Dubai: The Dubai Department of Economy and Tourism (DET) has entered into a strategic Memorandum of Understanding (MoU) with Marriott International, a leading global hospitality company, to elevate the city's international presence, diversify its offerings, enhance guest experiences, and develop future industry talent.
According to Emirates News Agency, this MoU builds upon the longstanding partnership between DET and Marriott International and represents a significant step forward in achieving the objectives of the Dubai Economic Agenda, D33. This agenda aims to solidify Dubai's status as a premier global destination for both business and leisure.
The agreement, signed by Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), and Sandeep Walia, COO, Middle East and Luxury, Europe, Middle East and Africa at Marriott International, underscores a shared commitment to accelerating growth in Dubai's tourism and hospitality sectors.
The MoU lays the groundwork for collaborative efforts where Dubai will be prominently featured to global guests through Marriott International's extensive portfolio of hotels. This includes potential joint marketing initiatives such as multi-channel advertising, impactful social media campaigns, and influencer partnerships to highlight Dubai's unique attractions, cultural heritage, and experiences, ultimately increasing international awareness and visitor demand.
Issam Kazim emphasized the importance of the partnership, stating that the growth and resilience of Dubai's tourism sector are driven by strategic collaboration with forward-thinking partners like Marriott International. He highlighted that the MoU is part of a visionary approach to maintaining Dubai's leadership in global tourism and hospitality innovation.
Sandeep Walia expressed pride in Marriott International's diverse portfolio of over 50 hotels in Dubai, which cater to a wide range of travelers. He praised DET's role in fostering public-private sector unity and reiterated Marriott's commitment to delivering exceptional experiences to guests worldwide.
The partnership plans to integrate Dubai's iconic landmarks, culinary scene, and immersive experiences into Marriott International's seasonal travel packages and loyalty program offerings. This initiative aims to deepen guests' connection with the city and reinforce Dubai's position as a must-visit destination.
The collaboration underscores the strength of Dubai's public-private partnerships in driving sustained tourism growth, as evidenced by robust performance in 2025. Dubai welcomed 7.15 million international overnight visitors in the first four months of 2025, marking a 7 percent increase compared to the same period last year. This follows a record 18.72 million visitors in 2024, reflecting a 9 percent year-over-year growth.
To enhance service standards, DET's Dubai College of Tourism (DCT) will offer specialized training for hotel staff through its Dubai Way program. This includes customized training modules focused on customer service excellence, cultural awareness, and guest relations to ensure world-class service tailored to a diverse global audience.
The MoU aligns with DET's ongoing efforts to establish meaningful partnerships, including the Hospitality Apprenticeship Programme for Emiratis launched by DCT and Marriott International in March 2025. This initiative provides students with exclusive internship and mentorship opportunities, supporting Dubai's talent development goals and building a pool of home-grown talent for the tourism workforce.
With over 80 properties and 23,000 rooms across 23 renowned brands in the UAE, including 59 properties in Dubai, Marriott International continues to play a pivotal role in shaping the city's hospitality landscape. DET's collaboration with Marriott International is part of a broader strategy to engage global industry leaders in developing a future-ready tourism sector.