Dubai, long renowned for its opulent attractions like the Burj Khalifa, the sprawling Dubai Mall, and the world-famous 7-star hotels, is undergoing a transformation in how it presents itself to the world. As the city celebrates over four decades of tourism, it is now making a deliberate pivot from its image as a luxury playground to a more authentic, culturally rich destination.
Issam Kazim, the CEO of Dubai Tourism, outlined this change at the Skift Global Forum 2024, revealing that the city plans to place less emphasis on its iconic landmarks and extravagant campaigns, and more on showcasing the “real” Dubai. According to Kazim, when the city first began its tourism efforts, it was necessary to draw attention through grandiose projects and luxury offerings. This strategy was effective in putting Dubai on the global map, but it also led to the perception that the city was defined only by its high-end appeal, creating a disconnect from the deeper, more authentic aspects of life in Dubai.
“We needed landmark projects, 7-star hotels, islands. It did a great job to get people into the city, but it started to make people feel Dubai was just about new buildings and high-end luxury,” Kazim explained. He acknowledged that, in the process, the true soul of the city the warmth and diversity of its people had been overshadowed. It wasn’t until the city started engaging in a more open dialogue about its residents and their lives that Dubai began to reveal its “gems,” offering a more genuine and enriching experience for tourists.
The city’s push for authenticity has taken on a new meaning post-Covid, with travelers now focusing on destinations for reasons beyond superficial attractions. Dubai, Kazim suggests, has found its “soul” by focusing not just on its impressive skyline, but also on the cultural depth and the stories of its people. This newfound sense of warmth and authenticity is resonating with visitors, signaling a significant shift in what the city has to offer.
For years, celebrity-driven campaigns were a cornerstone of Dubai’s tourism marketing strategy. Big names like Shah Rukh Khan, Zac Efron, and Jessica Alba featured in high-profile promotions, drawing attention to the city. However, Kazim emphasized that the city’s tourism efforts are no longer solely dependent on celebrities. “We are now prioritizing genuine, authentic partnerships with celebrities who have a real connection to Dubai,” he said. These partnerships are no longer about star power alone, but about showcasing celebrities who love the city and visit frequently, giving a more organic and believable representation of life in Dubai.
One of the key strategies in promoting authentic experiences is the focus on real people. Kazim and his team have been working to highlight the hidden gems of Dubai cultural districts, arts scenes, and diverse neighborhoods that often go unnoticed by tourists seeking only luxury. These areas, often budget-friendly, showcase the more grounded and genuine side of the city, offering visitors a chance to experience the local culture and way of life in a more accessible way.
“The cultural neighborhoods were lesser known but they can be enjoyed at lower budgets,” Kazim pointed out. By spotlighting these areas and featuring real families and individuals, Dubai is aiming to break down the barriers between the city’s luxurious image and its more approachable, down-to-earth offerings. This shift also extends to the broader tourism experience, as Dubai is now positioning itself as a destination for “affordable luxury” rather than only an elite escape.
Dubai’s new approach marks a departure from the past, where the city was synonymous with extravagance. The future of Dubai tourism seems focused not only on maintaining its luxurious allure but also on celebrating its authentic cultural essenceshowcasing a city with a soul, diverse stories, and experiences for all kinds of travelers.
