Dubai Tourism launches new campaign with Virat Kohli and Anushka Sharma

The Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), part of the Dubai Department of Economy and Tourism (DET), has unveiled a new campaign—Dubai, Ready For a Surprise—with Indian celebrities Virat Kohli and Anushka Sharma at its centre. The campaign represents their first destination-led partnership and positions Dubai as a multifaceted destination appealing to a wide range of Indian travellers.
Having visited Dubai frequently, Kohli and Sharma’s familiarity with the destination forms the foundation of the campaign’s narrative. It follows the couple as they surprise one another with curated activities across the city, from cultural encounters and culinary explorations to adventure sports and serene escapes. The campaign film concludes with an open-ended moment, hinting at further experiences yet to be discovered.

According to the DET, the initiative reflects Dubai’s efforts to enhance engagement with Indian travellers through emotional storytelling and cultural familiarity. “This collaboration with Virat and Anushka is a natural fit,” said Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing. “Their deep connection with Dubai makes them ideal ambassadors, helping us offer a refreshed perspective of the city.”

Commenting on the campaign, Kohli said Dubai “always feels just right” and praised the city’s ability to blend the familiar with the unexpected. Sharma added that each visit to Dubai brought “new discoveries” and emphasised the city’s unique ability to align with varied moods and needs.

In additional Anushka Sharma said: “Every visit to Dubai feels like a new discovery. Whether it's for work, or to be with friends, the city surprises you in the best ways. It is a warm city, extremely comforting yet very exciting and there is something new to explore always. From thrilling adventures to unexpected moments, Dubai has a way of matching every mood and every need. We’re happy to be a part of this collaboration with Dubai and to uncover fresh, exceptional experiences and personalised ways to fall in love with the city.”

The campaign is being rolled out across digital platforms, social media, and offline activations. It underscores DET’s continued focus on India, which remains one of Dubai’s most important inbound tourism markets.

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