#DubaiDestinations summer campaign wraps sixth season with 30 million views
More than 1,100 content pieces spotlighted attractions, events and activities across the emirate
DUBAI – Brand Dubai, the creative arm of the Government of Dubai Media Office, has concluded the sixth season of its #DubaiDestinations summer campaign, recording nearly 30 million online views and more than 1 million engagements.
Organised in collaboration with the Dubai Department of Economy and Tourism, the campaign ran from 7 July to 31 August 2026. It highlighted a wide range of destinations, events and experiences across the emirate, with a strong focus on family entertainment, adventure, sports and indoor activities during the summer months.
Launched in 2021 by 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 highlighting the emirate’s attractions and experiences throughout the year. The latest season continued that focus by bringing together residents, visitors and content creators to showcase activities suited to different ages and interests.
Digital reach
The sixth season generated approximately 30 million views through campaign-related content published across digital platforms, while engagement exceeded 1 million. More than 1,100 pieces of content were published during the campaign through the accounts of nearly 400 content creators participating in the Dubai Destinations network.
The figures reflected the extensive digital activity surrounding the campaign, with creators and influencers presenting Dubai’s summer offering through a variety of formats and perspectives. Content was distributed across social media platforms, media outlets and other digital channels, allowing information about destinations and activities to reach audiences in the UAE and internationally.
This year’s campaign placed particular emphasis on the breadth of experiences available during the summer. Indoor entertainment venues featured alongside family-friendly destinations, parks, waterside attractions and sporting activities. The programme also highlighted camps and other activities designed specifically for children, giving families a broad selection of options during the school summer period.
Shaima Al Suwaidi, Director of Brand Dubai, said the campaign’s performance demonstrated the continued growth of #DubaiDestinations and its ability to connect with broad sections of the public. She also highlighted the contribution of partners and content creators in presenting Dubai’s summer experiences through creative digital storytelling.
“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 and the novel experiences it offers residents and visitors round the year,” Al Suwaidi said.
She added that Brand Dubai would continue developing innovative ways of presenting these experiences in collaboration with partners and the content creator community, further strengthening the campaign’s presence across its target audiences.
Creator network
Content creators and influencers played a central role in the sixth season, introducing audiences to destinations and activities from different perspectives. Their participation helped extend the campaign across multiple digital platforms while highlighting experiences that appeal to different groups, from families and children to sports enthusiasts and visitors seeking entertainment.
The campaign also relied on cooperation between government entities, private sector organisations and other partners to expand the range of destinations and experiences featured throughout the season.
Sara Merdas, a member of the #DubaiDestinations organising team, said the campaign focused on producing original content that reflected the variety of summer experiences available to people of different ages and interests.
“Right through the season, we looked to provide practical and interactive content that contributed to the strong demand for Dubai’s diverse summer experiences, whether through exclusive digital guides or visual content created with the involvement of leading content creators and influencers,” Merdas said.
She added that the engagement generated during the season demonstrated continued public interest in discovering new experiences across Dubai, while providing opportunities to develop content aimed at wider audiences in the UAE and overseas.
Interactive guides
Brand Dubai also produced a series of bilingual interactive guides during the campaign, giving residents and visitors practical information for exploring summer destinations across the emirate. The guides were designed to help audiences choose activities according to their age groups and interests, while providing useful information on different experiences.
The interactive material formed part of a broader digital strategy aimed at keeping audiences informed about seasonal activities while using visual storytelling to present Dubai’s diverse attractions. Alongside destination-focused information, the campaign’s digital output covered entertainment, family activities, sports, parks and waterside experiences.
The sixth season took place as Dubai continued to attract strong interest as a global tourism destination, supported by its extensive tourism and entertainment offering, infrastructure and range of experiences for different visitor segments.