The Dubai Department of Economy and Tourism (DET) has signed a strategic Memorandum of Understanding (MoU) with Marriott International to enhance Dubai's global visibility and diversify its tourism offerings. This partnership aims to elevate guest experiences and nurture industry talent, aligning with the Dubai Economic Agenda, D33. The MoU will facilitate joint marketing initiatives, including high-impact social media campaigns, to promote Dubai's unique attractions and cultural heritage, thereby driving international visitor demand.

The collaboration underscores the importance of public-private partnerships in Dubai's tourism sector, which has shown robust growth, welcoming 7.15 million international visitors in the first four months of 2025, a 7% increase year-on-year. The MoU also includes plans for specialized training for hotel staff through the Dubai College of Tourism, ensuring high service standards. This initiative is part of a broader strategy to engage global industry leaders in shaping a future-ready tourism sector.