Dubai, United Arab Emirates
Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) today announced an exciting new collaboration with Bollywood superstar Shah Rukh Khan. The project, comprising a series of short films, will see the actor unravel the secrets of Dubai, offering his fans a chance to see the exquisite city through the megastar’s eyes.
Dubai Tourism partners with SRK
Already well acquainted with Dubai, Shah Rukh Khan is the perfect advocate for the city, which he often refers to as his second home. By showcasing Dubai through his eyes, the project aims to appeal to ‘King Khan’ fans across the globe, giving them the opportunity to explore the city and its many offerings.
Shah Rukh Khan commented, “Dubai is a second home to me... Whether I am here on vacation with my family and friends or my many business trips here for shoots, it's a city that I truly relate to on so many levels - driven, passionate and spirited. And I can't wait to take my fans and fellow travelers from around the world on an unexpected discovery of a city that I love. This new collaboration with Dubai Tourism is exciting and one that I am personally very passionate about. Watch this space."
Slated to be released across various Dubai Tourism channels in December, the series of short films will kick start a year-long campaign of multiple Dubai Tourism projects in collaboration with Bollywood.
Conceptualised with the aim to strengthen and celebrate the bond and cultural links between Dubai and the subcontinent, the campaign underlines the importance of India as a key source market for inbound tourism to the emirate.
Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said, “We are delighted to partner with Shah Rukh Khan for this special project, which highlights Dubai’s diverse offerings thatcater to every type of traveller. We look forward to exploring Shah Rukh’s strong connection with Dubai and sharing his unique experience with a global audience. These upcoming collaborations with the Bollywood industry will reinforce the strong role India has played in our city’s evolution and further fortify our bond.”
About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)
With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate.
Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector, and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Convention and Events Bureau, Dubai Calendar, and Dubai Festivals and Retail Establishment (formerly known as Dubai Events and Promotions Establishment). In addition to its headquarters in Dubai, Dubai Tourism operates 20 offices worldwide.