The Dubai Department of Economy and Tourism (DET) has established a strategic memorandum of understanding (MoU) with global hotel company IHG Hotels & Resorts, aimed at enhancing the destination’s offerings and improving visitor experiences. This agreement, Dubai Media Office reported, includes collaborative marketing initiatives, professional training programs for hospitality personnel, and the development of new tourism experiences.
The MoU was signed by His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), a division of DET, and Haitham Mattar, managing director for India, the Middle East, and Africa at IHG Hotels & Resorts.
This partnership underscores DET’s dedication to collaborating with both regional and international hospitality brands to drive innovation and excellence in the industry. It aligns with the ambitious objectives of the Dubai Economic Agenda (D33), which seeks to reinforce Dubai’s status as a premier global city for both business and leisure.
Collaborative marketing and tourism development
This agreement sets the stage for enhanced collaboration between DET and IHG Hotels & Resorts, focusing on joint marketing and promotional efforts. The hotel group will also prominently feature Dubai as a top tourist destination through its marketing channels and social media. Furthermore, both organizations will work together to develop and refine tourism products that highlight Dubai’s distinctive attractions, such as cultural heritage tours and seasonal packages tailored to various markets.
Training and development initiatives
Through the MoU, IHG Hotels & Resorts employees will gain access to training courses offered by DET’s Dubai College of Tourism, alongside relevant resources and expert guidance. These offerings will include specialized training sessions, workshops, and certification programs designed to equip staff with the latest industry insights and best practices. A significant component of this partnership is the integration of Dubai tourism experiences into IHG’s global IHG One Rewards loyalty program, which boasts over 130 million members, encouraging repeat visits and increasing guest engagement.
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Positioning Dubai as premier destination
His Excellency Issam Kazim expressed, “Inspired by our city’s leadership and their focus on leveraging partnerships across the public and private sectors, this strategic collaboration with IHG Hotels & Resorts is an important step in achieving the goals of the D33 Agenda and will keep Dubai top-of-mind globally. It is a testament to the pivotal role of our stakeholders in driving sustainable growth and innovation in Dubai’s tourism sector, and will showcase the city to new audiences across international markets.”
“As we continue to collaborate, we will introduce new experiences that attract a diverse range of travellers and enhance the city’s appeal as a world-class destination, enabling Dubai to further position itself as the best city to visit, live, and work in,” H.E. Kazim added.
Showcasing unique offerings
Haitham Mattar remarked, “Testament to our commitment to support the growth of the tourism and hospitality sector in Dubai, we are delighted to partner with the Dubai Department of Economy and Tourism through this strategic MoU. At IHG Hotels & Resorts we are committed to delivering exceptional experiences for our guests at exciting destinations, and this collaboration will allow us to showcase Dubai’s unique offerings even more widely and effectively. By leveraging our global and local reach through our world-class loyalty programme, IHG One Rewards, as well as impactful marketing and promotional campaigns, we aim to promote Dubai as an inviting destination while enhancing the visitor experience, in line with our dedication to excellence in hospitality.”
Overview of IHG Hotels & Resorts
In the Middle East, IHG Hotels & Resorts currently operates 117 hotels across nine brands, including InterContinental, Vignette Collection, Crowne Plaza, Holiday Inn, Holiday Inn Express, Staybridge Suites, Hotel Indigo, voco, and Six Senses.
The company has 27 properties within its Dubai portfolio, and upcoming openings include the Ciel, Vignette Collection in Dubai Marina, which is set to become the tallest all-hotel tower in the world upon its opening in 2025, and the InterContinental Resort Portofino at The Heart of Europe on The World Islands, marking the InterContinental brand’s first resort property in Dubai, slated for early 2026.
Sustaining growth and attracting visitors
Through strategic partnerships, innovative initiatives, and an unwavering commitment to excellence, Dubai continues to draw millions of visitors, strengthening the city’s vibrant economy. Following a record 17.15 million international overnight visitors in 2023, the growth of Dubai’s tourism sector has persisted into 2024. From January to October 2024, Dubai welcomed 14.96 million international visitors, reflecting an 8 percent increase compared to the same period in 2023—a record-breaking year for tourism in Dubai.
Strong performance in hospitality metrics
In the first ten months of 2024, Dubai’s hotel sector also maintained strong performance across all hospitality metrics. Average occupancy reached an impressive 77 percent from January to October, and by the end of this period, Dubai’s hotel inventory comprised 152,532 rooms across 827 establishments.
