Indian Celebrities Drive Record Tourism Growth for Global Destinations with Strategic Brand Partnerships

Published on December 17, 2025

In 2025, a significant trend emerged in the tourism industry: Indian celebrities were becoming the faces of foreign tourism boards. From Bollywood icons to high-profile influencers, Indian celebrities are increasingly being tapped to promote international travel destinations. This strategic shift is not a coincidence but rather a calculated move by countries seeking to capture India’s burgeoning travel market. As the Indian outbound tourism sector expands exponentially, tourism boards from Dubai to Australia are collaborating with some of Bollywood’s biggest names to tap into this lucrative market.

Bollywood Power Couples Lead the Way

Indian film stars are no strangers to endorsement deals, but their influence is now being leveraged to promote foreign destinations. The partnership between Deepika Padukone and Ranveer Singh as regional brand ambassadors for Abu Dhabi Tourism is one of the most high-profile collaborations of 2025. As a power couple in both Bollywood and international travel marketing, they embody the luxury, family-orientated experience that Abu Dhabi wants to portray. Their promotion of Abu Dhabi aligns perfectly with their public image as new parents, making them ideal representatives for a destination that emphasizes cultural richness, luxury, and family-friendly amenities.

Meanwhile, Shah Rukh Khan, a long-time ambassador for Dubai, continues to play a pivotal role in the city’s tourism campaigns. His ongoing association with Dubai through the “Be My Guest” initiative has been a key factor in maintaining the city’s position as a top destination for Indian travelers.

Celebrity Campaigns Targeting Diverse Audiences

Another notable success has been Yas Island’s campaign, which reunited the stars of the iconic film Zindagi Na Milegi Dobara—Hrithik Roshan, Farhan Akhtar, and Abhay Deol. This reunion took the form of a five-episode series titled Zindagi Ko Yas Bol, designed to appeal to adventure-loving millennials and Gen Z. The campaign emphasized the thrilling, adventurous spirit of Yas Island, making it an attractive destination for younger travelers seeking adrenaline-pumping experiences.

Meanwhile, the Maldives, which faced a significant decline in Indian arrivals in 2024, responded by appointing Bollywood star Katrina Kaif as the global brand ambassador for 2025. This move was part of a larger effort to rebuild the Maldives’ reputation among Indian travelers following a boycott movement. Early signs suggest that this strategy is having a positive effect, with arrivals already showing signs of recovery in 2025.

The Power of Celebrity Influence on Tourism

Research in tourism marketing reveals that celebrity endorsements can have a substantial impact on travelers’ decisions, particularly when the celebrity has a strong connection to the target audience. Celebrities like Deepika Padukone and Ranveer Singh have a broad appeal, especially among family-oriented travelers, making them a perfect fit for destinations like Abu Dhabi, which cater to high-net-worth families looking for luxury and cultural experiences.

On the other hand, the Zindagi Ko Yas Bol campaign targeting younger travelers shows how effectively Bollywood stars can embody the spirit of adventure and fun, making destinations like Yas Island appealing to a millennial and Gen Z audience. The match-up hypothesis in marketing explains why these campaigns are so effective—the perceived alignment between the celebrity’s image, the destination’s brand, and the desired self-image of the consumer leads to higher engagement and increased likelihood of travel.

Measurable Growth in Tourist Arrivals

The data backs up the effectiveness of these celebrity-driven campaigns. Dubai, for example, has become a dominant source market for Indian travelers, with Indian overnight visitors exceeding 2.46 million in 2025, up 5% compared to the previous year. The UAE as a whole saw 7.8 million Indian visitors in 2024, accounting for over a quarter of India’s total outbound departures. Yas Island, specifically, reported a 44% surge in Indian guests during 2024, continuing its growth trajectory into the summer of 2025.

Australia has also seen significant growth in Indian tourist arrivals, with 434,000 Indians visiting the country in the year ending November 2024, a 12% increase compared to 2023. India is now Australia’s fifth-largest source market for both arrivals and visitor expenditure, further confirming the value of celebrity endorsements.

The Maldives Struggles to Recover

Despite the celebrity-backed efforts, the Maldives presents a more complex scenario. The destination saw a sharp drop in Indian arrivals in 2024, falling from 209,193 in 2023 to just 130,805. This decline was largely due to diplomatic tensions and a social media-driven boycott. In response, the Maldives Tourism Ministry set an ambitious target of 300,000 Indian tourists for 2025, relying heavily on the influence of Katrina Kaif. While initial data suggests some recovery, it’s clear that celebrity power alone cannot overcome diplomatic or political hurdles. The Maldives needs more than just a star ambassador to regain its position as a top destination for Indian tourists.

Structural Support and Policy Push

Celebrity endorsements play a vital role in driving tourism, but they work best when supported by structural factors such as favourable visa policies and infrastructure improvements. Dubai’s introduction of a five-year multiple-entry visa for Indian nationals in 2024 is a prime example of how policy changes can enhance the effectiveness of marketing campaigns. This visa policy has significantly reduced barriers to repeat visits, encouraging Indian travelers to return to Dubai more frequently.

Abu Dhabi’s dual-targeted approach in 2025—family-focused campaigns featuring Deepika and Ranveer, alongside adventure-focused campaigns with the Zindagi Na Milegi Dobara stars—demonstrates a sophisticated understanding of market segmentation. By addressing both high-value family tourists and younger adventure seekers, Abu Dhabi maximizes its appeal to different segments of the Indian market.

Long-Term Growth and Future Projections

The Indian outbound travel market is poised for continued growth. After recovering from the severe pandemic-induced decline in 2020, the sector has experienced a remarkable resurgence. In 2024, India recorded 30.8 million outbound departures, and this number is expected to continue rising, with projections suggesting up to 80 million annual outbound trips by 2040.

This growth is driven by India’s expanding middle class, younger demographics, and increasing disposable income. Leisure travel dominates Indian outbound trips, accounting for 42.5% of total departures, followed by visits to friends and relatives at 34.6%. The demand for luxury, adventure, and family-orientated travel experiences is expected to rise, making India a critical market for global tourism boards.

Conclusion

The use of celebrity endorsements in global tourism marketing has proven to be an extremely effective strategy for attracting Indian visitors. Destinations that combine star power with structural support, such as favourable visa policies and diverse offerings, are well-positioned to capitalise on this growing market. As India’s outbound travel market grows, celebrities will play an increasingly important role in shaping tourism behaviour, with destinations focusing on precise market segmentation and authentic brand alignments to capture Indian travellers’ attention.