The Dubai Department of Economy and Tourism (DET) has signed an MoU with Premier Inn Middle East to enhance tourism offerings and visitor experiences.
Premier Inn, a joint venture between Emirates and Whitbread PLC, will collaborate with DET on tourism growth initiatives, hospitality training, and new travel experiences. The agreement aligns with the Dubai Economic Agenda, D33, which aims to strengthen Dubai’s global business and leisure position.
Under the MoU, both entities will promote Dubai internationally through marketing campaigns, trade fair participation, and social media strategies. The partnership will also develop tourism products showcasing Dubai’s cultural heritage and seasonal attractions.
Issam Kazim, CEO of DCTCM, highlighted the collaboration’s role in expanding Dubai’s tourism sector while ensuring accessibility across all market segments. Simon Leigh, Managing Director of Premier Inn Middle East, emphasised the agreement’s contribution to strengthening mid-market hotels and Dubai’s status as a global destination.
Premier Inn staff will benefit from training at DET’s Dubai College of Tourism, focusing on customer service, cultural awareness, and revenue management.
Premier Inn operates 11 hotels in the Middle East, including seven in Dubai. The city welcomed 18.72 million international overnight visitors in 2024, a 9% rise from 2023, with an average hotel occupancy of 78.2%.
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