Dubai tourism and government entities to support the event sector with industry-aligned regulations and smart initiatives.
The Department of Tourism & Commerce Marketing (Dubai Tourism) has completed the roll-out of the first of-its-kind integrated electronic ticketing and permit system (e-Ticketing and e-Permit), facilitating a single portal for event-related information, a complete digitisation of event permit applications for organisers, and continued enablement of regulations to drive growth and competitiveness for Dubai’s event industry.
The initiative to develop a bespoke dual purpose platform for events with B2C consumer facing and B2B components, subsequent to a decree issued by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, now offers a sophisticated city-wide solution for ticket sales backed by a centralised repository, and an efficient one-stop online application portal for all types of events permits.
Building significant cost efficiencies off the scale of Dubai’s event calendar, the centralised e-Ticketing system allows the sector the option to leverage a white-label solution and create their own interface for marketing and distributing tickets for their events to their consumers, or alternatively, plug into it through a back-end interface with their existing ticketing application. In a strategic push to enable better insights and more targeted event-marketing, this platform is core to Dubai Tourism’s innovation programme, aimed at equipping the sector with related information, followed by intelligence on the industry trends, and ultimately fostering open access to analytics that will yield better returns for the industry on their future marketing investment.
Launched in tandem, the e-Permit system will, going forward, entirely replace any paper-based processes and requirements for procuring event related approvals, licenses and renewals, and eliminate the need for interaction with multiple entities within the government at each stage of the process, greatly reducing complexity for the organisers.
“The dedicated e-Ticketing and e-Permit platforms allow in-depth analysis of events and drive improved efficiencies across government and the sector stakeholders. Beyond process enhancements, for the sector to grow we seek to increase spend from the consumers, and the B2C aspect of this solution delivers a low-cost incremental conversion channel for many organisers to deliver event-tickets to their markets,” said Khalid Bin Touq, Executive Director, Licencing and Classification Sector, Dubai Tourism.
In addition to streamlining the process surrounding permit application, as part of Dubai’s wider Smart City initiatives, Dubai Tourism has created a benchmark collaborative cross-government ecosystem serving as a single gateway solution, significantly speeding up approval times, allowing applicants to track progress of their submissions online, make all necessary payments and receive permits digitally. Designed for relevant authorities – such as the Department of Economic Development, Dubai Sports Council, Department of Islamic Affairs and Charitable Activities, Dubai Police, various Freezone Authorities – to access the e-Permit platform, the programme routes applications to the designated approval authorities within its access-controlled environment, and allows multiple stakeholders to work collaboratively and plan government resources efficiently.
“The fully operational system makes applications for event organisers convenient, streamlined and automated, as we have systematically evaluated the time and effort required, and used technology to unlock optimisation opportunities,” added Bin Touq.
Dubai Tourism continues to develop and refine the regulations surrounding the events sector, particularly as it pertains to an industry-aligned classification of event types, associated feesand penalties, and to ensure further transparency around event permits, marketing and the distribution of tickets. With the aggregated approach for tickets sales and distribution, the sector can expect incremental benefits as it allows for Dubai Tourism to better identify consumer behaviours which can then be harnessed by the sector to more effectively drive custom marketing and ticketing strategies.
“We continuously look at key priorities as well as critical operational aspects pertaining to the event sector, as we work on putting in place improved digital and regulatory frameworks. To this end, we have new regulations in place that provide industry-aligned and enable the digital transformation of the sector in Dubai.
This programme marks a significant step towards making Dubai a Smart global bench-mark for the event’s sector with the ultimate aim of increasing industry contribution to the growth of tourism by fostering a more flexible, open and favourable operating environment,” concluded Khalid Bin Touq.
Photo caption: Khalid Bin Touq, Executive Director, Licencing and Classification Sector, Dubai Tourism.
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