Uzbekistan, Central Asia's most populous state and a key point along the historic Silk Road, is playing an increasingly significant role in Dubai's tourism landscape. In 2023, Dubai welcomed approximately 132,000 tourists from Uzbekistan, a 56% increase from the previous year, highlighting the nation's growing importance as a tourism market. To build on this momentum, the Dubai Department of Economy and Tourism (DET) is implementing new strategies to further enhance visitor numbers from Uzbekistan. In a recent interview, Bader Ali Habib, Regional Head of Proximity Markets at DET, discussed Dubai's plans to strengthen engagement with Uzbekistan and other emerging markets.
Dubai’s Targeted Approach for Emerging Markets
According to Habib, Dubai is employing a market-specific approach to attract visitors. "South Asia already has substantial awareness, with people visiting Dubai for many years," he noted. "However, Uzbekistan is still an emerging market with tremendous potential. We have made a strong start, but there is a lot of room for growth. Our goal is to significantly boost visitor numbers from Uzbekistan over the next five to ten years."
This strategy aligns with the broader D33 vision set by His Highness Sheikh Mohammed bin Rashid Al Maktoum, aiming to double Dubai’s economy, create sustainable economic impact, and establish Dubai as the top global city to live and work.
New Initiatives and Campaigns to Attract Visitors
To further entice tourists from Uzbekistan, Dubai has launched several initiatives, such as the “Kids Go Free” campaign, which allows adults to stay in hotels and enjoy attractions with their children at no additional cost. “This campaign has been particularly successful during the summer months,” Habib highlighted. Additionally, Dubai is focusing on enhancing connectivity with Uzbekistan. "We are in regular discussions with airlines to increase flight options between Uzbekistan and Dubai," said Habib. "Current flights are fully booked, showing strong demand. There's ample room to expand."
Impact of Visa-Free Travel and Record-Breaking Numbers
The UAE's introduction of a visa-free regime for Uzbek citizens in January has significantly boosted tourism. "Between January and June this year, we saw an 8% increase in tourist numbers compared to the same period last year," revealed Habib. "This is a promising sign for the rest of the year, especially with major events such as the Dubai Shopping Festival and the Dubai Fitness Challenge on the horizon."
Habib emphasized that the Uzbek market still holds significant untapped potential. “The 132,000 tourists from last year are just the beginning. We aim to build on this momentum and keep growing,” he said.
Dubai's Expanding Tourism Landscape
Dubai's efforts to attract visitors from Uzbekistan are part of a broader strategy that includes new attractions, events, and initiatives. During a landmark event in Tashkent, the DET announced record-breaking visitor numbers, including a remarkable 56% increase in Uzbek tourists in 2023. Overall, Dubai welcomed 17.15mn international tourists in 2023, with an upward trend continuing into 2024, marked by a 9% rise in visitors from January to June. Notably, there was an 81% rise in Uzbek visitors during the summer of 2023 compared to the previous year, and a 160% increase compared to the summer of 2019.
This growth has been supported by direct flights between Dubai, Tashkent, and Samarkand, with Habib stating, "Uzbekistan is a growing market, and we are delighted to see such a significant rise in Uzbek tourists. Direct flights and no visa barriers make it convenient for them, and we are committed to ensuring every Uzbek tourist has an unforgettable experience."
Global Recognition and New Developments
Dubai's tourism successes have earned international recognition, with the city being ranked first in the Tripadvisor Travellers' Choice Awards for top tourist destinations for the third consecutive year in early 2024. The city continues to enhance its status as a global hub for leisure and entertainment with new attractions like the Real Madrid World theme park at Dubai Parks and Resorts. A long-term agreement signed with Real Madrid last October aims to support the city's goals under the Dubai Economic Agenda, D33.
Dubai is also positioning itself as a global culinary destination, featuring in prestigious rankings such as the "50 Best Restaurants of the Middle East and North Africa." Since 2022, Dubai has been home to its own "Michelin Guide," with the third edition released in July. Events like Dubai Summer Surprises, featuring over 100 hotels participating in the Kids Go Free promotion, and the Dubai Shopping Festival continue to attract international visitors throughout the year.
Commitment to Sustainability
In line with the UAE Year of Sustainability 2024, Dubai is committed to sustainable development through various programs and initiatives in the tourism and hospitality sectors. The "Dubai Can" project, with its 'Refill for Life' campaign, has successfully reduced the use of 500 ml plastic bottles by over 18mn in two years. Meanwhile, the "Dubai Reef" project aims to create the world's largest marine reef, boosting fish stocks and marine biodiversity.
With innovative strategies, targeted campaigns, and a commitment to sustainability, Dubai is well-positioned to capitalize on its growing ties with Uzbekistan, ensuring continued growth in tourism and fostering a dynamic relationship between the two regions.
Watch the full interview here:
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