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Dubai – a city of endless possibilities

Julie King
Dubai Tourism – Director, Asia-Pacific

When people think of Dubai, they often think of modern buildings, shopping malls and luxury hotels. But there is so much more to Dubai than the downtown images that Australians are familiar with. The city has diverse attractions and a rich culture and heritage that many travellers are unaware of.

Old Dubai offers visitors enriching and affordable activities, whether it is a 30 cents traditional abra ride across the creek, a visit to the Sheikh Mohammad Centre for Cultural Understanding for a cultural breakfast, choosing from over 100 teas and coffees at Arabian Tea House, learning about the city’s history at the Dubai Museum or bartering for a pashmina at the textile souks, this often-overlooked area of Dubai offers a true snapshot of Emirati culture and life.

As part of Dubai Tourism’s wider strategy to raise awareness of what there is to do in the city outside of the downtown malls, a global brand campaign was launched last month to target earlybird bookers with inspiring and informative content that highlights some of Dubai’s hidden gems, culture and heritage, culinary experiences, attractions and adventures. You may see some of the television and cinema adverts currently running but to watch our new brand campaign, you can view below:



In addition to the global brand campaign, and tactical deals, Dubai Tourism has also increased its activity in the market using travel and lifestyle social influencers to help raise awareness to Dubai’s offerings and inspire travel to the City through photography and Instagram. The second annual instameet took 10 of Australia’s leading influencers to Dubai for Instagram’s 5th birthday, capturing the city’s best attractions such as Burj Khalifa, Bastakiya, the desert, hot-air ballooning at sunrise, the Hatta Mountains and Downtown Dubai. For a snapshot of what they got up to, read Young Adventures’25 photos that will inspire you to visit Dubai’. You can also view the photos on #DubaiANZ2015.

We continue to push our message that Dubai is a very safe for Australians to travel to, has affordable accommodation and experiences, offers something for everyone and is more than just a stopover.

Dubai Tourism