The recent conclusion of the #وجهات_دبي summer campaign by Brand Dubai marks a vibrant celebration of the city’s unique offerings. This initiative highlighted various indoor attractions and family-friendly destinations, showcasing Dubai’s status as a premier global destination during the summer season. By engaging extensively with the community and media content creators, the campaign proved to be a resounding success in attracting both residents and tourists alike.
Community Engagement and Creative Storytelling
Brand Dubai, the creative arm of the Dubai Media Office, successfully wrapped up the summer phase of the #وجهات_دبي campaign after an eventful month highlighting the city’s top family destinations. The campaign garnered significant engagement from both residents and visitors, reinforcing Dubai’s appeal as a global hotspot during the seasonal months. As part of the annual #وجهات_دبي initiative, the summer edition showcased a variety of indoor activities, water parks, and family-oriented venues, allowing locals and tourists to fully enjoy the summer atmosphere.
A Widespread Participation
The campaign witnessed impressive participation from content creators and influencers who employed innovative storytelling techniques to illustrate Dubai’s summer attractions. The widespread dissemination of content across digital platforms, television, print media, and outdoor advertising effectively conveyed the campaign’s messages to both local and international audiences.
Sheikha Shaima Al Suwaidi, Director of Brand Dubai, noted: “The #وجهات_دبي summer campaign for 2025 once again demonstrated how creative storytelling can highlight the experiences offered by Dubai in the summer months. Through strategic partnerships and an active community of content creators, we presented an inspiring narrative that encouraged the public to explore the family entertainment destinations within the city.”
Diverse Experiences Await
The summer campaign presented a curated selection of family and adventure-friendly destinations, such as Ski Dubai, IMG Worlds of Adventure, and The Green Planet. Additionally, favorite spots like KidZania, Magic Planet, Adventure Zone, and OliOli were featured, alongside renowned water parks such as Aquaventure, Wild Wadi, Jungle Bay, and Legoland Water Park, seamlessly combining excitement and relaxation in a summer setting.
Interactive Guides and Community Content
Brand Dubai released bilingual interactive guides to assist residents and visitors in discovering top summer destinations and activities, including summer camps for children, indoor holidays, indoor sports, and summer essentials. The campaign involved noteworthy collaboration with several government entities to enhance visitor experiences. For instance, at Dubai International Airport – Terminal 3, free ice creams from local brand KUHP were distributed as part of the “Proudly Belonging to Dubai” initiative, celebrating the success stories of startups in the emirate.
Additionally, Brand Dubai partnered with the General Directorate of Residency and Foreigners Affairs to distribute “commemorative passports” to visitors, complete with QR codes that connected them directly to the #وجهات_دبي platform for exploring digital guides and suggested itineraries. The campaign relied on community storytelling, employing a network of photographers, videographers, animators, and influencers who produced creative content showcasing Dubai’s summer vibrancy. This content spread across platforms like Instagram, TikTok, YouTube, Facebook, and X, captivating a diverse audience and encouraging them to discover more of the city’s attractions.
Strong Results Reflective of Dubai’s Growth
The robust performance indicators in Dubai’s tourism sector during the first half of 2025 reaffirm the city’s growing status as a premier global destination. The emirate welcomed 9.88 million international visitors during this period, reflecting a 6% increase compared to the previous year, while passenger numbers at Dubai International Airport exceeded 46 million. Furthermore, Dubai was recognized as one of the top three global destinations in the 2025 Travellers’ Choice Awards by TripAdvisor, being the first city from the Middle East to achieve this distinction.
As the summer campaign draws to a close, Brand Dubai continues to prepare for the launch of seasonal editions of the #وجهات_دبي campaign, focusing on outdoor experiences, cultural events, and activities suited to the mild weather, ensuring that Dubai remains an attractive destination year-round.