DTCM extends support to Emirates Challenge Cup in line with strategy to promote sports tourism in Dubai

Press release

Published January 5th, 2011 - 08:57 GMT

Dubai Emirates Challenge Cup

The Dubai Department of Tourism and Commerce Marketing (DTCM) recently extended its support to the Emirates Challenge Cup exhibition match played between Al Ahli and AC Milan in Dubai. More than 7,800 football fans attended the closely contested match which was eventually won by AC Milan, and ended their week-long winter training camp in Dubai.

Part of DTCM's long-term growth strategy is to promote sports tourism within the Emirate, and attracting sport-related events, congresses, tournaments and exhibitions is key to this sport tourism strategy. Dubai has historically focused on sports as an integral part of a global marketing strategy, which has recently been expanded at DTCM to further support the tourism sector.

Hamad M. Bin Mejren, DTCM's Executive Director of Business Tourism, who leads the sports tourism strategy committee within the DTCM, said, "Sporting events of all types have a direct impact on our economy during the event and also contribute to promoting Dubai in key source markets globally. The coverage of the just-concluded Emirates Challenge Cup on TV Italia is a prime example of this source market promotion."

Background Information

Dubai’s Department of Economy and Tourism (DET)

With the ultimate vision of making Dubai the world’s leading commercial centre, investment hub and tourism destination, Dubai’s Department of Economy and Tourism (DET) is mandated to support the Government in positioning the emirate as a major hub for global economy and tourism, and in boosting the city’s economic and tourism competitiveness indicators. Under this remit, DET is driving efforts to further enhance Dubai’s diversified, innovative service-based economy to attract top global talent, deliver a world-class business environment and accelerate productivity growth. Additionally, DET is supporting Dubai’s vision to become the world’s best city to live and work in by promoting its diverse destination proposition, unique lifestyle and outstanding quality of life, overall.

DET is the principal authority for the planning, supervision, development and marketing of Dubai’s business and tourism sectors. It is also responsible for the licensing and classification of all types of businesses, including hotels, tour operators and travel agents. The DET portfolio includes Dubai Corporation for Tourism and Commerce Marketing, Dubai Festivals and Retail Establishment, Dubai Industries and Exports, Dubai Investment Development Agency (Dubai FDI) and Dubai SME, as well as Dubai College of Tourism, Dubai Calendar and Dubai Business Events.