#DubaiDestinations 2025: Inside the new summer experience plan for visitors
Here’s what to expect from Brand Dubai’s July campaign this year
DUBAI: Brand Dubai, the creative arm of the Government of Dubai Media Office, has unveiled the latest season of its summer campaign under the widely recognised banner of #DubaiDestinations.
Running from 4 July to 31 July, the initiative seeks to spotlight Dubai’s vast leisure options during the warmer months, just in time for school holidays and rising footfall at the city’s indoor attractions, waterparks, and resorts.
The campaign aims to highlight the diversity of Dubai’s lifestyle offerings – from world-class entertainment hubs to cultural experiences – while positioning the city as the ultimate year-round destination. The campaign rollout also aligns with the city’s ambition, guided by His Highness Sheikh Mohammed bin Rashid Al Maktoum, to rank as the world’s top city to live, work, and visit.
Interactive content
According to Shaima Al Suwaidi, Director of Brand Dubai, the initiative is designed to help residents and visitors alike plan their ideal summer experience. This year, a key focus is on engaging and interactive digital content, including newly launched guides offering information on children’s summer camps, staycation ideas, indoor sports venues, and essential summer experiences.
A variety of videos produced by Brand Dubai and the Government of Dubai Media Office will circulate across digital channels, complemented by animated clips and content from regional influencers. These short-form videos will be widely distributed through platforms like TikTok and Instagram to capture the attention of both local audiences and international tourists spending the season in Dubai.
Family-centric experiences
Sara Merdas, part of the #DubaiDestinations organising team, said the campaign maintains a strong family-friendly theme. The digital guides, tailored for both families and individuals, map out key summer attractions, ranging from beaches and parks to water activities and indoor play zones. Each location comes with a clickable map link to assist with navigation and trip planning.
The Dubai Summer Activities Guide, available online, consolidates this information into a single downloadable document, enhancing user accessibility. The campaign also capitalises on the start of the summer holidays, when residents and tourists typically seek out shaded and air-conditioned venues for recreation.
Proudly from Dubai
In addition to leisure and tourism, the campaign features Proudly from Dubai – a Brand Dubai initiative that celebrates the creativity and entrepreneurship of homegrown businesses. Select enterprises from this network will be highlighted in the promotional material, showcasing innovative summer-ready products and services born in Dubai.
From boutique brands to unique hospitality offerings, the businesses under the Proudly from Dubai banner add a distinctly local flavour to the campaign. Their inclusion supports the emirate’s broader vision of nurturing a thriving entrepreneurial ecosystem rooted in innovation and community spirit.
Influencer collaborations
A key component of the campaign is the involvement of prominent influencers and media entities from both the UAE and abroad. These content creators will document their experiences around the city through short videos, offering real-time insights into what Dubai has to offer during the summer season.