In his capacity as the Ruler of Dubai, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, on Sunday issued a law, establishing a new body called the Dubai Corporation for Tourism and Commerce Marketing (DCTCM).
The new corporation is an affiliate of the Dubai Government’s Department of Tourism and Commerce Marketing (DTCM) and will become the entity responsible for promotion and marketing of the Emirate of Dubai.
The decree states that the corporation will have a mandate which includes promoting the Emirate as a prime destination for tourism, entertainment, and events; promoting the Emirate’s credentials for global business, with the essential facilities, infrastructure, events and expertise required to facilitate trade; and attracting regional and international businesses to establish offices in the Emirate.
The corporation will be responsible for establishing effective partnerships with public and private sector organisations whose work relates to the tourism and commerce sectors in the Emirate and for fostering trade relations with local, regional and international companies within relevant industries, with a view to increasing inbound travel and trade.
With responsibility for promoting the Dubai brand, the corporation will establish and operate representative offices in key markets around the world, taking responsibility for the commercial marketing of the Emirate and its tourist facilities, resorts, products and services through advertising, event organisation, festivals, exhibitions, entertainment and commercial shows, social media, digital marketing and other means of communications.
Helal Saeed Almarri, Director General of DTCM, said: "The establishment of the new Dubai Corporation for Tourism and Commerce Marketing by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, will ensure that there is an entity dedicated to working with the private and public sectors to market and promote Dubai’s position as a leading international city around the world.
"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. This in turn will attract more visitors and businesses and help to expand Duba’s economy."
The corporation will be given an annual budget by the government, and will also be funded through proceeds from commercial sponsorship, promotional campaigns conducted by the corporation, subscription to events it organises, establishing branches, installing show platforms for public and private entities, and through other related services conducted by the corporation. Additionally, a fee named the ‘Tourism Dirham’ will be levied on a per night basis on stays in hotels, hotel apartments and other short-term stay facilities.
The corporation will also establish a new tourist information centre within the city to complement the current visitor information centres at Dubai International Airport and Dubai Cruise Terminal.
The Dubai Corporation for Tourism and Commerce Marketing will be headquartered in Dubai, and will operate offices around the world to help facilitate its work. The corporation will report to, and will operate as an affiliate of DTCM, which remains the authority responsible for the planning, development, supervision and regulation of the tourism sector.