DUBAILAND, a member of Tatweer, and Royal Caribbean International announced Tuesday the signing of a memorandum of understanding towards the formation of a strategic marketing partnership, which is expected to provide a substantial boost to the cruise industry and the destination of Dubai.
The agreement's goal is to promote the development, growth and commercial success of the two brands through joint marketing and promotional activities in key global source markets. Royal Caribbean will feature DUBAILAND's key live attractions in their shore excursion programs, while DUBAILAND will actively promote Royal Caribbean's Dubai cruises through their global agency network.
From January to April 2010, Royal Caribbean International will introduce seven-night sailings aboard the Brilliance of the Seas from Dubai to an international mix of guests, in line with its signature style of cruising for active holidaymakers. Guests will have ample time to explore the city with overnight stays at the beginning and conclusion of the voyage.
DUBAILAND is the world's largest tourism, leisure and entertainment destination. Phase One of DUBAILAND is now open with its five live projects - including Dubai Autodrome in MotorCity, Dubai Outlet Mall in Outlet City, The Global Village, Al Sahra Desert Resort and Dubai Sports City, which contains the Ernie Els Golf Club, the Butch Harmon School of Golf and the Cricket Stadium - operational.
Currently the projects receive up to eight million visits annually, and are designed to add further variety to Dubai's tourism offering by providing visitors with exciting entertainment options and incredible value for money.
Mohammed Al Habbai, Senior Vice-President of DUBAILAND, said: "As one of the premier global destinations, DUBAILAND is privileged to enter into this partnership with one of the globe's leading cruise line operators. Our agreement can be recognized as a world-class initiative to add value to the emirate's economy, increase visitor numbers and enhance the customer experience in Dubai and the region for residents and visitors. We are confident the deal will result in creating synergies that will contribute to the growth of regional and international tourism.
"The objective of the deal between DUBAILAND and Royal Caribbean International is to promote the growth and commercial success of the two brands through promotional activities in key global source markets, while contributing to the growth of the tourism industry worldwide."
Adam Goldstein, President and CEO of Royal Caribbean International, said: "The partnership has been entered into at an opportune time as we gear up for the launch of our first Arabian dedicated season, and will help us actively promote our Gulf cruises and land programs while enhancing the Dubai offering for our mutual customers.
"Building on our reputation for introducing revolutionary cruise experiences, we share DUBAILAND's commitment to an extraordinary guest experience. We strongly believe the deal will bring benefit to both brands on a global scale."
Michael Bayley, Senior Vice President International for Royal Caribbean Cruises Ltd. added: "Our partnership with DUBAILAND increases our synergies in the region and develops our mutual international brand awareness and business opportunities.
"DUBAILAND shares our mission to innovate our respective industry segments and create the most memorable holiday experiences for our guests. We are delighted to partner with DUBAILAND to provide holidaymakers around the world with the best of land and sea when planning a trip to Dubai."