Dubai Crown Prince Greenlights Rural Tourism Push

22.10.2024 - 15:47 / skift.com / Rashid Al-Maktoum / Josh Corder

The crown prince of Dubai has announced a new plan in his emirate, one which will push the city more towards rural and cultural tourism. Dubai will spend $106 million on projects across the “Saih Al Salam Scenic Route,” developing desert patches across the city into spaces with parks, camps, markets and safaris.

According to a release from Dubai Media Office, here’s what is planned:

The plan for the Saih Al Salam Scenic Route calls for development between 2024 and 2028, and is targeting 3 million visitors by 2040. Dubai Tourism did not immediately respond to a request for comment.

Following the directives of @HHShkMohd, @HamdanMohammed approves master plan for Saih Al Salam Scenic Route. pic.twitter.com/iom4bvMMdP

Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum said on X: “This will enhance the area’s position as one of Dubai’s main tourist destinations while expanding investment opportunities for locals and preserving the region’s unique nature and identity.”

It is one of many projects announced under the banner of the city’s 2040 Urban Master Plan. Announced in 2021, the plan looks to transform key areas of Dubai with a particular focus on improving livability, green space and sustainability.

Last month, Dubai’s head of tourism told Skift that the city is trying to undergo an image change.

Issam Kazim, CEO of Dubai Tourism, said at the Skift Global Forum 2024 that the city will rely less on its famous landmarks and celebrity campaigns in favor of a more authentic tourism experience.

“I think initially Dubai started off… we needed to create enough noise to get attention, we needed landmark projects, 7-star hotels, islands. It did a great job to get people into the city, but it started to make people feel Dubai was just about new buildings and high-end luxury,” said Kazim.

45 minutes from the center of Dubai is Sharjah, an emirate that isn’t trying to turn heads like its neighbors do.