Marriott International and Dubai's Department of Economy and Tourism Ink Agreement to Amplify Global Tourism Attraction
Hitting the Bullseye: Dubai and Marriott Join Forces to Elevate Tourism Game
In an attempt to secure Dubai's place as a global tourism powerhouse, the Dubai Department of Economy and Tourism (DET) has penned a strategic deal with Marriott International, a heavyweight in the global hospitality industry.
The agreement, sealed by both parties, is all about boosting Dubai's international recognition, diversifying offerings, and elevating the overall visitor experience. This move is also in line with Dubai's Economic Agenda D33, which strives to place the city among the world's top three destinations for business and leisure.
Marriott International will take the reins to flaunt Dubai at its finest across its global network of hotels. This will be done through mingling marketing campaigns, social media team-ups with influential personalities, and staging some eye-popping events that'll truly highlight Dubai's landmarks, culinary scene, and rich cultural experiences. The ultimate goal? Drawing more international travelers to the city.
DET and Marriott will also collaborate to mesh Dubai's alluring attractions into travel packages and the loyalty program. Guests can expect immersive, custom-made experiences that truly mirror the soul of Dubai. This partnership serves as a perfect example of how public and private sectors can work together to offer authentic tourism experiences.
The deal between the two parties extends to talent development as well. DET's Dubai College of Tourism will train hospitality professionals using its Dubai Way program, while the Hospitality Apprenticeship Programme for Emiratis—launched in March 2025—will carry on offering internships and mentorships with Marriott.
Marriott International has a strong presence in Dubai, with 59 properties to its name, and over 80 hotels across the UAE. This partnership comes on the heels of a impressive tourism performance, with Dubai welcoming 7.15 million international travelers during the first four months of 2025, marking a 7% year-on-year increase.
So, buckle up for a wild ride as Dubai and Marriott work together to beam this city into the global spotlight!
What an exciting time for Dubai and Marriott as they join forces to supersize Dubai's tourism appeal! This strategic partnership encompasses a host of objectives:
- Boosting Dubai's international recognition by positioning it across Marriott's colossal network of global hotels.[1][2]
- Diversifying Dubai's tourism supply and furnishing memorable experiences for visitors by emphasizing the city's unique attractions, cultural heritage, and remarkable experiences.[2][3]
- Fostering talent development through specialized training for hospitality professionals and supporting the Hospitality Apprenticeship Programme for Emiratis.[3]
The collaboration will employ various strategies to achieve these objectives:
- Launching joint marketing endeavors via multi-channel advertising, impactful social media campaigns, and collaborations with influencers.[2][3]
- Integrating Dubai's attractions into seasonal travel packages and the loyalty program to provide guests with immersive, locally-curated experiences.[3]
Context plays a crucial role in understanding the significance of this partnership. Take tourism performance, for example. Dubai registered 7.15 million international overnight visitors in the initial four months of 2025, representing a 7% surge versus the same period in the prior year.[4] Furthermore, this alliance supports Dubai's Economic Agenda D33, which aims to put Dubai among the top three global destinations for business and leisure.[4]
This collaboration presents an exciting opportunity to harness Marriott's global reach and know-how in order to elevate Dubai's status as a leading global tourism hub. It's time to pack your bags and prepare for an unforgettable journey!
- Marriott International's partnership with DET aims to enhance Dubai's global recognition by showcasing the city's unique attractions, cultural heritage, and lifestyle to the world.
- This collaboration also focuses on diversifying Dubai's tourism supply by integrating its landmarks and culinary scene into travel packages and the loyalty program, offering immersive, custom-made experiences for visitors.
- To achieve these objectives, DET and Marriott will collaborate on joint marketing campaigns, social media team-ups with influencers, and talent development programs like the Dubai College of Tourism and the Hospitality Apprenticeship Programme for Emiratis.
