The Dubai Division of Financial system and Tourism (DET) has signed a strategic Memorandum of Understanding (MoU) with main hospitality group Premier Inn Center East to additional diversify the town’s tourism providing and improve the general customer expertise. A three way partnership within the Center East between Emirates and Whitbread PLC, Premier Inn is thought for its high-quality, excessive worth service and lodging, and shares DET’s imaginative and prescient to cater to the wants and preferences of all worldwide travellers. DET and Premier Inn will work collectively to spice up tourism progress, improve hospitality coaching, and develop distinctive journey experiences, underlining DET’s dedication to drive business momentum by stakeholder collaborations.
Aligned with the formidable objectives of the Dubai Financial Agenda, D33, to additional consolidate Dubai’s place as a number one international metropolis for enterprise and leisure, the settlement establishes a framework for DET and Premier Inn to showcase Dubai’s numerous vacation spot proposition to international audiences. One of many key focuses of the MoU is joint advertising and marketing campaigns. By focused promoting, participation in commerce festivals and exhibitions, and dynamic social media methods, Premier Inn will actively promote Dubai as a must-visit journey vacation spot. These efforts will goal each B2C and B2B markets, guaranteeing most attain and affect.
Along with advertising and marketing, the 2 organisations will work collectively to develop distinctive tourism merchandise that spotlight Dubai’s cultural heritage, seasonal sights, and different distinctive options. These choices will likely be integrated into tailor-made packages aimed toward particular markets, offering travellers with memorable and personalised experiences.
His Excellency Issam Kazim, CEO of the Dubai Company for Tourism and Commerce Advertising (DCTCM), stated: “Guided by the town’s visionary management, this strategic alliance with Premier Inn helps our broader efforts to fulfill the varied wants of as we speak’s international travellers. As we work in shut collaboration with our stakeholders to drive Dubai’s tourism progress, partnerships will play a vital function in increasing our choices whereas guaranteeing accessibility throughout all segments. Supporting the goals of the D33 Agenda, this settlement underscores our ongoing dedication to delivering a dynamic, inclusive vacation spot expertise that caters to all budgets and preferences, guaranteeing that Dubai stays on the forefront of the world’s extensively beneficial journey locations.”
To make sure distinctive service requirements throughout its portfolio, Premier Inn’s workforce members may have entry to specialised coaching programmes and programs supplied by DET’s Dubai School of Tourism. Underlining the companions’ shared dedication to excellence in hospitality, these embrace workshops, certification programs, and expert-led periods targeted on customer support, cultural consciousness, vacation spot data, and income administration.
Simon Leigh, Managing Director, Premier Inn Center East, stated: “This strategic collaboration with the Dubai Division of Financial system and Tourism marks a big milestone in selling mid-market motels in Dubai. With our high-quality, high-value choices for all travellers, we’re proud to assist the continued progress of the town’s tourism sector. The partnership reinforces our dedication to strengthening Dubai’s place as a number one international vacation spot, and we look ahead to collaborating in DET’s coaching and advertising and marketing programmes to drive our shared imaginative and prescient for the way forward for hospitality in Dubai.”
Premier Inn operates 11 motels within the Center East, with seven positioned in Dubai, together with its latest property, Dubai Barsha Heights, and its largest, Dubai Ibn Battuta Mall. The group continues to discover alternatives for growth in each new and current markets.
By revolutionary ventures, a steadfast dedication to excellence, and strategic alliances such because the one between DET and Premier Inn, Dubai continues to draw tens of millions of holiday makers, bolstering the emirate’s dynamic financial system. Dubai welcomed 18.72 million worldwide in a single day guests from January to December 2024, a 9% YoY enhance that surpassed the earlier file of 17.15 million in 2023, marking back-to-back record-breaking years for the town.
Final yr, Dubai’s lodge sector additionally continued to carry out nicely throughout all hospitality metrics. Common occupancy stood at a powerful 78.2%, with Dubai’s lodge stock consisting of 154,016 whole accessible rooms throughout 832 institutions on the finish of December 2024, in comparison with 150,291 rooms at 821 institutions in 2023.
For extra details about the Dubai Division of Financial system and Tourism (DET) and Premier Inn, please go to: dubaidet.gov.ae. and premierinn.ae.
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