Musafir.com, the UAE's first premium-experience travel website, and Dubai Tourism have announced a joint campaign to promote the emirate as a key destination for Indian travellers.

The partnership, which will seek to build awareness and boost inbound tourism, was officially launched this week by Sachin Tendulkar, the internationally acclaimed cricketer and Musafir.com’s brand ambassador.

The new initiative will highlight the wide range of cultural, leisure and entertainment options available for visitors to Dubai. To assist in showcasing the vast array of attractions in this dynamic city, Tendulkar visited several of Dubai’s best-known landmarks including Burj Al Arab and the Palm Island.

“I’ve had an absolutely fantastic time in Dubai this week,” said Tendulkar. “On a personal level, Dubai has always been my favourite destination for its rich cultural heritage, spectacular scenery, and diverse leisure and entertainment options. I am thrilled to be a part of this great initiative, and cannot wait to share my experiences with friends and family on my return to India.”

“India is a hugely important market for Dubai, consistently ranking among our top five feeder markets, and with approximately 10 per cent of the emirate’s total number of international overnight visitors coming from India last year. Our ongoing partnerships and collaborations with online travel agents play a vital role in helping us realise Dubai’s Tourism Vision for 2020, which aims to welcome 20 million annual visitors by 2020. The new campaign with Musafir.com will allow us to reach even more Indian travellers and encourage them to visit Dubai and experience everything the emirate has to offer,” said Issam Kazim, CEO of Dubai Tourism.

The launch of the new campaign represents an important milestone for Musafir.com, as the popular travel provider celebrates its 10th anniversary in the UAE.

Musafir.com marked the important occasion with a special ceremony in Dubai this week, attended by more than 300 high profile travel and tourism industry representatives.

 “As the UAE’s first premium-experience travel website, we are proud to have played a key role in the development of Dubai’s travel industry over the past decade,” said Sachin Gadoya, Managing Director of Musafir.com. “Today, we offer flights on over 270 airlines, rooms in over 85,000 properties and much more to individual travellers and over 7,000 companies across the UAE.

During the event, Musafir.com revealed a number of product updates – including a new mobile travel app – and outlined ambitious expansion plans, with regional launches in Saudi Arabia and Qatar before the end of 2015. - TradeArabia News Service