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In an impressive strategic move, Dubai’s Department of Economy and Tourism (DET) successfully tapped into secondary markets across India, ushering in a remarkable 23% surge in visitor arrivals in the first five months of 2023, compared to the same period in 2019. This ambitious campaign resulted from the DET’s commitment to expanding its reach in India, reaffirming Dubai’s position as the preferred travel destination for Indian tourists.

Bader Ali Habib, Head of South Asia, Dubai’s Department of Economy and Tourism.

The DET’s remarkable success can be attributed to its strategic engagements with the travel trade industry, which saw numerous trade workshops, exhibitions, roadshows, and mega familiarization trips being organized across various cities in India. The aim was to showcase Dubai’s experiences and foster valuable partnerships.

In the first half of the year, DET successfully hosted over 200 travel agents from a diverse range of 30 cities, which included regions like Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, Punjab, Delhi NCR, Rajasthan, and more. By participating in major exhibitions such as SATTE 2023 and ATM 2023, Dubai’s attractive offerings were effectively spotlighted, piquing the interest of both new and returning visitors.

Moreover, the DET organized roadshows in Hyderabad, Bengaluru, and Chennai, effectively promoting Dubai as an ideal international destination for summer vacations. These events facilitated connections between the Indian travel trade and Dubai stakeholders, ranging from airlines and destination management companies to resorts and attractions in Dubai.

To further enhance its presence in the Indian market, the DET conducted trade workshops in major Indian cities, including Delhi, Mumbai, Chennai, Hyderabad, and Bengaluru. These events provided the Indian travel industry with a deep understanding of Dubai’s continually evolving tourism landscape. They also served as an opportunity to highlight Dubai’s unparalleled flight connectivity, which boasts direct links to 22 Indian cities, making Dubai an attractive choice for quick vacations and layover destinations to and from Europe, the UK, Africa, and North America.

To further penetrate tier II cities and cater to market needs, the DET hosted trade dinners in the towns like Jaipur, Guwahati, and Bhubaneswar. These dinners, in collaboration with IndiGo Airlines, showcased Dubai’s appealing tourism offerings and reaffirmed Dubai’s status as the prime consideration for travel.

Bader Ali Habib, the Head of South Asia for DET, spoke of the department’s commitment to the Indian market, stating, “India is a top priority for us, and we are dedicated to showcasing various facets of Dubai to the Indian traveler. Our nationwide initiatives have yielded outstanding results, with a 23% increase in overnight visitor numbers surpassing 1 million visitors in the first five months of the year. With excellent flight connectivity, a convenient visa process, and our ongoing commitment to the Indian market, we are optimistic that our future initiatives will further increase awareness about Dubai’s diverse attractions, multicultural ambiance, and abundant hotel and attraction options, making it the top choice for Indian tourists.”

A second roadshow was recently concluded in Lucknow, New Delhi, and Chandigarh during the first half of July, with a massive turnout of over 550 participants.

The DET’s innovative marketing strategies and consistent efforts have profoundly influenced the Indian market, reshaping perceptions and inspiring more Indian tourists to choose Dubai as their preferred destination.