The discovery of oil in 1966 kick-started the development of present Dubai, however SheikhRashid bin Saeed Al Maktoum(ruler from 1958 till 1990) realised one day Dubai would run out of oil and started building an economy that would outlast it.^[3]A quote commonly attributed to Sheikh Rashid reflected his concern that Dubai's oil, which was discovered in 1966 and which began production in 1969, would run out within a few generations. Sheikh Rashid stated "Mygrandfatherrode a camel, my father rode a camel, I drive a Mercedes, my son drives a Land Rover, his son will drive a Land Rover, but his son will ride a camel".^[4]Sheikh Rashid realized early he needed to diversify theemirate of Dubai's economy by building on the city's trading history and therefore he set out to establish Dubai as the region's trade and service hub. By 1979, he was successful in establishing theJebel Ali Port, which became the logical shipping centre for the entireUnited Arab Emiratesand the world's largest man-made port. He also upgradedDubai International Airportand built theDubai World Trade Centre, which was then the tallest building in theMiddle East. By the end of the 1970's, the stage was set for the diversification of Dubai's economy away from oil and into other areas such as tourism.^[5]

In 1989 the Dubai Commerce and Tourism Promotion Board was established, to promote Dubai as a luxury destination for the up-tier market and influential business sectors. In January 1997, it was replaced with the Department of Tourism and Commerce Marketing (DTCM).^[6]