The Dubai Department of Economy and Tourism (DET) has entered into a Memorandum of Understanding (MoU) with Premier Inn Middle East to expand the city’s tourism offerings and improve visitor experiences.
Premier Inn, a joint venture between Emirates and Whitbread PLC in the Middle East, will collaborate with DET on tourism growth initiatives, hospitality training programmes and development of new travel experiences.
The agreement forms part of the Dubai Economic Agenda, D33, which aims to strengthen Dubai’s position as a global business and leisure destination, the Dubai Media Office said in a statement on Thursday.
Premier Inn partners with Dubai Tourism to diversify travel offerings
Under the MoU, both organisations will work together to promote Dubai to international audiences through joint marketing campaigns.
These campaigns will include targeted advertising, participation in trade fairs and exhibitions, and social media strategies aimed at both B2C and B2B markets.
The partnership will also focus on developing tourism products that showcase Dubai’s cultural heritage and seasonal attractions.
“Guided by the city’s visionary leadership, this strategic alliance with Premier Inn supports our broader efforts to meet the diverse needs of today’s global travellers. As we work in close collaboration with our stakeholders to drive Dubai’s tourism growth, partnerships will play a crucial role in expanding our offerings while guaranteeing accessibility across all segments. Supporting the objectives of the D33 Agenda, this agreement underscores our ongoing commitment to delivering a dynamic, inclusive destination experience that caters to all budgets and preferences, ensuring that Dubai remains at the forefront of the world’s widely recommended travel destinations,” Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM) said.
As part of the agreement, Premier Inn staff will gain access to specialised training programmes offered by DET’s Dubai College of Tourism, including workshops, certification courses and expert-led sessions on customer service, cultural awareness and revenue management.
“This strategic collaboration with the Dubai Department of Economy and Tourism marks a significant milestone in promoting mid-market hotels in Dubai. With our high-quality, high-value offerings for all travellers, we are proud to support the continued growth of the city’s tourism sector. The partnership reinforces our commitment to strengthening Dubai’s position as a leading global destination, and we look forward to participating in DET’s training and marketing programmes to drive our shared vision for the future of hospitality in Dubai,” Simon Leigh, Managing Director, Premier Inn Middle East added.
Premier Inn currently operates 11 hotels in the Middle East, with seven located in Dubai, including its newest property in Dubai Barsha Heights and its largest at Dubai Ibn Battuta Mall.
The partnership comes as Dubai tourism reaches new heights, with the city welcoming 18.72 million international overnight visitors in 2024, a 9 percent increase from the previous record of 17.15 million in 2023.
Dubai’s hotel sector reported an average occupancy rate of 78.2 percent in 2024, with a total inventory of 154,016 rooms across 832 establishments, compared to 150,291 rooms at 821 establishments in 2023.
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