Dubai tourism invites traveller for a new Global Campaign

Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) has launched a new global campaign, Dubai Presents, featuring Hollywood stars Jessica Alba and Zac Efron. The campaign invites global travellers, experience seekers, storytellers and artistic creators to put themselves in the picture, write their own script and appear in their very own cinematic adventure, with Dubai’s breathtaking locations providing the perfect backdrop.

Filmed by Directors Guild award-winning director Craig Gillespie, the campaign features a series of six short trailer films across different genres, with each one taking viewers on a captivating journey across the city.  Kicking off with the high adrenaline Spy Action genre, the campaign will also see Alba and Efron in a series of trailers across multiple genres launching in sequence over a period of four months. 

As Dubai continues to keep its doors open to global markets, the city is ready to welcome visitors and service the surging demand for quality holidays complete with adventure, romance and culture.  

Critically, Dubai’s approach since the start of the global pandemic has been one of preparedness, agility and consistency. It was one of the first cities globally to close and lockdown then became one of the first to open and stay open. This was achieved through a prudent and staggered approach to reopening of sectors while ensuring strict compliance with health and safety protocols in line with international practices. The gradual implementation of a multi-phase recovery programme saw Dubai opening for domestic tourists in May 2020 and international tourists in July 2020.

Dubai Tourism has continued to communicate with audiences in key international markets to keep the city top-of-mind among travellers. Following on from a series of digital activations including #TillWeMeetAgain, #ReadyWhenYouAre and #LiveYourStory, Dubai Presents builds on the city’s position as a safe, must-visit destination, while providing international travellers a fascinating insight into the city’s diverse destination offering.

Issam Kazim, CEO of Dubai Corporation for Tourism & Commerce Marketing (Dubai Tourism) said: “We are thrilled to be launching our new Dubai Presents campaign.  Through the series of trailers, we share a cinematic overview of the city’s locations, majestic landscapes, rich culture and diversity, inviting travellers from around the world to visit Dubai to create their very own epic adventure. With this latest production, we take destination storytelling to a new level, showcasing Dubai as a city that celebrates the cultures of over 200 nationalities and provides a range of diverse experiences for the whole family, further reinforcing its profile as the best place in the world to live in, work and visit. Through these short films we are also able to turn the spotlight on our iconic skyscrapers and landmarks and highlight the unique ways in which visitors can create and own their memorable experiences and ultimately share their exciting story of Dubai with the world.

“Amid a truly challenging and unprecedented time for the tourism industry, this new campaign is also testament to our collaboration with city stakeholders and over 3,000 global travel partners to enhance our coordinated approach to attract tourists to Dubai. With their continuous support, we remain committed to broadening and strengthening Dubai’s tourism proposition, as we strive to realise our strategy of making Dubai the most visited and one of the most recommended travel destinations in the world, all while keeping the health and safety of our residents and visitors our topmost priority. Leveraging our strong partnerships across the travel and tourism sectors in the city, we continue to work towards our roadmap of success for the safe return of travellers to Dubai. We are confident the Dubai Presents campaign will bolster our efforts to accelerate tourism momentum in what promises to be a landmark year for Dubai as we gear up for the upcoming Expo 2020 and the UAE’s Golden Jubilee celebrations.”

Designed to be a 360 global campaign, Dubai Presents will be launched across 27 global markets including India on 5 August 2021 in over 15 languages including English, Mandarin, German, Italian, French and Dutch. In India, the campaign will appear across channels including OTT, digital and social. In addition to the six celebrity-led trailers, the campaign also features a series of teaser assets to highlight gastronomy, nature, active and self-indulgent holidays in Dubai.

Dubai recently marked one year since its reopening in July 2020, with data from Dubai Tourism highlighting that the city welcomed an incredible 3.7 million overnight visitors of which 811.6 K visitors were from India during the 11-month period from July 2020 to May 2021. This positive figure underscores Dubai’s position as a leader in the recovery of global tourism, offering a safe, appealing, and memorable experience for travellers.

The city has welcomed a number of new attractions even amid a rapidly fluctuating global environment. Deep Dive Dubai is the latest record-breaking attraction to make a splash in the city, offering thrill seekers a unique diving experience in the deepest pool in the world, while Time Out Market launched in Dubai’s Souk Al Bahar in early 2021 featuring 17 homegrown F&B concepts. With a number of new hotels, restaurant, and attraction openings to look forward to during the second half of 2021, as well as a plethora of events, Dubai stands ready to welcome both new and repeat visitors from global markets.