Hospitality operator Premier Inn Middle East and the United Arab Emirates’ Dubai Department of Economy and Tourism (DET) have partnered to strengthen mid-market hospitality and boost tourism.
The partners have signed a memorandum of understanding (MoU) to focus on diversifying Dubai’s tourism offerings and improving the visitor experience.
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This partnership aligns with the Dubai Economic Agenda, D33, which aims to solidify Dubai’s status as a global destination for business and leisure.
In 2024, Dubai’s hotel sector maintained strong performance across various hospitality indicators. The average occupancy rate reached 78.2%, with the city’s hotel inventory totalling 154,016 rooms across 832 properties by the end of December 2024, up from 150,291 rooms across 821 properties in 2023.
Premier Inn Middle East managing director Simon Leigh said: “This strategic collaboration with the Dubai Department of Economy and Tourism marks a significant milestone in promoting mid-market hotels in Dubai. With our high-quality, high-value offerings for all travellers, we are proud to support the continued growth of the city’s tourism sector. The partnership reinforces our commitment to strengthening Dubai’s position as a leading global destination, and we look forward to participating in DET’s training and marketing programmes to drive our shared vision for the future of hospitality in Dubai.”
Premier Inn, in the Middle East, currently operates 11 hotels, with seven in Dubai.
Dubai properties encompass the latest Dubai Barsha Heights and the largest at Dubai Ibn Battuta Mall.
The group is exploring expansion opportunities in both new and existing markets, with strategic alliances like the one with DET.
The agreement outlines a cooperative framework to promote Dubai’s diverse destination appeal to international audiences.
A significant aspect of the MoU is the initiation of joint marketing campaigns.
Premier Inn will leverage targeted advertising, participate in trade fairs and exhibitions, and use social media strategies to promote Dubai as a premier travel destination, targeting both B2C and B2B markets to bolster impact and reach.
In addition, Premier Inn and DET will collaborate to create unique tourism products that showcase Dubai’s cultural heritage, and seasonal attractions.
These will be crafted into customised packages for specific markets.
Dubai Corporation for Tourism and Commerce Marketing (DCTCM) CEO Issam Kazim said: “Guided by the city’s visionary leadership, this strategic alliance with Premier Inn supports our broader efforts to meet the diverse needs of today’s global travellers. As we work in close collaboration with our stakeholders to drive Dubai’s tourism growth, partnerships will play a crucial role in expanding our offerings while guaranteeing accessibility across all segments.
“Supporting the objectives of the D33 Agenda, this agreement underscores our ongoing commitment to delivering a dynamic, inclusive destination experience that caters to all budgets and preferences, ensuring that Dubai remains at the forefront of the world’s widely recommended travel destinations.”
To maintain service standards, Premier Inn staff will benefit from specialised training programmes provided by DET’s Dubai College of Tourism.
These programmes will encompass certification courses, workshops, and sessions focusing on customer service, destination knowledge, cultural awareness, and revenue management.
