Dubai’s Department of Economy and Tourism (DET) has entered into a landmark Memorandum of Understanding (MoU) with Premier Inn Middle East, reinforcing the city’s commitment to enhancing its global tourism appeal.
The partnership aims to diversify Dubai’s hospitality landscape, improve visitor experiences, and contribute to the ambitious goals set by the Dubai Economic Agenda, D33.
Premier Inn, a joint venture between Emirates and Whitbread PLC, is renowned for its high-quality yet affordable hospitality offerings. This collaboration will focus on marketing initiatives, hospitality training, and the development of unique travel experiences to attract international travelers. The MoU outlines a strategic framework for showcasing Dubai’s diverse attractions through joint advertising, trade fair participation, and dynamic social media campaigns, targeting both business and leisure audiences.
His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), emphasized the significance of the alliance:
“This partnership with Premier Inn underscores our commitment to ensuring Dubai remains a top global travel destination. Through stakeholder collaborations, we aim to enhance accessibility, diversify tourism offerings, and create an inclusive visitor experience aligned with the D33 Agenda.”
As part of the agreement, Premier Inn employees will receive specialized training through DET’s Dubai College of Tourism, covering customer service, cultural awareness, and revenue management. This initiative aims to uphold Dubai’s reputation for excellence in hospitality and service standards.
Simon Leigh, Managing Director of Premier Inn Middle East, highlighted the collaboration’s impact:
“We are proud to support Dubai’s tourism sector by promoting mid-market hotels and strengthening the city’s position as a leading global destination.”
Dubai welcomed 18.72 million international visitors in 2024, reflecting a 9% year-on-year increase. With a booming hotel sector and strategic alliances like this, the emirate continues to set new tourism benchmarks, reinforcing its status as a premier global destination.
News Source: Dubai Media Office
