Dubai: Brand Dubai, the creative arm of the Government of Dubai Media Office, has concluded the sixth season of the #DubaiDestinations summer campaign organised in collaboration with the Dubai Department of Economy and Tourism. 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.

Running from 7 July to 31 August 2026, the campaign’s sixth season showcased an extensive range of destinations, events, and experiences, helping reinforce Dubai’s standing as an exceptional summer destination offering a diversity of family-friendly adventure, entertainment, and sporting options.

The sixth season witnessed strong engagement from residents, visitors, and content creators, building on the success of #DubaiDestinations since its launch. The campaign has played an important role in showcasing the emirate’s remarkable variety of year-round experiences and reinforcing its position as a preferred place to live, work and visit.

The campaign achieved significant success in expanding its digital presence, with related content garnering approximately 30 million views online and exceeding 1 million in engagement metrics. Data obtained through the campaign also highlighted over 1,100 pieces of published content shared through nearly 400 content creators accounts that are part of the Dubai Destinations network, reflecting the campaign’s broad reach and the remarkable level of engagement it generated across digital platforms.

This year’s summer campaign focused on highlighting the sheer diversity of experiences that Dubai offers through the summer months, ranging from indoor entertainment destinations and family-friendly locations to parks, waterside attractions, sports activities, in addition to camps and programmes tailored for children. 

Collaborative success
Shaima Al Suwaidi, Director of Brand Dubai, said the data was indicative of the continued growth of #DubaiDestinations and its ability to connect with broad segments of the public, highlighting the integrated efforts of partners and the participation of the content creator community in showcasing Dubai’s summer experiences in creative ways.

She added: “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. 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.”

The sixth season drew extensive participation from content creators and influencers, who used their creative talent to introduce audiences to Dubai’s summer destinations and experiences from myriad perspectives. The widespread dissemination of content across digital platforms, media outlets, and various channels further expanded the campaign’s reach.

Sara Merdas, a member of the #DubaiDestinations organising team, said the sixth season focused on delivering original content that reflects the diversity of experiences Dubai offers through the summer for people of all ages and interests.
She added: “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. 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.”

Interactive guides
As part of the sixth season, Brand Dubai also published a series of bilingual interactive guides designed to make it easier for residents and visitors to discover Dubai’s notable summer experiences and destinations. The guides offered practical tips to help audiences select activities and experiences based on age and interests.

The guides and accompanying digital content formed part of the campaign’s approach of keeping audiences updated while leveraging digital platforms and creative content to showcase the diversity of experiences Dubai has to offer. The campaign also involved collaborations with various government and private sector entities and partners, helping to broaden the scope of content delivered throughout the season.

The sixth season of the #DubaiDestinations summer campaign coincided with the continued strong performance of Dubai’s tourism sector and the emirate’s enduring popularity on the global tourism map given its diversity of tourism and entertainment offerings, world-class infrastructure, and ability to come up with innovative experiences that cater to different visitor segments throughout the year.

Ultimately, the #DubaiDestinations campaign forms part of a vision highlighting the vibrant Dubai experience that seamlessly weaves quality of life with endless choices and an unmatched ability to continually redefine the visitor experience.