Dubai's Summer Campaign, displaying the city's top-notch experiences, concludes after a month-long exhibition.
In a bid to expand its reach and showcase Dubai's diverse tourism experiences, Brand Dubai's successful #DubaiDestinations campaign has wrapped up its summer edition, attracting over 19 million video views and 6,500 pieces of content across various social media platforms.
The month-long campaign highlighted Dubai's top indoor, water-based, and family-friendly experiences, with strategic partnerships extending the campaign's influence. Homegrown brand KUHP, part of the 'Proudly from Dubai' network, even welcomed arriving travellers at Dubai International Airport's Terminal 3 with complimentary ice cream.
The campaign's success is evident in Dubai's growing popularity, with a 6% year-on-year increase in international overnight visitors, totaling 9.88 million in the first half of 2025. Dubai International Airport, a significant travel hub, handled over 46 million passengers during the same period, maintaining its status as one of the world's busiest travel hubs.
Shaima Al Suwaidi, Director of Brand Dubai, acknowledged the strong collaboration with influencers, photographers, and videographers during the campaign. The General Directorate of Identity and Foreigners Affairs also distributed souvenir passports linking visitors to curated summer itineraries via QR code.
The initiative featured a variety of attractions, including Ski Dubai, IMG Worlds of Adventure, The Green Planet, KidZania, Magic Planet, Adventure Zone, OliOli, Aquaventure, Wild Wadi, Jungle Bay, and LEGOLAND Water Park.
Looking ahead, the next seasonal phase of the #DubaiDestinations campaign will focus on outdoor experiences, cultural events, and lifestyle activities during the cooler months. This shift follows the summer 2025 edition that predominantly showcased indoor attractions to accommodate high temperatures.
The emphasis is on experiential outdoor and culturally immersive activities aligned with Dubai’s ongoing strategy to position itself as a leading global destination for diverse tourism experiences. The campaign aims to leverage the more comfortable weather to spotlight Dubai’s outdoor appeal and cultural vibrancy, encouraging residents and tourists alike to engage with the city’s rich lifestyle options during the cooler season.
While specific events or named experiences for this next phase have not been detailed, the focus is clear: to encourage exploration of Dubai’s diverse urban and natural offerings, showcasing its heritage and creative scene, and promoting a year-round global destination image for Dubai.
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