VFS Global’s Visa Application Centre at Wafi Mall, Dubai attracts more than 1 million visitors annually, including affluent professionals, frequent travellers and families

NextWhat Advertising has secured the marketing rights for VFS Global’s Visa Application Centre at Wafi Mall, Dubai.

This location is one of the city’s most unique advertising destinations, attracting more than one million visitors annually, many of them affluent professionals, frequent travellers, and families.

Tanvir Shah, Founder, Chairman & Managing Director, NextWhat Advertising, said, “This is a landmark partnership. VFS Global isn’t just another ad venue — it’s a cultural gateway. With over a million annual visitors, mostly affluent professionals and families, it’s where travel, aspiration, and lifestyle converge.”

The deal highlights NextWhat’s growing reputation for delivering exclusive, high-quality media opportunities for brands across the UAE.

The Visa Application Centre is not like traditional advertising spaces. Visitors spend long periods here while completing their visa process, which means they have more time to engage with campaigns;=, more attention to detail from viewers, and a naturally premium audience profile. For brands, this translates into visibility that lasts longer and makes a stronger impression.

Shah explained, “This isn’t about mass advertising. It’s about reaching the right people in the right setting. The exclusivity of the space makes it one of the most attractive advertising sites in Dubai today. The difference is dwell time and mindset. Outdoors, impressions are fleeting. At VFS Global, people are attentive, reflective, and aspirational. That’s a unique branding opportunity.”

As such the space is designed for premium brands and is especially suited for brands within categories and sectors such as luxury goods, travel and hospitality, financial services, and lifestyle and retail.

“When people are applying for visas, they’re thinking about global experiences exactly where these brands belong. We focus on exclusive, rare, and influential assets. Not to be everywhere, but to be in the right places,” Shah added.

NextWhat Advertising is continuing to grow its portfolio of distinctive and selective media platforms across Dubai.

With this latest win, the agency is cementing its ambition to deliver advertising opportunities that offer impact, exclusivity, and prestige.

Commenting on what’s next for NextWhat Advertising, Shah concludes, “Scale with substance. More exclusive rights deals, more premium engagement platforms. Dubai is a global hub, and we want to lead in creating media experiences that reflect that.”