Dubai Tourism is establishing new regulations for desert tour operators to increase experience quality. Under the new regulations, operators will undergo an evaluation covering their safety practices, experiences offered, insurance coverage, marketing, logistics and sustainability. Changes should be seen as early as three months, and Dubai Tourism hopes the more intensive management will prove profitable for the destination as a whole. Tour operators have better access to government resources and industry influencers to better address issues of safety, quality and investment. New upgrades ensure tour operators follow vehicle safety rules and implement a new e-Permit system to authorize new operators. “Close to 20 percent of all tourists who visit Dubai include a desert experience as part of their agenda and desert-based activities have consistently ranked amongst the top 10 must-do activities in Dubai. In order to elevate this signature experience and make it integral to the tourist agenda, we have established a rule book for operators that sets out targets, standards and best practices,” said Khaled Bin Touq, executive director, Dubai Tourism Activities & Classification Sector. “Encouraging operators to scale up their investment and focus in these areas will feed into the overall aim to move desert adventures to the top five adventure activities in Dubai, which in turn will have a knock-on effect of bolstering Dubai’s overall reputation as an adventure hub with a distinct and diverse offering.”