Innovative tourism body “Brand Dubai” installed to enhance inbound tourism

With a vision to attract more than 20 million visitors to Dubai every year by 2020, the ruler of Dubai establishes an office in key cities around the world to market “Brand Dubai”. HH Sheikh Mohammed bin Rashid Al Maktoum, on Sunday announced that this tourism body will be responsible to enhance the inbound travel and trade.

The new department will be affiliated to the Department of Tourism and Commerce Marketing (DCTM) and will take direct responsibility for marketing and promotion of the Emirate of Dubai.

“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.