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A new campaign to promote Dubai as a tourism destination is shifting the focus away from landmarks such as the Burj Al Arab, and towards the activities and alternative experiences available in the Emirate.

Launched by Emirates Airline in partnership with Dubai’s Department of Tourism and Commerce Marketing (DTCM), the US$20 million ‘See you in Dubai’ campaign is focusing on markets around the world, including Europe, Asia, Africa, Latin America and the Middle East.

Set to be deployed across print, broadcast and outdoor media, it highlights both familiar and unexpected experiences in the emirate, and its rapidly-evolving nature.

Emirates Airline & Group Chairman and Chief Executive HH Sheikh Ahmed bin Saeed Al-Maktoum explains “Dubai is a global hub and a global destination in itself (and) from Emirates’ perspective, it is our unique differentiator.

“Our mission has always been to connect the Dubai to the world, and connect the world through Dubai.

“Our dynamic home city is developing apace, in line with HH Sheikh Mohammed bin Rashid Al Maktoum’s Vision 2020. Whether they’re new arrivals or they’ve been before, visitors to Dubai will always discover something new to enjoy and share in the emirate.

“Last year, Dubai welcomed more than 11 million visitors and our aim is to continue to grow these numbers by constantly enhancing every aspect of Dubai’s destination offering, making our city the top choice for all types of travellers from across the globe.

“Emirates and DTCM both continually showcase Dubai through every possible touch point – whether at international and industry events, sponsorships or through marketing campaigns. We believe our new campaign will contribute to enhancing Dubai’s appeal to even more visitors across the globe.”

In addition to landmarks such as Burj Al Arab, Burj Khalifa and The Dubai Mall, the campaign draws attention to other attractions and experiences, including desert activities, beaches and water sports, as well as Dubai’s growing arts and culture scene and global cuisine.

It also aims to challenge traditional preconceptions of the destination, showing how modern meets traditional. An example of this will be Bu Qtair, a simple fish shack serving fresh ‘catch of the day’, set against the backdrop of the Burj Al Arab.

Another example will be the contrast of a traditional Arabic dhow cruise set against the modern Dubai Marina.

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