DTCM consults industry stakeholders on strategic plan

Bin Sulayem

Already a powerhouse in tourism terms, Dubai has begun working together with industry stakeholders to look at ways to keep the momentum going.

With the recently declared Dubai Strategic Plan identifying tourism as one of the major contributors to contributors to the Dubai Economy and a crucial sector for future growth, Dubai’s Department of Tourism and Commerce Marketing (DTCM) convened a meeting to discuss its own strategic objectives with the industry and factor their feedback into a draft DTCM Strategic Plan for submission to higher authorities for a final decision.
Addressing the gathering, DTCM director general, Khalid A bin Sulayem, who chaired the meeting, said industry inputs has remained essential for the success of tourism in Dubai.
“Dubai, with its rapid multi-sector development plans, has to adapt to the changing situation to maintain supremacy in the global market and benefit from the global growth trends.  It is vital to identify and tap the opportunities through appropriate strategies and action plan to achieve success for which Dubai is now known all over the world,” he said.
“We have to pump more energy into our promotional and marketing initiatives by being innovative and trend-setter. We also have to provide visitors with unique experiences alongside matching our infrastructure and facilities with their needs. This approach will help us continue build Dubai’s reputation as a premier holiday and business destination of the world.”
In the DTCM Strategic Plan preparation process, the department consulted with a cross-section of Dubai stakeholders and international trade partners, in addition to focus group discussions.
The meeting also discussed about the Dubai Strategic Transportation Plan-2020 in addition to follow-up on the issues like medical facilities at hotel establishments, city hotel access to the beach, smoking ban, DSF timing and road issues.
The department reported on extensive dialogues, debates and brainstorming with its network of 15 overseas offices, evaluated DTCM operational and marketing policies, and reviewed the Tourism Satellite Account produced by Global Insights, as well as an extensive survey of Dubai visitors.
The DTCM will continually evaluate the strategic plan throughout the duration of its validity with twice yearly assessments to ensure that the key goals and objectives are achieved and vision of the government is fulfilled.