Dubai Tourism unveils new campaign featuring Virat Kohli and Anushka Sharma
The Dubai Department of Economy and Tourism (DET) has launched a new campaign featuring Indian power couple Virat Kohli and Anushka Sharma, marking their first-ever destination-centric collaboration. Titled “Dubai, Ready For a Surprise”, the initiative highlights the city’s dynamic appeal through personalized experiences and its deepening cultural connection with Indian travellers.
The campaign, introduced by the Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), a part of DET, places Kohli and Sharma at its core. As frequent visitors to Dubai, their familiarity with the city sets the stage for the narrative. The film follows the couple as they delight each other with thoughtfully curated experiences across the city — including cultural discoveries, culinary adventures, thrilling sports, and peaceful retreats. It ends with a suspenseful moment, hinting at even more surprises waiting to be explored.
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.”
This campaign is being promoted through a combination of digital media, social platforms, and offline activations. It reinforces DET’s strategic emphasis on India, one of Dubai’s most significant source markets for tourism.