In a move aimed at accelerating Dubai’s tourism growth and enhancing hospitality excellence, the Dubai Department of Economy and Tourism (DET) announced on Thursday a strategic Memorandum of Understanding (MoU) with Marriott International. This partnership seeks to bolster the city’s international visibility, diversify its offerings, elevate guest experiences, and nurture the next generation of industry talent.

This latest collaboration builds on the long-standing relationship between DET and Marriott International, marking a significant step in achieving the objectives of the Dubai Economic Agenda, D33, which aims to reinforce Dubai’s status as a leading global destination for both business and leisure.

Under this partnership, Dubai will be prominently promoted to guests around the world through Marriott International’s extensive portfolio of hotels. The two organizations plan to implement joint marketing initiatives that may include multi-channel advertising, impactful social media campaigns, and collaborations with influencers to highlight Dubai’s unique attractions, cultural heritage, and exceptional experiences.

His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), remarked that the growth and resilience of Dubai’s tourism sector depend on strong strategies and the commitment of innovative partners like Marriott International. He emphasized that the MoU reflects a vision that ensures Dubai stays at the forefront of global tourism and hospitality innovation. Kazim further noted that by leveraging Marriott’s reach and expertise, DET aims to enhance Dubai’s global profile and provide visitors with richer experiences.

DET’s plans also include integrating Dubai’s iconic landmarks and culinary scene into Marriott International’s seasonal travel packages and loyalty programs. This initiative aims to offer guests authentic, locally curated experiences, strengthening their connection to the city and affirming Dubai’s status as a must-visit destination.

The partnership underscores the importance of public-private collaborations in driving sustained growth within Dubai’s tourism sector. So far in 2025, the city welcomed 7.15 million international overnight visitors in the first four months, representing a 7 percent increase compared to the same period last year. This follows a record 18.72 million visitors in 2024, marking a 9 percent year-over-year growth.

Sandeep Walia, COO for the Middle East & Luxury at Marriott International, commented on the collaboration, stating that DET exemplifies unity between the public and private sectors. Walia highlighted their shared commitment to providing memorable experiences to global guests and helping them discover the offerings of this beautiful destination.

To further enhance service standards, DET’s Dubai College of Tourism (DCT) will provide specialized training for hotel staff through its Dubai Way program. This program includes tailored training modules focused on customer service, cultural awareness, and guest relations, ensuring hospitality professionals can deliver world-class service to a diverse array of global visitors.

The MoU also reflects DET’s ongoing initiatives to establish meaningful partnerships, including the Hospitality Apprenticeship Program for Emiratis launched in March 2025 in collaboration with Marriott International. This program offers students exclusive internship and mentorship opportunities with industry leaders, supporting Dubai’s talent development agenda and fostering a pool of home-grown talent for the tourism workforce.

Marriott International, with over 80 properties and 23,000 rooms across 23 renowned brands in the UAE—including 59 properties in Dubai alone—continues to significantly influence the city’s hospitality landscape. DET’s collaboration with Marriott is a part of its broader strategy to engage with global industry leaders to shape a future-ready tourism sector.