In a sharp strategic move, the emirate is engaging South African influencers to tell the Dubai story to their audiences. It’s an approach grounded in authenticity, to showcase the city’s more accessible attractions.
African travel influencers are leading a powerful word-of-mouth campaign to attract other adventurous Africans, encouraging them to “find their vibe” in the under-explored wonders of Dubai.
This fresh approach to marketing one of the world’s most popular tourist destinations informs the Dubai Department of Economy and Tourism’s campaign to engage key opinion-leaders who appeal to major markets through authentic, relatable narratives on social media.
African influencers are in the forefront of this campaign, under the Visit Dubai banner, bringing their audiences real, relevant insights about the multidimensional destination, encouraging their followers to “Find Your Vibe, Find Your Dubai”.
The new approach aims to resonate with African travellers, who have shown a desire for personalised experiences that are also affordable and diverse – and beyond the realm of upscale opulence that Dubai is also known for.
The new Africa Awareness campaign lends itself to vibrant, dynamic social-media content, as influencers explore the booming United Arab Emirates destination.
The key opinion leaders on the initiative are solo travel content creator Fari Sanyika, Johannesburg-based beauty, fashion, and lifestyle vlogger Jessica Vanheerden, and influencer and entrepreneur Babalwa Mcaciso.
An accessible culture hub
The influencers, with combined South African audiences running into the hundreds of thousands, are already posting content that is catching the imagination of South African users, while redefining Dubai as an accessible, culturally rich hub perfectly suited to the needs of African travellers.
The key opinion-leader campaign comes hot on the heels of the recent, highly innovative “Beautiful Destinations” initiative, which saw four lucky participants attend an immersive three-month training programme in Dubai, while producing stunning content all around the city.
The Africa Awareness campaign is the latest expression of a new era of destination storytelling for Dubai, combining communication, tourism, and digital content creation.
The African creators are putting their own unique voices to stories about Dubai attractions like Margham Desert, Al Fahidi Historical Neighbourhood, Bab Al Shams Desert Resort, Zabeel Park, Hatta Wadi Hub, Souk Madinat Jumeirah, Dubai Autodrome and The Green Planet Dubai.
Thematic approach
This understanding of market nuances is set to deepen engagement with African audiences, offering fresh inspiration and giving South Africans more real reasons to consider Dubai for their next holiday.
The campaign sees African opinion leaders explore the city through three powerful themes…
Adventure: From skydiving over The Palm to desert safaris and coastal escapes, Dubai has the energy to make every visitor’s heart beat a little faster.
Culture: Featuring the charm of the historic Al Fahidi neighbourhood, as well as the world’s tallest building, and the largest shopping mall, Dubai expresses a rich heritage with a futuristic vision.
Food: Hidden culinary gems from street vendors, as well as world-class dining experiences, ensure that every visitor has some of the best food options on earth.
The influence campaign will see Fari Sanyika telling the city’s adventure story, while Jessica Vanheerden gives her take on Dubai culture, and Babalwa Mcaciso takes her audience on a gastronomic adventure across the emirate.
Content will be shared across Facebook, Instagram, TikTok and YouTube social-media platforms, as well as on DSTV satellite-television channels.