DTCM hosts record Dubai familiarisation missions in 2005

The DTCM which relies on missions as one of the most crucial marketing tools for promoting Dubai and its myriad attractions to a worldwide audience showed a 28 per cent increase in the number of missions in 2005 when compared to 2004.

The different missions include members of the media, tour and travel operators, trade and industry representatives, investors, sports personnel and high-ranking government officials.

The DTCM Director General, Mr. Khalid A bin Sulayem said:

"The main purpose of hosting missions is to familiarize the world with the massive transformation that Dubai has undergone in the last decade to leverage itself as the leading tourist destination of the world. The members of the foreign missions are updated about Dubai's world class infrastructure, facilities and upcoming projects during their visit to Dubai."

In 2005, tourist missions constituted 80 per cent of the total number of missions while trade representatives constituted the rest 20 per cent. The DTCM hosted the foreign missions with the assistance of other government departments like Dubai Police, Emirates, private tour operators and the hospitality industry.

Mr. bin Sulayem said: "We hosted mission from more than 40 countries last year, a majority of whom were from our key source markets like Germany and the UK. These missions have a cascading impact on Dubai's tourism which recorded a sustained increase in tourist arrivals year after year."

"These missions have helped generate publicity about Dubai that is worth millions of dirhams," Mr. bin Sulayem said highlighting the recent winter training session of European soccer champions Bayern Munich that was held in Dubai and covered extensively by the international media.

"The value of the publicity that was generated about the event was calculated at AED 5 million by our Overseas Representation office in Germany." Similar events involving foreign missions help in generating awareness about Dubai in the other countries," Mr. bin Sulayem said.

The DTCM in its continued endeavour to generate positive media interest about Dubai also organizes workshops and familiarization trips that are coordinated with the aid of the 15 OR offices. The two OR offices in Saudi Arabia regularly call tour operators and media representatives for road shows.

"The visits of the foreign missions also help in showing off Dubai's ancient heritage at Shindagha, Sheikh Saeed House, Dubai Museum and Hatta Village. This year, we expect that there will be a significant increase in the number of the missions due to the new projects and developments that are taking place in Dubai.

Visitors and participants of international conferences hosted by the Dubai Convention Bureau (DCB) are also updated about Dubai and help in portraying a positive image of the emirate to the world.

The DTCM Manager Missions, Mr. Hamad bin Mejren said: "In 2004 we hosted 2,600 members of foreign missions whereas in 2005 we hosted 5,903 members. The DTCM also hosts missions during important occasions like the Dubai Shopping Festival, Dubai Summer Surprises, Dubai World Cup, Dubai Desert Classic and the Arabian Travel Mart."

Mr. Mejren also lauded the role of the overseas representative offices in promoting Dubai and its ever-increasing tourist attractions. He was also appreciative about the staffs of the Missions department who are well-trained to handle foreign missions and update them about different projects coming up in Dubai.