The #DubaiDestinations summer campaign concluded with over 19 million video views, showcasing Dubai’s best indoor and family attractions.
DUBAI: The 2025 summer edition of the DubaiDestinations summer campaign, launched by Brand Dubai, has ended after a month-long celebration of the city’s most exciting indoor, water-based and family-friendly experiences. Drawing over 19 million video views and more than 6,500 shared content pieces, the campaign attracted enthusiastic participation from residents, visitors, and influencers, further solidifying Dubai’s reputation as a world-class year-round destination.
The summer phase highlighted Dubai’s rich variety of indoor attractions, including Ski Dubai, IMG Worlds of Adventure, and The Green Planet, alongside family favourites such as KidZania, Magic Planet, Adventure Zone, and OliOli. It also spotlighted world-class waterparks including Aquaventure, Wild Wadi, Jungle Bay and LEGOLAND Water Park, offering both thrills and relaxation.
Shaima Al Suwaidi, Director of Brand Dubai, said the campaign showcased the “power of creative storytelling” in inspiring both locals and tourists to explore the city. Through strategic partnerships with Dubai Airports and the General Directorate of Identity and Foreigners Affairs, travellers were welcomed with unique activations, such as complimentary ice cream from local brand KUHP and ‘souvenir passports’ linking to interactive city guides.
Content creators played a key role, producing engaging videos, photographs, and animations that circulated widely across Instagram, TikTok, YouTube, Facebook and X. The initiative coincided with strong tourism results—Dubai welcomed 9.88 million international overnight visitors in the first half of 2025, a 6% increase over last year.
Dubai was also ranked among the world’s top three destinations in the 2025 Tripadvisor Travellers’ Choice Awards, the only Middle Eastern city in the global top tier. With the summer campaign now complete, Brand Dubai is preparing upcoming seasonal editions that will focus on outdoor adventures, cultural highlights, and lifestyle activities for the cooler months—reinforcing the DubaiDestinations summer campaign as a key driver of year-round tourism.
