The Dubai Department of Economy and Tourism (DET) and Hilton have entered into a strategic memorandum of understanding (MoU) designed to amplify Dubai’s visibility on the world stage and provide support for the hotel group in areas like team member training and service optimization.
This latest phase of their ongoing collaboration aligns with the Dubai Economic Agenda, D33, aimed at solidifying Dubai’s status as a premier global city for both business and leisure. The partnership underscores DET and Hilton’s commitment to delivering excellence in the tourism sector by crafting exceptional experiences for visitors
The MoU establishes a collaborative framework that will focus on joint marketing initiatives, including advertising campaigns and social media promotions, to actively showcase Dubai as a top-tier destination. They will also introduce tourism products that spotlight the city’s distinctive attractions, integrating these experiences into seasonal packages to offer visitors authentic insights into the city. Additionally, there will be opportunities to feature Dubai experiences within the Hilton Honors loyalty program, which boasts over 195 million members worldwide.
Hilton will benefit from DET’s training and capacity-building offerings through the Dubai College of Tourism, aimed at enhancing team member skills in customer service and cultural awareness. This will ensure high-quality service delivery to visitors. The MoU was signed at DET’s headquarters by His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), which is part of DET, and Guy Hutchinson, President for the Middle East and Africa at Hilton.
His Excellency Issam Kazim stated: “Hilton has been a key part of Dubai’s tourism growth story over recent decades, contributing to the world-class hospitality offering the city has built a reputation for. As we take our collaborative partnership to the next level, this MoU will allow us to share our respective expertise and reach, further elevating the destination both in terms of global visibility and in the quality of services offered in Dubai itself.
Our partnership is also in line with the culture of collaboration across the public and private sectors, driven by our city’s visionary leadership under His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, that continues to be at the heart of Dubai’s wider economic success. Through the promotion of Dubai experiences via Hilton Honors and other channels, more potential visitors globally are poised to discover Dubai, while the high standards of service offered through touchpoints in the city, including Hilton hotels, will contribute to increased advocacy and repeat visitation.”
Hilton, a global leader in hospitality, operates a portfolio of 24 world-class brands, encompassing approximately 8,000 properties and over 1.2 million rooms across 126 countries and territories. In Dubai, Hilton has established 24 hotels under nine brands, with Embassy Suites by Hilton Dubai Business Bay and Hilton Garden Inn Dubai Business Bay being the latest additions to its portfolio.
Guy Hutchinson remarked: “Dubai continues to solidify its position as a leading global destination, and this strategic partnership with the Dubai Department of Economy and Tourism (DET) works to further this vision as we bring more than 105 years of industry expertise towards our shared goal of making the emirate synonymous with hospitality excellence.
Hilton has enjoyed a longstanding relationship with DET, and we remain committed to supporting Dubai’s remarkable initiatives that pave the way for world-class experiences for visitors from around the world. We also look forward to participating in the Department’s training programs and workshops, aimed at cultivating the next generation of hospitality professionals.”
Through strategic partnerships and innovative initiatives, Dubai is reshaping its tourism landscape, attracting millions of visitors and significantly boosting the city’s dynamic economy. Following a record 17.15 million international overnight visitors in 2023, the momentum of Dubai’s tourism sector has continued into 2024. From January to August 2024, the city welcomed 11.93 million international overnight visitors, marking a 7.5% increase from the 11.10 million arrivals during the same period last year.
The hotel industry has also seen strong performance, achieving an impressive average occupancy rate of 76.2% between January and August this year. By the end of August 2024, there were 151,388 rooms in 824 hotel establishments, compared to 148,593 rooms in 814 establishments at the end of August 2023, underscoring the ongoing growth of Dubai’s tourism infrastructure.
