Brand Dubai has concluded the sixth season of its #DubaiDestinations summer campaign, drawing nearly 30 million online views.
Brand Dubai has wrapped up the sixth season of its #DubaiDestinations summer campaign, closing out another year of promoting the city as a leading summer destination. The creative arm of the Government of Dubai Media Office ran the campaign in collaboration with the Dubai Department of Economy and Tourism, and it concluded on August 31 after a two-month run.
The 2026 edition ran from July 7 to August 31, showcasing a wide range of destinations, events, and experiences across the emirate. Its focus this year fell on family-friendly options, spanning adventure, entertainment, and sporting activities designed to appeal to residents and visitors of all ages.
The campaign closed on a strong note in terms of reach. According to Brand Dubai, related content generated approximately 30 million views online and surpassed 1 million in engagement metrics over the course of the season. That level of interest reflects the campaign’s continued growth since it first launched.
First introduced 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 recurring fixture on the city’s promotional calendar. Each season highlights the experiences that shape Dubai’s appeal, and the sixth edition built on that foundation with a heavy emphasis on content created and shared across digital platforms.
Dubai Destinations Summer Campaign Reaches Millions Online
The digital success of this year’s campaign was a defining feature. Brand Dubai reported that more than 1,100 pieces of content were published over the season, shared through nearly 400 content creator accounts that form part of the Dubai Destinations network. The scale of that output points to the campaign’s growing reliance on creators and community voices to carry its message.
By distributing material across major platforms, the campaign reached audiences both within the UAE and internationally. The approach reflected a wider shift toward creator-led promotion, with animated videos, seasonal guides, and social media contributions from influencers and media entities forming a large part of the content mix.
The season also coincided with continued strong performance in Dubai’s tourism sector. The emirate has maintained its standing on the global tourism map, supported by its infrastructure, its range of indoor and outdoor attractions, and its ability to develop experiences for different types of visitors throughout the year.
Family-Friendly Dubai Experiences at the Heart of the Campaign
Family appeal sat at the center of the sixth season. The campaign spotlighted a diversity of family-friendly adventure, entertainment, and sporting options, aiming to position Dubai as a destination where visitors of every age can find something to do during the summer months.
Throughout its previous editions, the campaign has offered seasonal guides to help residents and visitors plan their time in the city. Past guides have covered staycations and theme parks, summer hobbies and sports facilities, culinary experiences, and weekend plans across some of Dubai’s most popular areas. These practical resources have been a consistent part of the campaign’s offering, giving audiences concrete ideas for exploring the city.
The summer campaign also formed part of a broader programme that integrated the retail sector and seasonal festivals, including Dubai Summer Surprises, into a wider set of promotions, events, and attractions aimed at families and visitors. Offers and discounts at leisure attractions and hotels featured throughout the season, giving audiences added incentive to book stays and explore.
Dubai’s Year-Round Tourism Strategy and the D33 Agenda
The #DubaiDestinations campaign fits into a larger vision for the city’s tourism sector. Officials have framed it as part of an effort to present Dubai as a vibrant, all-season destination that combines quality of life with a continually evolving range of visitor experiences.
Ahmed Al Khaja, CEO of the Dubai Festivals and Retail Establishment, which is part of the Dubai Department of Economy and Tourism, said the campaign reflected the strong collaboration across Dubai’s tourism ecosystem. He noted that it brought together partners across a range of sectors to showcase the experiences that reinforce the city’s reputation as a destination to visit throughout the year, in line with the objectives of the Dubai Economic Agenda, known as D33.
Shaima Al Suwaidi, Director of Brand Dubai, has described the campaign as a strategic initiative aimed at strengthening the city’s appeal as an all-season destination. The organizing team has pointed to renewed efforts to position Dubai as a family-friendly destination through digital guides and engaging content suitable for all ages.
With the sixth season now concluded, Brand Dubai is expected to turn its attention to the next seasonal editions of the campaign, which typically shift focus toward outdoor experiences and cultural highlights suited to the cooler months. The results of the summer season add to the campaign’s track record and reinforce its role in Dubai’s ongoing tourism strategy.
