Dubai Unveils Exciting Summer Fun With 'Dubai Destinations'

Photo: WAM

Dubai is once again turning up the heat—not just in weather, but in excitement! This summer, Brand Dubai, the creative division of the Government of Dubai Media Office, has introduced a fun and unique initiative under the popular #DubaiDestinations campaign. To make this summer extra special for tourists and residents alike, they have teamed up with the General Directorate of Identity and Foreigners Affairs (GDRFA) in Dubai to help everyone enjoy the best of what the city offers during the hotter months.

Let’s take a deep dive into what this new campaign is all about, how it works, and why it is such a cool idea—especially for families, children, and anyone looking to explore Dubai like never before.

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A Passport Full of Adventures

As part of this campaign, Brand Dubai and GDRFA have launched something really creative and fun—a souvenir passport! But this isn’t just any ordinary passport. Instead of travel stamps from countries, this passport is filled with summer-themed experiences you can enjoy right here in Dubai.

When people visit the General Directorate of Identity and Foreigners Affairs, they will be greeted with these colorful, well-designed passports. The passport acts as a guide that introduces both new visitors and longtime residents to a wide variety of fun things to do in Dubai during the summer.

It’s a great way to make someone feel welcome and give them something memorable to take with them as they begin their Dubai journey.

How the Passport Works

Each passport includes a special QR code printed inside. When you scan this code with your mobile phone, it takes you directly to the official Dubai Destinations website. This website is filled with useful and engaging content to help visitors explore Dubai.

Here’s what you can find on the website:

• Interactive guides: These guides offer step-by-step suggestions for how to enjoy your summer days in Dubai.

• Curated itineraries: Whether you have one day, a weekend, or a full week, there are ready-made travel plans designed for families, couples, and solo travelers.

• Hidden gems: Discover lesser-known spots and experiences that many tourists might miss.

• Cultural highlights: Explore Dubai’s rich and diverse cultural attractions, all in one place.

All of this is made easy and fun to use so that everyone—including kids—can enjoy planning their summer adventures in the city.

Launch Date and Ongoing Access

This exciting campaign officially kicked off on July 24. Since then, visitors arriving at the GDRFA office have started receiving their souvenir passports and exploring Dubai in a more engaging way.

This activation is not just a one-time event. It is part of a much larger plan to promote Dubai’s wide variety of tourist attractions, especially during the summer season when many families are looking for indoor and outdoor activities.

By giving people a physical passport and a digital tool, the campaign connects the real and digital world to offer an unforgettable experience.

A Joint Effort to Make Summers Unforgettable

This new initiative is a result of strong collaboration between two important organizations:

• Brand Dubai, which is responsible for creatively promoting Dubai as a city of innovation, culture, and excitement.

• The General Directorate of Identity and Foreigners Affairs, which interacts daily with new arrivals and visitors to Dubai.

Together, they are working to make sure that every visitor feels welcomed, informed, and excited about what lies ahead in the city.

Why This Campaign Matters

Dubai is already one of the most popular travel destinations in the world. People visit from every corner of the globe to see its skyscrapers, luxury malls, beautiful beaches, desert landscapes, and incredible cultural landmarks.

But what makes this campaign special is how it helps people engage with Dubai in a deeper, more personal way:

• The passport gives a sense of fun and adventure.

• The QR code unlocks access to real-time, useful travel tools.

• The campaign focuses on inclusivity, allowing kids, adults, locals, and tourists to enjoy the city fully.

• It helps make planning easier, so that families can make the most out of their time without stress.

This is also in line with Brand Dubai’s mission—which is to show the world that Dubai isn’t just a city of buildings and malls, but a vibrant cultural hub with so many layers to explore.

Summer Like Never Before

Summer in Dubai is often thought of as too hot for activities—but this campaign challenges that idea. With indoor theme parks, museums, aquariums, shopping experiences, art galleries, and more, there’s so much to do—even in the summer.

And thanks to the guidance from the Dubai Destinations platform, families can discover:

• Indoor playgrounds and waterparks for kids

• Ice skating rinks and VR gaming zones

• Art installations and exhibitions

• Summer food festivals and pop-up events

• Guided heritage walks in air-conditioned environments

The platform provides updated suggestions that are easy to follow, meaning even first-time visitors won’t feel lost in the city’s large number of attractions.

Enhancing Visitor Experience, One Step at a Time

Ultimately, this campaign is about improving how people experience Dubai—not just by showing them where to go, but by giving them tools to explore in a fun, smart, and interactive way.

With Dubai constantly growing and changing, this campaign ensures that both long-time residents and newcomers can keep up with all the exciting opportunities the city has to offer.

It’s also a great example of how technology and creativity can come together to make city life more engaging for everyone.

Where to Learn More

If you’re curious to see what’s happening or want a sneak peek at the passport and summer content, head over to:

• Instagram: @BrandDubai

• Hashtag: #DubaiDestinations

There you’ll find photos, updates, stories, and even videos from people sharing their Dubai summer experiences. You can join the conversation or even upload your own adventures to inspire others!

Dubai’s new summer campaign is more than just a promotional activity—it’s a creative movement. By combining physical souvenirs with digital tools, Dubai is showing the world how modern tourism can be both fun and thoughtful.

Thanks to the teamwork between Brand Dubai and the General Directorate of Identity and Foreigners Affairs, thousands of visitors and residents can now enjoy the city in a new, exciting, and unforgettable way.

So if you’re in Dubai this summer, don’t miss your chance to grab a souvenir passport, scan the QR code, and unlock your own custom journey through one of the world’s most exciting cities!