Issam Kazim, CEO of Dubai Tourism, said at the recent Skift Global Forum 2024 that the city will shift away from a travel marketing focus of luxury and celebrity campaigns to show a more authentic tourism experience.
“Over the past few years, we’ve leveraged celebrities and influences to bring attention to what’s happening in Dubai,” said Kazim. “Now we’re shifting from that and using real people and real families to talk about why Dubai is home for them.”
This shift coincides with Dubai’s goal to triple its meetings industry contribution to the economy, per the Dubai 2040 Urban Master Plan, by announcing a $2.7 billion (AED10 billion) expansion plan for the Dubai Exhibition Centre at Expo City Dubai.
We’re looking forward to discussing the evolving role Dubai plays in the travel ecosystem with Issam Kazim and many more leaders of Middle Eastern travel at Skift Global Forum East November 19-20 in Dubai.
Don’t miss out on the conversation. Get your tickets today: live.skift.com/skift-global-forum-east.