In Conversation with Bader Ali Habib, Regional Head of Proximity Markets, Dubai Department of Economy and Tourism (DET)

Dubai has emerged as a top destination for Indian travelers. What key factors have contributed to Dubai’s popularity as a preferred tourist destination?

In 2015, India became Dubai’s No.1 source market for international visitors for the first time and it continues to be the With exceptional flight connectivity, a convenient e-Visa process, and our ongoing commitment to the Indian market, Dubai has emerged as the top choice for Indian tourists, and business travelers.

For Indian travelers, Dubai is a comfortable short-haul leisure destination. It is connected to key metros and Tier 2 cities in India – 22 in all – via direct flights, and this is a game-changer for many aspiring Indians wanting to travel internationally. The close proximity to India also helps, and Dubai remains one of the top business destinations too.

Dubai has a unique model of collaboration between the government and private sectors, with our 3,000 partners in more than 80 markets that we operate in, including India. This has seen us actively engage with our partners to create a diverse destination proposition and to promote the city as a global destination.

Can you provide more insights into the recent campaign “A Whole New You” featuring Saif Ali Khan and Sara Ali Khan?

The campaign highlights Saif and Sara’s father-daughter bond, and showcases Dubai as a destination where families can reconnect and create lasting memories. It’s a celebration of the vibrant experiences that Dubai offers, especially for Indian families.

Through this campaign, we reaffirm our commitment to setting global benchmarks in tourism, inviting families across the country to create their own cherished moments in the heart of this vibrant destination.

Dubai’s captivating experiences spanning art, culture, adventure, gastronomy, as well as retail and outdoor attractions are awaiting you.

· Could you elaborate on the DSS organized by Dubai Festivals and Retail Establishment (DFRE)? Kids Go Free initiative assists families in enjoying the city’s offerings at discounted rates.

Dubai Summer Surprises (DSS) continues to be a highlight of our annual calendar, offering families exceptional value and memorable experiences throughout the summer. This year too, we were thrilled to bring back the ‘Kids Go Free’ initiative, which allows children under 12 to enjoy free accommodation, dining, and activities at numerous participating hotels. This initiative is designed to help families maximize their summer holidays with affordable staycations and exciting activities across Dubai’s world-class resorts and attractions.

The timing of this campaign aligns perfectly with the school break period for Indian families, offering a convenient and cost-effective way for them to experience Dubai. With over 16–17 extended weekends in India this year, and the convenience of same-day or next-day visa issuance, it’s an ideal opportunity for families to enjoy a quick getaway to Dubai.

· Dubai has positioned itself as a global tourism hub, focusing on nearby markets to drive its growth strategy. We are eager to learn about Dubai’s strategies for engaging these markets and its future plans for the region.

How are technology and innovation shaping the future of tourism in the region?

In Dubai, technology and innovation are redefining the future of tourism by creating a highly connected and immersive visitor experience. The city’s adoption of smart city technologies, such as IoT (Internet of Things) and AI-driven analytics, is facilitating seamless travel experiences, from automated airport services to personalized itineraries tailored through big data insights. Augmented reality applications allow potential tourists to explore Dubai’s attractions virtually, generating interest and driving visitation. Additionally, Dubai’s commitment to sustainability is evident in its investment in green technologies, such as energy efficient infrastructure and eco-friendly transport options which appeal to environmentally-conscious travelers. These advancements are positioning Dubai not only as a leader in the regional tourism sector but also as a global hub for innovation in the travel industry.

How does Dubai ensure that its tourism offerings remain competitive and meet the evolving expectations of travelers?

Dubai’s commitment to guest satisfaction ensures every visitor becomes an ambassador, spreading the city’s reputation for prioritising happiness and comfort, globally. We have embraced a forward-thinking approach that focuses on innovation, quality and sustainability. This is achieved through continuous investment in state-of-the-art infrastructure, including world-class hotels, entertainment venues and transportation systems, which keeps the city at the cutting edge of global tourism.

