Middle East Destinations Are Going Hollywood to Build Brand Images

You might be forgiven for thinking it to be a Hollywood romantic comedy. Zac Effron and Jessica Alba get their suitcases mixed up, and the search for the right bag leads to them finding each other, all heart eyes as the dust of the Dubai desert swirls around them.

Except, this "A Romance to Remember" is a promotional film commissioned by Dubai Tourism to get you to fall in love with the city.

Celebrity endorsements deliver strong triggers in the decision-making process for travelers, and tourism entities in the Middle East know that well.

Think, the many celebrity brand ambassadors for Dubai, John Cena for Abu Dhabi, Jennifer Aniston and Chris Hemsworth for Emirates Airlines, Nicole Kidman for Etihad Airways and the latest entrant on the field, David Beckham for Qatar.

Celebrity endorsements help a destination to highlight a tourism product that it may not be known for, announce a change or transition and also shine a light on the place for a new market, according to Danny Cohanpour, CEO and founder of Trove Tourism Development Advisors.

For instance, the Abu Dhabi campaign with John Cena last year helped to promote international sporting events in the city while al