Dubai will be the first city to embark on the journey of democratising travel through the use of emerging technologies as it adds an additional distribution channel for hotels in its first phase, as its recently announced 10X initiative.

Launched by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Dubai Tourism (DTCM) is set to implement this ground-breaking 10X initiative programme.

Implementation will be within the next 24 months, enabling Dubai to enhance distribution of its tourism inventory through a future-proofed virtual B2B (business-to-business) marketplace for the travel industry.

The tourism initiative goes beyond providing broader access to the global consumer, and opens up the domestic travel industry to new participants and innovative start-ups into the ecosystem – thus delivering value to Dubai in terms of higher and faster visitor conversion, and greater GDP impact.