Dubai’s ruler, His Highness Sheikh Mohammad bin Rashid Al Maktoum, has approved Vision 2020 for tourism, which sets aggressive targets for an increase in number of tourists and overall contribution to overall economy.
The Vision has been developed by the Department of Tourism and Commerce Marketing (DTCM) under direction from His Highness Sheikh Mohammed Bin Rashid Al Maktoum. The Vision clearly outlines how the city will double the number of annual visitors from 10 million in 2012 to 20 million in 2020, and triple the economic contribution of the tourism sector. Currently, the tourism sector contributes an estimated Dhs100 billion to the UAE economy.
Authorities remain confident of achieving the ambitious targets on account of several ongoing development initiatives and high quality projects, building on to what has already made Dubai a popular tourist destination. During the past eight years, the number of tourists visiting Dubai each year has doubled from five to ten million. Dubai will be promoted primarily not only to leisure travelers, but also as an event destination. Various seasonal festivals and other globally-held events are expected to boost the number of tourists to Dubai.
According to Sheikh Mohammed; “We are aware that such goals are ambitious, but more important than ambition is realizing these goals in reality. We are confident that the Department of Tourism and Commerce Marketing (DTCM) is capable of achieving what it aims for given the previous accomplishments and the positive results attained.”
He hoped that other government departments and institutions would come forward to help develop the tourism sector to achieve stronger partnership between the government and private sector. Under the plan, public-private partnership will be enhanced to broaden the range of tourism offerings and attractions, and to develop infrastructure support for the sustainable growth of the sector. The DTCM would continue to pursue aggressive marketing strategy to increase Dubai’s appeal to a wider audience and increase the conversion rate of awareness to bookings.