Dubai shines as top summer destination with #DubaiDestinations campaign success

Dubai: The summer phase of the #DubaiDestinations campaign has ended after a month-long push to promote Dubai’s indoor, water-based, and family attractions.

Launched by Brand Dubai, the creative arm of the Government of Dubai Media Office, the campaign featured over 6,500 pieces of content across social media and received more than 19 million video views.

Content creators and influencers highlighted iconic venues such as Ski Dubai, IMG Worlds of Adventure, KidZania, Aquaventure, and Wild Wadi, along with other leisure spots. Interactive guides offered recommendations on summer camps, staycations, and indoor sports.

Strategic partnerships

This year’s edition included collaborations with government entities to enhance visitor experiences from arrival. At Dubai International Airport Terminal 3, travellers were welcomed with complimentary soft-serve ice cream from KUHP, a homegrown brand under the ‘Proudly from Dubai’ network. The initiative supports local businesses while offering memorable arrivals.

Brand Dubai also partnered with the General Directorate of Identity and Foreigners Affairs in Dubai to hand out souvenir passports to visitors at airport counters. Each passport features a QR code linking directly to the Dubai Destinations website, where users can explore interactive guides and curated itineraries designed to help them make the most of the city throughout the summer season.

The campaign relied heavily on collaborative storytelling, with photographers, videographers, animators, and influencers producing dynamic content. By sharing this material on major platforms like Instagram, TikTok, YouTube, Facebook, and X, the campaign successfully sparked interest among diverse audiences both locally and globally.

Dubai welcomed 9.88 million international overnight visitors between January and June 2025, a 6 per cent increase from the same period last year. Dubai International airport set another high with 46 million passengers in the first six months of 2025, up 2.3 per cent year-on-year. It includes the 22.5 million during the April to end June period, higher by 3.1 per cent.

Tripadvisor ranked Dubai among the world’s top three destinations in its 2025 Travellers’ Choice Best of the Best Awards, the only Middle Eastern city in the top tier.

With the successful 2025 summer campaign concluded, Brand Dubai continuous preparations for the next seasonal editions of #DubaiDestinations. The upcoming campaigns will focus on outdoor experiences, cultural highlights, and lifestyle activities perfect for the cooler months. The success of the recent campaign reinforces Dubai’s reputation as a year-round destination with compelling experiences for everyone.