Dubai DET And Marriott International Collaborate Through MoU To Strengthen Hospitality Ecosystem

The Dubai Department of Economy and Tourism (DET) has entered into a strategic Memorandum of Understanding (MoU) with Marriott International. This agreement aims to enhance Dubai's global presence, diversify its offerings, and improve guest experiences. It also focuses on nurturing future industry talent. This collaboration aligns with the goals of the Dubai Economic Agenda, D33, to strengthen Dubai's status as a top destination for both business and leisure.

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, stated, "The growth and resilience of our tourism sector is driven by robust strategies and the collective commitment of forward-thinking partners such as Marriott International. The new MoU is inspired by visionary leadership to ensure Dubai remains at the forefront of global tourism and hospitality innovation. By leveraging the reach and expertise of one of the world’s most prominent hotel groups, we are amplifying Dubai’s global profile and delivering richer experiences to our visitors. As we pursue the ambitious goals of the Dubai Economic Agenda, D33, such alliances embody the spirit of public-private collaboration that define Dubai’s continued success in delivering unforgettable experiences to visitors from around the world."

The MoU lays groundwork for potential collaborations where Marriott International will prominently feature Dubai in its hotel portfolio promotions. Joint marketing efforts may include multi-channel advertising, impactful social media campaigns, and influencer partnerships. These initiatives aim to highlight Dubai's unique attractions and cultural heritage to boost international awareness and visitor interest.

Sandeep Walia, COO for Middle East & Luxury at Marriott International, remarked on their extensive presence in Dubai with over 50 hotels across various segments. He noted that DET exemplifies unity between public and private sectors. Their collaboration has been crucial to Marriott's success in this market. Walia expressed commitment to working with DET to offer memorable experiences for guests worldwide.

This partnership underscores the strength of public-private collaborations in driving tourism growth in Dubai. In 2025 alone, the city welcomed 7.15 million international overnight visitors in just four months—a 7% increase compared to last year. This follows a record-breaking 18.72 million visitors in 2024, marking a 9% year-on-year growth.

Plans are underway to integrate iconic landmarks and culinary experiences into Marriott's seasonal travel packages and loyalty programmes. This initiative aims to offer guests authentic local experiences while reinforcing Dubai's position as a must-visit destination.

Focus on Talent Development

DET is committed to elevating service standards through specialised training for hotel staff via its Dubai Way programme at the Dubai College of Tourism (DCT). The programme includes customised modules on customer service excellence, cultural awareness, and guest relations to ensure world-class service delivery tailored for diverse global visitors.

The MoU also reflects DET’s ongoing efforts in talent development through initiatives like the Hospitality Apprenticeship Programme for Emiratis launched with Marriott International in March 2025. This programme offers students exclusive internships and mentorships with industry leaders, supporting local talent development within the tourism workforce.

With over 80 properties and 23,000 rooms across 23 brands in the UAE—59 properties located in Dubai alone—Marriott International plays a significant role in shaping the city's hospitality landscape. DET's collaboration with Marriott is part of its broader strategy to engage global industry leaders in creating a future-ready tourism sector.

With inputs from WAM