In a bid to attract further footfall for the current summer travel season, Dubai Department of Economy and Tourism (DET) has significantly intensified its promotional efforts in the South Asian market, particularly with a focus on wooing more travellers from India, a key market.

In a press statement issued by the principal tourism organisation of the region, DET says that it has been targeting potential markets through a comprehensive strategy. 

This includes media familiarisation visits, participation in Arabian Travel Market (ATM) and roadshows across key metropolitan areas, as well as Tier 2 and 3 cities across North and South India.

DET says that from South Asia, Dubai recorded 1.62 million international overnight visitors from January to June 2024 compared to the 1.60 million tourist arrivals during the same period in 2023. Overall,  Dubai recorded 9.31 million international overnight visitors in H1 2024, a 9 pc YoY increase.

DET says that it will focus particularly on Tier 2 and 3 cities in India, stemming from a notable increase in outbound travel from these regions, driven by rising disposable incomes and a burgeoning interest in experiential travel among Indian travellers. A series of roadshows is scheduled for November in the cities of New Delhi, Mumbai and Kolkata, the statement adds.

The board says that India will remain a crucial market for Dubai. Recognising the potential of these emerging cities, DET has taken steps to cater to the sophisticated demands of travellers seeking curated and memorable experiences across lifestyle, adventure, gastronomy and more.

By fostering strong partnerships with local travel agents and providing them with extensive training, DET says it aims to empower the travel trade industry to effectively promote and deliver unique travel experiences to discerning Indian travellers. 

Between April and June 2024, DET organised mega familiarisation trips, hosting over 200 travel agents from major Tier 1, 2 and 3 cities across India. 

DET says its participation in trade exhibitions such as SATTE 2024 and ATM 2024 also enabled travel agents to get more insights into Dubai’s diverse offerings, which aim to attract both new and repeat visitors.

The statement adds that in early June 2024, DET concluded its first series of roadshows in India, covering Hyderabad, Lucknow, Jaipur and nearby Tier 2 and 3 cities. 

These events drew nearly 600 travel trade professionals from 10 cities, including Vizag, Kurnool, Vijayawada, Gorakhpur, Kanpur, Varanasi and Allahabad. 

These trade initiatives, DET says, are set to be a cornerstone for the Indian travel trade, offering an immersive experience with keynote speeches from industry leaders, insightful panel discussions on the latest trends and challenges, and a curated networking lunch designed to foster meaningful connections. 

The statement adds that Dubai stakeholders such as Expo City, Emirates, Palazzo Versace Dubai, Costa Cruises, Dubai Holding, Rove Hotels, and more also participated in these events.

In order to further strengthen inbound travel from India, DET organised trade workshops in Coimbatore, Thiruvananthapuram and Surat and also engaging agents from neighbouring cities like Salem, Erode, Kollam, Pathanamthitta, Navsari, Valsad and Bardoli. 

The statement adds that these workshops provided comprehensive insights into Dubai’s evolving tourism landscape, including new and existing attractions, world-class hospitality and culinary experiences, ultra-luxury offerings, and adventure tourism, enabling the travel trade community to curate diverse and enriching itineraries.

Bader Ali Habib

“Dubai values its long-standing relationship with India, and our inbound visitation from the market has been outstanding, thanks to exceptional flight connectivity, a convenient visa process, and a strong commitment to the Indian market. This has contributed to a record-breaking performance by our tourism sector,” says Bader Ali Habib, Regional Head of Proximity Markets at Dubai Department of Economy and Tourism.

“We are dedicated to showcasing various facets of Dubai through multi-city roadshows, trade workshops and mega familiarisation trips, as well as participation in major exhibitions, to further reinforce our position as the preferred outbound destination for Indian travellers,” Habib says.

The statement adds that DET continues to engage with its travel trade partners through workshops, as well as familiarisation trips featuring over 50 travel agents from across India, focussing primarily on Tier 2 and 3 cities.

DET’s outreach spreads to 40 Indian cities, including smaller ones where Dubai is one of the few active destinations, mainly due to DET’s extensive outreach in the region.