The Dubai Department of Economy and Tourism (DET) has signed a Memorandum of Understanding (MoU) with Premier Inn Middle East to enhance Dubai’s tourism offering and elevate the visitor experience to new heights.
Premier Inn, a joint venture in the Middle East between Emirates and Whitbread PLC, is known for its exceptional service and accommodations, and shares DET’s vision to meet the needs and preferences of all international travelers.
Under the MoU, both organizations will work together to boost tourism growth, enhance hospitality training, and develop unparalleled travel experiences, highlighting DET’s commitment to drive industry growth through stakeholder collaborations.
This falls in line with the objectives of the Dubai Economic Agenda, D33, to reinforce Dubai’s position as a leading global city for business and leisure. The agreement creates a framework for DET and Premier Inn to showcase Dubai’s diverse destination proposition to global audiences.
A key focus of the collaboration is joint marketing campaigns. Premier Inn will actively promote Dubai as an attractive travel destination through targeted advertising, participation in trade fairs and exhibitions, and dynamic social media strategies. These efforts will target both B2C and B2B markets, ensuring maximum reach and impact.
Additionally, the two organizations will work together to develop unique tourism products, highlighting Dubai’s cultural heritage, seasonal attractions, and other distinctive features. These offerings will be incorporated into tailored packages aimed at specific markets, providing travelers with personalized and unforgettable experiences.
His Excellency Issam Kazim CEO – Dubai Corporation for Tourism and Commerce Marketing (DCTCM)
“Guided by the city’s visionary leadership, this strategic alliance with Premier Inn supports our broader efforts to meet the diverse needs of today’s global travelers. As we work in close collaboration with our stakeholders to drive Dubai’s tourism growth, partnerships will play a crucial role in expanding our offerings while guaranteeing accessibility across all segments. Supporting the objectives of the D33 Agenda, this agreement underscores our ongoing commitment to delivering a dynamic, inclusive destination experience that caters to all budgets and preferences, ensuring that Dubai remains at the forefront of the world’s widely recommended travel destinations.”
Under this move, Premier Inn’s team members will get access to specialized training programs and courses offered by DET’s Dubai College of Tourism. The agreement highlights both organizations shared commitment to excellence in hospitality, these include workshops, certification courses, and expert-led sessions focused on customer service, cultural awareness, destination knowledge, and revenue management.
Simon Leigh, Managing Director at Premier Inn Middle East, added that, “This strategic collaboration with the Dubai Department of Economy and Tourism marks a significant milestone in promoting mid-market hotels in Dubai. With our high-quality, high-value offerings for all travelers, we are proud to support the continued growth of the city’s tourism sector. The partnership reinforces our commitment to strengthening Dubai’s position as a leading global destination, and we look forward to participating in DET’s training and marketing programs to drive our shared vision for the future of hospitality in Dubai.”
Premier Inn runs 11 hotels in the Middle East, with seven located in Dubai, including its newest property, Dubai Barsha Heights, and its largest, Dubai Ibn Battuta Mall. The group continues to explore opportunities for expansion in both new and existing markets.
