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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.

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Our mandate
"Tourism has been a foundational pillar of Dubai’s diversified economic agenda over several decades, making it one of the vital contributors for sustainable GDP growth. Fuelled by the visionary leadership of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, the city has gathered momentum, transforming into one of the world’s most prolific travel, business and investment destinations while maintaining a distinctive global personality that reflects its multi-cultural society.

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.
His Excellency Helal Saeed Al MarriDirector General, Dubai Tourism

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