Dubai unveils new incentive to drive growth of events industry

Dubai’s Department of Tourism & Commerce Marketing (Dubai Tourism) has announced the launch of a new sponsorship scheme to drive continued innovation across the events industry.

The scheme is designed to further empower leisure event organisers with additional incentivisation opportunities in the form of event sponsorship.

The new process will build on the growth and competitiveness of the city’s event sector, which recorded an increase of over 100,000 ticket sales and 25 additional events in first quarter of 2019 when compared to the same period last year.

The scheme will target entertainment events and will be applicable for events that are ticketed and open to the public, with an eligible leisure event permit.

It will work in conjunction with the Department’s ticketing and permits services to streamline management and coordination of event licensing activities and provide greater operational efficiency.

Helal Saeed Almarri, director general, Dubai Tourism said: “The sponsorship scheme forms part of our commitment to retain the city’s status as a leading global event destination and has been designed to build on this momentum and act as a catalyst for the local events industry.

“This has been further fueled by our cross-industry public and private sector partnerships, which serve as a crucial component in helping us identify and pursue opportunities to further empower local event organisers as we set the stage to welcome audiences from around the world.”

The sponsorship scheme, which will directly support leisure event organisers, will take effect for events being held from May 1 through an online application process.

Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment, said: “Dubai’s events sector is continuing to grow at an impressive rate, with its sustainable and engaging offerings playing a vital role in growing our tourism numbers and driving the city’s competitiveness for global audiences. The dedicated incentivisation scheme will aim to further position Dubai as a major player in the sector by providing additional support for event organisers across the city, and attracting prominent event organisers and international initiatives.”

Dubai’s position as a global events destination has been enhanced with the launch of the new Coca-Cola Arena in City Walk 2, a 17,000-seat air-conditioned venue.

Event organisers looking to register and apply for sponsorship, providing they meet the criteria, are invited to visit www.visitdubai.com/en/leisure-events-sponsorship to begin the application process.

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