Dubai’s tourism authority has launched a new global campaign, featuring Indian cricket star Virat Kohli and actor Anushka Sharma, aimed at showcasing the city’s lesser-known experiences.
The campaign, titled Dubai, Ready For a Surprise, marks the first destination-focused collaboration between the couple and the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of the Dubai Department of Economy and Tourism (DET).
‘Dubai, Ready For a Surprise’
The campaign’s central film highlights a series of personalised moments between the celebrity couple as they explore Dubai’s varied attractions—from beach adventures and cultural stops to rooftop views at AURA SKYPOOL.
The narrative follows Kohli planning a tailored day in the city for Sharma, revealing places and experiences that reflect her interests.
Beyond landmarks
While the city’s iconic landmarks feature briefly, the film shifts focus to more intimate and surprising encounters across Dubai. Experiences such as parasailing, dining, and local interactions are intended to appeal to both first-time and returning visitors.
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Issam Kazim, CEO of DCTCM, said: “This collaboration with Virat Kohli and Anushka Sharma is a natural fit – their genuine affection for Dubai and the way they engage with audiences make them ideal champions for the city. As we work towards the goal of further consolidating Dubai’s position as a leading global city for business and leisure… this campaign underlines the diversity of Dubai’s ever-evolving offering.”
India a key market
India remains one of Dubai’s most important tourism markets. The campaign, which includes a full digital and offline rollout, aims to build cultural connections with Indian audiences through familiar public figures.
Kohli said: “Dubai holds a special place for Anushka and me. The moment we land, everything – from the flavours to the energy – feels just right… This campaign has let us see the city through fresh eyes, and we can’t wait for others to do the same.”
Sharma added: “Every visit to Dubai feels like a new discovery. Whether it’s for work, or to be with friends, the city surprises you in the best ways… From thrilling adventures to unexpected moments, Dubai has a way of matching every mood and every need.”
The campaign is part of DET’s broader efforts to position Dubai as a dynamic, repeat-worthy travel destination.
tanvir@dubainewsweek.com
