Bader Ali Habib, Director, Proximity Markets, Dubai Department of Economy and Tourism, in an exclusive interview with Kamal Gill, Editor-Publisher, of Today’s Traveller shares how Dubai is revolutionising travel with smart and sustainable tourism
Bader Ali Habib has been instrumental in determining the tourism strategies in Dubai, most significantly in the case of the Indian market. Dubai welcomed 3.14 million overnight visitors from the wider South Asia region in 2024, making a significant contribution towards the overall 18.72 million international overnight visitors that came to the city, up 9% year-on-year. Keeping himself updated about current trends and preferences among tourists, he places Dubai among the top destinations in the case of family travel, high-end leisure tourism, wedding tourism, and MICE events.
TT Bureau: Dubai consistently ranks among the world’s top travel destinations. What strategies have contributed to this success, particularly in proximity markets?
TT Bureau: Dubai remains agile in its approach, constantly evaluating what works and adapting where necessary. We test different models, fine-tune successful strategies, and ensure that every campaign is tailored to the market.
India, for instance, has historically been a significant market for Dubai. Instead of just promoting packages, we now focus on lifestyle-centric experiences that align with consumer behaviour, whether it be entertainment, shopping, or fashion.
Dubai is also known for its ability to swiftly adapt to global trends and traveller preferences. One of our key strengths is our data-driven approach, which allows us to tailor campaigns for different demographics.
For example, we analyze consumer behaviour to understand what travellers are engaging with, be it music festivals, culinary experiences, or adventure tourism, and curate our offerings accordingly.
Another factor in Dubai’s success is its ability to maintain high standards of service and infrastructure. The continuous investment in new attractions, improved airport connectivity, and seamless digital travel experiences make Dubai a preferred choice for travellers worldwide.
Additionally, Dubai continuously reinvents itself with new attractions. From the Burj Khalifa and Palm Jumeirah to more recent developments like the Museum of the Future, the city ensures that every visit offers something fresh and exciting. We also work closely with influencers and key opinion leaders to keep Dubai relevant and engaging for different markets.
TT Bureau: With India projected to become the world’s fifth-largest outbound tourism market by 2027, how is the Dubai Department of Economy and Tourism positioning itself to capture a larger share of this rapidly growing traveller base?
Bader Ali: While we already have a significant share, we see immense growth potential. The recent visa-on-arrival policy for Indian passport holders with certain international visas (such as the U.S., Canada, Australia, and Singapore) further simplifies travel. Additionally, South India is a major focus area for us, and we are investing in targeted campaigns that resonate with the cultural nuances of different regions.
One of our core strategies is to move beyond conventional marketing and integrate it into people’s everyday lives. We engage with Bollywood, South Indian cinema, and leading influencers to create a deeper cultural connection. A prime example is our recent collaboration with Allu Arjun at Madame Tussauds, which highlights Dubai’s recognition of South India’s growing global influence. Furthermore, our initiatives are focused on lifestyle-driven experiences, catering to affluent Indian travellers who seek bespoke luxury vacations.
We also recognize the importance of connectivity, which is why Dubai is continually enhancing its airline routes from Tier 2 and Tier 3 Indian cities. The ease of access makes it simpler for travellers to choose Dubai as their preferred destination. Additionally, Dubai’s evolving retail, culinary, and adventure tourism experiences provide new reasons for repeat visits from Indian travellers. We also work closely with wedding planners, as Dubai has become a prime destination for luxury Indian weddings, offering world-class venues, celebrity performances, and seamless hospitality experiences.
TT Bureau: This brings us to the fact that Dubai has become a prime destination for luxury Indian weddings. What factors contribute to Dubai’s growing popularity in the wedding industry?
Bader Ali: Dubai has been hosting Indian weddings for many years, and the demand continues to grow. One of the key factors is the availability of world-class venues that cater to large-scale celebrations. Indian weddings are known for their grandeur, and Dubai provides the perfect backdrop with its luxurious hotels, stunning resorts, and breathtaking desert landscapes.
