Dubai Economy & Tourism Signs Strategic MoU with Premier Inn for Growth

Photo: Dubai Government Media Office

The Dubai Department of Economy and Tourism (DET) has signed an important agreement with Premier Inn Middle East, a well-known hotel group, to improve tourism in the city. This Memorandum of Understanding (MoU) aims to attract more visitors, enhance their experience, and offer more options for travelers.

Premier Inn Middle East, a joint venture between Emirates and Whitbread PLC, is known for providing high-quality yet affordable accommodations. It shares DET’s vision of making Dubai a top destination for people from all over the world. Through this partnership, DET and Premier Inn will work together to promote tourism, improve hospitality training, and create special travel experiences. This move highlights DET’s focus on working with different partners to strengthen Dubai’s position as a leading travel destination.

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This agreement is also in line with the goals of the Dubai Economic Agenda, D33, which aims to make Dubai a global hub for business and tourism. One of the key aspects of this partnership is joint marketing efforts. DET and Premier Inn will collaborate on advertising campaigns, participate in travel exhibitions, and promote Dubai through social media. These marketing efforts will target both individual travelers (B2C) and businesses (B2B) to ensure maximum reach and visibility.

Apart from marketing, the partnership will also focus on creating unique tourism packages that showcase Dubai’s rich culture, seasonal events, and must-visit attractions. These specially designed travel experiences will cater to different types of tourists, making their visit to Dubai memorable and personalized.

His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), emphasized the importance of this partnership. He stated, “Under the guidance of our leadership, this agreement with Premier Inn will help us meet the needs of global travelers. By working closely with partners, we can expand Dubai’s tourism offerings while ensuring accessibility for all kinds of visitors. This collaboration supports the D33 Agenda and strengthens Dubai’s reputation as one of the world’s top travel destinations.”

To maintain high service standards, Premier Inn staff will receive special training through DET’s Dubai College of Tourism. This training will include customer service workshops, cultural awareness programs, destination knowledge, and revenue management courses. These sessions aim to ensure that visitors have an excellent experience while staying in Dubai.

Simon Leigh, Managing Director of Premier Inn Middle East, expressed excitement about the collaboration. He said, “This partnership is a big step in promoting mid-range hotels in Dubai. With our affordable yet high-quality services, we are proud to support the city’s tourism growth. By joining DET’s marketing and training programs, we look forward to playing a key role in Dubai’s future as a global travel hotspot.”

Currently, Premier Inn operates 11 hotels in the Middle East, with seven in Dubai. Its latest addition is the Dubai Barsha Heights Hotel, while its largest property is the Dubai Ibn Battuta Mall Hotel. The company is also looking for more opportunities to expand in new and existing markets.

Dubai continues to attract millions of visitors each year, thanks to its innovative strategies and strong partnerships like this one. In 2024, the city welcomed 18.72 million international tourists, a 9% increase from 2023, breaking previous records. The hotel sector also saw strong performance, with an average occupancy rate of 78.2%. By the end of 2024, Dubai had 154,016 hotel rooms across 832 properties, an increase from 150,291 rooms in 2023.

With ongoing developments, strategic collaborations, and a commitment to excellence, Dubai remains a top global destination for travelers from all over the world.

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