Visit Dubai Looks Ahead, Reassures Canadian Advisors Amid Regional Challenges

Dubai tourism may be navigating one of its most challenging periods in recent years, but its message to Canadian travel advisors in Toronto Monday (Oct. 5) was forward-looking: the destination is open, growing and continuing to invest heavily in what comes next.

The Dubai Department of Economy and Tourism (DET) welcomed roughly 70 travel professionals to Arcadian Court in downtown Toronto on Oct. 5 for a morning of destination updates, networking and a mini trade show showcasing the latest from the emirate.

Represented in Canada by Reach Global Marketing, Dubai tourism brought together a cross-section of industry partners, including representatives from Emirates and Air Canada, as well as DMCs, tour operators and other Dubai stakeholders.

Advisors circulated before sitting down for lunch and presentations, while experiential touches — including henna and Arabic coffee stations — brought a little UAE flavour to the Toronto venue.

Tourism disruption

The gathering came at an important time for the destination.

Dubai’s tourism sector has faced considerable disruption since the escalation of the Iran war earlier this year, which triggered Iranian missile and drone attacks across the Persian Gulf region, including the United Arab Emirates.

For Canadian travellers, hurdles remain. The Government of Canada currently advises Canadians to avoid non-essential travel to the UAE due to the volatile regional security situation, which impacts insurance eligibility.

Air Canada, for one, has extended the suspension of its Dubai (DXB) service until the end of March 2027.

Still, Dubai’s long-term tourism ambitions haven’t changed.

Dubai’s next chapter

Cibele Moulin, director of international operations for Dubai’s Department of Economy and Tourism, outlined how Dubai responded to the disruption and, importantly, where the destination is heading next.

Her broader message to advisors was one of forward momentum.

The department of tourism has continued to participate in major trade shows, despite the setbacks, with a clear message: the Dubai travellers knew before the crisis is still there, and it’s still expanding.

That includes a major investment in aviation. Dubai is moving ahead with the expansion of Al Maktoum International Airport, also known as Dubai World Central (DWC), which will eventually take over the role of the emirate’s primary international aviation hub.

Its first major phase remains on track to begin operations in 2032, with capacity for 150 million passengers annually.

Transportation within the UAE is evolving, too. Etihad Rail officially expanded passenger operations to Dubai on Sept. 30 as part of the rollout of the UAE’s national passenger railway network, creating new connections between emirates.

Other developments highlighted include Dubai’s push into flying taxis and continued investment in hotels, shopping and attractions.

The accommodation pipeline includes names such as Janu Dubai, Baccarat Hotel and Residences, Aman Dubai, Six Senses The Palm and Kempinski Floating Palace, while major retail destinations including Dubai Mall and Mall of the Emirates are undergoing expansions.

Dubai Creek is also getting a significant makeover after dark. The Dubai Creek Lights project, spanning eight kilometres of the historic waterway, is scheduled for completion in the first quarter of 2027.

DET has also been promoting “A Dubai Invite,” a city ambassador initiative encouraging UAE residents and citizens to invite friends and family to visit.

“We’re starting to see the interest”

What’s it really like in Dubai right now?

“According to our people on the ground, it’s absolutely safe. They’re actually very busy – just not with Canadian or U.S. [travellers],” said Sabrina Greca, national director of business development and marketing at 5Continents, speaking to Travel Market Report Canada at the event.

Greca said 5Continents has “some customers” booking Dubai despite the current travel advisory.

Those who travel are required to sign a waiver acknowledging the advisory and the potential implications for their insurance coverage, she said. Bookings are also primarily coming from the luxury segment, she added.

As for overall market sentiment: “We’re starting to see the interest,” Greca said.

“It’s a destination we always did very well in, especially with groups and pre and post-cruises,” she said. “We can’t wait for it to come back.”

Affordability & stopover programs

Charmaine Singh, president and CEO of Reach Global Marketing, also took the stage Monday.

“Canadians are absolutely excited about Dubai. Most of you I talked to tell me that you’re getting a lot of inquiries,” Singh told the audience.

She encouraged advisors to sell the destination across multiple pillars, including culture and heritage, outdoor and urban adventure, shopping and culinary experiences.

Affordability was another key message: Singh pushed back against perceptions that Dubai is exclusively an expensive destination, noting there are experiences available across a range of budgets.

That variety extends to dining, with more than 13,000 restaurants and options ranging from casual fare and Dubai’s buzzing brunch scene to Michelin-starred restaurants.

On a personal level, Singh singled out the Sheikh Mohammed Centre for Cultural Understanding as one of her favourite Dubai experiences.

 “This is a must-see and do when you’re planning your trips for your clients,” she said.

Stopover travel remains an important part of that equation, particularly through airlines such as Emirates that allow travellers connecting through Dubai to package accommodations and other elements into a short stay.

Emirates currently operates direct daily flights between Dubai International Airport (DXB) and Toronto Pearson (YYZ).

The team was on site yesterday to reassure advisors that, despite the challenges facing the region, Dubai isn’t standing still. It’s moving forward with an eye firmly on the future.

“Most destinations sell what they are,” said Riyaz Saduddeen, sales manager, commercial at Emirates. “Dubai sells what comes next.”