Dubai Tourism DTCM has a new representation at ITB Berlin; in the double meaning: Not only the booth design is completely new, there is also another general director. After 23 years of services in DTCM which has been founded by himself, Khalid Bin Sulayem has given ab the presidency.

His follower is 36-year-old Helal Saeed Almarry former McKinsey and KPMG consultant who had studied in London. Parallel to the DTCM presidency he is responsible for Dubai World Trade Center and the MICE Travel unit. Among his first actions was the fusion of those three different organizations.

Dubai is willing to go on with their already imposing tourism growth. The emirate has a strong brand for lifestyle - ideal for adressing another target group: young travellers. Because those people rarely sleep in five star hotels, Dubai is going to communicate that there are also good budget hotels and apartments in good locations.

Anyway the hotel sector is constantly booming in Dubai: Another 10,000 new rooms will be added at the end of 2013.

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Roland Wildberg is Travel Writer and Correspondent based in Berlin, Germany. He started as an Editor for the National daily 'Die Welt' (tourism section), later on switched to a freelanced career and nowadays mainly publishes on the Web. Observing the hospitality industry always has fascinated him as it looks like the perfect combination of sleeping and writing – work-live-balance as its best.

Roland also heads the annual 4Hoteliers ITB Berlin news micro-site journalist and video/photo teams for the 5th consecutive years.