Actress Millie Bobby Brown stars in...

UAE emirate targets Gen Z travellers across 21 countries

Actress Millie Bobby Brown is the star of Dubai’s new global tourism campaign, as the UAE city looks to lure Generation Z to its shores.

Best known for her role in Netflix’s Stranger Things, the Emmy award-winning actress appears alongside her husband, actor Jake Bongiovi, marking their first on-screen collaboration.

This celebrity couple campaign follows the debut of footballer Cristiano Ronaldo and his model wife Georgina Rodriguez, who appeared together for the first time in a just-launched campaign for Saudi Arabia cruise line, Aroya.

Directed by Oscar-winner Armando Bo, the Dubai Tourism campaign, titled Find Your Story, sees Brown and Bongiovi who are both in their early twenties, explore Dubai’s most iconic attractions, from the golden Al Qudra desert to the towering Burj Khalifa.

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, said involving Brown and Bongiovi not only resonates with a broad demographic, but it highlights Dubai’s tourism offerings of “something for everyone”.

“They epitomise the ethos of exploration and we are confident that the film’s thrilling narrative will inspire travellers to turn their own Dubai stopover into an exciting stay."

The six-minute film opens at Dubai International Airport, with what starts as a brief stopover but where Brown and Bongiovi discover a magical script. This leads them on an adventure through the city’s historic Al Seef district to the futuristic Museum of the Future, and the world’s tallest building, Burj Khalifa, and finally to the Al Qudra desert.

Brown and Bongiovi visiting the Burj Khalifa

With a focus on culture, scenic diversity and accessibility, the story blends Dubai’s modern, luxury side with its cultural heritage and budget-friendly outdoor experiences.

Following the experience, Brown described Dubai “like many different places all in one city”, while Bongiovi said exploring the desert was “unlike anything I have ever seen before”.

The film’s conclusion delivers a cliffhanger, inviting viewers to imagine their own Dubai adventure.

Set to roll out to 21 markets worldwide the campaign will feature in TV, cinema, streaming platforms, out-of-home advertising and social media, as well as delivering a strong presence in India on socials such as Facebook and Instagram.

Celebrity endorsement is nothing new for Dubai Tourism, having released a number of brand tailored film campaigns for specific market activations featuring stars from the world of entertainment.

In 2024, tailored campaigns for specific market activations included Dubai: A Whole New You, featuring father-daughter Bollywood duo Saif and Sara Ali Khan, and Dubai: Who’s Ready?, starring Korean actors Park Shin-Hye and Park Hyung-Sik from the Netflix series, Doctor Slump.

Actors Jessica Alba and Zac Efron starred in the 2021 Dubai: A Romance to Remember communication strategy, and actresses Gwyneth Paltrow, Kate Hudson and Zoe Saldana featured in the 2019 A Story Takes Flight, which showcased the city as a destination for personal discovery, multiculturalism and authentic experiences.

For more information, visit www.visitdubai.com/en

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