UAE
Brand Dubai concludes sixth season of the #DubaiDestinations summer campaign: Brand Dubai, the creative arm of the Government of Dubai Media Office, has concluded the sixth season of its #DubaiDestinations summer campaign, organised in collaboration with the Dubai Department of Economy and Tourism.
Running from 7 July to 31 August 2026, the campaign highlighted Dubai’s extensive range of summer destinations, events and experiences, reinforcing the emirate’s position as a leading year-round destination for residents and international visitors.
Launched in 2021 by His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, #DubaiDestinations has become a platform for showcasing the emirate’s diverse lifestyle, entertainment and tourism offerings.
Strong Digital Reach
The sixth season generated approximately 30 million online views and more than 1 million engagements, demonstrating strong public interest in Dubai’s summer experiences.
Campaign data also recorded more than 1,100 pieces of published content shared through nearly 400 content creator accounts that form part of the Dubai Destinations network.
The campaign brought together residents, visitors, influencers and content creators to highlight experiences across Dubai from multiple perspectives.
Showcasing Dubai’s Summer Experiences
This year’s campaign focused on the breadth of activities available across the emirate during the summer months. These included indoor entertainment venues, family attractions, parks, waterside destinations, sporting activities, camps and programmes designed for children.
The campaign sought to demonstrate that Dubai offers a wide variety of activities for different age groups and interests, even during the summer season.
Shaima Al Suwaidi, Director of Brand Dubai, said the campaign’s performance reflected the continued growth of #DubaiDestinations and its ability to connect with diverse audiences.
“Amassing nearly 30 million views online, content related to the campaign highlights the importance of creative storytelling in showcasing the immense diversity that exemplifies Dubai as a global destination,” she said.
Al Suwaidi added that Brand Dubai would continue working with partners and the content creator community to develop innovative ways of promoting Dubai’s experiences throughout the year.
Content Creators Expand Campaign Reach
Content creators and influencers played a significant role in the sixth season, using digital storytelling to showcase Dubai’s destinations and experiences.
Sara Merdas, a member of the #DubaiDestinations organising team, said the campaign focused on producing original and practical content that reflected the variety of summer experiences available to people of all ages.
The campaign featured exclusive digital guides and visual content developed with leading creators and influencers, helping audiences discover activities and destinations based on their interests.
Bilingual Interactive Guides
As part of the campaign, Brand Dubai also published a series of bilingual interactive guides providing residents and visitors with practical information about Dubai’s summer destinations.
The guides offered recommendations and tips to help audiences choose experiences according to factors such as age and interests.
Brand Dubai also collaborated with government entities, private-sector organisations and other partners to broaden the range of experiences featured during the campaign.
Reinforcing Dubai’s Global Tourism Position
The campaign coincided with the continued strong performance of Dubai’s tourism sector and the emirate’s established position on the global tourism map.
With its extensive tourism and entertainment offerings, world-class infrastructure and continuous development of new experiences, Dubai continues to position itself as a destination capable of catering to diverse visitor segments throughout the year.
The sixth season of #DubaiDestinations ultimately reinforced the campaign’s broader objective of showcasing Dubai as a place where quality of life, entertainment, family experiences, sport and tourism come together, while highlighting the emirate’s ability to continually redefine the visitor experience.
