The Department of Tourism and Commerce Marketing (DTCM) has teamed up with Emirates Airline to launch a $20 million (£12.7 million) campaign to boost the number of visitors heading to Dubai.
'See You in Dubai' is one of the biggest pushes launched by the DTCM and specifically aims to increase the number of overseas travellers choosing the emirate as their next holiday destination, rather than just concentrating on attracting tourists from the UAE and wider Middle East.
The UAE, specifically Dubai, is one of the world's fastest growing tourism destinations, with billions of pounds being invested to strengthen infrastructure, expand airport capacities and improve the attractions on offer.
Sheik Ahmed bin Saeed Al-Maktoum, chairman and chief executive of Emirates Airline, commented: "Dubai is a global hub and global destination itself… Our dynamic home city is developing apace, in line with Sheikh Mohammed bin Rashid Al Maktoum’s Vision 2020.
"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."
He added that the DTCM continues to showcase Dubai through every possible touch point, whether this be at international and industry events, sponsorships or marketing campaigns. Mr Al-Maktoum believes that 'See You in Dubai' will widen the emirate's appeal to even more visitors from across the globe.
The new campaign draws the public's attention towards the attractions and experiences that Dubai has to offer, including desert and beach activities, water sports, luxury shopping, as well as the region's growing arts and culture scene.
It was also designed to challenge the world's perception of the emirate, demonstrating how Dubai is a place where modern meets traditional. A location that allows visitors to enjoy delicious street food against a backdrop of awe-inspiring architecture, while pairing age-old Arabic dhow cruises along the contemporary Dubai Marina.