The world’s tallest building, the deepest diving pool, the largest mall, and one of the largest and most complete dinosaur skeletons in the world. By the time you finish reading this article, there’s a good chance a new record will have been broken in Dubai.
“It only takes one visit to understand why the city’s tourism slogan ‘Only in Dubai’ rings true,” says Antoinette Turner, General Manager, Flight Centre South Africa. “It’s a something-for-everyone destination where you can skydive, ski, shop, then sip on sundowners on the beach all in the same day.”
Ranked the fourth most visited global city after Bangkok, London and Paris, according to the latest MasterCardGlobal Destination Cities Index (GDCI), Dubai is rapidly gaining traction amongst South African travellers too.
A fact borne out by Flight Centre’s latest hotel booking data from January to March 2025 – which puts the United Arab Emirates (and in the main, Dubai) in fourth place behind South Africa, Thailand and Mauritius.
“Just an 8-hour direct flight from Johannesburg (or 9.5 hours from Cape Town), this well-connected hub is begging us to explore its endless attractions,” Turner adds. “South Africans enjoy a good time, and with new activities and entertainment options cropping up throughout the year, it’s getting harder to resist.”
Ready to do it all in Dubai? Here are just five reasons it should be on your radar:
Pure entertainment
One thing Dubai excels at is luxury experiences, live events, and world-class entertainment. A standout attraction for visitors? The Dubai Shopping Festival. Held between December and January annually, it features alluring discounts on global brands, with a medley of live shows, concerts, and family-friendly entertainment.
Throughout the year, visitors in Dubai can experience various tech expos (GITEX Global), drone show spectacles, and choreographed water fountain performances. The most popular of these, according to Turner, is hosted at the Dubai Fountain in front of the Burj Khalifa and Dubai Mall.
“It’s the world’s largest choreographed fountain system, dazzling audiences with breathtaking displays. The best part is that it’s completely free to enjoy!” Turner adds. “While Dubai is positioned as a luxury destination, you can still enjoy it without burning a hole in your wallet.”
Dubai brunch culture
South Africa may have its beloved braai, but Dubai makes a bold statement with its indulgent brunch culture.
Generally hosted at vibey beach clubs, these all-you-can-eat events attract a broad mix of expats and travellers. “While you wiggle your toes in the sand, you can mingle with people from all walks of life, and sample every type of cuisine you could imagine,” Turner adds.
She further notes that while these brunches echo the warmth and festive spirit familiar to South Africans, the sheer range of options can be overwhelming. “For the ultimate experience, it’s worth consulting a travel expert for recommendations tailored to your preferences and budget.”
A day in Old Dubai (Bur Dubai)
For South Africans yearning for a bit more than glitzy skyscrapers and bustling shopping malls, Bur Dubai offers an enchanting glimpse into the soul of old Dubai.
“Quietly nestled along Dubai Creek, this historic quarter reveals the city’s humble beginnings as a fishing and pearling village,” Turner explains. “Wandering through its winding alleys, traditional souks, and wind-tower houses will shift your perspective, adding a rich, cultural layer to your experience. Most visitors don’t even know it exists!”
Something for everyone
Dubai is a destination that caters to all ages, but what sets it apart is the abundance of experiences visitors can participate in together.
“No one has to sit on the sidelines,” Turner adds. “South Africans will swoon over places such as the Museum of the Future and the Dubai Aquarium & Underwater Zoo. My personal favourite? Topgolf Dubai, where grandparents can team up with the grandkids and track their shots with microchipped golf balls.”
Another standout attraction is Deep Dive Dubai, the world’s deepest underwater facility where beginners can safely try scuba diving in a controlled environment. For families seeking adventure, a desert safari promises exhilaration with activities like dune bashing, camel rides, and sandboarding.
With expats making up over three quarters of the city, Turner emphasises that South Africans can also expect an incredible variety of global cuisines to explore. “Dining out is the highlight of any visit. Even the fussiest eaters can discover something they enjoy,” she adds.
Efficient exploration
If you’re planning your first family holiday outside South Africa, Dubai is an excellent option, especially for those travelling with children or seniors.
For those concerned about the heat, Turner notes November to March (winter) as the best time to arrive, even though there is widespread indoor air conditioning. “The city is impressively efficient and reliable. The extensive public transportation and taxi e-hailing system offers full peace of mind.”
However, to make the most of your holiday, she makes one final recommendation: consulting a travel expert with in-depth knowledge of Dubai.
“It is an easy destination to navigate and enjoy, if you have a carefully considered itinerary. It can be incredibly overwhelming with so much on the go year-round. A little guidance can ensure you experience the best of this dynamic hub at just the right time.”
