How is Dubai Tourism shifting its focus to emphasize authenticity and real culture?

Dubai Tourism, under the leadership of CEO Issam Kazim, is moving away from relying on its iconic landmarks and celebrity-driven campaigns to showcase a more authentic and culturally rich side of the city. Kazim admitted that while the city initially gained attention through high-end luxury and grand projects like skyscrapers and seven-star hotels, it had missed out on highlighting its people and cultural gems. Now, Dubai is focusing on showcasing its vibrant arts and culture scene, lesser-known cultural neighborhoods, and the stories of real people, rather than just celebrities. This shift aims to present Dubai as a destination that balances luxury with authenticity and offers a more genuine experience, even at affordable prices.

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