When organizing an event in Dubai, online marketing is just part of the game. Many organizers still rely on physical counters—booths at malls, venues, or public spaces—to promote and sell tickets. But before setting up a sales desk or promotional booth, you need a Counter Permit, issued and regulated by DTCM (Dubai’s Department of Tourism and Commerce Marketing)
In this blog, you’ll learn what a counter permit is, why it’s essential for event promotions in Dubai, and how to manage the process easily with platforms like.
What is a Counter Permit in Dubai?
It is an official authorization issued by that allows event organizers or ticketing agents to legally set up physical sales or promotional counters in public or commercial locations across Dubai. Submitting the required documents is necessary for approval, and the event type may affect which documents are needed for the permit application.
This includes:
Ticket-selling booths at malls, event venues, or offices
Information desks promoting events
On-ground brand activations related to ticketed events
Counter permits are required for various event types, including public events and entertainment events, to ensure compliance with DTCM regulations.
It ensures your physical presence aligns with Dubai’s event regulations and consumer protection laws.
Why DTCM Requires a Counter Permit
Dubai takes event promotion seriously. The DTCM Counter Permit helps:
Regulate event-related sales in public spaces
Ensure accurate information is being distributed
Track promotional activities linked to ticketed events
Support transparency and trust for customers
Obtaining a counter permit is mandatory to meet regulatory requirements and safety standards. Ensuring compliance with DTCM regulations is essential for all event organizers, as securing the necessary permits helps ensure compliance and avoid penalties.
Operating a sales counter without a DTCM permit can lead to fines, license suspension, or forced counter removal.
Who Needs a Counter Permit in Dubai?
You need a DTCM Counter Permit if you’re:
Setting up a physical ticket sales counter for an event
Hosting a promotional booth for a concert, exhibition, or show
Running a limited-time activation in malls, stadiums, or tourist zones
Selling tickets offline in addition to online sales
Distributing brochures or flyers about a ticketed event
To set up a counter, you must have the appropriate licenses and meet all licensing requirements as set by DTCM to ensure compliance with local regulations.
Even if your event already has an activity permit, a separate counter permit is needed for physical promotion.
Personal events such as weddings or birthdays typically do not require a counter permit, but it is important to verify if your event falls under regulated categories.
How to Apply for a Counter Permit from DTCM
Register and Log into the DTCM e permit system or DTCM portal
To begin the permit application, you must register and log into the DTCM e permit platform. Ensure your company is registered and holds a valid trade license as part of the registration process. Select the “Counter Permit” option to start your application.Submit Basic Information, Event Details, and Required Documentation
The permit application requires you to provide basic information and comprehensive event details, including event name, permit number, counter location, duration, and staff details. Upload all relevant documents and required documentation, such as venue NOC (No Objection Certificate), counter layout design, and promotional material.Obtain Approvals from the Dubai Department of Tourism and Commerce Marketing (commerce marketing dtcm)
Your application must be submitted in advance to allow for timely processing and compliance with regulatory requirements. Obtaining a counter permit involves securing approvals from the Dubai Department of Tourism and Commerce Marketing (DTCM).
Pay Permit Fees & Application Processing
Payment of the permit fees is mandatory. Applications are only processed after payment is received. Once reviewed and approved, your DTCM e permit is issued digitally and must be displayed at the counter at all times.
Track and Manage Your Permit via the e permit platform and e permit portal
The e permit platform and e permit portal allow you to track the status of your application and manage your permits after issuance. The DTCM e permit system streamlines the process for event organizers, ensuring efficient obtaining and management of permits.
How Counter Permits Impact Your Event Marketing Strategy
Offline promotion is a key part of a strong event marketing strategy, especially in Dubai’s high-footfall areas like malls, public venues, or tourist hubs.
Event planning in Dubai requires obtaining event permits, as all events permits must be processed through the official DTCM e-Permit system to ensure compliance with local regulations. Comprehensive support is available to guide organizers through the entire process, from application to approval, making it easier to navigate legal requirements and execute successful events.
Without a valid permit, your team may face delays, shutdowns, or even legal issues—damaging your reputation and campaign success.
Simplify Your Counter Permit Process with Ticmint
Handling multiple permits for your event? Ticmint, Dubai’s all-in-one event ticketing and marketing platform, makes it easy to stay compliant and focus on promotion. Ticmint helps manage DTCM event permits, DTCM permits, and DTCM event permit applications for all event types, including entertainment activity and entertainment permits. As the subject of entertainment events is crucial in Dubai, Ticmint provides detail on how it streamlines the process for entertainment, concerts, and public performances, ensuring you meet all regulatory requirements.
With Ticmint, you can:
Apply for counter permits, DTCM event permits, and entertainment permits in one place
Track approval status and deadlines for all DTCM permits
Upload marketing material for DTCM pre-approval
Integrate offline sales with your digital ticketing, including e-ticketing
Manage event marketing from one smart dashboard
Apply for e-ticketing permits and connect with e-ticketing portals for seamless online ticket sales
Note: Events listed on the Dubai calendar require proper DTCM event permits to ensure compliance and visibility.
Want to save time and avoid approval hassles? Let Ticmint manage your entire DTCM counter permit process—from submission to approval. Visit:
https://ticmint.com/ticmint-best-event-ticketing-platform-in-dubai/
Frequently Asked Questions (FAQs)
It’s a license to set up a physical event ticketing or promo counter in Dubai.
Anyone selling or promoting event tickets in public or retail spaces.
Yes, you need both for physical promotion and the actual event.
Yes, Ticmint streamlines the permit process and connects it with your event ticketing system.
Conclusion
A Counter Permit from DTCM is essential if you’re planning any physical ticket sales or promotional activity in Dubai. It ensures your event complies with local regulations while boosting visibility in public spaces.
From application to final approval, platforms like Ticmint help event organizers and marketers save time, stay compliant, and maximize outreach—online and offline.
To learn more and get in touch, click here.
Want to know how Ticmint can help your business?
- Save upto 35% platform fees compared to industry standard.
- 100% customisable & control. Your platform, your way. (No extra charges to remove branding)
- Enhanced transparency and security
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