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We aim to be the most visited city
Our goal is to raise Dubai’s profile among global travellers by promoting the dynamic evolution of the city and its delivery of customisable experiences for every visitor.
Find out about what we do
Building a world-leading destination
Our departments work all over the world to promote Dubai's tourism vision and develop strategies that attract tourists and inward investment to the emirate.
Meet the talent delivering the Dubai experience
Dubai Tourism's vibrant, creative and modern workplace is where bold ideas and smart thinking thrive.
How we're enhancing the visitor experience in Dubai
We work with public and private entities to develop projects that continually enhance the Dubai visitor experience and attract visitors to the emirate.
This DNA of Dubai is a cornerstone for the city’s brand that is synonymous with our spirit of inclusion and openness. This means that everything we do – from our growth strategy, to investments in product development, communications, and our service delivery – is guided by the pursuit of assuring access to memorable experiences for any global traveller. With our three-pronged framework of (i) cross-sector destination development projects, (ii) intelligent experience-delivery solutions (physical and virtual), and (iii) proactive and future-focused regulatory reform – Dubai Tourism is committed to building and nurturing long-term partnerships with world-wide industry and media.
Ultimately, our success lies in our ability to not only appeal to the widest spectrum of relevant audiences, but also to ensure that we leave all our guests with the desire to return. This means, we evolve, and relentlessly reinvent ourselves and what we offer all our visitors through transformative solutions that define the future of global travel and accelerate the city towards its goal of becoming the number one most visited, revisited and recommended city in the world.“