DUBAI: The Dubai Department of Economy and Tourism (DET) and Hilton have formalized a strategic Memorandum of Understanding (MoU) to elevate Dubai’s profile as a premier global destination. This partnership aims to enhance the city’s visibility worldwide and improve service quality through team member training and optimization, aligned with the Dubai Economic Agenda (D33).
According to Emirates News Agency, the MoU will initiate joint marketing efforts, including advertising campaigns and social media strategies, to actively promote Dubai. The collaboration will also introduce tourism products emphasizing the city’s unique attractions, integrating these into seasonal packages to provide visitors with authentic experiences. Additionally, Dubai experiences will be incorporated into the Hilton Honors loyalty program, which boasts over 195 million members globally.
Hilton will benefit from DET’s training and capacity-building initiatives, offered through the Dubai College of Tourism, to enhance skills in custom
er service and cultural awareness. The MoU was signed by Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), and Guy Hutchinson, President of Middle East and Africa at Hilton.
Kazim highlighted Hilton’s pivotal role in Dubai’s tourism development, stating that the collaboration aligns with Dubai’s leadership vision under His Highness Sheikh Mohammed bin Rashid Al Maktoum. Hutchinson expressed Hilton’s commitment to supporting Dubai’s initiatives to provide world-class experiences.
Dubai’s tourism sector is thriving, with a record 17.15 million international visitors in 2023. From January to August 2024, the city saw a 7.5% increase in international overnight visitors compared to the same period in 2023. The hotel industry reported a 76.2% average occupancy rate, with an increase in hotel establishments and rooms, reflecting the ongoing growth of Dubai’s tourism infrastructure.