After a painful four-month tourism shutdown that ended last week, Dubai is betting pent-up demand will see the industry quickly bounce back. The emirate is billing itself as a safe destination with the resources to ward off coronavirus. Dubai, which had 16.7 million visitors last year, opened its doors to tourists despite global travel restrictions and the onset of the scorching Gulf summer, in the hopes the sector will reboot before high season begins in the last quarter of 2020. Disembarking from Emirates flights, on which cabin crew work in gowns and face shields, the first visitors arrived on July 7 to be greeted by temperature checks and nasal swabs. Tourism chief Helal Al Marri said people may still be reluctant to travel right now, but data shows they are already looking at destinations and preparing to come out of their shells. “When you look at the indicators, and who is trying to buy travel … 10 weeks ago, six weeks ago and today look extremely different,” he said. “People were worried, [but] people today are really searching heavily for their next holiday and that is a very positive sign and I see a very strong comeback.” The crisis crushed Dubai’s goal to push arrivals to 20 million this year and forced flag carrier Emirates, the largest airline in the Middle East, to cut its network and lay off an undisclosed number of staff. But Al Marri, director general of Dubai’s Department of Tourism and Commerce Marketing, said that, unlike the gloom after the 2008 global financial crisis, the downturn is a one-off “shock event”. “Once we do get to the other side, as we start to talk about next year and later on, we see very much a quick uptick. Because once things normalise people will go back to travel again,” he said. The reopening comes as the United Arab Emirates, made up of seven sheikhdoms, including Dubai, battles stubbornly high coronavirus infection rates that have climbed to more than 53,500, with 328 deaths. As swathes of the world emerge from lockdown, for many travellers their holiday wish lists have shifted from free breakfasts and room upgrades to more pressing issues like hotel sanitation and hospital capacity. With its advanced medical facilities and infrastructure, Dubai is betting it will be an attractive option for tourists. “The first thing I’m thinking is – how is the health care system, do they have it under control? Do I trust the government there?” Al Marri said. “Yes, they expect the airline to have precautionary measures, they expect it at the airport. But are they going to a city where everything from the taxi, to the restaurant, to the mall, to the beach has these measures in place?” Tourists arriving in Dubai are required to present a negative test result for Covid-19 taken within four days of the flight. If not, they can take the test on arrival, but must self-isolate until they receive the all-clear. While social distancing and face masks are widely enforced, many restaurants and attractions have reopened with business as usual, even if waiting staff wear protective gear and menus have been replaced with QR codes.