The Department of Tourism and Commerce Marketing (DTCM) was established under Law No 1 of 1997 in order (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 and Prime Minister and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum. Its Director-General is Khalid A. bin Sulayem.

In carrying out its marketing responsibilities, the DTCM plans and implements an integrated programme of international promotions and publicity activities. 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 addition to its head office in Dubai, the DTCM has 18 overseas offices. They are located in New York (USA), London (the UK and Ireland), Paris (France), Frankfurt (Germany), Stockholm (Scandinavia), Milan (Italy), Moscow (the Russian Federation, CIS and Baltic States),Sydney (Australia), Johannesburg (South Africa), Mumbai (India), China (Beijing, Guangzhou and Shanghai), Hong Kong (Far East), Tokyo (Japan), Saudi Arabia(Jeddah and Riyadh) and Zurich (Switzerland and Austria).

In assuming its administrative responsibilities within Dubai, the DTCM is responsible for the licensing of hotels, hotel apartments, tour operators, travel trade companies and travel agents. 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. As part of the development of Dubai’s tourism offerings, the DTCM created a 3,300 sq. meters Dubai Cruise Terminal in March 2001. The move was designed to establish the emirate as the ‘Middle East Hub’ of the international cruising industry. In May 2002, DTCM formed the Dubai Convention Bureau 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.

One of the key strategies for both increasing visitor numbers to Dubai and providing quality experiences for visitors is specialist tourism industry training. The existing and potential tourism industry employees are all cast members with a critical role to play. Together with relevant tourism industry partners, the DTCM is committed to train and up-skill the workforce so that they become better qualified, competitive and challenged in a rapidly changing work environment.

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’s 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.