The Dubai Department of Tourism & Commerce Marketing has appointed independent travel PR agency Limelight to manage its UK PR account, following a competitive three way pitch.

The UK is currently the third largest source market in the world for visits to Dubai, where global tourist numbers totalled over nine million visitors in 2011.

Limelight’s remit will include raising Dubai’s profile as a tourism and commerce destination in the UK and Ireland with the aim of increasing UK and Irish visitors, including first time visitors to Dubai.

Ian Scott, UK & Ireland director, Dubai Department of Tourism & Commerce Marketing, said of the appointment: “I am delighted to have Limelight on board to help us achieve our business goals and PR objectives.

“Their response to our brief was excellent, particularly impressing us with their creative ideas and proven results in delivering highly targeted results driven PR campaigns.”

A key focus for the agency is to re-educate the market about the five misconceptions held by UK consumers and trade about Dubai as a destination.

Misconceptions include how family friendly Dubai is, affordability, cultural offering, ongoing development and perceived restrictiveness.

Manty Atherton, head of travel and lifestyle, Limelight, commented: “Dubai is unique as a travel proposition – both as a diverse tourist destination offering a range of attractions catering to all tastes and budgets, and as a dynamic international business centre.

“We are very much looking forward to working with the Dubai Department of Tourism and Commerce Marketing, cementing Dubai as a must see Travel destination for 2013 and beyond.”