A new marketing campaign aimed at increasing the number of tourists and visitors during the Dubai Shopping Festival 2009 is being adopted by Dubai's Department of Tourism and Commerce Marketing (DTCM).

This plan includes discounts on room rates ranging from 40 to 60% in addition to a 25% reduction on the prices of food, beverages. The new campaign is slated to begin on the 10th of January until mid-February to coincide with the Dubai Shopping Festival 2009.

Khalid Ahmed bin Sulayem, Director General of DTCM said that this campaign comes in the framework of promoting the emirate in all occasions and at all events throughout the year.

He added that this campaign includes the eight major markets for DTCM: the United Kingdom, Germany, the Gulf Cooperation Council (GCC) states, India, China, Japan and Australia.

He emphasized that such a marketing campaign will be implemented in other countries later in 2009.

A meeting was hosted by DTCM last week with the focus group set up to deal with changes in the global markets and to discuss the new marketing plan to attract more tourists and visitors from various international markets and the GCC and to revitalize the domestic tourism.

Bin Sulayem had emphasised during the meeting the need to finalize this plan as soon as possible to start with the Dubai Shopping Festival, the middle of next month plans to start marketing.

During that meeting it was also agreed in principle to the provision of better hotel facilities as well as special prices on services and other facilities.

The Department of Tourism and Commerce Marketing, Dubai formed a special focus group with the task of studying and making recommendations on how to deal with changes in global markets and their impact on tourism. The special committee consists of members from Atlantis, Grosvenor House, Jumeirah Group, Arabian Adventures, Alpha Tours and White Sands.