Dubai Tourism to Focus on Authentic Culture – Offering a Fresh Perspective to Travellers 

While Dubai is known for its glitz and glamour, not forgetting modern marvels like Burj Khalifa, the world’s tallest building, it also has much more to offer. Speaking at the Skift Global Forum 2024 in September this year, the CEO of Dubai Tourism, Issam Kazim pointed out that new tourism campaigns will focus more on an ‘authentic experience’ that tourists can enjoy. While in the past, celebrities such as Shah Rukh Khan, Jessica Alba and Zac Effron were used to promote Dubai, the emirate will look to feature more locals and families in promotional campaigns moving forward.

As part of this new shift in focus, the city’s cultural experiences, arts scene, and hidden gems will also be highlighted along with the concept of ‘affordable luxury’. With so many diverse things to see and do in Dubai, travellers are truly spoilt for choice and such campaigns will broaden the appeal of this dynamic destination. What’s more, properties such as Anantara The Palm Dubai Resort are giving guests the chance to enjoy the best of both worlds, luxurious comforts and unique experiences.