By Nokuthula Khwela
There are some travel memories that live rent-free in your mind. For me, it was my first long-haul flight with Emirates in December. Picture this: gliding through the night sky in Business Class en route to Dubai, sipping the finest champagne, indulging in next-level cuisine, then curling up for a solid five-hour sleep. That’s not just flying. That’s floating. And just when I thought the experience had peaked, the Emirates chauffeur arrived at my door. Yes, at home. And later met me again on the other side. That door-to-door luxury? Unmatched. That flight didn’t just take me to Dubai. It transported me to a feeling I want to chase over and over. As a media entrepreneur dreaming of calling Dubai home, this kind of experience sets the standard.
But I’m not the only South African drawn to the magic of Dubai. In 2024 alone, 120,000 South Africans have already flown to Dubai with Emirates. That number speaks volumes.
Why Dubai?
What makes Dubai resonate so deeply with South African travellers compared to destinations like London, Bali or Istanbul? It’s the city’s ability to fuse modern marvels with deeply rooted cultural experiences. Whether it’s the luxury shopping, desert safaris or family-friendly attractions, Dubai offers something for everyone. Add in the fact that it’s just one direct Emirates flight away from Johannesburg, Cape Town or Durban, and it’s clear why Dubai remains a favourite.
We had the opportunity to sit down with Afzal Parambil, Regional Manager for Southern Africa at Emirates. He shed light on this growing love affair between South Africans and Dubai. “Regional accessibility is key,” he explained. “By offering direct flights from major South African cities, we make Dubai closer and more convenient than ever.”
Cultural Depth Beyond the Skyline
For first-timers, there’s more to the city than its towering Burj Khalifa and luxe malls. If you’re looking to connect with the soul of Dubai, visit the Al Fahidi Historical Neighbourhood, where traditional wind towers still stand. Take a ride in a wooden abra across Dubai Creek. Or wander through the Spice and Gold Souks, where the air is rich with history and scent. These are the stories South African publications like mine, Timeless Trends, are passionate about telling. They reflect a Dubai that’s diverse, dynamic and deeply human.
Why South Africans Flock to Dubai in Jan-Feb
Come January and February, South Africans are on the move. And many are Dubai-bound. The reasons? Summer school holidays, perfect weather and peak cultural events like the Dubai Shopping Festival. It’s a combination that makes the city irresistible.
Afzal Parambil pointed out how Emirates rises to meet this surge in demand. “We prioritise smooth travel during these months with frequent flights, additional services and flexibility for travellers. Even with higher traffic, we make sure comfort isn’t compromised.”
Making Luxury Attainable
Let’s be real. While Dubai is synonymous with opulence, affordability is key for many travellers. Emirates gets that. With 78% of South African passengers flying Economy, the airline still offers comfort, generous baggage and family-friendly fares. All without cutting corners on experience. That balance of aspiration and accessibility is what keeps people coming back.
Repeat Travellers: A Love Affair With Dubai
It’s no surprise that Dubai boasts a 63% repeat travel rate among South Africans. The city evolves constantly. Think new attractions, updated hotels and fresh events. Whether you’re visiting for business, pleasure or even religious pilgrimages, Dubai delivers a new story each time.
As Afzal Parambil told us, “Dubai consistently meets expectations across the board. Emirates is proud to be the bridge that brings travellers back to rediscover its wonders.”
What’s Next for South African Travellers?
With an eye on the future, Emirates is exploring ways to expand services and improve connectivity. For the everyday traveller from Durban or the seasoned business flyer from Joburg, this means even more seamless journeys ahead.
For those looking to explore the lesser-known corners of Dubai, there’s Al Marmoom Desert Conservation Reserve, or the rising farm-to-table dining movement that’s putting sustainable food on the map. These are the stories we’ll be chasing at Timeless Trends. Not just the glitz. The roots and rhythms of the city too.
Dubai isn’t just a stop on the map. It’s a destination that inspires dreams. Especially for people like me in media and storytelling. And flying with Emirates? That’s the beginning of that dream. Whether you’re headed there for the first time or the fifth, there’s something unforgettable waiting in that city of gold. And thanks to Emirates, the journey is just as memorable as the destination.
So yes. My Business Class debut might live in my head rent-free. But with Dubai calling, I plan to turn that memory into a regular reality. See you at 30,000 feet.
