Issam Kazim, CEO of Visit Dubai, spoke at the Skift Global Forum. Kazim’s talk, “The Future of City Branding,” focused on Visit Dubai’s strategy to grow the destination brand moving into the future.

Kazim explained how Visit Dubai is focusing on creating experiential, personalized, and local travel experiences that aren’t just about five-star treatment (but they can be, too). To make this possible, it wants to develop a network of sharing or alternative lodging to expand the type of accommodations in the region. To tell the world about this, Visit Dubai is turning to digital and making it easier for people to share their experiences, as well as locals to brag about what they like about home.

This is the latest Skift Global Forum 2015 video we have posted. Over the next few weeks we’ll release each of the three dozen-plus presentations from the 2015 Skift Global Forum. To keep track of them all, bookmark Skift Global Forum.

Watch the video, above, for the full 12-minute presentation.

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