Tourism authorities in Dubai and Abu Dhabi are leveraging the appeal of popular Indian celebrity couples to showcase the Emirates as premier travel destinations. This strategy moves beyond using individual stars, instead focusing on the combined influence of A-list partners to attract a key international market.
Abu Dhabi’s Celebrity Endorsements
Abu Dhabi has recently expanded its long-standing partnership with actor Ranveer Singh, who has represented the emirate’s tourism for nearly three years. In a new campaign for Experience Abu Dhabi, he is joined by his wife, actress Deepika Padukone. The promotional video shows the couple exploring landmarks such as the Louvre Abu Dhabi and the Sheikh Zayed Grand Mosque, positioning the capital as a destination for tranquillity and reflection.
According to the Department of Culture and Tourism – Abu Dhabi, Deepika will feature in upcoming campaigns highlighting the emirate’s seasonal offerings and festivals, including Diwali.
Shortly after, another acting couple, Sonakshi Sinha and Zaheer Iqbal, shared their own Abu Dhabi experiences. They posted images of driving on the Yas Marina Circuit’s F1 track, riding jetcars, and visiting Ferrari World. “From supercars on the F1 track to supercars on the water! One city, many thrills. Abu Dhabi has it all,” Sonakshi shared with her followers.
Dubai’s Romantic Appeal
Dubai has adopted a similar approach, featuring cricketer Virat Kohli and his wife, actress Anushka Sharma, in its recent tourism promotions. In July, the couple released a video capturing a romantic trip to the city. The campaign highlighted moments such as relaxing by the cantilevered pool at One Za’abeel, parasailing, and enjoying a desert bonfire.
The strategy aims to connect with Indian audiences by presenting the UAE through the eyes of familiar and admired personalities. The on-screen chemistry of couples like Ranveer and Deepika, known for films such as ‘Bajirao Mastani’, translates into their real-life endorsements. Similarly, Virat Kohli’s status as a cricket icon combined with Anushka Sharma’s film career creates a powerful draw for their extensive fanbases.
A Broader Marketing Strategy
The use of celebrity groups extends beyond romantic couples. In April, actors Hrithik Roshan, Farhan Akhtar, and Abhay Deol appeared in a campaign for Yas Island, sparking nostalgia for their 2011 film ‘Zindagi Na Milegi Dobara’. The episodic advertisements played on the trio’s on-screen camaraderie to promote the island’s leisure and entertainment attractions.
This marketing trend is not limited to Indian celebrities. Hollywood couples, including Chris Hemsworth and Elsa Pataky, as well as Millie Bobby Brown and Jake Bongiovi, have also previously starred in tourism campaigns for the UAE.
As the cooler tourist season begins, these high-profile endorsements are timed to attract a fresh wave of visitors. Dubai recorded 11.17 million overnight visitors between January and July 2025, a 5 per cent increase from the previous year. In the first quarter of 2025, Abu Dhabi welcomed 1.4 million overnight guests, with hotels reporting a significant rise in revenue. With visitor numbers expected to grow, more celebrity-led campaigns are likely to follow.
