#DubaiDestinations Summer Campaign Wraps Up After Month-Long Showcase of City's Best Experiences
The campaign recorded more than 19 million video views and over 6,500 pieces of content across social media platforms, attracting strong engagement from both local and international audiences.
The initiative, part of a year-round effort to highlight Dubai's unique lifestyle offerings, featured leading indoor attractions such as Ski Dubai, IMG Worlds of Adventure, and The Green Planet, alongside family favourites including KidZania, Magic Planet, Adventure Zone, and OliOli. The campaign also spotlighted major waterparks like Aquaventure, Wild Wadi, Jungle Bay, and LEGOLAND Water Park, underscoring Dubai's ability to deliver world-class leisure experiences in every season.
Shaima Al Suwaidi, Director of Brand Dubai, said the 2025 edition showcased the power of creative storytelling to inspire residents and visitors to explore the city's summer destinations. She noted the strong collaboration with influencers, photographers, and videographers, whose content was widely shared across Instagram, TikTok, YouTube, Facebook, and X.
Strategic partnerships amplified the campaign's reach. At Dubai International Airport's Terminal 3, arriving travellers were greeted with complimentary ice cream from KUHP, a homegrown brand under the 'Proudly from Dubai' network. In addition, the General Directorate of Identity and Foreigners Affairs distributed souvenir passports linking visitors to curated summer itineraries via QR code.
The campaign's conclusion comes as Dubai continues to post strong tourism performance, with 9.88 million international overnight visitors in the first half of 2025—a 6% year-on-year increase. Dubai International Airport handled more than 46 million passengers during the same period, reaffirming its position as one of the world's busiest travel hubs.
Brand Dubai will now shift focus to the next seasonal phase of #DubaiDestinations, which will highlight outdoor experiences, cultural events, and lifestyle activities during the cooler months, continuing its mission to promote Dubai as a year-round global destination.
News Source: Dubai Media Office
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