The DTCM replaced the Dubai Commerce and Tourism Promotion Board. As DTCM’s Director-General, Khalid A. bin Sulayem, explains, “The government decided that everything needed to come under one umbrella, so we were established. Our responsibilities are diverse. We handle licensing for all hotels in Dubai, for example, as well as overseeing tourism- and commerce-related activities both here in Dubai and throughout the world. Our goal is to increase global awareness of Dubai and its attractions in order to do something good for our country.”
Mission to make Dubai leading tourism and commerce hub
The DTCM’s avowed mission is to position Dubai as a leading international tourism destination and commercial hub and to strengthen Dubai’s economy through developing a sustainable tourism industry, providing unique experiences for visitors that combine quality and value for money, organizing innovative promotions of Dubai’s commerce and tourism activities, and creating even more partnerships with industry leaders in order to achieve its goals.
A major role for the DTCM is developing and carrying out major international promotional campaigns to showcase Dubai’s tourism attractions. The DTCM establishes a presence for Dubai at international tourism trade fairs, presents “roadshows” on Dubai, publishes a range of documents concerning Dubai’s tourism attractions, handles media relations regarding the tourism sector and organizes visits of local attractions.
One of DTCM’s recent efforts was a colorful and user-friendly guide in English and Arabic to highlight “Food Surprises Week” held in July this year. The lively, instructive and useful guide, “My Surprises. My Dubai,” is just one example of the high-quality publications DTCM creates as part of its efforts to make the emirate even more welcoming to visitors.
The DTCM also works with the Dubai Cultural Council to promote the emirate’s cultural attractions, and local initiatives for which the DTCM handles maintenance and development include Dubai Museum, Heritage and Diving Village, Sheikh Saeed House, Obaid Bin Thani House, Ahmadia School, Heritage House, Hatta Village, Umm Al Sheef Majlis, Cruise Terminal Building, Naif Museum, information offices and Dubai’s various archeological sites, among others.
Licensing and quality control
DTCM handles the licensing of hotels, hotel apartments, tour operators, tourist transport companies and travel agents, and supervises all archaeological and heritage sites, tourism conferences and exhibitions, the operation of tourist information services and the organization and licensing of tour guides in Dubai. In all its licensing activities, DTCM is guided by a commitment to ensuring that all tourism-related facilities and services in Dubai meet the highest international standards of quality.
The DTCM’s responsibilities include applying licensing laws and regulations, following up with hotels and other establishments to ensure compliance, preparing statistics concerning the hotel sector, ensuring the implementation of quality systems in the hotel sector and simplifying procedures to meet customer’s needs.
Key role in providing information for investors
The DTCM has also created the One Stop Information Center (OSIC) that collects, compiles, stores, retrieves and disseminates information related to Dubai’s tourism and commerce activities. The OSIC provides statistics related to the tourism sector, researches information for DTCM publications, conducts surveys and other research on the tourism sector, and supports the activities of DTCM staff worldwide by providing relevant information.
For potential US investors in Dubai’s tourism sector, the DTCM’s OSIC provides special information packages especially for foreign investors. The DTCM has also launched a comprehensive web site.
Strong international presence
In addition to its head office in Dubai, the DTCM has 14 offices abroad, including in New York City as well as London, Paris, Frankfurt, Stockholm, Milan, Moscow, Sydney, Johannesburg, Mumbai, Hong Kong, Tokyo, Saudi Arabia and Zurich. The DTCM also works closely with Emirates Airlines to promote Dubai throughout the world.
Attracting more visitors from the US is one of the DTCM’s priorities, and recently the organization met with a delegation from the Arab American Council of Trade (ACT) to discuss different means of enhancing bilateral cooperation, particularly concerning trade and tourism. The ACT delegation is currently touring the Middle East countries to promote US-Arab friendship and to invigorate trade and tourism links between the US and the Middle East. Following the meeting with ACT, DTCM’s Hamad bin Mejean, Manager for Missions, commented, “Our discussions with the ACT were very fruitful and the DTCM is looking forward to forging important trade and tourism ties with US business groups and tour operators. Dubai already has a significant presence in the US market, and we are looking at further strengthening our position.” He added that in 2005, there was a significant 67 percent increase in the number of US hotel guests in Dubai compared to 2004.
Training initiatives
With the understanding that a successful tourism industry demands high-quality personnel in all areas, DTCM has established Training Solutions to keep Dubai at the cutting edge of service excellence. Training Solutions provides specific training solutions for the tourism and hospitality sectors to ensure that Dubai’s tourism industry continues its world-class development with world-class people involved at all levels.
Even more facilities and services in the works
Bin Sulayem explains that Dubai is becoming one of the world’s top tourism destinations thanks to its wide range of attractions. As he puts it, “We are running one of the best models in the world.” Dubai features an extensive choice of top-quality accommodations, a safe and secure environment, exceptional cultural venues, world-class shopping, almost unlimited sports opportunities, unique tourism-related venues and a welcoming population.
The DTCM is currently concentrating on providing even more services and accommodations to handle increasing demand. New luxury facilities for leisure travelers and even more state-of-the-art facilities and services for business travelers are coming onto the market over the next three years, Bin Sulayem explains.
To visitors from the US, Bin Sulayem says, “In Dubai, you will see very friendly faces and a friendly environment. Thanks to the demand we are seeing and the growth that is now in progress, we are sure to reach our target of 15 million visitors by 2012, and we may even surpass that. Everyone is most welcome to visit Dubai. It is friendly and safe, so come enjoy it!”
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