Dubai woos SZ for tourism growth

With a daily direct flight, visa-free access, and tailored travel experiences, Dubai is positioning itself as a premier destination for Shenzhen travelers, fostering what promises to be a successful partnership between the two dynamic cities, according to a representative from the Dubai Department of Economy and Tourism (DET).

Participants attend the Shenzhen stop of the 2025 Dubai Tourism China Roadshow, held at Raffles Shenzhen in Nanshan District yesterday. Photos courtesy of the Dubai Department of Economy and Tourism

The DET is making significant inroads into the Chinese market with its 2025 Dubai Tourism China Roadshow starting Aug. 5. It has already made stops in Taipei, Hangzhou, and Shenyang.

The roadshow concluded in Shenzhen on Wednesday, with the city being a key focus due to its strategic importance in the Guangdong-Hong Kong-Macao Greater Bay Area.

Shahab Abdulla Shayan, regional director for the Asia-Pacific region of the Dubai Department of Economy and Tourism, addresses Shenzhen journalists during a group interview yesterday. Zhang Yu

Shahab Abdulla Shayan — regional director for the Asia-Pacific region, international operations at the Dubai Corporation for Tourism and Commerce Marketing, part of the DET — said he was excited to be in Shenzhen for the first time, noting that he was “deeply impressed by the city’s energy and spirit of high tech innovation, renowned for the ‘Shenzhen speed.'”

Shahab Abdulla Shayan — regional director for the Asia-Pacific region, international operations at the Dubai Corporation for Tourism and Commerce Marketing, delivers a speech during the Shenzhen leg of the 2025 Dubai Tourism China Roadshow.

The timing of the roadshow is particularly significant as it follows the launch of Emirates’ daily direct flight between Shenzhen and Dubai on July 1, which has already shown promising results. This new route, combined with existing flights from Guangzhou and Hong Kong, has enhanced accessibility between Dubai and the Greater Bay Area.

“We’re actively engaging the Greater Bay Area and looking at tailored experiences,” said Shayan in an interview. “With the visa-free access for Chinese travelers and daily flights from Guangzhou, Shenzhen, and Hong Kong, Dubai is more accessible than ever.”

Chinese tourist arrivals in Dubai increased 31% year on year in 2024 after a 20% rise a year ago. This success is closely tied to Dubai’s "China Ready Strategy," which focuses on creating personalized experiences for Chinese travelers.

According to Shayan, the DET has established partnerships with several Shenzhen-based travel agencies, including CITS Shenzhen, One Tour, Joy Way, and Top Tour, to develop customized itineraries ranging from luxury travel to cultural experiences. Additionally, collaborations with tech giants Huawei and Tencent aim to leverage innovation and technology to enhance the travel experience.

Shayan drew parallels between Shenzhen and Dubai, noting that both cities share similar stories of transformation from “modest trading outposts to leading global cities,” driven by efficiency, openness, creativity, and a constant pursuit of excellence.

Representatives from Dubai-based airlines, hotel groups and destination management companies meet face-to-face with local partners during the Shenzhen leg of the 2025 Dubai Tourism China Roadshow yesterday.

As part of its commitment to the Shenzhen market, the DET is promoting Dubai’s summer season activities, including Dubai Summer Surprises and various events across the city. The department’s swift response to the new flight route demonstrates its strategic approach to market development.

“We made sure that we wanted to be here to be in front of the media, to be in front of the trade, and really show support and commitment for this city,” Shayan added, emphasizing Dubai’s dedication to the Shenzhen market.