Dubai launches new tourism campaign

Dubai has launched a huge global tourism campaign to promote the emirate internationally.

Initiated by Emirates Airline and Group in partnership with the Dubai Department of Tourism and Commerce Marketing (DTCM), Dubai hoteliers and Destination Management Companies (DMCs) the campaign is estimated to be costing around AED50 million ($13.6m), including flights, accommodation, meals and tours.

More than 2,000 frontline travel staff from around the world including travel agents, tour operators and MICE agents will be invited to Dubai throughout March, April and May under the banner of the "Keep discovering Dubai" campaign.

Sheikh Ahmed bin Saeed Al-Maktoum, chairman and chief executive, Emirates Airline and Group, said: “Dubai is an exhilarating, dynamic and constantly evolving destination. The city’s rise to international prominence in a mere 40 years is staggering and Emirates is proud to be a part of Dubai’s achievements...we are committed to further extending our global reach to connect ever more travellers to our city.”

During the three-day visit, guests will be treated to an experience combining Arabian hospitality with spectacular scenery and world-class entertainment.

"This campaign is a major highlight of our joint efforts with the key players of the tourism industry in the emirate,” said Mohammed Khamis bin Hareb, DTCM executive director Marketing and Operations.

Dubai is currently home to over 160 different nationalities, making it one of the most multi-cultural destinations in the world.

It is also host to around 400 world-class hotels and hotel apartments with nearly 41,000 rooms and over 4,000 restaurants.