Dubai Is Known for Luxury Travel — Now it Wants to Focus on 'Real Culture'
Photo Caption: Dubai Tourism CEO Issam Kazim with Skift CEO Rafat Ali at Skift Global Forum 2024 in New York.
Skift Take
Even the CEO of Dubai Tourism says the city has previously lacked a "soul," now they want to change that.
Dubai boasts of the world's tallest building, the world's largest mall, and the only "unofficial" seven-star hotel. Four decades after embracing tourism, Dubai wants to hone in on the "real" aspects of the city and its hidden gems.
Issam Kazim, CEO of Dubai Tourism, said Wednesday at the Skift Global Forum 2024 that the city will rely less on its famous landmarks and celebrity campaigns, in favor of a more authentic tourism experience.
"I think initially Dubai started off… we needed to create enough noise to get attention, we needed
