Bader Ali Habib on How Dubai Reinvents Travel with Luxury, Culture, and Budget-Friendly Experiences for the Indian Market

Dubai’s reputation as a premier travel destination continues to evolve, adapting to new traveller expectations while maintaining its allure across diverse markets. Bader Ali Habib, Director of Proximity Markets at the Dubai Department of Economy and Tourism (DET), talks about Dubai’s strategic approach to the Indian market. Dubai’s ability to reinvent itself keeps it at the forefront of global tourism. Whether through experiential luxury, budget travel incentives, stopover promotions, or cultural storytelling, the city remains committed to offering travellers something new with every visit. 

Strengthening Ties with India

India has long been one of Dubai’s most important source markets, and the focus remains on strengthening that relationship. “India is one of our leading markets, and we have close ties that we continue to nurture. Our goal now is to move beyond mass marketing and become more tailored and targeted,” says Habib. “We are focusing on lifestyle, entertainment, cinema, and fashion. Recently, we collaborated with Gaurav Gupta wherein, he created five bespoke pieces for his collection inspired by Dubai’s topography. This has been met with fantastic response and allows us to extend our brand’s influence into new creative spaces.”

In addition to luxury, stopover tourism remains a key focus for Dubai. “We’ve seen tremendous growth in stopover travellers, but there’s still untapped potential. More Indians are now taking Dubai as a transit destination, and with the introduction of new visa modifications, this trend will continue.” The UAE has expanded its visa-on-arrival eligibility to Indian travellers holding valid visas from Canada, Singapore, Australia, New Zealand, South Korea, and Japan—a policy that previously applied only to UK and US visa holders.

Another priority is expanding visibility in South India, which is emerging as a major driver of outbound travel. “A lot of Indian travellers from North India are consuming media and cultural content from the South. It’s important for us to connect with these audiences in their native languages and through vernacular publications. Today, the Indian identity is evolving; people are proud of their regional roots. Whether Tamilian, Telugu, or Marathi, they want to see their culture represented. That’s why our approach is becoming more personalised, moving away from generic messaging about Dubai’s attractions and towards a bespoke storytelling model.”

The Shift Towards Experiential Luxury

Dubai has long been synonymous with ultra-luxury, but today’s affluent travellers seek more than opulence; they want immersive experiences. “A lot of what we do is already experiential,” Habib explains. “From iconic hospitality brands like Bvlgari Resort Dubai and Armani Hotel Dubai to upcoming projects, we’re constantly elevating Dubai’s luxury offerings.” One of the most anticipated openings is Marsa Al Arab, a new ultra-luxury resort under the Jumeirah Group. “It’s positioned right next to Jumeirah Beach Hotel and Burj Al Arab, forming a trilogy of ocean-themed resorts.”

Gastronomy is another area where Dubai is making significant strides. “Michelin has recognised an increasing number of Dubai’s restaurants, and we’re continuing to push the boundaries of fine dining. Many of our F&B concepts are designed to be immersive, allowing guests to engage in storytelling while experiencing world-class cuisine.”

Beyond luxury hotels and dining, Dubai is also investing in high-end attractions and experiences. “Our goal is to cater to refined tastes, offering exclusive and meaningful encounters that go beyond traditional luxury.”

Discovering the Authentic Dubai

While Dubai is known for its skyscrapers and modern marvels, Habib encourages travellers to explore Old Dubai to experience the city’s heritage. “If you want to understand the essence of Dubai, visit the Al Fahidi Historic District and Al Shindagha Museum. You’ll find deep historical ties between India and Dubai—many of the wooden dhow boats still used today were built using Indian timber. Taking an Abra ride across Dubai Creek is a must, as this traditional mode of transport has been in use for over 150 years.”

For those interested in cultural immersion, he recommends the Sheikh Mohammed Centre for Cultural Understanding (SMCCU). “It’s a unique initiative where visitors are invited into a traditional majlis setting to openly discuss Emirati culture, traditions, and even sensitive topics like religion. No question is off-limits, and the idea is to foster deeper understanding.”

Where to Find Authentic Emirati Cuisine

For travellers looking to experience local flavours, Habib suggests two standout restaurants:

Arabian Tea House – “Located in Jumeirah, Old Dubai, and an archaeological site, this restaurant offers a truly authentic Emirati experience. From traditional breakfast spreads to women making Luqaimat (Emirati dumplings) on-site, it’s a fantastic way to soak in the culture.”

Al Fanar Seafood Market – “With locations in Dubai Festival City and Al Seef, this restaurant is a time capsule of old Dubai. Everything, from the furniture to the Land Rovers from the 1950s, has been carefully preserved to recreate the city’s past.”

Dubai’s Tourism Growth & Upcoming Campaigns

Dubai welcomed 18.72 million international visitors in 2024, marking a 9% increase in tourism. While past campaigns, like those featuring Saif Ali Khan, have strengthened Dubai’s appeal in India, Habib teases upcoming initiatives that promise to be even more innovative. “We have some very exciting projects in the pipeline, things we’ve never done before but they will resonate strongly with Indian travellers,” he hints.

The Future of Dubai’s Aviation & Infrastructure

Dubai International Airport handled 92 million passengers in 2024, and with the Al Maktoum International Airport set to open by 2030, the emirate is preparing for an even greater influx of travellers. “With 300 additional gates, it will be the world’s largest airport, ensuring seamless connectivity for over 100 million passengers at any given time.”

Dubai’s Urban Plan 2040 aims to create six new urban hubs across the city. “Currently, areas like Downtown Dubai and Dubai Marina are major hubs, but the plan is to distribute development evenly across different districts. This will help manage congestion and create new commercial zones.”

Can Dubai Be a Budget-Friendly Destination?

Despite its luxury image, Dubai remains highly accessible to budget-conscious travellers. “Dubai’s success in India is largely because we offer value across price points. Our Dubai Shopping Festival and Dubai Summer Surprises provide massive discounts, while the Dubai Super Sale offers up to 70–80% off across retail outlets.”

Even within hospitality, the city maintains balance. “While we’re building five-star properties, we’re also investing in three-star and premium budget hotels across all major districts. Whether you’re staying in Downtown Dubai, JBR, or Deira, you’ll find affordable accommodation options.” Habib hints at an upcoming initiative tailored to budget travellers. “We’re continuing to make Dubai an attractive destination for every kind of traveller.”

As Habib puts it, “Dubai will always have something worth talking about whether it’s a groundbreaking new campaign or a hidden gem waiting to be discovered.”