Another major advantage is Dubai’s connectivity. With direct flights from major Indian cities and excellent global airline networks, it becomes easier for families and guests to travel for destination weddings. Additionally, Dubai offers easy access to international artists, celebrity performers, and high-end wedding planners, making it a seamless experience for couples looking for a dream wedding.
The introduction of the Golden Visa has also played a significant role in attracting wedding planners to set up businesses in Dubai, creating a strong ecosystem for wedding services. The city’s reputation for safety, hospitality, and high-quality service also ensures that every aspect of a wedding is executed flawlessly.
TT Bureau: Dubai has positioned itself as a global hub for MICE (Meetings, Incentives, Conferences, and Exhibitions). What strategies are in place to further enhance Dubai’s appeal in this sector?
Bader Ali: Dubai has long been a leader in the MICE industry, and we continue to invest in world-class infrastructure, new event spaces, and seamless connectivity. Our strategic partnerships with global conference organizers, incentives for corporate events, and ongoing expansion of exhibition centres such as the Dubai World Trade Centre help maintain our position. Additionally, our ability to host high-profile international events further cements Dubai’s reputation as a premier MICE destination.
Another important factor is our ability to integrate leisure and business travel. Dubai is not just a city for conferences—it is a complete experience. Many corporate travellers extend their stay to enjoy Dubai’s luxurious hospitality, entertainment, and adventure offerings. The city’s ability to seamlessly blend work and leisure is one of its strongest USPs. Moreover, as the world transitions to a more hybrid work model, we are incorporating digital infrastructure in our venues to accommodate both in-person and virtual event formats.
Dubai’s MICE industry also benefits from a strong airline network, with Emirates and flydubai connecting global markets. We are consistently adding new direct flights, making it easier for international delegates to access Dubai for large-scale conferences and exhibitions.
TT Bureau: With Dubai’s hotel room inventory surpassing 150,000 and demand continuing to grow, how is the Dubai Department of Economy and Tourism ensuring sustainable expansion while maintaining high occupancy rates and premium guest experiences?
Bader Ali: Dubai’s hospitality industry is thriving, with continuous growth in luxury, mid-range, and budget accommodations. We ensure sustainable expansion by aligning hotel developments with demand trends and by encouraging eco-friendly and smart technology-driven hotel projects. Strategic partnerships, global marketing campaigns, and an increasing focus on experiential travel also help maintain high occupancy rates. Furthermore, the upcoming Jebel Ali Palm development and other planned projects will introduce additional premium hospitality offerings, keeping Dubai at the forefront of global tourism.
Sustainability is a growing priority, and Dubai has launched several initiatives to promote eco-conscious travel. For instance, the upcoming Dubai THERM will be the world’s tallest well-being resort, with a strong focus on sustainability. This will also feature the world’s largest indoor botanical garden, creating an immersive green experience. Additionally, Dubai has strengthened its sustainability roadmap with projects like Dubai Can and Dubai Reef, which align with global climate goals. These efforts not only enhance Dubai’s appeal as a luxury travel destination but also position it as a forward-thinking, responsible tourism leader.
As demand for Dubai continues to grow, we are also investing in digital transformation to enhance visitor experiences. AI-driven services, personalized itineraries, and smart concierge solutions are revolutionizing the way travellers experience Dubai. Our goal is to ensure that every visitor, regardless of budget or preference, finds a memorable and premium experience in Dubai.
Dubai’s hospitality industry is also seeing increasing interest in regenerative tourism and wellness retreats, which aligns with Dubai’s growing focus on well-being tourism, as we continue to introduce holistic experiences designed for relaxation, health, and rejuvenation.
Ultimately, Dubai’s vision remains clear—to be the most sought-after global travel destination while ensuring sustainability, innovation, and unforgettable visitor experiences.
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