Dubai Department of Economy and Tourism (DET) and Emaar Hospitality Group have signed a Memorandum of Understanding to enhance marketing and promotional efforts, develop tourism products and experiences, and provide training and capacity building, a report said.

It was signed at DET's headquarters by Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, and Mark Kirby, Head of Emaar Hospitality Group, Emirates News Agency, WAM, said.

One of the key areas of focus under the MoU is marketing and promotion. DET and Emaar Hospitality Group will develop and implement innovative strategies highlighting Dubai's unique attractions and experiences.

The collaboration will showcase Dubai as a must-visit destination and enhance the city's global reputation.

The partnership will also focus on developing new tourism products and experiences that cater to the diverse interests of visitors.

By integrating Dubai's rich cultural heritage, modern attractions, and luxurious hospitality offerings, DET and Emaar Hospitality Group will identify packages and experiences highlighting Dubai's unique and authentic attractions.

DET will facilitate training programmes to enhance the skills and knowledge of Emaar Hospitality Group staff.

These initiatives will include specialised training sessions, workshops, and certification programmes designed to equip employees with the latest industry knowledge and best practices.

Kazim said: "This MoU marks another important milestone for Dubai's tourism industry. Hospitality has been a cornerstone of Dubai's journey towards becoming one of the most visited and most popular destinations in the world, with Emaar playing a crucial role in the city's growth story.

"We are confident that this collaboration will add to Dubai's tourism momentum and global appeal by elevating the visitor and guest experience. This MoU reflects our shared commitment to consolidate Dubai's position as a global leader in tourism and hospitality."

Kirby, in turn, stated that this collaboration heralds a transformative milestone to redefine luxury hospitality in Dubai.

"By seamlessly integrating our expertise with DET's visionary goals, we are poised to create impactful tourism experiences that resonate on a global scale. Through this partnership we aim to enhance Dubai's appeal, drive visitor growth, and set new standards for excellence in the hospitality industry," he noted.

After achieving a record-breaking 17.15 million international overnight visitors in 2023, the growth of Dubai's tourism industry has maintained its momentum into 2024.

Dubai welcomed 10.62 million international overnight visitors from January to July 2024, an 8% increase over the 9.83 million tourist arrivals in the same period in 2023.

The emirate's hotel sector has also continued to perform well across all hospitality metrics in the first seven months of the year, including occupancy, which stood at 77.1%, which is among the highest in the world.

Total available rooms in Dubai reached 151,417 by the end of July 2024, compared to 148,711 rooms in July 2023, with the number of establishments standing at 825, up from 813 at the same point last year.