Bader Ali Habib spotlights Dubai's tourism success and potential at ATM 2024

Dubai remains the top choice for Pakistani tourists due to its smooth visa process, proactive public health measures, and diverse attractions. Its strategic location as a global tourist hub also makes it easily accessible. Added to this appeal is the city’s multicultural environment and growing community of Pakistani celebrities, offering a sense of familiarity and belonging. According to data from the Dubai Department of Economy and Tourism (DET), the city saw an astounding 17.15 million international overnight visitors in 2023, with a remarkable 19.4% increase compared to the previous year's 14.36 million arrivals. In this year alone, within the first 2 months of 2024, the city experienced 3.67 million international tourists.

This solidifies Dubai's status as the top global destination for the third consecutive year, as recognised by the esteemed Tripadvisor Travellers' Choice Awards. This was further cemented when the Arabian Travel Market (ATM) 2024 attracted 2,300 exhibitors from 165 countries, drawing over 41,000 attendees. Thought leaders, industry strategists, and travel professionals came together to delve into the theme of “Empowering Innovation: Transforming Travel Through Entrepreneurship.”

This four-day event featured Bader Ali Habib, Regional Head of Proximity Markets at DET, who engaged with prominent media representatives from Pakistan, talking in depth about Dubai’s strategic initiatives and future potential.

Bader shared the visitation numbers from Pakistan to Dubai during the first quarter of 2024, highlighting the promising figure and the prospect for an outstanding year ahead. “We welcomed approximately 92,000 overnight visitors, representing those who stayed in our hotels. This number is encouraging,” he said.

Also read: Arabian Travel Market 2024 kicks off in Dubai

Detailing the various visa options, Bader took a deep dive into visa offerings such as the Golden Visa, Investment Visa, and Retirement Visa, all of which are personalized to cater to different needs, with continuous introduction of new initiatives. For instance, he said that right after the pandemic, Dubai's public health strategy was proactive, as it immediately removed protocols after running a successful vaccination campaign, demonstrating the city’s commitment to safety, gaining global recognition, and attracting people to Dubai. Bader emphasised inviting visitors for memorable experiences, aiming to encourage them to return and settle in Dubai, especially when various Pakistani celebrities have decided to choose it as their second home, via obtaining Golden Visas and investing in properties, facilitated by ownership laws in free zones.

He stressed that Dubai aims to rank among the top three cities globally for living and working, to stay aligned with the D33 vision outlined by His Highness Sheikh Mohammed bin Rashi. He noted that as one of the most visited cities globally, their focus remains on enhancing this status by attracting more visitors and residents alike, to experience Dubai’s diverse offerings, and mentioning that their investments in the city have been steadily increasing annually.

Bader further highlighted Dubai's appeal for investors, citing factors such as safety, infrastructure, and ease of doing business, which contribute to a conducive investment environment. “The assurance of safety and security, coupled with robust infrastructure and an excellent schooling system, makes Dubai an attractive destination for families. The ease of doing business further enhances its appeal, with the ability to obtain licenses and permits online through our fully digitized e-government platform. Additionally, Dubai benefits from excellent connectivity with numerous flights to and from Pakistan, with Karachi being conveniently close, making travel to and from the region effortless for residents and visitors alike.”

Bader outlined Dubai's localised brand campaign in Pakistan, named “Chalo Dubai”, aiming to showcase the city's unique attractions and engage Pakistani audiences. “We ensured the use of Pakistani talent and a bilingual Urdu-English language strategy for resonance. The campaign was deployed across digital platforms and TV channels for maximum visibility. Additionally, various PR initiatives like content partnerships were undertaken to reinforce brand messaging. This integrated approach resulted in a boost in both engagement and conversion rates.”

During the conversation, Bader also emphasised exploring the realm of social media influencers at an annual global event in Dubai. He mentioned the second edition of the One Billion Followers Summit, held in January 2024, which featured more than 3,000 content creators from around the world. “The summit invited influencers and KOLs to discuss the way forward in the digital media. His Highness also announced grants for content creation during the summit,” he said.

Wrapping up the discussion, Bader discussed Dubai's sustainable tourism initiative, emphasising the compliance measures to ensure city-wide sustainability. He mentioned the launch of the Dubai Sustainable Tourism Initiative last year, a significant move for collective sustainability. Hosting COP28 further demonstrated UAE's commitment to net zero emissions by 2050. Initiatives, like the REEF project, aim to deploy 20,000 reef models, enhancing biodiversity. Dubai has made strides in promoting sustainability, including a city-wide effort to eliminate single-use plastics from all entities. Bader noted their offices proudly adhered to this directive, with no single-use plastics in sight.