Never a destination to dwell in the shadows, there’s always plenty going on in Dubai – even during a pandemic. From the launch of a new global campaign featuring Hollywood stars to the imminent opening of a “once in a lifetime” world’s fair, not to mention the unveiling of the world’s deepest swimming pool for diving and the launch of a new cruise ship, the United Arab Emirate will have a busy fall, all aimed at raising awareness amongst travellers planning their next, or first, holiday as travel re-awakens.
One of the first cities globally to close and lockdown, Dubai then became one of the first to open to international tourists in July 2020, and stay open, welcoming 3.7 million overnight visitors during the 11-month period from July 2020 to May 2021.
During that time, the emirate initiated a staggered approach to reopening of sectors, complemented by a series of digital activations aimed at inspiring future travellers, including #TillWeMeetAgain, #ReadyWhenYouAre and #LiveYourStory.
The latest campaign by Dubai Tourism is “Dubai Presents,” featuring Hollywood stars Jessica Alba and Zac Efron, and inviting global travellers, experience seekers, storytellers, and artistic creators to “put themselves in the picture, write their own script and appear in their very own cinematic adventure, with Dubai… providing the perfect backdrop.”
Filmed by Directors Guild award-winning director Craig Gillespie, the campaign features a series of six short trailer films across different genres, with each one taking viewers on a exciting journey across the city. Kicking off with the high-adrenaline spy action genre, the campaign will also see Alba and Efron in a series of trailers across multiple genres launching in sequence over a period of four months.
The campaign will be active across 27 global markets via social media in over 15 languages. In addition to the six celebrity-led trailers, the campaign also features a series of teaser assets to highlight gastronomy, nature, active and self-indulgent holidays in Dubai.
“Through the series of trailers, we share a cinematic overview of the city’s locations, majestic landscapes, rich culture, and diversity, inviting travellers from around the world to visit Dubai to create their very own epic adventure,” says Dubai Tourism CEO Issam Kazim. “We are confident the Dubai Presents campaign will bolster our efforts to accelerate tourism momentum in what promises to be a landmark year for Dubai as we gear up for the upcoming Expo 2020 and the UAE’s Golden Jubilee celebrations.”
Expo 2020
Tickets for Expo 2020 Dubai – yes, 2020 in 2021, but so were the Olympics – are now on sale for the “once in lifetime celebration,” which will kick off on Oct. 1 and continue through March 31, 2022.
The six-month long international festival will feature 190 country and thematic pavilions (including one from Canada), the world’s largest passenger lift, travel beneath a forest; music in the gardens of the signature Al Wasl Dome, a vast array of culinary delights, and more.
One-day tickets are priced at AED 95 (CDN $32; multi-day tickets, offering unrestricted entry for 30 consecutive days, are priced at AED 195 ($167). Seniors (60-plus), those under the age of 18, and students holding a valid student ID from any academic institution in the world will be given free entry.
Tickets include access to all pavilions, events, and live performances, featuring up to 60 live events each day, from world-class music, dance and art to insightful talks and colourful national day celebrations. They can be purchased via authorized ticket resellers around the world (including online travel agents, tour operators, hotel groups and airlines), or by clicking https://www.expo2020dubai.com
One of those ticket vendors, Emirates airline, is offering travellers to or through Dubai a free Emirates Expo Day Pass for use during the fair. And to further encourage travellers to maximize their time in the city and during the Expo and the UAE Golden Jubilee, Skywards loyalty program members will be eligible to earn one Skywards Mile for every minute spent in Dubai with the airlines’ special ‘Mile-A-Minute’ offer.
Golden Jubilee
The “Year of the 50th,” marking the founding of the United Arab Emirates, began April 6 and continues through March 31, 2022, with year-long activities and initiatives designed to celebrate UAE history, values, and achievements.
Deep Dive Dubai
Located in Dubai’s Nad Al Sheba neighbourhood, Deep Dive Dubai’s pool has been verified by Guinness World Records as the world’s deepest swimming pool for diving at a depth of 60.02 m., and holding 14 million litres of water, the equivalent of six Olympic-sized swimming pools.
Featuring the latest technology and facilities, including what will be the region’s most advanced hyperbaric chamber, Deep Dive Dubai’s pool also features a sunken city that divers of all levels can explore, complete with an abandoned streetscape and featuring an apartment, garage, and arcade, amongst other surprizes. Free-diving and scuba diving experiences – and courses – are offered to all ability levels by international diving professionals.
Among the features of the 60-m. pool are two underwater habitats with a dry chamber at six and 21 m., 56 underwater cameras covering all angles of the pool, as well as advanced sound and mood lighting systems. The pool water temperature is maintained at an optimal 30 degrees C. for diver comfort.
The 1,500-sq.-m facility, shaped like a giant oyster in a nod to the UAE’s pearl diving heritage, is also home to a dive shop, gift shop, an 80-seat restaurant that will be open to the public later this year. Large viewing areas on the lower floors of the building allow diners at the restaurant and other rooms to peer into the underwater environment.
Guided experiences and courses are offered across three categories, Discover, Dive, and Develop, and are open to visitors aged 10 and up, ranging from complete beginners through to professional divers.
Time Out Market Dubai
Time Out Market, billed as the world’s first food and cultural market based on editorial curation, has opened in Dubai. Located in the Souk Al Bahar, the market offers a taste of the city featuring 17 of the city’s award-winning chefs and restaurateurs, home-grown local favourites, three extravagant bars, as well as vibrant cultural and entertainment spaces. Diners can visit from noon to midnight every day and until 1 a.m. on Thursdays and Fridays.
The one-of-a-kind culinary and cultural destination is the largest in the UAE, spread across 4,000 sq. m. with scenic views from the 280 sq. m. wraparound outdoor terrace, overlooking the Dubai Fountain and the Burj Khalifa. Fully licensed, the concessions are complemented by three unique bars that surround the open and intimate dining spaces.
Meanwhile, the Market’s design features such elements as high terracotta columns framing lofty interiors and reflecting a modern spin on a traditional Middle Eastern marketplace. A dramatic glass ceiling bathes the Atrium dining area in natural light and provides a peek at the magnificent Burj Khalifa. And neon art displays reflect the urban landscape and artfully contrast with the overall aesthetics, replicating the grain and colour of the city’s sandy shorelines.
Other Time Out Market locations include Lisbon, New York, Chicago, Miami, Boston, and Montreal.
MSC Cruises
Dubai has been designated as the site for the naming ceremony of MSC Cruises’ new flagship, MSC Virtuosa. Set to take place on Nov. 27 at Port Rashid, the event reflects the city’s importance as a cruise and tourism hub in the region and will be celebrated with an array of live entertainment and performances for specially invited guests from around the world as well as from across the Gulf region – one of MSC Cruises’ key markets. The occasion will also be a part of the celebrations surrounding the Golden Jubilee of the UAE and will be staged during Expo 2020.
Following the naming ceremony, the ship will depart for its maiden Gulf voyage on Nov. 28, the first of a series seven-night cruises with visits to the ports of Abu Dhabi, Sir Bani Yas, Dammam in Saudi Arabia and Doha with additional embarkations at Abu Dhabi and Doha.