Dubai’s appeal as a repeat destination is further enhanced by its year-round popularity and budget-friendly packages, especially during the summer months. As a bucket list destination, it continues to attract first-time Indian visitors, bolstered by the annual issuance of 13 to 15 million new passports in India. Dubai has also simplified its e-Visa regulations to draw more tourists from India.

Dubai places a strong emphasis on delivering unique, personalized experiences that cater to diverse traveler preferences, from luxury and leisure to cultural and adventure tourism. The integration of advanced technologies, such as AI-driven services and virtual reality experiences, further enhances the visitor experience, making it more convenient and engaging. Dubai’s commitment to sustainability, reflected in its green initiatives and eco-friendly offerings, resonates with modern travelers who prioritize environmental

responsibility. Moreover, strategic marketing and branding efforts, supported by proactive government policies and industry collaboration, ensure that Dubai remains agile and responsive to global trends, thereby securing its position as a leading destination for tourists worldwide.

In what ways does Dubai use digital platforms and social media to connect with its target audience in nearby markets?

DET thrives on a data-driven approach in India, capitalizing on the ample consumer data available across various platforms. When it comes to the Indian market, we meticulously understand traveler sentiments, pre-historic data and strong consumer insights, while focusing on intuitively understanding our target audience which adds the magic touch.

Our marketing strategies are not one-size-fits-all; they are carefully tailored to suit the distinct characteristics of various markets, including countries such as India, France, Indonesia and Germany. Each market is approached with a deep understanding of its distinct cultural nuances, consumer behavior, and digital ecosystem.

You’ve been a part of Dubai tourism for a long period of time. Please share your experience with us from being an Assistant manager to a Regional Head?

I started my career with DET in December 2014 as a ‘senior executive’ in the ‘City Operations’ department. The City Operations team was responsible for planning and organizing trade and media familiarization trips from global markets that we operate in. I spent first 2 years with this department engaging with industry stakeholders and building relationship with hotels, attractions, DMCs and other Government stakeholders. The role also helped me view Dubai with a new lens as I had to create tailored itineraries and had to formulate logistical plans and stakeholder integrations. This exercise required me to be on top of all the destination offerings within our tourism ecosystem including hotels, airlines, malls, attraction, beach clubs, tour operators, DMCs and Government entities supporting the wider tourism vision.

Two years later, I moved to the International Operations department as an Assistant Manager for South Asia region. This department gave me a holistic view of tourism activations. This was also the first time I was managing our representative office in India and overseeing day-to-day operations.

In few years and through the pandemic, I was fortunate to get the opportunity to grow and expand my scope by first being promoted to a manager, subsequently senior manager for South Asia and ultimately as Regional Head for wider proximity markets including GCC & MENA region.

In my current role I am responsible for overseeing organization’s B2B efforts in 9 countries across South Asia, GCC and MENA. I am also 360 degree lead for South Asia – in this capacity, I am responsible for overall market strategy to achieve our annual visitor targets.

What influenced and inspired you to be a part of Dubai Tourism?

Prior to joining Dubai Tourism in 2013, I was studying in the UK for my master’s degree in marketing. At that time, I was fascinated with marketing as I had enjoyed working within that domain for two years post my undergraduate degree (also in Marketing). What fascinated me most about marketing was the study of people and ‘consumer behavior’. However, the eureka moment for me was when Dubai was announced as the host city for Expo2020 on November 27, 2013. I was sitting in a café with my friends on Manchester’s Oxford Street when the bid was being telecast. I vividly remember that moment even today. At that point, I knew that I wanted to be part of Dubai’s tourism chapter. I was blessed to have reached out to them post my degree and was selected based on merit.

Which upcoming events in Dubai are expected to boost Dubai Tourism?

We are focusing on converting Indian transit passengers into stopover visitors by targeting family travel during summer or winter holidays, with campaigns like Kids Go Free. Additionally, the Dubai Shopping Festival and Dubai Food Festival will continue to enhance our reputation for world-class shopping and culinary experiences, appealing to a wide range of interests and catering to more family attractions. For affluent Indian travelers, Dubai is promoting itself as a luxury destination with premium shopping and dining experiences, leveraging extended weekends and visa ease to attract this demographic. These events collectively highlight Dubai’s diverse appeal and strategic focus on creating a vibrant and dynamic tourism landscape.

