Operations & Marketing

About

The success of a destination in overseas markets rests with how well the location is promoted and marketed. And, Dubai, without a doubt has been very successful in marketing itself as a preferred destination for tourism and commerce. At DTCM, the Operations & Marketing Division is key to this successful implementation of creating a favourable image for Dubai.

The Operations & Marketing Department plans and implements an integrated programme of international promotions and publicity activities. This includes exhibition and trade show participation, product shows, marketing visits, presentations and road shows; VIP and executive missions; familiarisation and assisted visits; advertising; brochure production and distribution; media relations, and enquiry and information services. The division not only provides marketing support to the various divisions within the head office in Dubai, but to all of its overseas representative offices worldwide.

It has the following teams working within it:



Overseas Promotions Department

The function of the overseas promotions division is to create an awareness of what Dubai offers in terms of Tourism and Commercial opportunities.

It promotes DTCM globally directly and through its overseas offices. It executes its responsibilities through the participation in select Fairs & Exhibitions in the target markets in conjunction with parties from the tourism sectors in Dubai such as the travel trade and from key Dubai Government entities such as JAFZA, DSS, DSS, DCCI and DCA among others. The exhibitions are in the fields of leisure, tourism, MICE and commerce/trade. Some of the major exhibitions that the DTCM regularly participates in are the ITB (Berlin) WTM (London) EIBTM (Barcelona) IMEX (Frankfurt) and ITME, as well as in smaller fairs like Holiday World (Dublin) and MATKA (Finland).

Outward missions in terms of road shows and workshops in key overseas markets are conducted in co-ordination with the overseas offices or through the DTCM Head Office. During the road shows, the major participants of the host city's tourism industry are invited by the DTCM and are given a presentation on the tourism industry in Dubai.


Overseas Offices

DTCM’s network of overseas offices plays a key role in creating an awareness of Dubai and promoting its tourism and commerce opportunities in various parts of he world.

The on ground presence across various geographical territories makes it easy for the visitors to obtain information on Dubai. Here are the offices by geographical region: USA, UK & Ireland, France, Germany, Italy, Nordic Countries, Switzerland & Austria, Russia, CIS & Baltic States, Kingdom of Saudi Arabia (Jeddah & Riyadh), South Africa, India, China (Beijing, Shanghai & Guangzhou), Far East (Hong Kong, Japan) and Australia & New Zealand.

Click here for the addresses


Inward Missions Department

Inward Missions hosts numerous media and commerce missions through the year. The visiting missions comprise media representatives, tourism companies, businessmen and VIPs. The Department may sponsor or provide assistance to the mission by preparing an itinerary, arranging for their tours, programs and visas if necessary.

The sources for these missions are DTCM staff and its overseas offices, Government authorities, external parties such as hotels, tour operators, Embassies, Consulates, etc. The Department also hosts numerous missions for high-level government delegations. The ‘Missions Team’ arranges for meetings within the Department as well as external parties. During a visit, a representative from Missions accompanies the mission throughout the meetings. The team also arranges for ‘meet and assist’ service at the airport, in accordance with Visitor Information Bureau's Procedures.


Media and Advertising Department

The Media and Advertising Department plays a crucial role in DTCM and is responsible for the overall global marketing strategy for the promotion of Dubai as a major tourism destination, commercial hub and a MICE destination.

The department’s primary task is to create awareness of Dubai and it’s Tourism and Commercial attractions. Its responsibilities and key functions are:

Planning and implementation of international advertising campaigns

Publicizing Dubai's special events and attractions through TV and print advertisements

Preparation and distribution of publicity material including brochures, guides and leaflets promoting Dubai

Production of promotional videos and TV commercials

Propose joint marketing promotion in association with industry partners for the promotion of Dubai

Operation of a photographic library

The increase in the number of visitors to Dubai and the economic contribution of tourism clearly reflects that the advertising for Dubai is working, producing customer loyalty and long-term competitive advantage.


Events Department

As part the Operations & Marketing Division, Heritage sites and Events section is required to target delegations which can be influential in either providing a means of penetrating further identified markets or can be used to spread market awareness in their countries of origin. Therefore, aiding the department in bringing in additional tourists or commercial companies to Dubai. The services provided by the Events team are seen in the successful festival and events taking place in Dubai during the year.


Visitors Information Bureaus (VIB)

The VIB offices play a key role for DTCM. Provision of right information at the right time is crucial to a destination’s success and Dubai has been utilizing this marketing tool effectively with resounding success.

The VIBs manned by multi-lingual, trained and courteous staff are located in the airports. The VIBs are equipped with touch-screen monitors to help the tourists obtain information easily.

VIB’s responsibility is to also distribute brochures on tourism, commerce and heritage that are published by DTCM and other local departments, commercial establishments, tour operators and the DSF offices, to all residents and visitors; direct tourists and businessmen to commercial companies, and tourism and heritage sites; receive missions at the Dubai airport 24 hours a day; coordinate with government offices and the DSF offices, hotels, to provide them with the latest news on Dubai and receive complaints both from visitors and residents after office hours.


One Stop Information Centre (OSIC)

One Stop information center (OSIC) was established in late 1991, the first comprehensive central database of Dubai available to the public (facts and figures) through various means of communication, where there are currently more than 1000 lists of Tourism & commerce information, and comprehensive statistical reports.

The centre endeavors through OSIC strategic vision to be an efficient, effective and reliable provider of information in Dubai. OSIC constantly updating and checking its information which is received from many different sources to respond to all inquiries received internally and externally from the visitors, investors, businessmen and decision makers and provide them with information that will help them develop and grow locally, regionally and internationally.