By Kenzy Samir.
Through the eyes of a local tour operator
Dubai’s tourism image is often dominated by headlines boasting luxury, records, and skyscrapers. But behind the glamour, there’s a quieter story being told—by the people on the ground shaping what visitors see, feel, and remember.
To get a fuller picture of this, I spoke to two people offering different perspectives: Mohsen from Sightseeing Dubai, a local tour company that brings travelers into the heart of the desert and city; and Abdallah, a representative from Dubai’s tourism office, who is involved in building the bigger picture—through strategy, storytelling, and cultural preservation.
Tourism After the Pause
For Mohsen, tourism is a daily rhythm of pickups, safaris, and storytelling. “We mainly focus on people who want to do safari or sightseeing,” he told me. “Everyone wants to try the desert—it’s the highlight.” Despite the industry-wide halt during the COVID-19 pandemic, Mohsen says business came back with surprising force. “Before Covid, there was tourism. But after Covid, there’s even more. People want to be out, explore, and enjoy life.”
That rebound aligns with Dubai’s ambitious vision. Abdallah explained that by 2025, the city aims to become the most visited destination in the world, targeting 25 million annual visitors. But it’s not just about numbers—it’s about quality and diversity. “Resilience, smart infrastructure, and creating high- quality visitor experiences are key,” he said.
Culture Beyond the Skyline
When I asked Abdallah about growing trends, he pointed to a notable shift: “Recently, tourists have been asking to meet locals, to learn culture and heritage straight from the natives of the city.”
That’s something Mohsen has seen too, albeit more informally. Tourists on desert safaris often ask about life in the UAE, the meaning behind traditions, and even about personal stories. While Sightseeing Dubai doesn’t yet partner directly with Dubai’s Department of Economy and Tourism, the alignment is clear: people want real experiences, not just curated ones.
Balancing Icons with Intimacy
Both men recognize the power of Dubai’s icons— Burj Khalifa, the Palm, the Burj Al Arab. “But we also prioritize storytelling around lesser-known gems,” Abdallah emphasized. He mentioned Al Fahidi’s historic district, heritage camps in the desert, and traditional souks. “We design itineraries that blend modern marvels with cultural depth.”
Mohsen sees a similar balance. His favorite part of the job? “The safari. I never get tired of it,” he said. It’s not just about sand dunes or camel rides—it’s about sharing something meaningful. “I just love Dubai,” he added with a shrug.
Preserving the Soul of the City One concern that often arises in a city as fast-paced as Dubai is whether culture is being preserved—or packaged. Abdallah addressed this directly. “We’ve launched a mandatory training program called Dubai Way for the tourism and hospitality sector,” he said. “It teaches employees accurate knowledge about Dubai’s history, culture, and heritage. It’s how we ensure traditions aren’t misrepresented or turned into a gimmick.”
The tourism office also actively promotes intangible cultural heritage, from Emirati food and clothing to storytelling traditions. “There’s a deep heritage of generosity, pearl diving, and resilience that shaped Dubai long before skyscrapers,” Abdallah said. “And those stories deserve more attention.”
Telling the Whole Story
That’s where media and storytelling come in. “We work with journalists and content creators to shape a fuller narrative,” Abdallah explained. From press trips to curated cultural encounters, the goal is to show the real Dubai—not just its skyline, but its soul.
Tourism may be one of the city’s biggest industries, but it’s the people within it who give it life. People like Mohsen, who proudly shares his favorite desert route with a van full of wide-eyed travelers. And people like Abdallah, who ensures the stories they hear along the way reflect both Dubai’s past and its aspirations for the future.
In the end, it’s clear that Dubai’s tourism isn’t just about bringing people in. It’s about inviting them to understand.
This article is part of the practical work carried out by the students of the Master’s in Travel Journalism.
