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Dubai launches ‘Dubai Assured’ stamp for tourism and retail establishments that comply with health and safety protocols

Dubai has launched a compliance programme to certify and recognise hotels and retail establishments, F&B outlets and attractions that have implemented all public health protocols for the prevention and management of COVID-19, as part of the efforts to ensure that Dubai is at its highest level of safety preparedness, as it continues to welcome tourists following the reopening of the city to international visitors on July 7.

A verification and validation process has been established in collaboration with the Department of Tourism and Commerce Marketing (Dubai Tourism), Department of Economic Development (Dubai Economy) and Dubai Municipality for issuing the ‘DUBAI ASSURED’ stamp to hotel and retail establishments, F&B outlets and attractions that have complied with all health and safety guidelines issued by these three government entities in accordance with the preventive protocols issued by Dubai’s Supreme Committee of Crisis and Disaster Management.

The specially designed ‘DUBAI ASSURED’ stamp will be issued free of charge and will be valid for 15 days. It will be renewed every two weeks upon further verification by inspectors from the relevant authorities. With many public and private facilities and amenities now reopened including beaches, shopping malls, restaurants, swimming pools and golf courses, as well as the resumption of popular activities like water sports and camping, the ‘DUBAI ASSURED’ programme will cover all key tourism touchpoints across the city.  The programme has already resulted in the inspection of over 1,000 establishments for compliance with the relevant guidelines and they are now eligible to receive the ‘DUBAI ASSURED’ stamp. It is a visual identity reassuring guests that all safety and hygiene measures prescribed by the authorities have been complied with across all tiers and categories of tourist and resident touchpoints such as hotels, attractions, retail, food & beverage and leisure and entertainment. The establishments can also showcase their adherence to health and safety by using this visual identity in their marketing communications.

His Excellency Helal Saeed Almarri, Director General, Dubai Tourism, commented, “The successful strategy adopted in combatting the pandemic, based on the vision and wise leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, and the follow up of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum Crown Prince of Dubai and Chairman of The Executive Council of Dubai has helped create an environment that is conducive to reopening our city to tourists from July 7. Nonetheless, the health and safety of our residents and visitors remains our utmost priority.  The compliance programme that we have now rolled out across the hospitality sector with the wholehearted support of Dubai Economy and Dubai Municipality is not only testament to the continued efforts being made to further enhance health and safety standards but is also a confidence-boosting measure to reassure travellers that Dubai is one of the world’s safest destinations. 

“Dubai remains focused on harnessing the collective strengths of its government and private sectors to launch initiatives that would help the city make a seamless transition to the new normal.  With the type and quality of health and safety measures bound to be foremost on the minds of travellers when selecting their destination of choice, the ‘DUBAI ASSURED’ seal is one such simple yet critical mechanism developed in collaboration with our stakeholders to assure tourists of a smooth and safe experience at every stage of their travel journey, right from arrival at our airports to the point of departure from Dubai. “The ‘DUBAI ASSURED’ stamp will also reinforce the global recognition of Dubai as a safe destination, as reflected in the Safe Travels stamps that we received from the World Travel & Tourism Council, which validates the stringent hygiene and safety protocols that are in place and endorses the efforts taken by the city to align itself with international standards and best practices in health and safety,” HE Almarri added.

HE Sami Al Qamzi, Director General of Dubai Economy, commented, “The outstanding commitment demonstrated by commercial establishments in complying with precautionary measures has contributed significantly towards Dubai being able to reopen for business and welcome visitors again in spite of the pandemic threat prevailing globally. In fact, we have seen a stronger co-ordination and co-operation between the government and the private sector, and a new level of preparedness in Dubai. Safety, stability and resilience are paramount in the new scheme of things and ‘DUBAI ASSURED’ is an inspiring statement that Dubai has strengthened its credentials as a safe destination and global hub for tourism, retailing and leisure.”

HE Dawoud Al Hajri, Director General of Dubai Municipality said, “Dubai Municipality is taking effective steps towards promoting health and safety in Dubai as well as gradually returning to the daily life in a safe environment, along with giving importance to guests enjoying an excellent stay in hotels. These include the precautionary measures that all hotels have committed for guests to enjoy all activities in hotels as well as beaches with continued follow up to ensure commitment to all precautions, to ensure that all hotels in Dubai are prepared to receive guests and enjoy their time in a healthy and safe place where community health is one of the most important priorities.”

According to a survey by global consulting firm HVS on future destination selection, 85 per cent of travellers will prioritise their travel plans based on the destination’s reputation and the type of action taken by its government in managing the pandemic including safety and security measures that have been implemented and the quality of the healthcare system and services that are available.

Besides the standard precautionary measures of social distancing and wearing of masks at all times by guests and employees, hotels in Dubai have also deployed stringent disinfection measures of their facilities, as well as enhanced sanitisation covering contact points in lobbies and other areas including restaurants and swimming pools.  Entrances to hotels have also been fitted with equipment for contactless screening of guests. Mall operators are also using advanced technology to minimise risks including use of thermal scanners and cameras to monitor traffic at all entry points. Public parks and beaches under Dubai Municipality have reopened with strict guidelines to be followed by visitors to these facilities while restaurants are allowed to serve guests with reduced seating arrangements and maintaining a distance of two meters between tables.

Dubai has also deployed a wide range of preventive measures across all other customer facing high-frequency touchpoints of visitor and resident interaction in line with very detailed reopening guidelines that have been established for both government and private establishments in each industry.

The diversity of Dubai’s offerings across hospitality, retail, F &B, leisure and entertainment will continue to be integral to the emirate’s destination promise and to the overall growth of the tourism industry, with the goal of delivering best-in-class quality and standards on par with other leading world cities, and appealing to the highly divergent needs of Dubai’s global audience.