For over two decades, Department of Tourism and Commerce Marketing (DTCM) has been the Dubai Government’s destination marketing organisation. Taking it from a little known Middle Eastern city to a globally recognised commerce and tourism brand!
Starting off as the Dubai Commerce and Tourism Promotion Board (DCTPB), it was re-named as the Department of Tourism and Commerce Marketing (DTCM) and was established under Law No 1 of 1997. It was mandated: (a) to replace and absorb the responsibilities of the former Dubai Commerce and Tourism Promotion Board (DCTPB) in respect of the international promotion of Dubai’s commerce and tourism interests, and (b) to assume a broader role as the principal authority for the planning, supervision and development of the tourism sector in the emirate.
Underlining the importance attached to tourism development at the highest level, the DTCM’s Chairman is UAE Vice President, Prime Minister and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum and its Director-General is Helal Saeed Almarri.
In carrying out its destination marketing responsibilities, the DTCM plans and implements an integrated programme of promotions and publicity activities globally. This includes exhibition participation, product shows, marketing visits, presentations and roadshows, VIP and executive missions, familiarisation and assisted visits, advertising, brochure production and distribution, media relations and enquiry and information services.
In May 2002, DTCM formed the Dubai Convention Bureau (DCB) responsible for promoting Dubai internationally as a MICE destination and to conduct all international bids on behalf of the emirate for attracting major events to Dubai. The DCB also carries out comprehensive promotional activities that relate to Dubai as a meetings and conventions destination and organizes and participate in trade shows, workshops and road shows and prepares all collateral to promote Dubai as a leading business tourism destination.
Besides executing its responsibility as a destination marketing organisation, DTCM is a regulatory body for issuing licenses, inspecting and classifying hotels and hotel apartments and other tourism related businesses in Dubai. DTCM also issues entertainment permits.
Its supervisory role also covers all touristic, archaeological and heritage sites, tourism conferences and exhibitions, the operation of tourist information services and the organisation and licensing of tour guides.
In March 2001, as part of the development of Dubai’s tourism offerings, the DTCM created a large and modern and purpose built Cruise Terminal at the historic port Rashid and began to aggressively promote cruises to Dubai. The move was designed to establish the emirate as the ‘Middle East Hub’ of the international cruising industry. Today, large and small cruise vessels arrive from all corners of the world to berth at the Dubai Cruise Terminal and bring with them tourists eager to indulge in Dubai’s luxurious offerings.
DTCM set up Training Solutions for the travel, tourism and hospitality sectors as part of a drive to ensure that Dubai’s tourism industry continues its world-class development with world-class people involved at all levels. DTCM Tourism and Hospitality Training Solutions is unique and different from any other training delivered by existing colleges, universities and training institutions because it takes the best tools and learning of the tourism and hospitality sectors and ensures relevance to the marketplace at every stage.
The DTCM also initiated an Emiratisation drive in Dubai through attracting a dedicated and talented workforce. Tourism and hospitality were not traditionally the first-choice for young nationals looking to embark on a career, however, DTCM through its Emiratisation drive underlined the opportunities that the tourism sector offers to young and qualified UAE nationals and plays a significant role to ensure that a vibrant Emiratisation deployment is achieved.
In addition to its head office in Dubai, the DTCM has a network of 18 overseas offices. They are located in New York (USA), London (the UK and Ireland), Paris (France), Frankfurt (Germany), Stockholm (Scandinavia), Milan (Italy), Bern (Switzerland and Austria), Moscow (the Russian Federation, CIS and Baltic States), Johannesburg (South Africa), (Saudi Arabia)Jeddah and Riyadh, Mumbai (India), Beijing, Guangzhou and Shanghai (China), Hong Kong (Far East), Tokyo (Japan), and Sydney (Australia).
DTCM is constantly striving to grow Dubai as a leading tourism brand globally and seeks to work closely with its industry partners.