TBM Staff - Mumbai 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-II and III 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 travellers. 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’s Strategic Expansion in South Asia
Dubai has long been a favoured destination for Indian travellers, 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.
Expanding Dubai’s Reach in Indian Markets
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 organised 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.
Mega FAM Trips and Trade Workshops: A Closer Look
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.
