On Shah Rukh Khan's birthday on Wednesday, Dubais Department of Tourism and Commerce Marketing (Dubai Tourism) announced a collaboration with the Bollywood superstar for a series of short films that will be shot here.
The project will see the actor unravel the secrets of Dubai, offering his fans a chance to see the exquisite city through the megastar's eyes, read a statement from Dubai Tourism.
It aims to appeal to ‘King Khan' fans across the globe, giving them the opportunity to explore the city and its many offerings.
"Dubai is a second home to me... Whether I am here (Dubai) on vacation with my family and friends or my many business trips here for shoots, it's a city that I truly relate to on so many levels - driven, passionate and spirited," said Shah Rukh, who turned 51 on Wednesday.
The "Happy New Year" star added: "I can't wait to take my fans and fellow travellers from around the world on an unexpected discovery of a city that I love."
Slated to be released across various Dubai Tourism channels in December, the series of short films will kick off a year-long campaign of multiple Dubai Tourism projects in collaboration with Bollywood.
Conceptualised with the aim to strengthen and celebrate the bond and cultural links between Dubai and the subcontinent, the campaign underlines the importance of India as a key source market for inbound tourism to the emirate.
Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing, said: "We look forward to exploring Shah Rukh's strong connection with Dubai, and sharing his unique experience with a global audience. These upcoming collaborations with the Bollywood industry will reinforce the strong role India has played in our city's evolution and further fortify our bond."