Dubai Tourism launches its new campaign “Dubai, Who’s Ready?” starring Korean actors Park Seo‑jun, Choi Woo‑shik, and Park Hyung‑sik. The film showcases Dubai’s vibrant attractions through their adventure, aiming to attract Asian travelers with a mix of culture, fun, and star power.
In a strategic move to strengthen its global tourism appeal, the Dubai Department of Economy and Tourism (DET) has unveiled its latest campaign film titled “Dubai, Who’s Ready?”, featuring three internationally acclaimed Korean actors — Park Seo‑jun, Choi Woo‑shik, and Park Hyung‑sik. The cinematic campaign is aimed primarily at attracting Asian travelers, especially the massive Korean Wave (Hallyu) fanbase, and showcasing Dubai as a destination that blends tradition, luxury, adventure, and entertainment.
Table of contents [Show]
The campaign film, launched across Dubai Tourism’s official digital platforms, begins with a light-hearted twist — a falcon swooping in and grabbing one of the actor’s phones, which sets the trio on an unexpected and exciting journey through the city. This creative narrative effortlessly captures the vibrancy and diversity of Dubai, positioning the emirate not just as a travel destination, but as a thrilling experience waiting to unfold.
From dune-bashing in the Al Qudra Desert to tranquil yoga sessions at Mina A’Salam, and bustling modern hotspots like Topgolf Dubai, the film highlights Dubai’s unmatched versatility. Viewers are taken through iconic cultural landmarks, luxurious urban scenes, and recreational adventures — all through the lens of the actors’ friendship and humor.
This campaign marks the second appearance of Park Hyung‑sik in a Dubai Tourism project, following his previous role alongside Park Shin‑hye in the 2023 campaign. Speaking on his return, Hyung‑sik shared:
“I was excited to come back. Dubai continues to surprise me — the blend of old and new is just spectacular.”
First-time visitors Park Seo‑jun and Choi Woo‑shik were equally impressed.
Seo‑jun noted:
“This trip was an unforgettable experience. Dubai’s energy and hospitality are remarkable.”
Choi Woo‑shik added:
“Dubai is the only place where you can experience deserts, skyscrapers, beaches, and traditional markets all in one day. That contrast is truly magical.”
Dubai’s tourism campaigns have consistently embraced star-studded storytelling to appeal to international travelers. Previous global initiatives have featured A-list celebrities such as Shah Rukh Khan, Zac Efron, Jessica Alba, and Millie Bobby Brown. With this new K-pop-infused campaign, DET aims to deepen its connection with millennial and Gen Z audiences across Asia, particularly fans of Korean entertainment and culture.
The “Dubai, Who’s Ready?” campaign emphasizes cultural diversity, premium lifestyle offerings, and the city’s ability to provide both thrilling and serene moments — aligning with the evolving travel preferences of modern tourists.
The full video is now live on Dubai’s official YouTube channel and has already generated a buzz among global fans of the actors. It serves not only as a travel invitation but also as a celebration of friendship, spontaneity, and global connectivity.
