With an ambitious strategy for continuous growth in 2024, Dubai’s Department of Economy and Tourism (DET) is working to attract more visitors from Pakistan, according to a press release released today.
According to the statement, the strategy is in keeping with the passionate Dubai Economic Agenda 2033, which aims to further solidify Dubai’s place among the top three tourist and business destinations worldwide.
“Dubai welcomed 13.9 million foreign visitors from January to October 2023, exceeding the 13.5 million visitors for the same period in 2019, before the pandemic,” the press release states. “Pakistan currently ranks among Dubai’s top 10 source markets, delivering a noteworthy year-to-date visitation of 254,000 overnight visitors from January to October.”
The successful roadshow training that DET recently conducted for tour operators in major cities like Islamabad, Faisalabad, and Sialkot highlights the organization’s commitment to building strong relationships with the Pakistani tourism sector.
The seminars are a key component of DET’s plan to reinvent travel experiences and maintain Dubai’s position as a top tourist destination. Additionally, they offered a venue for tour operators to get a deeper insight into the city, which helped them effectively advertise Dubai for different types of travelers, such as incentive groups, corporate, and tourist groups.
DET increased the scope of its operations in Pakistan in 2023 by launching the “impactful ‘Chalo Dubai’ campaign, strategically designed to elevate awareness of Dubai’s diverse offerings in gastronomy, entertainment, and lifestyle propositions.”
The campaign established new ground by highlighting Dubai’s “unique experiences, affordability, and family-friendly environment” with “exclusive” Urdu-spoken video material targeted directly at the market.
The significance of the seminars was emphasized by Bader Ali Habib, Regional Head of Proximity Markets at DET, who said, “Dubai is not just a destination; it’s an immersive experience tailored to individual preferences.” By providing experiences that connect with each guest on a deeper level, we want to establish a personal relationship with them.
“This is a crucial endeavor to interact directly with tour operators, who design the traveler experience. Given their convenient access to Dubai, we are eager to expand our business from Sialkot and Faisalabad, and this is our first-in-market event there.
Eight Pakistani cities now provide direct flights to Dubai: Karachi, Lahore, Islamabad, Faisalabad, Quetta, Multan, and Sialkot. This direct link, according to the press release, is a “testament to Dubai’s commitment” to making travel easier for Pakistani guests.
Many Pakistanis consider Dubai as a second home, and Habib stated, “We aim to develop this strong connection, customizing our efforts to meet various industries and profiles.”
DET is not only aiming to attract families but strategically concentrating on the stop-over segment, taking advantage of Dubai’s status as the most popular travel destination for Pakistanis traveling to the West. The press release further stated that the objective is to exhibit Dubai’s offerings for short visits and lengthy layovers.
To increase its market share and presence in 2024, DET intends to boost its trade relationships and media initiatives.
Habib continued, “We want every trip to Dubai to be memorable, so we’re offering Pakistanis brand-new schedules with attractions not seen in previous visits.”
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