Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) revealed the much-awaited #BeMyGuest campaign video, featuring Bollywood star Shah Rukh Khan.
While the first video, which took YouTube by storm last year, featured Shah Rukh surprising residents and visitors in Dubai, this year, he explores what he considers to be his second home and takes viewers on a fascinating, multi-faceted journey through the city of endless possibilities.
Marking the first-ever collaboration between Shah Rukh and acclaimed Bollywood director Kabir Khan, the newly launched 2.0 #BeMyGuest potrays Shah Rukh’s journey across a series of short films that see him taking visitors to Dubai through a multifaceted destination that holds global brand appeal in much the same way he does as an actor. Shah Rukh reaches out to his legions of fans across the globe, and introduces them to the lives of three different characters, and how he personalizes each of their experiences of Dubai by injecting the warmth and spirit of the city that resonate with him, yet each customised to the needs of every visitor.
The stories allow audiences to explore Dubai and its variety and diversity of stunning tourist offerings, with Shah Rukh in his signature style leading them to create new memories and rekindle old ones in the city.
Shah Rukh said: “Last year, I invited my fans around the world to “Be My Guest” while giving them a glimpse into Dubai, as part of this exciting partnership with Dubai Tourism. This year, along with one of Bollywood’s most recognized directors, Kabir Khan, we’re taking that partnership further to exploring new places and attractions but with the signature essence of Dubai that truly makes it a place where every visitor can feel like they belong to even greater heights. I love this amazing city and I’m really looking forward to once again sharing my experiences with my fans.”
Issam Kazim, CEO, Dubai’s Corporation for Tourism and Commerce Marketing (DCTCM), said: “We are delighted to partner with Shah Rukh Khan once again for the new edition of this very special project, #BeMyGuest. There is no one quite like him — with his charisma, global appeal, and most importantly because he truly considers Dubai to be his second home and shares so many similarities with what Dubai stands for. Our video last year that saw Shah Rukh surprise and delight people in Dubai, garnered great response from across the world, but that was only the beginning of our journey.”
Dubai tourism and Shah Rukh Khan recreate #BeMYGuest magic
Dubai tourism and Shah Rukh Khan recreate #BeMYGuest magic
World Defense Show 2026: KPMG highlights human capital as strategic defense asset
KPMG published a series of four white papers as official knowledge partner for the World Defense Show 2026, reinforcing its commitment to supporting Saudi Arabia’s Vision 2030 and the Kingdom’s ambition to build a sovereign, future-ready defense ecosystem grounded in integrated capability development, localization, and digital readiness.
As global defense priorities evolve from procurement-led models toward capability-driven ecosystems, one of the papers in the defense integration series highlights a clear inflection point for the sector. According to KPMG analysis, defense localization in Saudi Arabia has increased from around 4 percent in 2018 to 24.9 percent in 2024, with the Kingdom targeting 50 percent localization by 2030. At the same time, local content across the defense sector has reached 40.7 percent, up from 38.4 percent in 2023, reflecting deeper integration across procurement, industrial participation, technology adoption, and workforce development.
KPMG’s findings emphasize that modern defense power is no longer defined by platforms and equipment alone, but by the ability to design, operate, integrate, and sustain advanced systems at scale. While technology, infrastructure, and capital investment remain critical enablers, the firm’s WDS position paper highlights that defense transformation has a significant human-capital focus, recognizing that skills, data literacy, and local expertise are essential to maximizing the performance, resilience, and sovereignty of advanced defense capabilities.
Christopher Moore, head of defense and security, said: “Saudi Arabia’s defense transformation has a significant human-capital focus, alongside major investments in technology, equipment, and industrial capacity. The progress we are seeing in localization and local content demonstrates that the Kingdom is not only acquiring advanced systems, but also building the skills, institutions, and operating models required to sustain them. Through our partnership with the World Defense Show, KPMG is proud to contribute insight and frameworks that help translate Vision 2030 ambition into operational readiness.”
This human-capital perspective forms part of a broader KPMG defense thought-leadership series developed for WDS 2026, which examines defense transformation through multiple, interconnected pillars. These include accelerating sovereign defense ecosystems, integrating business and technology infrastructure, financing future deterrence through public-private partnerships, strengthening industrial and technological autonomy, and building a future-ready defense workforce — reflecting KPMG’s holistic view of defense as an integrated national ecosystem.
KPMG’s research also situates Saudi Arabia’s progress within a global economic context. International benchmarks cited in the firm’s WDS analysis show that every $1 billion in defense manufacturing output in the US supports approximately 5,700 jobs, while the UK defense sector contributes around £25 billion ($34.2 billion) to GDP and sustains 260,000 skilled jobs. Across the EU, defense industries employ more than 1.6 million people and generate approximately 70 billion euros ($82.9 billion) in annual value. KPMG notes that similar dynamics are beginning to emerge in Saudi Arabia as localization accelerates and private-sector participation expands.
To support measurable progress, KPMG has proposed a Defense Workforce Capability Index — a framework that links workforce outcomes directly to operational readiness. The index tracks localization rates, technical qualification levels in advanced and digital systems, and the share of maintenance and sustainment conducted domestically, aligning human-capital metrics with broader defense performance objectives.
Taking place in Riyadh from Feb. 8 to 12, the World Defense Show will bring together senior government leaders, defense manufacturers, and technology innovators from around the world. The other three papers in the defense integration series focus on sovereignty, financing and technology.
