Last month, Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) announced an exciting new collaboration with Bollywood superstar Shah Rukh Khan. The project, comprising a series of short films, will see the actor unravel the secrets of Dubai, offering his fans a chance to see the exquisite city through the megastar’s eyes.
Already well acquainted with Dubai, Shah Rukh Khan is the perfect advocate for the city, which he often refers to as his second home. By showcasing Dubai through his eyes, the project aims to appeal to ‘King Khan’ fans across the globe, giving them the opportunity to explore the city and its many offerings.
Shah Rukh Khan commented, “Dubai is a second home to me… Whether I am here on vacation with my family and friends or my many business trips here for shoots, it’s a city that I truly relate to on so many levels – driven, passionate and spirited. And I can’t wait to take my fans and fellow travellers from around the world on an unexpected discovery of a city that I love. This new collaboration with Dubai Tourism is exciting and one that I am personally very passionate about. Watch this space.”
Slated to be released across various Dubai Tourism channels in December, the series of short films will kick start a year-long campaign of multiple Dubai Tourism projects in collaboration with Bollywood.
Conceptualised with the aim to strengthen and celebrate the bond and cultural links between Dubai and the subcontinent, the campaign underlines the importance of India as a key source market for inbound tourism to the emirate.
Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said, “We are delighted to partner with Shah Rukh Khan for this special project, which highlights Dubai’s diverse offerings that cater to every type of traveller. We look forward to exploring Shah Rukh’s strong connection with Dubai, and sharing his unique experience with a global audience. These upcoming collaborations with the Bollywood industry will reinforce the strong role India has played in our city’s evolution and further fortify our bond.”
Shah Rukh Khan is no stranger to becoming the tourism ambassador of a country. In December 2008, the governor of Malaysia’ state of Malacca conferred the ‘Datuk’ title to the Bollywood icon. The Datukship title was to honour his contributions in boosting the state’s tourism after shooting several movies in the Unesco world heritage site.
