How strategic partnerships, grassroots advocacy, and bold leadership turned Dubai into a global benchmark for tourism, business, and innovation.
His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM)
If you look at the way Dubai was built over time, I have always said that not having oil was a blessing, because it really has forced us to be entrepreneurial. Indeed, over the past 50 years, Dubai has undertaken a remarkable journey to establish itself as an international hub for tourism, business and investment. Transforming from being a small trading port to becoming a futuristic city that’s home to nearly 200 nationalities, Dubai’s growth has been shaped by a number of key factors, including visionary leadership, innovative strategies, partnerships, and a can-do spirit that is ingrained in the city’s DNA.
His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has always told us that “impossible does not exist in our dictionary”, and we really truly believe in that vision. Today, guided by the goals of the Dubai Economic Agenda, D33, to double the size of Dubai’s economy by 2033 and further consolidate its position as a leading global city for business and leisure, Dubai’s mindset is to work together and always be future-forward in the way that we approach things – ideas that have been mirrored in our tourism sector.
In 2012, Dubai received 10 million international visitors for the first time, and this landmark announcement was the catalyst for His Highness Sheikh Mohammed to put a new focus towards tourism and drive the sector forward like a private entity. So, we mapped everything out, looked at the strategies, and put hundreds of projects on the list that included the private sector, semi-government, and government departments working together collaboratively. Whether it’s for a global campaign or a new domestic initiative, when we sit together it’s always done with the collective in mind. This shows the spirit that Dubai has and ultimately led to the merger of the tourism and economy departments in 2022.
More than a decade on from that landmark announcement, Dubai has achieved consecutive record-breaking years for international visitation in 2023 and 2024. The development of Dubai into a global hub for tourism and commerce did not happen by chance. With an emphasis on collaboration and innovation, it has been built on an understanding that public-private partnerships are the key to the success of the destination.
The Power of Partnerships
The D33 Agenda emphasises continuous collaboration between the government and private sectors and in the past 12 months, the Dubai Department of Economy and Tourism (DET) has announced strategic partnerships with global organisations such as Emirates, Hilton, IHG Hotels & Resorts, Emaar Hospitality Group, and Amadeus, that further enhance the destination’s offerings and visitor experience. Meanwhile, partnerships with entities such as Microsoft, Mastercard, Amazon, noon and the Indian Institute of Technology Madras (IIT Madras) promote Dubai’s business potential and implement innovative solutions to drive growth.
Another recent high-profile announcement was the multi-year agreement signed in 2023 with Real Madrid, which saw Dubai become the Spanish football club’s first official destination partner. Built upon a shared vision and values, this has been a game-changing collaboration and has further solidified Dubai’s position as a key player in global sports tourism, with the opening of Real Madrid World at Dubai Parks and Resorts in April last year.
A Blueprint for Success
From a government perspective, our role is to lead by example and create momentum for others to follow. This approach has become a global benchmark for success and a blueprint for everything that Dubai has achieved. Dubai has an entrepreneurial spirit, so it’s vital that public and private sectors work hand-in-hand to create opportunities for growth.
But collaboration isn’t limited to government and private sector entities; our residents are also playing a crucial role in shaping Dubai’s character and showcasing its charm to the world. Our latest global marketing campaign – ‘If you go, you know’ – takes a fresh, unique approach and stars actual residents, the people who call Dubai home, rather than actors. Letting the voices of the city promote what they love most about it, the campaign brings to life the experiences of diverse individuals and families from around the world who have chosen to live in Dubai. Speaking in their native languages, they encourage people in their home country to visit the city and experience all it has to offer.
For example, from the USA, we have a couple and a family from New York, as well as from Miami and Los Angeles. Each one of them is talking in their dialect, so when the campaign is played in one of those cities, people will think: “Wait a second, that person could be my neighbour.” All of a sudden you have advocacy coming from residents in Dubai. These are real people, you can follow them on social media and see their story of life in Dubai.
Marking a new chapter in how we present Dubai to the world, this grassroots initiative focuses on the talent and creativity that exists within our communities, further amplifying the city’s global appeal. This campaign has already had an amazing impact in our international markets and I am continuously amazed by the unique energy and spirit our residents bring to this vibrant city. With the UAE marking its ‘Year of Community’ in 2025, the recent launch of the MyDubai Communities digital platform by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence of the UAE, and Chairman of The Executive Council of Dubai, serves as another critical component to support Dubai’s social agenda. This platform will give citizens, residents, and visitors the opportunity to explore and participate in the diverse range of activities that the city has to offer.
We maintain continuous dialogue with our domestic stakeholders and more than 3,000 international partners through regular interactions with them, whether on a group or individual level. This includes recurring informal and formal meetings, our bi-annual City Briefing, attendance at global trade shows and exhibitions, and industry events held at stakeholder venues.
DET’s partners contribute significantly to increasing visitation to the city by supporting Dubai’s diversified market strategy and its global campaigns. Year-round marketing activities also ensure that the industry and stakeholders are aligned and able to collectively showcase the city as a must-visit destination, while also enhancing liveability, accessibility and connectivity.
As we look to the future, DET remains committed to creating a collaborative environment that drives sustainable growth and inspires an entrepreneurial mindset. We will continue to work closely with our partners and stakeholders to further enhance the city’s appeal as a world-class destination. Together, we will ensure that Dubai remains the best city to visit, live, and work in.
Five key factors that make Dubai the best city to visit, live and work in:
● Global connectivity: Dubai recognises its role and responsibility globally to connect the rest of the world, as well as the logistics aspect for trade and business. We are proud of the growth of our homegrown carriers, Emirates and flydubai, and the work we are constantly undertaking with Dubai Airports and with the Dubai Civil Aviation Authority to increase capacity and connect international carriers with the city.
● Hospitality and service: Dubai’s tourism and hospitality sectors are committed to ensuring that every visitor experiences the warmth and hospitality our city has to offer, including exceptional service levels delivered at every touchpoint.
● Multicultural advocates: Dubai has matured from a transit destination to becoming a home for many people. With 90% of the population made up of nearly 200 different nationalities, the residents have become the true advocates of the city – they are the ones who are constantly, genuinely and organically promoting the destination.
● Accessible and inclusive: One of the things I am very proud of is the work we have done with our partners and stakeholders in helping to make Dubai accessible and inclusive for all residents and visitors, with the city set to become the first Certified Autism Destination™ in the Eastern Hemisphere.
● Hub for talent: Our mandate is to attract talent, because more opportunities are created through foreign direct investment and the opening of company headquarters in the city. We want Dubai to be the hub for talent from all around the world to come in and seek opportunities here.
Source : Khaleej Time
Published: 24 Apr 2025
