Dubai Destinations Summer Campaign Showcases City Attractions

The summer edition of the #DubaiDestinations campaign, led by Brand Dubai, the creative arm of the Government of Dubai Media Office, has wrapped up after a month-long celebration of the city’s most exciting attractions. This year’s summer phase successfully highlighted Dubai’s vibrant indoor, water-based, and family-friendly experiences, drawing global attention and reinforcing the city’s position as one of the world’s top destinations even during the hotter months.

With over 19 million video views across social media platforms and more than 6,500 pieces of content shared online, the campaign demonstrated the power of creative storytelling and community-led promotion in connecting with both residents and international visitors.

A Year-Round Vision for Dubai Tourism

The #DubaiDestinations initiative is part of a broader year-round effort to showcase Dubai as the best city to live, work, and visit. While winter brings outdoor adventures, the summer edition focused on the city’s impressive range of climate-controlled leisure experiences and thrilling water attractions.

Indoor highlights included iconic venues such as Ski Dubai, IMG Worlds of Adventure, and The Green Planet, as well as family favourites like KidZania, Magic Planet, Adventure Zone, and OliOli. These destinations offer safe, comfortable, and entertaining spaces for families, proving that Dubai remains an exciting destination regardless of the season.

Water enthusiasts were also catered to, with world-class parks like Aquaventure, Wild Wadi, Jungle Bay, and LEGOLAND Water Park offering both adrenaline-pumping rides and relaxing escapes.

Creative Storytelling Meets Global Reach

A hallmark of the campaign was its collaborative storytelling model. Content creators, photographers, videographers, and influencers partnered with Brand Dubai to produce visually stunning and engaging narratives. These were shared across Instagram, TikTok, YouTube, Facebook, and X (formerly Twitter), sparking curiosity and inspiring audiences to explore Dubai’s diverse offerings.

Shaima Al Suwaidi, Director of Brand Dubai, emphasised the campaign’s impact:

“Through strategic partnerships and a vibrant community of creators, we presented a compelling narrative that inspired residents and visitors to explore the city’s diverse indoor, leisure, and family-friendly destinations.”

Strategic Partnerships Elevating Visitor Experiences

This year’s summer edition featured innovative collaborations designed to delight visitors from the moment they arrived.

• Dubai Airports Partnership: Travellers arriving at Terminal 3 were greeted with complimentary KUHP soft-serve ice cream, a gesture that showcased local entrepreneurship through the “Proudly from Dubai” initiative.

• Souvenir Passport Distribution: In collaboration with the General Directorate of Identity and Foreigners Affairs in Dubai, visitors received special passports with QR codes linking to curated itineraries and interactive guides.

These activations not only promoted Dubai’s attractions but also strengthened its reputation for warm hospitality and memorable first impressions.

Tourism Momentum in 2025

The success of the summer campaign aligns with Dubai’s strong tourism performance in 2025.

• 9.88 million international overnight visitors were recorded in the first half of the year, a 6% increase from 2024.

• Dubai International Airport welcomed over 46 million passengers in H1 2025, maintaining its position as one of the busiest travel hubs worldwide.

• Dubai secured a place among the top three destinations in the 2025 Tripadvisor Travellers’ Choice Best of the Best Awards — the only Middle Eastern city in this global ranking.

With the summer campaign now complete, Brand Dubai is preparing for the next seasonal edition of #DubaiDestinations, which will focus on outdoor adventures, cultural landmarks, and lifestyle experiences suited to the cooler months. The year-round strategy ensures that Dubai maintains its appeal across all seasons, driven by creativity, innovation, and a commitment to delivering world-class visitor experiences.

The summer phase has once again confirmed that Dubai is not just a seasonal hotspot — it is a destination that thrives all year round, offering something unique for every kind of traveller.

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