Dubai Tourism to Shift Branding Strategy: A Move Towards Authentic Experiences

The CEO of Dubai Tourism Issam Kazim has expressed his intention to shift the city’s branding strategy to one that focuses on the city’s authenticity and culture. While Dubai has earned a reputation for its landmark structures including the tallest building and largest mall in the world, Kazim feels that the city has more to offer.

Rather than solely relying on the star power of celebrity campaigns and massive buildings, Kazim wishes to promote the city’s unique artistic and cultural heritage by shining a light on local people and families who he believes are the ‘soul’ of Dubai.

Tourism has already helped shed light on the city’s cultural identity through the several luxury hotels in Dubai that invite tourists for longer, more memorable stays; those such as La Suite Dubai Hotel and Apartments are located near major cultural attractions and monuments to encourage tourists to explore such attractions. However, a more focused shift towards Dubai’s culture entails a significant rebranding effort that could bring about a new-found appreciation for Dubai and its cultural soul.