Dubai eliminates fee to promote tourism

Dubai eliminates fee to promote tourism

The PRO card was a mandatory requirement for conducting travel industry transactions in Dubai such as requests for permits and approvals for a range of tourism and travel-related activities and services.

The Dubai government in the UAE on Sunday announced the waiver of a mandatory requirement for hotel establishments, tourism companies, and event organizers.

According to this waiver, these entities will no longer be required to obtain a public relations officer (PRO) card, the Department of Tourism and Commerce Marketing (Dubai Tourism) announced.

Henceforth, hotels and tourism companies including travel agents, tour operators and event management businesses can now submit requests and applications online via the Dubai Tourism portal, saving time and reducing operating costs.

Previously, based on an Executive Council of Dubai Resolution of 2012, companies in the tourism industry were required to register their official representatives with Dubai Tourism and obtain a PRO card for all transactions. Tourism and travel service providers were charged Dh1000 per PRO card, which was subject to an annual renewal fee, with penalties imposed on companies that violated the provision.

Commenting on the regulatory exemption, Khalid Bin Touq, executive director, Tourism Activities and Classifications Sector, Dubai Tourism, said: “The cancellation of this precondition for conducting official transactions is in keeping with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to transform Dubai into a fully-fledged smart city and the ‘Dubai Paperless Strategy’ launched by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council of Dubai.”


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Author: Juergen T Steinmetz

Juergen Thomas Steinmetz has continuously worked in the travel and tourism industry since he was a teenager in Germany (1979), beginning as a travel agent up through today as a publisher of eTurboNews (eTN), one of the world’s most influential and most-read travel and tourism publications. He is also Chairman of ICTP. His experiences include working and collaborating with various national tourism offices and non-governmental organizations, as well as private and non-profit organizations, and in planning, implementing, and quality control of a range of travel and tourism-related activities and programs, including tourism policies and legislation. His major strengths include a vast knowledge of travel and tourism from the point of view of a successful private enterprise owner, superb networking skills, strong leadership, excellent communication skills, strong team player, attention to detail, dutiful respect for compliance in all regulated environments, and advisory skills in both political and non-political arenas with respect to tourism programs, policies, and legislation. He has a thorough knowledge of current industry practices and trends and is a computer and Internet junkie.

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