Emerging from the shadows of COVID-19, Dubai welcomed more than 7 million tourists in 2021. Behind the city’s rise as a global tourism hub was Dubai Corporation for Tourism and Commerce Marketing (DCTCM) CEO Issam Kazim’s vision and his ability to negotiate collaborations seamlessly. With his team at the DCTCM, Kazim built Dubai’s image as a destination from scratch.
He took the brand “Dubai” beyond shopping festivals and desert safaris. He has leveraged influencer marketing and celebrity endorsements and has now made Dubai an essential part of bucket lists for global travelers. Under his leadership, the DCTCM turned Dubai Expo 2020 into a global event that attracted more than 17 million visitors.