Brand Dubai, the creative arm of the Government of Dubai Media Office, has concluded the sixth season of its #DubaiDestinations summer campaign, run in collaboration with the Dubai Department of Economy and Tourism. The season, which ran from 7 July to 31 August 2026, generated approximately 30 million views online and surpassed 1 million in engagement metrics, giving residents and visitors a fresh look at how Dubai fills its hottest months.
The campaign was launched in 2021 by His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, and has since grown into an annual fixture that maps out the city's summer offerings for both residents and tourists.
What the campaign covered
This year's edition put a spotlight on indoor entertainment venues, family-friendly locations, parks, waterside attractions, sports activities, and camps and programmes for children. The idea was to give people a practical sense of where to go when the temperatures climb, spanning everything from active outings to quieter indoor options.
Brand Dubai also published bilingual interactive guides through the season, aimed at helping both residents and visitors navigate Dubai's summer experiences and destinations more easily.
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."