Established in 1997, replacing the Dubai Commerce and Tourism Promotion Board that had been in operation since 1989, the Department of Tourism and Commerce Marketing (DTCM) is comprised of a number of different entities and functions, which work together to plan, supervise, develop, and market Dubai’s tourism industry. The portfolio includes Dubai Corporation for Tourism and Commerce Marketing; Dubai Business Events; Dubai Festivals and Retail Establishment.
In addition to its headquarters in Dubai, DTCM operates 20 offices worldwide in New York (USA), London (the UK and Ireland), Paris (France and Benelux), Frankfurt (Germany), Stockholm (Scandinavia), Milan (Italy), Bern (Switzerland and Austria), Moscow (the Russian Federation, CIS and Baltic States), Johannesburg (South Africa), Jeddah and Riyadh (Saudi Arabia), Mumbai (India), Beijing, Guangzhou, Shanghai and Chengdu (China), Hong Kong (Far East), Tokyo (Japan), Sydney (Australia), and Sao Paolo (Brazil and Latin America).
Tourism Vision 2020
Dubai’s Tourism Vision for 2020 is a strategic roadmap with the key objective of attracting 20 million visitors per year by 2020, doubling the number welcomed in 2012. The Vision was approved in May 2013 by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Ruler of Dubai and UAE Vice President and Prime Minister.
This strategy outlines what needs to be delivered for the city to effectively drive and serve this visitor growth with multiple initiatives covering regulatory policy, infrastructure development, product offering enhancement, and destination marketing investments. The overall goal of these initiatives and the strategy is to position Dubai as the ‘first choice’ for the international leisure and business traveller.
Tourism is a central pillar of Dubai’s economic growth and diversification. The Tourism Vision for 2020 will further leverage the sector by broadening Dubai’s offering across events, attractions, infrastructure, services, and packages. Part of this strategy involves adapting a marketing approach to showcase Dubai to a wider audience and increasing awareness and conversion of flight and hotel bookings.
To accomplish these goals, DTCM will harness the collective power of key stakeholders, both in the public and private sectors in Dubai and abroad, and will focus on three key objectives:
- Maintaining market share in existing source markets
- Increasing market share in markets we’ve identified with high growth potential
- Increasing the number of repeat visits