The Dubai Department of Economy and Tourism (DET) has sealed a strategic Memorandum of Understanding (MoU) with Marriott International, a leading hospitality company, to reinforce the region’s position as a leading global destination for business and leisure.
The agreement strengthens the long-standing collaboration between the two parties. The partnership seeks to boost the growth of the city’s tourism and hospitality sectors by expanding the destination offering, enhancing guest experience and nurturing next-gen industry talent. It also falls in line with the goals of the Dubai Economic Agenda, D33.
The MoU was signed by to His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, and Sandeep Walia, COO, Middle East & Luxury, Europe, Middle East and Africa at Marriott International.
The agreement paves the way for joint efforts, promoting Dubai via Marriott International’s portfolio of hotels. Dubai’s unique attractions, cultural heritage and exceptional experiences will be highlighted through multi-channel advertising, high-impact social media campaigns and influencer collaborations.
His Excellency Issam Kazim CEO – Dubai Corporation for Tourism and Commerce Marketing (DCTCM)
“The growth and resilience of our tourism sector is driven by robust strategies and the collective commitment of forward-thinking partners such as Marriott International. The new MoU is inspired by visionary leadership to ensure Dubai remains at the forefront of global tourism and hospitality innovation. By leveraging the reach and expertise of one of the world’s most prominent hotel groups, we are amplifying Dubai’s global profile and delivering richer experiences to our visitors. As we pursue the ambitious goals of the Dubai Economic Agenda, D33, such alliances embody the spirit of public-private collaboration that define Dubai’s continued success in delivering unforgettable experiences to visitors from around the world.”
Sandeep Walia, COO, Middle East & Luxury, Europe, Middle East and Africa, Marriott International, added that, “We are proud to have a portfolio of over 50 hotels in Dubai across all segments – select, premium and luxury, that align with the diversity of experiences the city offers for every type of traveler. DET continues to set an example of unity and cohesion between the public and private sector, and their collaboration has been an integral part of our long-standing legacy and success in this market. We remain committed to working with DET to deliver memorable moments to guests from across the globe and provide them with an opportunity to unlock and discover experiences in this beautiful destination.”
The partnership will integrate Dubai’s iconic landmarks, culinary scene and immersive experiences into Marriott International’s seasonal travel packages and within the group’s loyalty program offering, aimed at elevating Dubai’s position as a must-visit destination.
This strategic alliance also highlights the strength of Dubai’s public-private partnerships in driving sustained tourism sector growth. This year, Dubai has welcomed over 7.15 million international overnight visitors, an increase of 7 percent compared to the same period last year.
Through its Dubai Way program, DET’s Dubai College of Tourism (DCT) will provide specialized training for hotel staff. The training will center on customer service excellence, cultural awareness and guest relations, ensuring that hospitality professionals deliver cutting-edge service tailored to diverse global visitors.
This agreement highlights DET’s commitment to establishing fruitful partnerships, such the Hospitality Apprenticeship Programme for Emiratis launched by DCT and Marriott International in March 2025.
The initiative enables students to get access to exclusive internship and mentorship opportunities with industry leaders, contributing to Dubai’s talent development agenda while specifically helping to cultivate a broad pool of home-grown talent for the tourism workforce.
