Inside Dubai’s A-list tourism campaigns: Virat Kohli and Anushka Sharma join Shah Rukh Khan, Saif Ali Khan

Dubai’s latest tourism campaign, 'Dubai, Ready For a Surprise', just got a blockbuster twist.

Cricket icon Virat Kohli and his wife, actress-producer Anushka Sharma -- who are currently the most-watched couple following the cricket icon's IPL win, are the newest faces of Dubai Tourism.

Call it impeccable timing or Dubai Tourism's stroke of marketing genius, these two bringing their star power and effortless charm to a city that thrives on glamour and reinvention is pure gold.

In the slickly shot campaign, the power couple are seen exploring Dubai’s many sides—its luxury shopping destinations, adventure experiences, serene beaches, and eclectic culinary scene. Their chemistry, ease, and relatability lend authenticity to the message: Dubai isn’t just a destination, it’s an experience waiting to unfold.

This campaign is yet another testament to Dubai’s evolving marketing strategy, which taps into the cultural influence of Bollywood to boost global tourism appeal. And Virat and Anushka aren’t the first stars to headline this vision.

Before them, Shah Rukh Khan has been the most enduring face of Dubai Tourism. Since 2016, the superstar has fronted the wildly popular #BeMyGuest series, which sees him welcoming viewers to the city’s landmarks, traditions, and high-octane lifestyle. His long-standing association is iconic enough that it culminated in a cinematic finale featuring none other than Hollywood’s Gwyneth Paltrow.

In 2024, Saif Ali Khan and Sara Ali Khan—Bollywood’s beloved father-daughter duo—took viewers on an emotional and exciting journey in the “Dubai, A Whole New You” campaign. Their light-hearted banter and genuine connection resonated with families planning getaways to Dubai’s many attractions.

That same year, Arjun Rampal and Gabriella Demetriades documented their three-day Dubai stopover in a vlog-style campaign. From fine dining and desert safaris to luxury stays, their curated moments offered a more intimate glimpse into what makes Dubai irresistible.

Dubai Tourism has also worked with regional and digital stars like Jumana Khan, a Dubai-based Indian influencer and actress. Her status as a youth icon was cemented when she became only the second celebrity after Shah Rukh Khan to have her image projected on the Burj Khalifa—a first for a social media personality.

What ties all these campaigns together is a singular truth: Dubai knows how to cast stars not just to sell travel, but to sell a feeling. Whether it’s romance, adventure, family bonding, or cultural discovery, the city continues to position itself as a destination with something for everyone.

And with Kohli and Sharma now joining that elite list, Dubai Tourism has added even more emotional resonance to its narrative—because when India’s most adored couple invites you to explore a city, chances are you’ll want to book the next flight out.