Dubai’s Ruler issues law for formation of DCTCM

A new law has been issued by the Ruler of Dubai, UAE vice president and Prime Minister, His Highness Sheikh Mohammed bin Rashid Al Maktoum, establishing a new body – 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 an 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 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 tourism and commerce sectors and for fostering trade relations with local, regional and international companies within relevant industries. This will be undertaken 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 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 will ensure that there is an entity dedicated to working with private and public sector entities 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. This in turn will attract more visitors and businesses and help to expand Dubai’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.