How is Dubai shifting its tourism approach to focus on authenticity over luxury landmarks and celebrity endorsements?

Dubai is moving away from its emphasis on iconic landmarks and celebrity campaigns to offer a more authentic tourism experience, focusing on the "real" aspects of the city, such as cultural neighborhoods and local communities. According to Issam Kazim, CEO of Dubai Tourism, while landmark projects initially put Dubai on the map, the city now aims to highlight its arts, culture, and people to create a "soulful" image, using real residents and frequent celebrity visitors to showcase a genuine experience. This shift includes promoting affordable luxury and hidden gems, allowing visitors to see Dubai beyond its skyscrapers and luxury hotels.

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