Dubai chalks out marketing strategy

The Dubai Department of Tourism and Commerce Marketing (DTCM) has recently organised a meeting of its network of Overseas Representative (OR) offices in Frankfurt. DTCM’s 15 Overseas Representation (OR) offices in key markets cover the US, the UK, France, Germany, Nordic Countries, Switzerland, Austria, India, Japan, Far East, Italy, Russian Federation, CIS, Baltic States, Saudi Arabia, South Africa, Australia and New Zealand.

Held under the chairmanship of DTCM Director General, Mr. Khalid A bin Sulayem, the meeting was attended by senior officials from the OR offices from across the world and select managers from the DTCM Head Office.

Mr. bin Sulayem said: ‘The department holds meeting of its Overseas Representative Offices every year to discuss marketing and promotional strategies for the emirate of Dubai. This year’s meeting assumed extra importance since it took place after the announcement of Dubai Strategic Plan-(DSP) -2015.’

He added: ‘We reviewed our strategies in the light of DSP-2015 besides taking into account our performance in the year 2006 and our 2007 plans. We discussed our competitive edge as well as the market competition.’

He said tourism has been identified among the six ‘building blocks’ for future strategic growth under the DSP-2015 and DTCM’s goals coincide with the DSP.


Mr. bin Sulayem reaffirmed the importance of strategic planning as outlined by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai while unveiling the DSP-2015.

He called upon the DTCM officials to use the DSP-2015 as a guide to achieving the goals set, especially for the tourism sector.

The DSP, launched under the theme ‘Dubai…Where The Future Begins’, sets out a strategic approach that focuses on developing the emirate’s most dynamic economic sectors that have been the key contributors to Dubai’s annual real GDP growth.

The future strategic growth of Dubai is based on six key ‘building blocks’ which include tourism. The development of these ‘building blocks’ will be strategically supported by seven horizontal growth enablers, which will be addressed in parallel.

Managers from DTCM Head Office gave presentations highlighting various aspects of growth opportunities and future marketing and promotional strategies.

Representatives from the OR offices presented their performance reports and growth prospects in their respective markets. They presented suggestions to enhance the number of visitors to Dubai in the light of DSP-2015.

Earlier, a meeting of senior management of DTCM was held at the Dubai Cruise Terminal to review the preparations for the OR offices meeting in Frankfurt. Participants were updated on the marketing strategy of DTCM and the 2007 plans.