It’s known as the capital of decadence, but a campaign is celebrating different facets of Dubai.

Emirates and the emirate’s Department of Tourism and Commerce Marketing launched a $20 million ‘See you in Dubai’ campaign last week.

While many visitors are familiar with iconic landmarks such as the Burj Al Arab, Burj Khalifa and The Dubai Mall, it provides many more attractions and experiences – ranging from desert activities, beautiful beaches and water sports, to a growing arts and culture scene.

Dubai is a global hub and destination in itself

One of the images (seen above) juxtaposes a traditional Arabic dhow cruise with the ultra-modern Dubai Marina. Dhows are very much a part of Dubai’s trading roots and some of these still ply the Dubai Creek carrying goods.

“Dubai is a global hub and a global destination in itself.  From Emirates’s perspective, it is our unique differentiator,” said Sheikh Ahmed bin Saeed Al-Maktoum, airline chairman and CEO.

Dubai’s success as a destination has been the result of many investments in its tourism infrastructure. Emirates operates a daily scheduled flight between Malta and Dubai via Larnaca, Cyprus.

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