Dubai's Department of Economy and Tourism (DET) has signed a strategic Memorandum of Understanding (MoU) with IHG Hotels & Resorts, the world's largest hospitality company, to strengthen the emirate's tourism sector. The agreement covers joint marketing initiatives, staff training programmes, and integration with IHG's global loyalty platform — a combined effort designed to cement Dubai's standing as a premier global destination.
DET–IHG MOU: What the Partnership Covers
The MoU was signed by His Excellency Issam Kazim, Chief Executive Officer of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), and Haitham Mattar, Managing Director of IHG Hotels & Resorts for India, Middle East and Africa.
The initiative aligns directly with the Dubai Economic Agenda D33, which targets sustained growth in business and leisure tourism through 2033.
"This strategic collaboration with IHG Hotels & Resorts is an important step in achieving the goals of the D33 Agenda and will keep Dubai top-of-mind globally," said HE Issam Kazim.
Joint Marketing and Tourism Experiences
Under the agreement, DET and IHG will launch coordinated marketing campaigns highlighting Dubai's cultural attractions, heritage tours, and seasonal holiday packages. IHG will also actively promote Dubai across its own channels and social media platforms, exposing the destination to new international audiences.
The two entities will collaborate to develop tourism products that showcase Dubai's unique attractions — from cultural city tours to exclusive seasonal offers — integrated into packages catering to different source markets.
Hospitality Training Through Dubai College of Tourism
DET's Dubai College of Tourism will provide IHG staff with access to specialised certification programmes, training workshops, and industry resources. The courses are designed to equip hotel employees with current best practices, ensuring consistently high service quality across IHG's Dubai properties.
IHG One Rewards: 130 Million Members
The deal also aligns Dubai's tourism experiences with IHG One Rewards, the group's global loyalty programme boasting more than 130 million members. The integration is intended to drive repeat visits and deepen guest engagement with the destination.
Haitham Mattar affirmed IHG's commitment: "We are delighted to partner with the Dubai Department of Economy and Tourism through this strategic MoU."
IHG's Dubai Footprint and Upcoming Projects
IHG currently operates 27 properties in Dubai and 117 hotels across nine brands throughout the Middle East. The pipeline includes two landmark additions:
- Ciel, Vignette Collection (Dubai Marina) — opening 2025; set to become the world's tallest all-hotel tower. - InterContinental Resort Portofino (The World Islands) — opening early 2026; the brand's first resort property in Dubai.
Dubai welcomed 14.96 million international visitors between January and October 2024, an 8 per cent increase year-on-year, with average hotel occupancy running at 77 per cent across 827 establishments.
