#DubaiDestinations Summer Campaign Wraps Sixth Season with 30M Views

A network of content creators

The reach of the campaign came largely through the Dubai Destinations network, which brought together nearly 400 content creator accounts. Between them, they shared more than 1,100 pieces of published content over the course of the season, a volume that helped push the campaign's numbers well past previous years.

Shaima Al Suwaidi, Director of Brand Dubai, said the scale of engagement underlined the value of storytelling in presenting the city's range of experiences. "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," she said. "Through #DubaiDestinations, we continue to develop innovative ways of showcasing these experiences in collaboration with our partners and the content creator community, further strengthening Dubai's presence as a wholesome and preferred destination throughout the year."

Sara Merdas, a member of the #DubaiDestinations organising team, pointed to the mix of practical guides and creator-led content as the reason the campaign resonated. "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," she said. "The engagement generated by the campaign reflects the public's continued interest in discovering new experiences in Dubai and motivates us to continue developing our content through innovative approaches that reach still wider audiences both within the UAE and internationally."

Why it matters for residents and visitors

For anyone living in or visiting Dubai, the campaign's guides and creator content effectively function as a seasonal directory of what to do when outdoor heat limits options. With six seasons now completed since the 2021 launch, #DubaiDestinations has become a recurring reference point for summer planning in the city, backed by both government tourism messaging and a growing base of independent content creators.

Reported by Government of Dubai Media Office.