Shaikh Mohammad launched Dubai’s new brand during a visit to the Arabian Travel Market (ATM 2014) on Monday. The brand will be used in marketing and promoting the emirate internationally. Shaikh Mohammad, accompanied by Shaikh Maktoum Bin Mohammad Bin Rashid Al Maktoum, Deputy Ruler of Dubai, toured the expo’s pavilions. Image Credit: Virendra Saklani/Gulf News

Dubai: The Arabian Travel Market (ATM) saw a flurry of activity as it opened its doors on Monday at the World Trade Centre.

His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, launched Dubai’s new brand, which will be used in the international marketing and promotion of the emirate.

The brand was launched on Monday by Shaikh Mohammad during his visit to the ATM 2014, accompanied by Shaikh Maktoum Bin Mohammad Bin Rashid Al Maktoum, Deputy Ruler of Dubai. They were accompanied by Shaikh Ahmad Bin Saeed Al Maktoum, President of Dubai Civil Aviation and Chairman and CEO of Emirates airline and Group, a WAM report said.

Shaikh Mohammad issued instructions to government departments and bodies to use the new brand in marketing and promoting Dubai on the international stage, to emphasise that the emirate is run by one team and talks with one voice to its citizens and visitors.

He toured the various stands and stopped at some stands at the event, which forms a platform for regional and international companies as well as for government and private bodies to highlight their cultural, heritage and tourist landmarks.

Shaikh Mohammad stopped at the flydubai and Emirates airline stands and was briefed on their latest developments and plans for expanding their fleets as well as services offered to passengers. He then visited the stand of Etihad Airways before stopping at the stand of Qatar Airways.

He also visited the platform of Abu Dhabi’s cultural activities. He welcomed exhibitors and visitors and expressed satisfaction at the Arab and international presence, and the wide participation by national organisations and departments alongside private companies and institutions.

Global event

He described the ATM as a global cultural event held in the UAE where tourism depends first on the heritage, arts and  historical landmarks that distinguish each people.

ATM 2014, which runs until Thursday, has brought together 2,700 exhibitors from 83 countries and it expects 21,000 visitors.

“In terms of visitor numbers, we’re expecting a double-digit increase. Last year, we had a 20 per cent increase compared to 2012,” Mark Walsh, portfolio director, Reed Travel Exhibitions, previously told Gulf News.

ATM 2014 covers around 25,000 square metres of exhibition space, including one extra hall, an 8 per cent increase over the previous year.