Dubai-It: Sheikh Mohammed launches bold plan shaping Dubai’s future growth
New initiative to embed speed and excellence in governance model
DUBAI – His Highness Sheikh Mohammed bin Rashid Al Maktoum, Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has launched the “Dubai-It” initiative aimed at embedding the emirate’s distinctive work culture across government institutions and companies.
The initiative focuses on rapid execution, excellence and results-driven delivery as defining principles of Dubai’s development model. Announcing the move, His Highness Sheikh Mohammed bin Rashid Al Maktoum said Dubai’s philosophy is built on achieving exceptional outcomes in record time while maintaining precision and quality. He stressed that ambition holds value only when it is matched with execution, highlighting that speed does not equate to haste and quality does not imply delay.
Dubai-It
The “Dubai-It” initiative reflects a governance approach rooted in efficiency, discipline and measurable outcomes. It reinforces a long-standing principle that work in Dubai is defined by swift achievement paired with meticulous implementation.
Sheikh Mohammed underlined that the emirate’s institutions and companies are expected to align with this philosophy, ensuring that results are delivered within compressed timelines without compromising standards. The initiative also highlights a performance-driven culture where execution is prioritised as strongly as planning, supporting Dubai’s continued competitiveness in global markets.
Vision for future
Beyond immediate institutional alignment, “Dubai-It” seeks to embed this philosophy into future generations, shaping it as a sustained cultural norm across the emirate. The programme is designed to institutionalise a mindset where rapid delivery and excellence become foundational values in both public and private sectors.
Dubai’s leadership noted that the approach has long defined the emirate’s transformation from a desert landscape into a global hub for business, tourism and investment.