In January 1997, the government of Dubai transformed Dubai Commerce and Tourism Promotion Board into the Department of Tourism and Commerce Marketing, and Khalid A bin Sulayem was appointed Director General.

The Department is responsible for the promotion of commerce and tourism of the emirate internationally. Internally, DTCM supervises and develops the tourist sector, designs marketing strategies, plans and implements an international marketing programme aimed at promoting internal tourism, commerce and investment in the emirate.

Bin Sulayem's efforts have led to the development of the tourism sector and this development is reflected through expansion of the network of the overseas office to 15 offices, establishment of a cruise terminal, and setting up Dubai convention Bureau.