Superstar Shah Rukh Khan has partnered with Dubai Tourism to promote the city through a series of short films.
Showcasing Dubai through his eyes, the project aims to appeal to the 51-year-old actor's fans across the globe, giving them the opportunity to explore the city and its many offerings.
'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,' Shah Rukh said in a statement.
Slated to be released across various Dubai Tourism channels in December, the short films will kick start a year-long campaign of multiple tourism projects in collaboration with Bollywood.
The campaign is conceptualized to underline the importance of India as a key source market for inbound tourism to the Emirate.
'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,' Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing, said.