Dubai’s Department of Economy and Tourism (DET) is actively engaged in efforts to boost tourism from Pakistan in 2024, aligning its strategies with the Dubai Economic Agenda 2033. The primary goal is to solidify Dubai’s standing as a global city for both business and leisure.
Despite the challenges posed by the pandemic, Dubai has shown resilience in its tourism sector, welcoming 13.9 million international visitors from January to October 2023, surpassing pre-pandemic figures for the same period in 2019.
Pakistan currently holds a significant position among Dubai’s top 10 source markets, contributing notably to the year-to-date visitation with 254,000 overnight visitors.
DET has implemented impactful initiatives to strengthen its ties with the Pakistani market. This includes conducting roadshow workshops in key cities like Islamabad, Faisalabad, and Sialkot.
These workshops are integral to DET’s strategy, aiming to enhance connections with the Pakistani travel industry and provide tour operators with a deeper understanding of Dubai as a destination.
The “Chalo Dubai” campaign in 2023 was a targeted effort to raise awareness of Dubai’s diverse offerings, featuring exclusive Urdu-spoken video content tailored specifically for the Pakistani market.
In 2024, DET plans to build upon these initiatives, expanding its efforts to target various segments and profiles of Pakistani travelers, such as families and stop-over travelers.
The focus will be on showcasing Dubai’s attractions for short trips and layovers, offering Pakistanis new and unforgettable itineraries with unexplored destinations. DET aims to grow its presence in the Pakistani market through strategic media and trade partnerships.
The overarching objective is to ensure that every visit to Dubai becomes a memorable and enriching experience for Pakistani tourists. This comprehensive approach demonstrates DET’s commitment to not only recovering from the impact of the pandemic but also to fostering sustained growth in Dubai’s tourism sector from key markets like Pakistan.