With Dubai welcoming a record 9.31 million visitors in the first half of 2024, what are your thoughts on the future of tourism in 2024-25?

This year, our strategic focus includes three key initiatives to enhance travel from India to Dubai. Firstly, we aim to boost stopovers by encouraging Indian travelers to spend a minimum of one night in Dubai. This effort is designed to make the most of Dubai’s unique attractions and increase visitor engagement. Stopovers are incredibly significant for us; we spare no effort in optimizing this experience. Notably, a considerable portion of Indian travellers passing through the UAE is enroute to destinations like the US and UK, especially those with family connections in these regions. Our objective is to entice travellers to Dubai for stopovers as short as 24 hours, catering not only to families but also to couples and solo travellers from India, our new potential segments.

Secondly, we are expanding our luxury offerings, featuring ultra-luxury hotels and bespoke services to cater to discerning travelers seeking exceptional experiences.

Thirdly, we plan to deepen our reach into tier 2 and tier 3 cities in India, employing targeted strategies to drive awareness and interest. Our global campaign also promotes the convenience of the four-day stopover visa, highlighting Dubai’s diverse range of experiences—from adventure and shopping to fine dining and relaxation.

Guided by the objectives of the D33 Agenda, Dubai is committed to further elevating standards across the Emirate and expanding its tourism offering with innovative and distinctive world-class infrastructure, experiences and attractions.

What role does visa facilitation play in attracting visitors from nearby markets?

Dubai has unveiled a five-year multiple-entry visa to strategically enhance travel between India and Dubai, underscoring our commitment to fostering sustained economic relationships and expanding opportunities for tourism and business growth. This visa, processed within two to five working days, allows for stays of up to 90 days, extendable once, with a total annual stay not exceeding 180 days. This initiative is designed to solidify Dubai’s strategic engagement with India, a pivotal market that has significantly bolstered our record tourism achievements.

What measures is Dubai implementing to encourage responsible tourism and reduce its environmental impact?

Sustainability is now more important than ever before, and DET is committed to collaborating with private and public stakeholders to support “UAE’s Net Zero 2050 initiative”. DET supports Dubai’s commitment to meeting the UN sustainable Development Goals and to enhancing the city’s reputation as a global liveability hub, in line with the Dubai 2040 Urban Master Plan. We have made significant strides in sustainability with Dubai Sustainable Tourism initiative and aim is to reduce carbon footprint and create a more responsible, inclusive industry. The initiative is aligned with our D33 Agenda to further consolidate Dubai’s status as one of top three global cities, as well as the UN Sustainable Development Goals 2030.

Dubai also advanced its sustainability agenda with the Reef Project, introducing 20,000 reefs to enhance marine biodiversity. The ‘Dubai Can’ initiative, which includes the ‘Refill for Life’ campaign, has already prevented over 18 million single-use plastic bottles and complements our efforts in marine conservation. At DET, we uphold collective accountability for implementing green practices, essential for managing tourism volumes while safeguarding our natural heritage. We remain steadfast in our commitment to achieving net-zero emissions by 2050.

Dubai is the 1st city in the world to establish mandatory sustainability requirements as part of the hotel classification system under Dubai Sustainable Tourism initiative.

RAPID FIRE

Who is Bader Ali Habib in the Industry in one line?

A student on a perpetual quest to answer, ‘why do humans travel?’

Is a biography to be written or a biopic to be made on Bader Ali Habib? What would be the title?

‘Kuch door chalte hi’

Other than this what career would you have loved to do?

Creative writing and visual story-telling fascinate me. I would probably be writing for theatre or directing films. I wish to fulfill those aspirations in my lifetime, inshallah.

One Line for Dubai?

A city that sings to all those who believe in their dreams.

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