The Dubai Department of Tourism and Commerce Marketing recently extended its support to the Emirates Challenge Cup exhibition match played between Al Ahli and AC Milan in Dubai.

More than 7,800 football fans attended the closely contested match which was eventually won by AC Milan, and ended their week-long winter training camp in Dubai.

Part of DTCM's long-term growth strategy is to promote sports tourism within the Emirate, and attracting sport-related events, congresses, tournaments and exhibitions is key to this sport tourism strategy.

Dubai has historically focused on sports as an integral part of a global marketing strategy, which has recently been expanded at DTCM to further support the tourism sector.

Hamad M. Bin Mejren, DTCM's Executive Director of Business Tourism, who leads the sports tourism strategy committee within the DTCM, said, "Sporting events of all types have a direct impact on our economy during the event and also contribute to promoting Dubai in key source markets globally. The coverage of the just-concluded Emirates Challenge Cup on TV Italia is a prime example of this source market promotion."