Dubai as a destination has set itself a target of twenty million international inbound tourists for the year 2020. For this, a two pronged corporate strategy has been adopted by Dubai’s Department of Tourism and Commerce Marketing (DTCM). The first of those plans is to directly execute its tourism marketing activities across the GCC (Gulf Cooperative Council) region rather than rely on outsourcing. Secondly, a team is to be developed to work closely with regional boards across the MENA (Middle East & North Africa) region and the Indian Subcontinent. The GCC in particular has been identified as a key region to make this aspiration come true. Dubai is also striving to become a premier MICE destination.