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Dubai focuses on 20m visitors a year by 2020

Dubai new logo

New logo symbolises fusion of cultures

Dubai is making it clear that it is determined to achieve its target of 20m visitors per annum by the year 2020. In the past year it has amended legislation to encourage development of tourist accommodation. There have been new hotel openings and new visitor attractions have been launched.
It has created the Dubai Corporation for Tourism and Commerce Marketing - an affiliate of the wider Department of Tourism and Commerce Marketing – with the mandate to focus on the international marketing and promotion of the emirate as a leading destination for leisure and business travel.


The Corporation has introduced a marketing blueprint to further Dubai’s status as a must-visit destination. It is based on research into the wishes of these travellers and a comparison with other cities.

The emphasis is changing from a ‘must-see city’ to a city that ‘must be experienced’, with a range of remarkable and unrivalled experiences.

London, with over 17m visitors, is currently the world’s most-visited city, but Dubai is aiming to win that title for itself. A further step in that direction was the launch at the Arabian Travel Market at the beginning of May of a new brand for Dubai.

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Prime Minister and Vice President of the UAE and Ruler of Dubai, stated that the brand will be used by government departments and bodies, ensuring that the emirate speaks with ‘one voice’ to its citizens and visitors. He went on to announce that ‘the new brand identity focuses on Dubai being a credible, unique and welcoming destination for tourists and visitors.’

A new website and app have been designed and will become accessible in the next few months to inspire and inform at every stage of the consumer journey to help visitors experience the city to the fullest during their stay.

His Excellency, Helal Almarri, Director General of Dubai’s Department of Tourism and Commerce Marketing (DTCM), has explained that the objective behind the launch of the unified brand for Dubai is part of the unified marketing efforts of the city under one name and one identity – Dubai. The new brand is based on the proposition that Dubai is a city where remarkable things happen. He said that His Highness Sheikh Mohammed bin Rashid Al Maktoum had stated that in the UAE there is no such thing as ‘'impossible’ - Dubai’s growth and success have been based on this spirit of challenging the norm, rising to any challenges and achieving the unprecedented. ‘From the creation of Mina Rashid in the late 1960’s’, says the Director General, ‘to the building of the world’s tallest tower Burj Khalifa, and, of course, winning the bid to become the host city for Expo 2020, this spirit has led to a series of remarkable achievements and this is echoed throughout the tourism experience.’

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, comments: ‘The new logo features the word ‘Dubai’ written in both Arabic and Roman alphabets, representing the fact that the city is a fusion of cultures and nationalities – a result of the historic and present-day approach of being outward-looking and open to ideas from across the globe. But the new brand is much more than just a logo – it is a new way of talking about Dubai and a new way of looking at how we will provide value for investors in and visitors to Dubai. It expresses Dubai’s culture and the wise leadership and vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum. It conveys a message that Dubai is a place where amazing things happen.’

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