The United Arab Emirates is deepening its use of Bollywood’s influence to attract tourists, with Abu Dhabi naming celebrity couple Ranveer Singh and Deepika Padukone as the new faces of its “Experience Abu Dhabi” campaign. The move is the latest in a sophisticated marketing strategy that positions Indian film stars as cultural ambassadors for the region.
Singh and Padukone will feature in promotions showcasing the emirate’s blend of cultural landmarks, luxury hospitality, and adventure activities. The campaign aims to give their millions of followers an inside look at Abu Dhabi’s attractions, from high-end experiences to family-friendly destinations.
Abu Dhabi’s Star-Led Strategy
This is not the first time Abu Dhabi has partnered with major Bollywood figures. Ranveer Singh has already been the brand ambassador for Yas Island, starring in the popular “Yas Hai Khaas” music video which promoted attractions like Warner Bros. World and Ferrari World Abu Dhabi. In March 2022, Singh and his family were presented with a 10-year UAE Golden Visa, further solidifying his connection to the emirate.
Abu Dhabi has also successfully tapped into Bollywood nostalgia. A previous campaign, “Zindagi Ko Yas Bol,” reunited actors Hrithik Roshan, Farhan Akhtar, and Abhay Deol on Yas Island, referencing their beloved film Zindagi Na Milegi Dobara to promote the area’s adventure and entertainment offerings to Indian travellers.
The new campaign with Singh and Padukone also highlights cultural sensitivity. Promotional materials show the couple visiting the Sheikh Zayed Grand Mosque in modest, respectful attire, presenting a side of the emirate that goes beyond glamour and adventure.
A Broader Regional Trend
The strategy extends across the UAE. Dubai has a long-standing association with Bollywood, most notably through actor Shah Rukh Khan, whose films and personal visits have helped shape the city’s aspirational image for over two decades. More recently, Dubai’s tourism board featured cricketer Virat Kohli and his wife, actor Anushka Sharma, in a campaign titled “Dubai, Ready For A Surprise,” which focused on the city’s dining, sports, and unique local experiences.
While other countries like Singapore, Thailand, and the UK have also used Bollywood stars and film shoots to attract visitors, the UAE’s approach is notable for its scale and integration. The campaigns combine cinematic storytelling with extensive social media outreach and celebrity endorsements, creating a powerful narrative that aligns Bollywood’s aspirational appeal with the UAE’s luxury and cultural attractions.
By embedding some of India’s most recognisable stars into its tourism narrative, the UAE has developed a highly effective form of soft power. The strategy moves beyond simple advertising, turning celebrity influence into a direct invitation for visitors to experience the region for themselves.
