Dubai & Marriott team up to boost global tourism

Photo : Dubai Government Media Office

In a major step to grow Dubai’s tourism and hospitality sectors, the Dubai Department of Economy and Tourism (DET) has signed an important agreement with Marriott International — one of the biggest hotel groups in the world. This partnership will help bring more international attention to Dubai, offer new travel experiences, improve guest services, and train young talent in the industry.

The agreement is a continuation of the strong partnership between DET and Marriott International. It supports the goals of the Dubai Economic Agenda, D33, which aims to make Dubai a top choice for both tourists and business travelers.

The Memorandum of Understanding (MoU) was signed by His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, and Mr. Sandeep Walia, Chief Operating Officer of Marriott International for the Middle East & Luxury, Europe, Middle East, and Africa. This agreement confirms both parties' plans to work closely and grow the tourism and hotel industry in Dubai.

As part of this partnership, Dubai will be promoted worldwide through Marriott International’s many hotels. The plan includes joint marketing efforts like digital ads, social media campaigns, and influencer promotions to showcase Dubai’s famous attractions, rich culture, and exciting activities. The goal is to reach more travelers globally and increase the number of visitors to the city.

His Excellency Issam Kazim shared his thoughts on this collaboration, saying:
“Our tourism sector keeps growing because of smart planning and strong partnerships with global leaders like Marriott International. This new agreement supports Dubai’s vision to stay ahead in the world’s tourism and hospitality scene. Working with Marriott means we can reach more people and offer them better, unforgettable experiences. It also reflects how public and private sectors work together in Dubai to make the city even better for visitors.”

Sandeep Walia from Marriott International added:
“We’re proud to have over 50 hotels in Dubai across all categories — from budget to luxury — that match the wide range of experiences this city offers. DET sets a great example by encouraging teamwork between the government and private companies. We’re happy to continue supporting Dubai’s growth by helping travelers enjoy every moment here and explore what this amazing city has to offer.”

Part of the plan is to include Dubai’s famous landmarks, food spots, and cultural activities in Marriott’s travel packages and loyalty programs. This will give visitors special, local experiences and help them feel more connected to the city, while also supporting Dubai as a must-visit destination.

This partnership between DET and Marriott International shows how strong teamwork between the government and private companies can help grow tourism. Dubai welcomed 7.15 million international visitors in just the first four months of 2025, which is 7% more than the same time last year. This follows a record-breaking 18.72 million visitors in 2024 — a 9% increase compared to the year before.

To make sure guests get the best service, the Dubai College of Tourism (DCT), which is part of DET, will provide special training for hotel staff. The training programme, known as Dubai Way, will teach hotel workers how to offer top-quality service, understand different cultures, and treat guests with warmth and care. This will help staff serve visitors from all over the world even better.

Also, the agreement includes support for the Hospitality Apprenticeship Programme for Emiratis, which DET and Marriott International launched in March 2025. Through this programme, young Emirati students get a chance to work closely with top hotel professionals, gaining valuable experience and guidance. This will help build a stronger local workforce for the future of Dubai’s tourism industry.

Marriott International already has a strong presence in the UAE, with more than 80 properties and over 23,000 rooms across 23 brands — including 59 hotels in Dubai alone. The company plays a big part in shaping the city's hotel scene. This partnership with DET is one more step toward building a strong, modern, and future-ready tourism sector in Dubai.