After a month of vibrant storytelling and showcasing Dubai’s most exciting family-friendly spots, Brand Dubai, the creative arm of the Government of Dubai Media Office, has successfully wrapped up the summer phase of its annual #DubaiDestinations campaign. This year’s edition generated remarkable engagement from residents, tourists, and content creators—achieving over 19 million video views across various social media platforms.
The campaign, part of the broader #DubaiDestinations initiative, is designed to spotlight the unique experiences that make Dubai one of the best cities in the world to live, work, and visit. The 2025 summer edition focused on an array of indoor attractions, water parks, family entertainment hubs, and sports facilities—ensuring both locals and visitors could fully enjoy the season.
Content creators and influencers played a key role, using innovative storytelling to highlight Dubai’s vibrant summer scene. From digital platforms to print media, TV coverage, and outdoor advertising, the campaign’s reach extended both locally and internationally.
Shaima Al Suwaidi, Director of Brand Dubai, noted:
“This year’s #DubaiDestinations summer campaign once again demonstrated how creative narratives can bring to life the experiences Dubai offers during the summer months. Strategic partnerships and an active community of creators allowed us to inspire audiences to explore the city’s family entertainment offerings.”
The campaign saw over 6,500 pieces of digital content shared online, reflecting a growing public connection to the initiative and its role in showcasing Dubai as a year-round destination.
Highlighted attractions included:
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Indoor adventures: Ski Dubai, IMG Worlds of Adventure, The Green Planet.
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Family favourites: KidZania, Magic Planet, Adventure Zone, OliOli.
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Water parks: Aquaventure, Wild Wadi, Jungle Bay, and LEGOLAND Water Park.
To enhance the visitor experience, Brand Dubai released bilingual interactive guides featuring top summer activities such as kids’ camps, indoor holidays, sports facilities, and seasonal shopping essentials.
Collaborations with government entities added unique touches to the campaign. At Dubai International Airport (Terminal 3), travelers were treated to free ice cream from local brand KUHP, as part of the “Proudly from Dubai” initiative celebrating local startups. Visitors also received souvenir passports from the General Directorate of Residency and Foreigners Affairs, complete with QR codes linking to the Dubai Destinations digital guide.
True to its community-driven approach, the campaign relied on photographers, videographers, animators, and influencers to create dynamic content that resonated across Instagram, TikTok, YouTube, Facebook, and X (formerly Twitter), inspiring audiences to discover more of Dubai.
As the summer edition concludes, Brand Dubai is preparing for upcoming seasonal campaigns focusing on outdoor adventures, cultural events, and lifestyle experiences suited to cooler weather.
Tourism figures reflect the campaign’s momentum—in the first half of 2025, Dubai welcomed 9.88 million international visitors, up 6% from last year. Dubai International Airport handled over 46 million passengers in the same period, and the city was ranked among the world’s top three destinations in Tripadvisor’s Travellers’ Choice Awards 2025, marking the first time a Middle Eastern city achieved this recognition.
Dubai’s summer story this year was more than a campaign—it was a celebration of creativity, collaboration, and the city’s ever-growing appeal on the global stage.
