Dubai Tourism (DTCM) recently hosted exclusive media tours with two iconic homegrown brands – AJMAL Perfumes and Karam Coffee– as part of its ‘Ramadan in Dubai’ campaign; an awareness campaign that aims to shed light on the diverse activities and events taking place during the Holy month, as well as highlight the private sector’s support reflected through the initiatives and campaigns they have in place during the month of Ramadan.
From the state-of-the-art headquarters of the local coffee producer – who, due to an inspiration by the Arabic Gahwa, currently brings various coffee blends to the industry, to the fragrance giant – that was the first to bring Dahn-al-Oudh to the emirate and to a wider global audience – media received insight into some of the hidden gems of the emirate. The visits aimed to further highlight the diversity, hospitality, innovation and devotion that characterize the Emirati culture.
From their side, AJMAL Perfumes aimed to highlight the strong bond between perfume elements originating from India and the subcontinent, and Emirati traditions that promote the frequent use of perfume for both men and women.
Similarly, Karam Coffee highlighted how Emirati culture is reflected in residents’ day-to-day activities, and how simply offering a cup of coffee is considered a prominent tradition in the Emirates, and is seen as an act of kindness and hospitality.
‘Ramadan in Dubai’, currently in its 6th edition, is an awareness campaign created by Dubai Tourism that aims to showcase the diversity of the activities available to experience in Dubai – focusing on the spiritual and religious celebrations taking place in the Holy month of Ramadan, as well as the continuous activities that can be enjoyed in the day, and after Iftar.
The strategic campaign partners for the campaign this year include: Abu Dhabi Islamic Bank (ADIB), Al-Futtaim, AW Rostamani, City Centre, Dubai Duty Free, Emirates, ENOC, etisalat, Ibn Battuta Mall, Mall of the Emirates, Meraas Holding, Mercato, The Beach, The Dubai Mall, Paris Gallery.
About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)
With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate.
Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector, and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Convention and Events Bureau, Dubai Calendar, and Dubai Festivals and Retail Establishment (formerly known as Dubai Events and Promotions Establishment). In addition to its headquarters in Dubai, Dubai Tourism operates 20 offices worldwide.