The Hotel Show Dubai has launched a first-of-its-kind, eye-catching initiative designed to showcase the resilience of the region’s hospitality community with the Illuminate Dubai festival of light set to spotlight the industry from 18-27 February 2021.

The 10-day event will see a select group of popular hotels on Sheikh Zayed Road transformed by night into illuminated beacons of hospitality. Each hotel has been partnered with an internationally acclaimed lighting design firm with full creative license to construct a custom exterior façade installation under the theme titled a ‘Celebration of Lighting and Hospitality’.

“Following an extremely challenging trading year for the hospitality industry in 2020, and the knock-on effect that the pandemic has had on those industry sectors that support tourism GDP contribution, we wanted to shine a light on the importance of this vital economic backbone,” said Jasmeet Bakshi, Group Event Director at dmg events – the organizer of The Hotel Show Dubai.

“With global research firm STR reporting a preliminary figure of 71 per cent occupancy for the city’s hotels in December 2020 – the highest since last February – Illuminate Dubai will also build on this new momentum and create excitement among the hospitality industry, lighting professionals, and the general public, as we unite to work towards re-energising business in 2021,” he added.

The list of participating hotels and lighting designer pairings include:

• Fairmont Dubai and Light Touch
• Millennium Place Marina and Light Fusion
• Crowne Plaza Dubai Marina and dpa Lighting Consultants
• Mercure Hotel Barsha and Neolight
• Radisson Blu Residence Dubai Marina and Studio Lumen
• Sheraton Grand Hotel Dubai and LW Design
• Grand Plaza Mövenpick Media City and KEO International Consultants
• Sheraton Mall of the Emirates Hotel and ATI Consultants
• Dusit Thani Dubai with Nathan Savage Lighting Design

David McNeil, Director of dpa lighting consultants, is excited to unveil his design for the Crowne Plaza Dubai Marina, which has seen the team work hard to create an installation that brings the twin industry celebratory theme to life. “Dubai has been a tourism pioneer for decades, from planning and delivering its architecturally iconic skyline to developing an exceptional tourism offering that attracted 16 million tourists in 2019. Illuminate Dubai is a wonderful opportunity for us to highlight our work and the ever-evolving appeal of the emirate’s hospitality sector.” he said.

“Innovative lighting design has helped put some of Dubai’s most well-known structures on the map and we are thrilled to be one of the companies supporting this first-of-its-kind event. We are confident this will add immeasurable value to the city’s tourism experience and hopefully, light the way for a positive business year.” added McNeil.

The commercial appeal of Illuminate Dubai has also attracted a duo of high-profile industry sponsors, including Silver Sponsor, Sylvania Lighting Middle East, one of the leading light specialists, globally.

For Samer Moukalled, Vice President of headline sponsor Scientechnic Lighting Solutions, “The hospitality industry has long been a backbone to the thriving tourism sector of the UAE, and the idea of using light to reestablish its importance is a major boon for lighting experts like myself. Lighting is often termed the unsung hero and Illuminate Dubai has created a platform to showcase its true power. We are lighting up the city, and what better medium than on the facades of globally renowned hotel chains strategically located on bustling Sheikh Zayed Road, Dubai!”

For more information, visit thehotelshow.com/illuminate-dubai.