Emirates Is Spending Millions To Tell People Dubai Is Open

Dubai is open for business and tourism, and Emirates wants the world to know it. So, the carrier is pouring millions of dollars into an ad campaign over the winter season to promote “Destination Dubai” in a bid to get travelers on its planes.

emirates and airlink sign agreement
Emirates is spending millions to boost tourism to Dubai. Photo: Getty Images

Emirates’ major PR campaign

The PR campaign is a multi-channel advertising mission and will showcase Dubai’s diverse attractions to those seeking a winter getaway. The PR campaign will initially air in the UK and key European markets. The airline will run promotions on television, online platforms, and social media channels.

Emirates is partnering with Dubai’s Department of Tourism and Commerce Marketing, also known as Dubai Tourism, on a promotion. This partnership will offer complimentary stays at the JW Marriott Marquis to all Emirates customers visiting Dubai from December 6th through February 28th of 2021.

Stay informed: Sign up for our daily aviation news digest.

emirates business class getty images
Depending on your class of service, you will receive either one or two nights for free at the JW Marriott Marquis. Photo: Getty Images

Economy class passengers will receive a free night’s stay. Passengers flying in first or business class will receive two complimentary nights’ stay at the JW Marriott Marquis, located near attractions like the Dubai Mall, Burj Khalifa, and the Dubai Opera.

This is separate from Emirates’ free hotel room promotion for passengers who have connections of ten hours or more.

Adnan Kazim, Emirates’ Chief Commerical Officer, stated the following on the ad campaign:

“Dubai remains one of the most attractive global destinations, and we see strong interest and steady growth in bookings to Dubai from across our network and particularly from Europe. With our latest campaign, we aim to reignite the magic of travel and put Dubai foremost in the minds of people around the world seeking a winter getaway.”

Visiting Dubai

Emirates will be offering additional details about the campaign on its website. This will inform travelers of various entry requirements. Tourists traveling to Dubai may need to get a visa.

Tourists coming from some countries will need a negative PCR test valid 96 hours before the departure. At-home testing kits and antibody tests will not be accepted. Official, printed certificates of a negative test will be required as digital certificates will not be required.

Emirates suspend operations getty images
Dubai is home to Emirates. Photo: Getty Images

Travelers from other countries will need to take two PCR tests, one before departure and another after. Many other requirements are the same.

Before you book and decide to travel, make sure you double-check your entry requirements. Also, note that things may change before your arrival, so be prepared and on top of the latest requirements.

Why Emirates is doing this

At a time when carriers are losing a lot of money, it may seem strange that Emirates is actually investing in a massive PR campaign. However, the airline is betting that it will be able to get some revenue back.

Emirates is carrying passengers to 100 destinations worldwide. The carrier traditionally relies on a massive connecting network with its hub in Dubai and a giant fleet of Airbus A380s. Now, however, with entry restrictions blocking some of Emirates’ highest-performing markets, including India, Australia, and Europe.

Emirates Is Spending Millions To Tell People Dubai Is Open
While cargo can help Emirates, passengers are the carrier’s primary source of revenue. Photo: Getty Images

Emirates is one reason why Dubai is on the world map, and as the largest and home carrier for the major city, it makes sense that the carrier is getting involved in this promotion. Whether it pays off for the airline and its partners, however, is a gamble.

Are you going to take advantage of this Emirates promotion to visit Dubai? Let us know in the comments!