With Dubai Tourism stating that the long-term ambition is for Dubai to become the most visited city in the world, the new brand was launched at this year’s ATM, ahead of a global marketing campaign due to take place later in the year. The new brand expresses Dubai’s culture of success and its spirit of rising to any challenge.
One year into the delivery of Dubai’s ‘Tourism Vision for 2020’, significant first steps have been taken to achieve the target of attracting 20 million annual visitors by 2020, including several legislative changes to encourage the development of more accommodation and attractions.
Also previewed during ATM were a new website and a new app, which have been designed to inspire and inform at every stage of the consumer journey and help the visitor experience the city to the fullest while in Dubai. Both the website and the app will be launched in the coming months.