Dubai’s tourism sector continues to thrive, cementing the city’s status as a premier global destination. As part of its ambitious growth strategy, Dubai is actively enhancing its tourism sector in alignment with the Dubai Economic Agenda, D33.
In a recent development, the Dubai Department of Economy and Tourism has entered into a MoU with Premier Inn Middle East, a joint venture between Emirates and Whitbread PLC. This partnership is set to elevate Dubai’s hospitality offerings, improve visitor experiences, and further strengthen the city’s position on the world stage.
A Collaborative Approach to Tourism Growth
The agreement underscores the shared vision of DET and Premier Inn to enhance Dubai’s appeal among international audiences. Through joint marketing campaigns, both organizations will engage in targeted advertising, trade fair participation, and social media strategies aimed at both B2C and B2B markets. This initiative is set to attract a diverse range of travelers, ensuring Dubai remains a preferred global destination.
Moreover, the collaboration extends beyond marketing efforts to the development of tourism products that highlight Dubai’s rich cultural heritage and seasonal attractions. This strategic move aligns with the D33 Agenda’s objectives to foster economic growth by bolstering Dubai’s tourism sector.
Hospitality Training and Workforce Development
An integral part of the MoU focuses on upskilling the hospitality workforce. Premier Inn staff will benefit from specialized training programmes offered by DET’s Dubai College of Tourism. These include workshops, certification courses, and expert-led sessions on customer service, cultural awareness, and revenue management. Such initiatives ensure that Dubai maintains its reputation for world-class hospitality while enhancing the overall visitor experience.
Expanding Dubai’s Hospitality Offerings
Premier Inn currently operates 11 hotels in the Middle East, with seven properties located in Dubai, including its newest addition in Dubai Barsha Heights and its largest at Dubai Ibn Battuta Mall. With this partnership, Premier Inn reinforces its commitment to supporting Dubai’s mid-market hotel segment, making high-quality, value-driven accommodation accessible to a broad range of travelers.
Simon Leigh, Managing Director of Premier Inn Middle East, emphasized the significance of this collaboration, stating, “This strategic collaboration with the Dubai Department of Economy and Tourism marks a significant milestone in promoting mid-market hotels in Dubai. With our high-quality, high-value offerings for all travelers, we are proud to support the continued growth of the city’s tourism sector.”
Dubai’s Tourism Growth
The MoU comes at a time when Dubai’s tourism sector is reaching unprecedented heights. The city welcomed 18.72 million international overnight visitors in 2024, marking a 9% increase from the previous record of 17.15 million in 2023.
Additionally, Dubai’s hotel sector reported an average occupancy rate of 78.2% in 2024, reflecting the sustained demand for accommodation across various market segments. With a total inventory of 154,016 rooms across 832 establishments, compared to 150,291 rooms at 821 establishments in 2023, Dubai’s hospitality industry continues to expand to meet growing visitor numbers.
A Future-Forward Vision
As Dubai progresses towards its goal of becoming a leading global travel hub, partnerships like the one between DET and Premier Inn play a crucial role in shaping the city’s tourism landscape.
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