Dubai Tourism

CHALLENGE Dubai Tourism set a goal of reaching 23 million visitors by 2020, with a focus on changing perceptions and encouraging travel from key markets such as the USA, Canada, and the UK. The objective was to position Dubai as a safe, family-friendly, and cost-effective destination for a wide range of travelers.

SOLUTION We partnered directly with Dubai Tourism's 40+ vendors, managing ground handling and crafting customized itineraries that highlighted both well-known landmarks and hidden gems. The campaign activated 16 influencers, including lifestyle creators, family bloggers, and first-generation Arab/Muslim diaspora influencers. These influencers, from the USA, Canada, France, Benelux, and the UK, represented families, couples, and groups of friends. Their content offered a fresh, authentic perspective on Dubai, showcasing the city as an appealing destination for a diverse array of travelers.

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