The Dubai Department of Economy and Tourism marks ten years of achievements in South Korea.

Photo: Dubai Government Media Office

The Dubai Department of Economy and Tourism (DET) celebrated its tenth anniversary of operations in South Korea. To commemorate this milestone, His Excellency Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, led a roadshow and hosted a VIP gala dinner to express gratitude to key stakeholders who have contributed to DET's success in South Korea over the past decade.

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His Excellency's visit is part of a series of initiatives aimed at enhancing engagement in key source markets, significantly increasing interest in Dubai and advancing its advocacy efforts. This aligns with the Dubai Economic Agenda, D33, which aims to solidify the city's status as a premier global destination for business and leisure.

Building on the substantial growth in visitor numbers from South Korea, DET recently led a delegation from Dubai to connect with travel trade professionals and establish new partnerships, further elevating Dubai's appeal as a global destination. Following a remarkable 225% year-on-year growth in visitor numbers from South Korea in 2023, Dubai recorded an additional 51% year-on-year increase in the first half of this year.

Last week, DET signed key memorandums of understanding (MoUs) with some of South Korea's most influential institutions, including a prominent media powerhouse and a leading player in the financial sector. These agreements mark significant progress in DET's strategy for this market, aiming to enhance Dubai's position as a premier international destination. The focus will be on amplifying the city's wellness and fitness offerings while leveraging popular cultural content and high-profile personalities. Joint marketing efforts will be developed, prioritizing data-driven service enhancements to support DET's strategy of positioning Dubai as the best place to visit, live, and work.

With extensive reach across print, digital, and broadcast media, DET's new partners provide unparalleled access to communication channels, facilitating the creation and dissemination of impactful, culturally relevant messaging that resonates with a wide range of South Korean consumers.

Unlocking Deep Insights
The advanced data capabilities of the financial industry partner, known for its innovations in Big Data analytics, empower DET to utilize cutting-edge technology for precision marketing and product development. These capabilities enable DET to gain valuable insights into consumer behavior, preferences, and trends, allowing for the creation of highly personalized outreach strategies and tailored product offerings.

By leveraging the media influence and technological expertise of these institutions, DET is positioned to transform its engagement with South Korean audiences. This will not only enhance its market presence but also usher in a new era of customized consumer experiences, increasing brand loyalty and distinguishing Dubai in a competitive landscape. The depth and sophistication of these partnerships will enable DET to stay ahead of market trends and anticipate evolving consumer needs with unparalleled precision and agility.

His Excellency Kazim's successful visit concluded with the gala dinner, attended by His Excellency Abdulla Saif Al Nuaimi, UAE Ambassador to South Korea, along with DET's new strategic partners and VIPs from the travel sector. Actor Park Hyung-sik, a friend of Dubai who filmed in the city for an ongoing DET campaign, also made a surprise appearance at the gala, sharing his love for Dubai and cherished experiences, adding excitement and a personal touch to the event.

Rousing Speech
Held at the JW Marriott Dongdaemun Square Seoul, the event began with an immersive media art experience featuring a multi-sensory journey created by ARTE Museum Dubai, setting the tone for a night of reflection and celebration. His Excellency Abdulla Saif Al Nuaimi delivered an inspiring speech to honor DET's tenth anniversary in South Korea, emphasizing the strong bond between the UAE and South Korea.

His Excellency Issam Kazim stated, “A decade ago, guided by the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, we strategically established an office in South Korea, recognizing the immense potential of the market. We take pride in the remarkable achievements made possible by our dedicated team, our stakeholders, and collaboration with South Korean travel partners.

“We are committed to building on this momentum by partnering with South Korea’s most influential media and financial institutions, allowing us to expand our presence in this key market and leverage advanced data-driven insights to tailor our offerings to the needs of Korean consumers.

These collaborations will elevate Dubai’s position and experiences while harnessing the power of cultural content and high-profile personalities to create impactful campaigns. These partnerships demonstrate our commitment to innovative, precision-driven marketing strategies, ensuring Dubai continues to stand out as a world-class destination in an ever-evolving global landscape. We look forward to the next decade of success in this market, providing South Korean audiences with even more compelling reasons to experience Dubai's unparalleled offerings and create unforgettable memories.”

Impactful Campaigns
Dubai's popularity among South Korean travelers continues to grow through partnerships and impactful marketing initiatives, including campaigns featuring popular South Korean celebrities. The latest campaign, “Dubai, Who’s Ready,” showcases the city's attractions through the experiences of actors Park Shin-hye and Park Hyung-sik, resonating with audiences not just in South Korea but also in other markets where K-drama has surged in popularity.

In addition to celebrity-driven campaigns, DET has initiated high-profile broadcast partnerships and other projects in the market to enhance awareness of Dubai’s unique offerings. With strong direct air connectivity via Emirates and Korean Air, DET is well-positioned for greater success, fueling a new era of dynamic tourism exchanges between Dubai and South Korea.