The South Asia Travel and Tourism Exchange (SATTE) 2025, held at Yashobhoomi in Delhi, India, brought together global leaders and innovators in the travel industry. Among the notable attendees was Bader Ali Habib, Director of Proximity Markets at the Dubai Department of Economy and Tourism (DET), who shared insights on Dubai’s evolving strategies to attract Indian tourists. Habib emphasized the value of face-to-face interactions in the travel industry, calling SATTE 2025 an incredible platform for fostering connectivity and collaboration.

Habib stated that the event allowed Dubai to strengthen its position as a preferred destination for Indian travelers. He mentioned, “The kind of people we meet here—from travel trade to media—is invaluable. Ideas emerge, partnerships strengthen, and direct access makes a huge difference.” This engagement provided an opportunity for Dubai to showcase its latest tourism innovations and respond to the changing demands of travelers.

To enhance its appeal to the Indian market, Habib outlined four strategic focus areas that the Dubai DET is adopting. Firstly, the city aims to attract high-net-worth Indian travelers by partnering with luxury brands and fashion icons. A recent collaboration with Indian designer Gaurav Gupta has positioned Dubai as a fashion hub, while efforts are also underway to expand the luxury shopping sector.

Secondly, Dubai plans to capitalize on its status as a major transit hub. With millions of Indian travelers passing through, targeted marketing is being employed to convert transiting passengers into stopover visitors. Recent policy changes now allow Indian travelers with visas from the US, UK, Canada, Australia, Singapore, and Japan to obtain visas on arrival, enhancing Dubai’s accessibility as a stopover location.

The third focus area involves strengthening regional connectivity by extending outreach to tier 2 and tier 3 cities in India, such as Surat, Pune, and Ludhiana. Localized marketing campaigns are being developed in various Indian languages to better engage with diverse audiences.

Lastly, to appeal to the younger generation, particularly Gen Z travelers, Dubai is launching campaigns that highlight its contemporary, cultural, and adventure tourism offerings. Habib mentioned the importance of nostalgia-driven marketing, aiming to position Dubai as a “second home” for young Indian travelers who previously visited with family.

Cultural and entertainment-based tourism also plays a pivotal role in attracting Indian visitors. Dubai boasts a significant Indian expatriate community and shares strong cultural ties with India through food, festivals, and Bollywood influence. Habib noted, “Dubai is home to the largest Indian expatriate community. From food to festivals, we make sure Indians feel at home while experiencing world-class luxury and hospitality.”

In line with modern marketing trends, the Dubai DET is leveraging digital platforms and influencer marketing. Full-scale digital campaigns across social media, YouTube, and OTT platforms are being implemented, along with partnerships with popular Indian influencers to engage younger audiences. Habib shared, “We believe in adapting to new media trends. From influencer marketing to AI-powered travel planning, Dubai is evolving its outreach strategies for maximum impact.”

Moreover, Dubai is committed to sustainability in tourism. Initiatives include eliminating single-use plastics, promoting the Dubai Reefs Project for marine conservation, and the Dubai Sustainable Tourism certification program that ensures environmental standards at hotels and attractions. Habib asserted, “Sustainability isn’t just an option; it’s the future. Dubai is investing in green initiatives to preserve our environment while providing unmatched travel experiences.”

Looking ahead, Dubai plans to unveil new attractions, including Ain Dubai, the world’s largest observation wheel, and new luxury hotels like Mandarin Oriental and Ciel Hotel. This growth aligns with Dubai’s vision to remain a leading destination for Indian travelers, driven by enhanced connectivity, innovative tourism strategies, and a firm commitment to sustainability.

Ramadan also serves as a significant time for cultural tourism in Dubai, offering visitors unique experiences through vibrant markets, Iftar gatherings, and cultural performances. By combining sustainability and cultural tourism, Dubai aims to attract eco-conscious travelers while providing authentic cultural experiences, reinforcing its status as a premier global travel destination.