The American University in Dubai (AUD) has joined forces with the Department of Tourism and Commerce Marketing (DTCM), as the first university to formalize an agreement with the entity, in the goal of increasing awareness of Dubai to global audiences and attracting academics, and professional into the emirate.
 
AUD is the first university to formally pledge cooperation to jointly work towards bringing global conferences, that are unique and first to happen in the region, with DTCM as a destination partner to assist in bidding for the city of Dubai.
 
DTCM Management Steen Jakobsen, Direct of Dubai Business Events, Abdulla Yousuf, Head of Congress Ambassador Development  and AUD representatives including Dr. Lance E. de Masi, AUD President, Dr. Jihad S. Nader, Provost and Chief Academic Officer, Peggy Awad, External Relations Director as well as AUD Deans, Chairs and faculty gathered at the AUD campus to formalize and celebrate this partnership.
 
Commenting on the partnership, Mr. Hamad Bin Mejren, Executive Director of Dubai Events and Convention Bureau, said: "We are delighted to have entered the partnership with AUD. A strong collaboration with academic institutions such as AUD allows us to bid for more international academic and scientific conferences which in turn will help position Dubai as the knowledge hub of the region."
 
The agreement is a result of a longstanding relationship where AUD has acted on behalf of DTCM as a Congress Ambassadors, having already brought many academic events to Dubai. “AUD is committed to fostering intercultural understanding through its many partnerships worldwide with high caliber entities like DTCM, as it is a core part of our institutional mission. Today, we are proud to join hands with DTCM to constantly play a role in support of the vision of Dubai and the UAE in continuously attracting prestigious academic, social, and cultural opportunities to this region. Dubai has been and will remain to be a destination for many worldwide events and conferences due to its ideal placement on the world map, thanks to the vision of H.H. Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, Ruler of Dubai,” Mrs. Peggy Awad, Director of External Relations at AUD.
 
Both entities share a common goal and mission to bring high caliber conferences to the region, and are committed to working with together in achieving this goal and attracting more visitors to Dubai through academic and non-academic conference opportunities.
 
The objective of this agreement is to support and enhance the existing strategic partnership between the two parties effectively and to unify the efforts of supporting academic opportunities and business tourism due to its positive impact on the economy, social and scientific development.