By Staff writer
Shah Rukh Khan will produce a series of short films to promote Dubai which he describes as his second home
Dubai's Department of Tourism and Commerce Marketing has announced a new collaboration with Bollywood superstar Shah Rukh Khan to promote the city to his legends of fans.
The project comprising a series of short films will see the actor unravel the secrets of Dubai, offering his fans a chance to see the city through the megastar's eyes.
Already well acquainted with Dubai, Shah Rukh Khan is the perfect advocate for the city, which he often refers to as his second home, Dubai Tourism said in a statement.
Shah Rukh Khan said: "Dubai is a second home to me... Whether I am here on vacation with my family and friends or my many business trips here for shoots, it's a city that I truly relate to on so many levels - driven, passionate and spirited.
"And I can't wait to take my fans and fellow travelers from around the world on an unexpected discovery of a city that I love. This new collaboration with Dubai Tourism is exciting and one that I am personally very passionate about. Watch this space."
Slated to be released across various Dubai Tourism channels in December, the series of short films will kick start a year-long campaign of multiple Dubai Tourism projects in collaboration with Bollywood.
The campaign also underlines the importance of India as a key source market for inbound tourism to the emirate.
Issam Kazim, CEO Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said: "We are delighted to partner with Shah Rukh Khan for this special project, which highlights Dubai's diverse offerings that cater to every type of traveller.
"We look forward to exploring Shah Rukh's strong connection with Dubai and sharing his unique experience with a global audience. These upcoming collaborations with the Bollywood industry will reinforce the strong role India has played in our city's evolution and further fortify our bond."