Wednesday, August 21, 2024 Dubai’s Department of Economy and Tourism (DET) reported 1.62 million visitors from South Asia in the first half of 2024, largely due to targeted efforts in Tier 2 and Tier 3 Indian markets. By implementing strategic initiatives such as roadshows, trade workshops, and mega familiarisation trips, DET is reinforcing Dubai’s position as a premier destination for Indian travelers.
These efforts are part of a broader strategy to tap into emerging markets and cater to the growing demand for diverse travel experiences among Indian tourists. Dubai has long been a favored destination for Indian travelers, and the city’s Department of Economy and Tourism (DET) is intensifying efforts to expand its reach within South Asia. In the first half of 2024, Dubai welcomed 1.
62 million visitors from South Asia, a slight increase from 1.60 million in the same period in 2023. This growth is part of Dubai’s broader strategy to attract more tourists from India, particularly from emerging Tier 2 and Tier 3 cities, which are experiencing a boom in outbound travel.
The surge in travel from India to Dubai is driven by rising disposable incomes and a growing interest in experiential travel among Indian tourists. Recognizing the potential of these markets, DET has launched several strategic initiatives aimed at promoting Dubai’s diverse attractions, from luxury shopping and fine dining to adventure tourism and cultural experiences. One of DET’s key strategies involves expanding its presence in India’s Tier 2 and Tier 3 cities.
These cities have shown significant growth in outbound travel, thanks to increasing economic prosperity and a burgeoning middle class. By focusing on these markets, DET aims to tap into a new segment of travelers who are eager to explore international destinations. To achieve this, DET has organized a series of pan-India roadshows, trade workshops, and mega familiarisation (FAM) trips.
These events are designed to educate travel agents and promote Dubai’s attractions, ensuring that they can offer personalized travel experiences that cater to the unique preferences of Indian tourists. The roadshows have covered major metropolitan areas as well as smaller cities across North and South India, including Hyderabad, Lucknow, Jaipur, Vizag, Kurnool, and Varanasi. Between April and June 2024, DET hosted over 200 travel agents from across India on mega FAM trips to Dubai.
These trips provided agents with first-hand experience of Dubai’s offerings, enabling them to better sell the destination to their clients. Participants visited some of Dubai’s top attractions, including AYA Universe, La Perle by Dragone, Real Madrid World, The View at the Palm, Deep Dive Dubai, Dubai Safari Park, and Sonara Camp. The FAM trips were designed to showcase the diverse experiences that Dubai offers, from luxury to adventure, to ensure that travel agents can create compelling itineraries for their clients.
In addition to the FAM trips, DET has been actively participating in major trade exhibitions such as SATTE 2024 and the Arabian Travel Market (ATM) 2024. These events have allowed DET to engage directly with travel trade professionals and provide them with insights into Dubai’s evolving tourism landscape. DET’s efforts have been particularly focused on educating travel agents about new attractions and experiences in Dubai, as well as the city’s world-class hospitality and culinary offerings.
DET’s roadshows in Tier 2 and Tier 3 cities have been a cornerstone of its strategy to expand Dubai’s reach in the Indian market. In early June 2024, DET concluded its first series of roadshows, covering Hyderabad, Lucknow, Jaipur, and nearby cities. These events drew nearly 600 travel trade professionals from 10 cities, including Vizag, Kurnool, Vijayawada, Gorakhpur, Kanpur, and Allahabad.
The roadshows provided an immersive experience for attendees, featuring keynote speeches from industry leaders, panel discussions on the latest travel trends and challenges, and networking opportunities. Participants also had the chance to interact with Dubai stakeholders, including representatives from Expo City, Emirates, Palazzo Versace Dubai, Costa Cruises, and Rove Hotels. These interactions were crucial in building relationships and fostering collaboration between Dubai’s tourism sector and Indian travel agents.
A key component of DET’s strategy is fostering strong partnerships with local travel agents. By providing extensive training and resources, DET empowers travel agents to effectively promote Dubai as a top destination for Indian travelers. The workshops organized by DET in Coimbatore, Trivandrum, and Surat, as well as the engagement of agents from neighboring cities like Salem, Erode, Kollam, and Pathanamthitta, have been instrumental in this regard.
These workshops offered comprehensive insights into Dubai’s tourism landscape, including its new and existing attractions, luxury offerings, and adventure tourism experiences. By equipping travel agents with the knowledge and tools they need, DET ensures that they can create diverse and enriching itineraries that appeal to a wide range of travelers. The decision to focus on Tier 2 and Tier 3 cities in India is a strategic one, driven by the significant growth in outbound travel from these regions.
With 13–15 million Indians obtaining passports annually, the potential for travel from these cities is enormous. DET’s efforts to engage with travel agents and promote Dubai in these markets are already paying off, with a notable increase in the number of visitors from these cities. The expansion of Dubai’s reach into these emerging markets is also aligned with the broader trend of experiential travel.
Indian travelers from these cities are increasingly seeking curated and memorable experiences, whether it’s exploring Dubai’s cultural heritage, indulging in luxury shopping, or embarking on adventure tours. By catering to these sophisticated demands, Dubai is well-positioned to attract more visitors from India and reinforce its status as a preferred outbound destination. Dubai’s success in attracting Indian tourists is built on a strong foundation of excellent flight connectivity, a convenient visa process, and a deep understanding of the Indian market.
The record-breaking performance of Dubai’s tourism sector in the first half of 2024 is a testament to this commitment. As Bader Ali Habib, Regional Head of Proximity Markets at DET, stated, Dubai values its long-standing relationship with India and is dedicated to showcasing various facets of the city through multi-city roadshows, trade workshops, and mega FAM trips. DET’s ongoing engagement with the Indian travel trade community is critical to sustaining this momentum.
The upcoming series of roadshows scheduled for November in New Delhi, Mumbai, and Kolkata, as well as DET’s outreach to 40 Indian cities, underscores its commitment to maintaining and expanding its presence in the Indian market. Dubai’s strategic initiatives in South Asia, particularly its focus on Tier 2 and Tier 3 cities in India, have already begun to yield positive results. With 1.
62 million visitors from South Asia in the first half of 2024, Dubai is on track to further strengthen its position as a top destination for Indian travelers. The city’s diverse attractions, world-class hospitality, and commitment to providing unique and enriching experiences make it an attractive option for Indian tourists. As DET continues to engage with the Indian travel trade community and expand its outreach efforts, the future of Dubai-India tourism relations looks bright.
By staying attuned to the evolving preferences of Indian travelers and maintaining strong partnerships with local travel agents, Dubai is well-positioned to attract even more visitors from India in the years to come..
