Dubai’s latest tourism push spotlights indoor adventures and waterparks

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Dubai has unveiled a new phase of its Dubai Destinations campaign, aimed at highlighting the city’s vibrant summer offerings and enticing both residents and visitors to explore its diverse range of experiences.

The campaign, which coincides with Dubai Summer Surprises, is set to showcase the emirate’s unique appeal across all seasons, with a particular focus on its summer attractions.

Implemented by Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO), this collaborative initiative brings together a wide range of public and private sector stakeholders. The campaign seeks to spotlight Dubai’s top-rated attractions, emphasizing the unique experiences that set the emirate apart as one of the world’s most captivating destinations.

Shaima Al Suwaidi, Director of Brand Dubai, stated that this phase of the campaign aligns with the vision of Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, to transform the emirate into the world’s best city to live and visit.

“By showcasing Dubai’s vibrant summer offerings, we are not only highlighting its unique charm but also reaffirming our commitment to raising Dubai’s profile as a city that offers unparalleled experiences for both residents and tourists,” Al Suwaidi said.

The campaign will feature a diverse array of attractions, including beach destinations, waterparks, indoor activities, and luxurious hotel pools. Popular spots such as Dubai Ladies Club, Bluwaters, Dubai Marina, Jumeirah Beach Residence, The Beach, Jumeirah, Al Mamzar Park, and the unique Night Beach experience will be highlighted.

For those seeking indoor adventures, the campaign will promote attractions like Ski Dubai, Aya Universe, Chaos Karts, and various shopping malls. Unique experiences at Deep Dive Dubai, sports courts, theme parks such as IMG Worlds of Adventure and LEGOLAND, Air Maniax, indoor skydiving at iFly Dubai, The Green Planet, and KidZania will also be featured.

The campaign will prominently showcase Dubai’s famous waterparks, including LEGOLAND Water Park at Dubai Parks and Resorts, Wild Wadi, and Aquaventure Waterpark at Atlantis, The Palm. Additionally, the city’s luxurious hotel pools, ranging from infinity pools and rooftop pools to private pools with breathtaking views, will be promoted as perfect retreats from the summer heat.

In a unique twist, the campaign will also spotlight homegrown businesses from the ‘Proudly from Dubai’ network, an initiative launched by Brand Dubai to highlight success stories of businesses born and initiated in Dubai. This aspect of the campaign aims to showcase the entrepreneurial spirit and innovation that contribute to Dubai’s dynamic business landscape.

To ensure maximum reach and engagement, Brand Dubai will partner with content creators and influencers to develop videos and promotional content highlighting the top activities, experiences, and events in the city. The campaign will be rolled out across digital, broadcast, print, and outdoor media platforms, targeting both local and international audiences.

As Dubai continues to position itself as a year-round destination, this summer-focused campaign demonstrates the city’s commitment to offering diverse and engaging experiences regardless of the season. By showcasing its ability to provide unique and enjoyable activities even during the hotter months, Dubai is reinforcing its status as a global tourism and lifestyle destination.


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