DET has partnered with IHG Hotels & Resorts to enhance Dubai's visitor experience.

Photo: Dubai Govrnment Media Office

The Dubai Department of Economy and Tourism (DET) has signed a strategic memorandum of understanding (MoU) with IHG Hotels & Resorts, one of the world’s leading hotel companies, to further enhance Dubai’s offerings and the visitor experience. The agreement includes joint marketing initiatives, hospitality training programs, and the creation of new tourism experiences.

The MoU was signed by His Excellency Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, and Haitham Mattar, Managing Director - India, Middle East, and Africa, IHG Hotels & Resorts. This partnership underscores DET’s commitment to collaborating with regional and global hospitality brands to drive innovation and excellence, aligned with Dubai’s ambitious D33 Economic Agenda. The goal is to solidify Dubai’s position as a global leader in both business and leisure.

Through the MoU, the two entities will collaborate on marketing and promotional campaigns. IHG will also promote Dubai as a premier tourist destination via its marketing channels and social media platforms. They will also work together to enhance tourism products that highlight Dubai’s unique attractions, including cultural heritage tours and seasonal offers, packaged to cater to various markets.

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Additionally, IHG Hotels & Resorts employees will have access to training courses from DET’s Dubai College of Tourism. These training opportunities include specialized sessions, workshops, and certification programs designed to ensure the latest industry knowledge and best practices. A significant focus is on integrating Dubai’s tourism experiences into the IHG One Rewards loyalty program, which boasts more than 130 million members, encouraging repeat visits and improving guest engagement.

His Excellency Issam Kazim, CEO of DCTCM, emphasized the strategic importance of the partnership: “This collaboration with IHG Hotels & Resorts is a key step in achieving the goals of the D33 Agenda and will keep Dubai top-of-mind globally. It highlights the importance of partnerships in driving sustainable growth and innovation in Dubai’s tourism sector. By continuing to work together, we will introduce new experiences that appeal to diverse travelers, further positioning Dubai as the world’s best city to visit, live, and work in.”

Haitham Mattar, Managing Director - India, Middle East, and Africa at IHG Hotels & Resorts, expressed the company’s commitment: “We are excited to partner with DET to support the growth of Dubai’s tourism sector. This MoU will help us showcase Dubai’s unique offerings more widely, using our global reach and loyalty program, IHG One Rewards, alongside impactful marketing campaigns. We aim to promote Dubai as a top destination while enhancing the overall visitor experience.”

In the Middle East, IHG Hotels & Resorts operates 117 hotels across nine brands, including InterContinental, Vignette Collection, Crowne Plaza, Holiday Inn, and Six Senses. The company has 27 properties in Dubai, with upcoming openings such as the Ciel, Vignette Collection in Dubai Marina, which will be the world’s tallest all-hotel tower when it opens in 2025, and the InterContinental Resort Portofino on The World Islands, set to debut in early 2026.

Through strategic partnerships and a focus on excellence, Dubai continues to attract millions of visitors, boosting the city's economy. After a record-breaking 17.15 million international visitors in 2023, Dubai’s tourism growth has continued in 2024, with 14.96 million visitors from January to October, an 8% increase from the same period in 2023. Dubai’s hotel sector also performed well, with an average occupancy rate of 77% and a total of 152,532 hotel rooms across 827 establishments by October 2024.

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