Dubai Tourism and Commerce Marketing has reassured both the travel trade and consumers that a safe destination after claims a holidaymaker was beaten to death in his prison cell.

In media reports today, it is alleged that Lee Bradley Brown was beaten up by police officers in his cell after being arrested for assault, intimidating behaviour and using abusive language on April 6. He died in custody.

The claims are now being investigated by the British embassy in Dubai.

The tourist board has already collaborated with the Foreign & Commonwealth Office to produce an online guide, which is scheduled to go live on its website next week, advising travellers how to behave appropriately in Dubai.

The guide will also be available to travel agents to download and print off for clients, while some tour operators plan to distribute the guide to staff.

DTCM director UK and Ireland Ian Scott said: “You can have a great time in Dubai and if you behave modestly and respect people you will be fine. There are 800,000 Britons who visit Dubai every year and 99 percent of them are not affected by this type of incident.”