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Dubai draws Chinese tourists to the emirate through the use of emoticons

Dubai is hoping to increase tourist traffic from China by using an emoticon popular in China called “Tuzki”.

The campaign, created by Dubai's Department of Tourism and Commerce Marketing (Dubai Tourism) and Turner Asia Pacific, will feature “Tuzki” in a series of short digital clips highlighting key points of interest and experiences.

People will also be invited to follow Tuzki’s journey on, Weibo and WeChat, where they can ‘virtually’ play with Tuzki in Dubai for the chance to win one of four ultimate holiday packages.

Dubai is also keen to inspire Chinese people to book a Dubai holiday during the National Day Golden Week falling from October 1-7.

Issam Kazim, chief executive, Dubai corporation for tourism and commerce marketing (DCTCM) said: “China continues to be one of the top source markets for Dubai’s tourism industry, and we are committed to engaging Chinese tourists all year round through innovative marketing activities. Our partnership with Turner highlights the importance of leveraging digital platforms to raise awareness levels in a creative way.

"Through Tuzki, we aim to capture the imagination of Chinese netizens to participate in the campaign via social and digital touchpoints, further highlighting our ongoing efforts to work with relevant industry partners to deliver initiatives that will highlight Dubai as a ‘must-visit’ destination.”