Dubai‘s Department of Economy and Tourism (DET) has significantly bolstered its efforts in South Asia, recording an impressive 1.62 million visitors from the region in the first half of 2024. This strategic push, particularly focusing on the Indian market, aims to further elevate Dubai’s status as a premier travel destination, especially during the ongoing summer season.
India, a key source market for Dubai, has seen a growing interest in outbound travel, especially from Tier 2 and Tier 3 cities. Recognising this trend, DET has launched a series of targeted initiatives to tap into these emerging markets. The strategy includes media familiarisation visits, participation in major travel exhibitions like the Arabian Travel Market (ATM), and a robust schedule of roadshows across India’s metropolitan areas and beyond.
Dubai welcomed a total of 9.31 million international overnight visitors in H1 2024, marking a 9 per cent year-on-year increase. The South Asian market alone contributed 1.62 million visitors, up slightly from 1.60 million during the same period in 2023. This growth reflects the success of DET’s efforts in making Dubai an attractive destination for a diverse range of travellers.
Targeting Tier 2 and Tier 3 cities
The decision to focus on Tier 2 and Tier 3 cities in India is driven by rising disposable incomes and a growing interest in experiential travel among Indian travellers. With an estimated 13-15 million Indians obtaining passports annually, Dubai Tourism has identified these regions as pivotal to its expansion strategy. The focus is on catering to the sophisticated demands of travellers seeking curated experiences in lifestyle, adventure, and gastronomy.
To achieve this, DET said it has forged strong partnerships with local travel agents, offering them extensive training to effectively promote Dubai’s unique travel experiences. These initiatives have introduced Indian travellers to a range of Dubai’s attractions, such as AYA Universe, La Perle by Dragone show, Real Madrid World, and The View at the Palm. Other highlights include Deep Dive Dubai, the world’s deepest pool, Dubai Safari Park, home to around 3,000 animals, and luxury desert experiences at Sonara Camp.
Between April and June 2024, DET organised mega familiarisation trips for over 200 travel agents from major Indian cities. These trips were complemented by DET’s participation in key trade exhibitions like SATTE 2024 and ATM 2024, which provided travel agents with deeper insights into Dubai’s diverse offerings, aiming to attract both new and repeat visitors.
Globally, Morocco welcomed 7.5 million tourists in the first half of 2024, representing a 15 per cent increase compared to the previous year. The MNTO has set a target of attracting 15.5 million tourists by the end of the year, with a specific goal of drawing 100,000 Indian visitors by 2026.
In June 2024, Dubai Tourism concluded its first series of roadshows across Hyderabad, Lucknow, Jaipur, and other Tier 2 and Tier 3 cities. These events attracted nearly 600 travel trade professionals from 10 cities, including Vizag, Kurnool, and Vijayawada.
To further enhance inbound travel from India, DET has conducted trade workshops in Coimbatore, Trivandrum, and Surat, engaging travel agents from neighbouring cities. These workshops provided insights into Dubai’s evolving tourism landscape, including new attractions, world-class hospitality, and adventure tourism.
Upcoming initiatives
Going forward, Dubai Tourism continues its outreach with plans for additional roadshows in November 2024, covering New Delhi, Mumbai, and Kolkata. The department’s efforts now span 40 Indian cities, including smaller ones where Dubai remains a key destination, with extensive and ongoing promotional activities.
Commenting on the development, Bader Ali Habib, Regional Head of Proximity Markets, Dubai’s Department of Economy and Tourism, emphasised the importance of the Indian market, “Dubai values its long-standing relationship with India, and our inbound visitation from the market has been outstanding. With exceptional flight connectivity, a convenient visa process, and our strong commitment to India, we are dedicated to showcasing the best of Dubai to reinforce our position as the preferred outbound destination for Indian travellers.”
