#DubaiDestinations returns to showcase Dubai’s summer diversity and global appeal

Running from July 4 to July 31, the initiative aims to spotlight the emirate’s diverse indoor and outdoor experiences, family-friendly attractions, and unique cultural and leisure offerings that make Dubai a compelling destination even in the peak of summer.

Designed to coincide with the school holidays and a surge in domestic and international visitors, the campaign seeks to enhance public awareness of the city’s year-round appeal and encourage residents and tourists to explore its world-class summer attractions.

From air-conditioned indoor entertainment hubs and waterparks to luxury staycations and beachside retreats, the campaign captures the dynamic essence of a Dubai summer.

The #DubaiDestinations campaign is part of Brand Dubai’s wider strategy to promote the city’s status as a vibrant, all-season destination for tourists, residents, and businesses. The initiative is closely aligned with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to position Dubai as one of the world’s best cities to live, work, and visit.

Shaima Al Suwaidi, Director of Brand Dubai, highlighted the importance of the campaign in reinforcing Dubai’s global image.

“This new season of the #DubaiDestinations summer campaign extends an open invitation to families, residents, and international tourists to immerse themselves in the vibrant energy and one-of-a-kind attractions that Dubai offers during the summer months. We have curated interactive, visually compelling content to help people easily plan their vacations and make the most of the season,” she said.

Al Suwaidi also expressed gratitude to the campaign’s many partners and stakeholders for their contributions, noting that collaboration across sectors has helped ensure a rich and engaging campaign experience.

With a special emphasis on family-friendly experiences, the summer campaign introduces a series of digital guides tailored to various audiences. These guides feature curated listings of children’s summer camps, indoor sports venues, water-based activities, seasonal events, and staycation offers. Each listing is interactive, with clickable locations on the Dubai map, enabling easy trip planning and navigation.

Sara Merdas, a member of the campaign’s organising team, said the initiative was carefully designed to appeal to all members of the family.

“This season continues our goal of positioning Dubai as the ultimate year-round destination. Our digital guides and content initiatives reflect the diverse range of experiences available in the city — from thrill-seeking activities to relaxing family outings — ensuring that everyone finds something to enjoy.”

A cornerstone of this year’s campaign is its rich multimedia offering. Brand Dubai, in collaboration with the Government of Dubai Media Office, has produced a variety of short videos and animated clips, with contributions from local and international content creators and influencers.

These creatives will share personal snapshots of their summer experiences in Dubai across popular social media platforms including TikTok and Instagram, further amplifying the campaign’s reach.

Another focal point of the campaign is the Proudly from Dubai initiative, which showcases innovative homegrown businesses and start-ups that embody Dubai’s entrepreneurial spirit.

Select enterprises will be featured throughout the campaign, with their products and services tailored to the summer season — from cooling refreshments to indoor entertainment options and beach-ready fashion.

By merging tourism promotion with support for local innovation, the campaign reflects Dubai’s holistic approach to positioning itself not just as a travel destination, but as a thriving cultural and business hub.

As part of its efforts to enhance accessibility, Brand Dubai has launched interactive digital guides featuring a broad array of summer experiences — including waterparks, beaches, green spaces, indoor playgrounds, and more. Each entry is accompanied by helpful location links, making trip planning seamless for both tourists and residents.

Whether you're looking to cool off by the pool, enjoy world-class entertainment, or support local businesses, the #DubaiDestinations campaign presents Dubai as a city where summer is something to celebrate.