Dubai has launched ‘DUBAI ASSURED’, a compliance program to certify and recognize hotels and retail establishments, F&B outlets and attractions that have implemented all public health protocols for the prevention and management of COVID-19.
The initiative is part of attempts to showcase Dubai as one of the world’s safest destinations as it continues to receive tourists following the city’s reopening to international visitors on 7 July.
According to a survey by global consulting firm HVS on future destination selection, 85 percent of travelers will prioritize their travel plans based on the destination’s reputation and the action taken by its government in managing the pandemic including safety and security measures and the quality of the healthcare system and services.
Dubai Assured Initiaitve
The Dubai Assured stamp is issued to all compliant hotels, retail, F&B, and attractions following a health and safety verification process implemented in collaboration with the Department of Tourism and Commerce Marketing (Dubai Tourism), Department of Economic Development and Dubai Municipality.
With the reopening of many public and private facilities and amenities, including beaches, shopping malls, restaurants, swimming pools and golf courses, and the resumption of popular activities like water sports and camping, the ‘DUBAI ASSURED’ program will cover all key tourism touchpoints across the city.
The stamp is a visual identity to allow establishments to showcase their adherence to health and safety through their various marketing communication channels. The initiative is designed to assure tourists and residents that establishments in Dubai have adopted all the necessary precautionary measures and the highest safety standards and protocols to stop the spread of COVID-19.
“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 in spite of the global pandemic threat. In fact, we have seen 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, retail and leisure.”
Getting a Dubai Assured Stamp
Following a verification and validation process established in collaboration with the three government bodies, the Dubai Assured stamp will be issued to all establishments that comply with health and safety guidelines, in accordance with the preventive protocols issued by Dubai’s Supreme Committee of Crisis and Disaster Management. The stamp will be issued free of charge to each establishment and will be valid for 15 days. Every two weeks each establishment will be verified again by the relevant authority inspectors, and the stamp renewed.
Establishment visitors can look out for, or enquire to see the stamp, and know that all safety measures have been put in place to ensure their health and wellbeing.
Over 1,000 establishments have already been inspected for compliance with relevant guidelines, as part of the program, making them eligible to receive the ‘DUBAI ASSURED’ stamp.
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 detailed reopening guidelines for both government and private establishments.