Dubai has once again proven why it’s one of the world’s most sought-after travel destinations. The Visit Dubai Roadshow, held recently across Durban, Cape Town, and Johannesburg brought together South Africa’s top travel professionals and Dubai’s key tourism representatives for a powerful exchange of ideas, opportunities, and partnerships.
The roadshow, led by the Dubai Department of Economy and Tourism (DET), showcased the city’s unparalleled hospitality, world-class attractions, and dynamic tourism experiences, all designed to inspire South African travellers to experience Dubai like never before.
Strengthening a Growing Travel Connection
Speaking about the event, Bader Ali Habib, Regional Director for South Asia, the Middle East, and North Africa at DET, said the sessions underscored Dubai’s strong commitment to the South African market. “The sessions were an incredible expression of the rich tourism partnership between Dubai and South Africa,” he said. “They also reaffirm our commitment to understanding the pulse of the South African traveller and continuing to build meaningful connections within this market.”
South Africa remains Dubai’s leading source of visitors from Sub-Saharan Africa, with double-digit growth recorded since 2022. Interestingly, 86% of South African visitors travel to Dubai as couples or families, which makes the city’s family-friendly offerings especially relevant.
Dubai’s Attractions Take Centre Stage
The three-city roadshow offered South African travel agents the rare opportunity to meet more than 20 Dubai stakeholders, including luxury hotels, destination management companies, and top attractions to explore ways of tailoring packages for local travellers.
From the iconic Burj Khalifa and Palm Jumeirah to the futuristic Museum of the Future, Dubai’s tourism landscape continues to expand, offering something for every kind of visitor. And while the city is known for its opulence, there are plenty of experiences that fit within a variety of budgets, from desert safaris and spa retreats to yacht cruises and cultural tours.
Beyond Business: A Cultural and Culinary Connection
The collaboration between South Africa and Dubai goes beyond tourism, it’s a meeting of cultures. South Africans visiting Dubai can enjoy familiar comforts, from The Meat Co and tashas to Harrie’s Pancakes, while also discovering Michelin-starred dining, golf at The Els Club, and immersive cultural experiences across the city.
As the event wrapped up, one message was clear: Dubai isn’t just selling destinations; it’s building long-term partnerships rooted in cultural exchange, innovation, and connection.
Scene Feed Thought: The Visit Dubai Roadshow wasn’t just another tourism event; it was a bridge between two worlds. A reminder that travel is not only about destinations, but the shared stories, flavours, and experiences that connect us all.