Dubai is taking bold steps to strengthen its position as a global tourism hub, with a new partnership that promises to elevate the city’s hospitality offerings. The Dubai Department of Economy and Tourism (DET) and Hilton have officially signed a Memorandum of Understanding (MoU), designed to boost the visibility of Dubai’s tourism scene while enhancing service quality in its hospitality sector. This collaboration aligns with Dubai’s ambitious Economic Agenda, D33, which aims to make the city one of the top destinations for both leisure and business travelers worldwide.
The partnership will focus on joint marketing initiatives, aimed at promoting Dubai’s unique offerings through global advertising campaigns and across social media platforms. A key feature of the agreement is the introduction of seasonal travel packages, which will highlight Dubai’s iconic landmarks and experiences. Additionally, Hilton Honors members—of which there are more than 195 million worldwide—will enjoy exclusive access to curated experiences in the city. These benefits will not only spotlight Dubai’s attractions but also help draw more international visitors, further boosting tourism.
In an effort to provide exceptional customer service, Hilton will also work closely with the Dubai College of Tourism to offer specialized training for its staff. This will ensure that Hilton team members are well-equipped to engage with guests in a culturally sensitive and high-standard manner. By elevating the service experience, the partnership aims to set a new benchmark for hospitality in Dubai, making it even more appealing to travelers from around the globe.
Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), underscored the importance of Hilton’s involvement in this venture, noting that the collaboration would not only enhance Dubai’s profile on the international stage but also improve the quality of service within the city. He emphasized that the partnership is a perfect example of Dubai’s public-private synergy, a model that has long been a key driver of the city’s tourism success. This collaboration is expected to lead to more global travelers discovering Dubai, increasing both advocacy and the likelihood of repeat visits.
Hilton, a global leader in hospitality with 24 properties spread across nine brands in Dubai alone, brings its vast expertise to this strategic partnership. Guy Hutchinson, Hilton’s President for the Middle East and Africa, praised Dubai’s ongoing commitment to tourism innovation and expressed Hilton’s eagerness to support the city’s vision for excellence in hospitality. He also highlighted Hilton’s active role in training the next generation of hospitality professionals through DET’s programs, ensuring that Dubai continues to set the standard for the future of tourism.
Dubai’s tourism sector has shown remarkable growth, with international visitors increasing by 7.5% from January to August 2024 compared to the same period last year. This growth follows a record-breaking 17.15 million overnight visitors in 2023, reinforcing Dubai’s standing as a premier destination. The hotel industry has also achieved an average occupancy rate of 76.2% in 2024, further solidifying the city’s allure as a global tourism leader. As this partnership between DET and Hilton unfolds, it is set to contribute significantly to Dubai’s continued rise as one of the world’s most sought-after travel destinations.
