to reach our 2020 goals,” Helal Al Merri, director-general of DTCM, told Gulf News in an e-mailed statement.
Retaining responsibility
Al Merri said that DTCM will still oversee the planning, supervision, development and regulation of Dubai’s tourism sector. It will continue to be responsible for the licensing and classification of all tourism services, such as hotel and tour operators.
DCTCM will focus on three areas. First, DCTCM will promote Dubai as a key destination for tourism, entertainment and events. Second, it will promote the emirate’s credentials for global business, including its facilities, infrastructure, events and expertise required to facilitate trade. Third, it will be responsible for attracting regional and international businesses to establish offices in Dubai.
In addition, DCTCM will also establish representative offices in key global markets, which will market the emirate and its tourist facilities, resorts, products and services. This will be done through a range of activities, including exhibitions, festivals and social media, among others.
The corporation will establish private and public sector partnerships and develop trade relations with local, regional and international companies to boost inbound travel and trade.
Hewett added that the promotion of the MICE (meetings, incentives, conferences and exhibitions) segment will not only further position Dubai as a leading business destination but also result in commercial visitors bringing their families for leisure purposes.
According to Philip Wooller, area director of STR Global for the Middle East and Africa, Dubai currently cannot accommodate 20 million visitors but it can by 2020 if more infrastructure is built.
