Brand Dubai, the creative arm of the Government of Dubai Media Office, has concluded the summer phase of the Dubai Destinations summer campaign after a month of showcasing Dubai's top family destinations and appealing indoor attractions. The campaign achieved notable engagement from residents, visitors and content creators, reinforcing Dubai's position as a preferred global destination during the summer season.
The campaign is part of the Dubai Destinations summer initiative, organized annually to highlight the diverse experiences that make Dubai the best city to live, work and visit. This year's summer edition focused on offering a wide range of indoor activities, water parks, and family and sports facilities that allowed residents and tourists to enjoy the summer atmosphere, according to a post on the Dubai Media Office website.
The campaign saw extensive participation from content creators and influencers who used innovative storytelling methods to showcase Dubai's summer attractions. The wide reach of the content across digital, television, print and outdoor advertising platforms helped deliver the messages to local and global audiences.
For her part, Shaima Al Suwaidi, Director of Brand Dubai, said the 2025 Dubai Destinations summer campaign once again showed how creative storytelling can shine a light on the experiences Dubai offers during the summer months. She added that through strategic partnerships and the participation of a community of content creators, "we were able to deliver an inspiring narrative that encouraged the public to explore the city's family entertainment destinations."
She noted that the campaign recorded strong engagement rates, with more than 19 million video views and over 6,500 pieces of content published digitally. This engagement reflects the public's growing connection with the Dubai Destinations summer campaign and its role in cementing Dubai's image as an all-round destination throughout the year.
The campaign showcased a selection of destinations suited to families, children and adventure lovers, such as Ski Dubai, IMG Worlds of Adventure and The Green Planet, alongside favorite spots such as KidZania, Magic Planet, Adventure Zone and OliOli. It also highlighted popular water parks such as Aquaventure, Wild Wadi, Jungle Bay and LEGOLAND Water Park, which combined thrills and relaxation in a summer atmosphere.
Brand Dubai released bilingual interactive guides that helped residents and visitors discover the best summer destinations and activities, such as children's summer camps, staycations, indoor sports and summer essentials.
The campaign also saw collaboration with a number of government entities to enhance the visitor experience. At Dubai International Airport's Terminal 3, free ice cream from local brand KUHP was distributed as part of the "Proudly from Dubai" initiative, which celebrates the success stories of startups in the emirate.
Brand Dubai also partnered with the General Directorate of Residency and Foreigners Affairs to distribute "souvenir passports" to visitors, featuring a QR code that links them directly to the Dubai Destinations platform to explore the digital guide and suggested itineraries.
The campaign relied on community storytelling through a network of photographers, videographers, animators and influencers who produced creative content showcasing Dubai's summer vibrancy. This content spread across platforms such as Instagram, TikTok, YouTube, Facebook and X, sparking the interest of a diverse audience and encouraging them to explore more of the city's attractions.
The emirate's strong tourism performance figures and indicators in the first half of 2025 confirm Dubai's growing status as a global destination: the emirate welcomed 9.88 million international visitors in the first half of 2025, up 6% from the previous year, while the number of passengers through Dubai International Airport exceeded 46 million over the same period.
Dubai was named among the top 3 global destinations in Tripadvisor's Travellers' Choice 2025 awards, the first city from the Middle East to enter this category. With the summer campaign concluded, Brand Dubai is preparing to launch new seasonal editions of the Dubai Destinations campaign, which will focus on outdoor experiences, cultural events and lifestyle activities suited to the milder weather.
To view the post on the Government of Dubai Media Office website, click here.
