More than 700 travel and media personnel have visited Dubai since the Dubai Department of Tourism and Commerce Marketing (DTCM) launched its “Keep Discovering Dubai Campaign” last month. The campaign was initiated to counter negative perceptions that developed in part due to reports of illegal sewage dumping on Dubai’s beaches. There was also a report of an outbreak of legionnaire’s disease at a local hotel but this later proved to be false.
The aim of the three month long marketing campaign is to attract more than 2,000 representatives from 53 countries for familiarization tours that will last three days. Tourism is Dubai’s single biggest revenue generator, accounting for 19 per cent of its economy and worth Dh57 billion (US $15.51bn) each year.
