Tourism marketing in Dubai: excursions, safaris, yachts, hotels
For excursion companies, desert safaris, yacht charters, hotels and aparthotels, and UAE tour operators. We bring Russian- and English-speaking tourists: search before the trip and ads to people already in Dubai. In Dubai we have real estate, clinic and rental cases; we have no tourism case in the UAE yet, so we rely on our Phuket cases
Tourism businesses in Dubai we advertise
Dubai tourism is crowded: a tourist hears from hundreds of operators and large booking platforms at once. The winner is whoever reaches the guest first, in their language, with a clear offer. Each business type needs its own mechanics
Excursions and city tours
A short decision window: excursions are picked before the trip or in the first days. Search plus retargeting of people already in the city. On Phuket an excursion company got 2,761 leads at $4.19 this way, and the average ticket grew from $80 to $120 through upsells
Desert safaris
A mass product with strong visuals: sunset in the dunes, dinner, a show. Competition is on price, so we compete on what is included: transfer, group size, guide language, private car and photo upsells
Yacht charters
A high ticket and a narrow audience. We sell the experience, not the specs, and target guests of premium hotels. Phuket yacht company: ROAS 420% at a $4,200 ticket (case study). Motorium sold a boat in month one at $300,000
Hotels, aparthotels, tour operators
A hotel needs direct bookings without platform commission; a tour operator needs leads for packages. Campaigns optimise for payments, not form fills: paid bookings go from the CRM back to the ad accounts
How many Russian-speaking tourists search for Dubai
Monthly searches in Yandex, all regions, with neighbouring destinations for scale. English-language demand is checked in Google Ads Keyword Planner when we prepare the media plan
| Query (Russian) | Meaning | All forms | Exact phrase |
|---|---|---|---|
| туры в дубай | tours to Dubai | 18,775 | 3,676 |
| экскурсии в дубае | excursions in Dubai | 7,048 | 1,106 |
| туры на бали | tours to Bali | 9,369 | 2,484 |
| туры в грузию | tours to Georgia | 16,309 | 2,240 |
| туры в таиланд | tours to Thailand | 11,092 | 1,729 |
Source: Yandex Wordstat, October 2026. "All forms" counts the query with any other words around it; "exact phrase" counts this wording only
"Tours to Dubai" gets more exact-phrase searches than tours to Bali, Georgia or Thailand in this table. For a tour operator this is demand at the stage of choosing a destination; for excursions, at the stage of planning the holiday
Dubai seasons and when to start
Before the season
The high season is the cooler months, roughly autumn to spring. We start four to six weeks ahead to test creative and language groups and build retargeting audiences
High season
Budget goes into the combinations that bring payments. Holidays and school breaks in the guests' countries are separate peaks in the media plan
Summer
Fewer tourists, competitors cut back and impressions get cheaper. Summer rates for hotels and yachts, evening and indoor programmes. On Bali we sold all of a client's bikes in the low season
Who we sell to and through which channels
Tourists from Russia
They search in Yandex before the trip. Instagram and Facebook are blocked in Russia, so Yandex Ads and Telegram Ads come first
Russian speakers from the CIS and in the UAE
Meta Ads in Russian. We have already reached expats in Dubai: furniture rental got 210 inquiries at $18.28
English-speaking tourists
Google Ads for excursion, safari and yacht searches, Meta Ads in English. A separate set of offers, as for the Dubai clinic with two language groups
Cases: what we have in Dubai and what we carry over from Phuket
We have no tourism case in the UAE yet and we will not invent one. Our three Dubai cases in other niches show how advertising to Russian- and English-speaking audiences works there. Tourism numbers come from our Phuket projects in Thailand: excursions, yachts, premium hotel guests
| Case | Market | Niche | Result |
|---|---|---|---|
| Dubai Real Estate | UAE | real estate | 234 leads at $78, 12 deals |
| Orthodontic clinic | UAE | clinic | 1,180 inquiries, 41 cases closed |
| Furniture Rental Dubai | UAE | rental for expats | 210 inquiries at $18.28 |
| Phuket excursions | Thailand | excursions | 2,761 leads at $4.19 |
| Yacht charter company | Thailand | premium yachts | ROAS 420%, $4,200 ticket |
| Zapiski ob Azii | Thailand | tour company | 11,400 leads in a year |
Thailand numbers show the model, not a forecast for Dubai. We forecast cost per lead and booking in the media plan
Launch plan
- Week 0: product and seasonExcursions, safaris, fleet or rooms, prices, availability by date, guest countries
- Week 0: media planChannels per language group, a monthly budget for the season, a cost-per-lead and cost-per-booking forecast from the closest cases
- Week 1: landing pages and trackingA page per product and language, a messenger for quick replies, payments sent from the CRM or booking system to the ad accounts
- Week 1: launchSearch on Google and Yandex, Meta Ads and Telegram Ads per audience. First impressions within 48 hours of approval
- Weeks 2-4: testingProduct, language and creative combinations; budget moves to those that bring payments. Weekly report
Questions about tourism marketing in Dubai
Short answers about budgets, timelines, reporting and how we work. If your question is not here, write to us: we reply within 1-2 hours during working hours
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Let us look at your business in Dubai
A free call: your product and season, your guests' languages, current ads and a media plan with a cost-per-lead and cost-per-booking forecast
- Tourist demand for your product
- A media plan per language and season
- Free, no obligation