The Dubai Destinations 2024 summer campaign has wrapped up after two dynamic months, effectively showcasing the city's unique summer experiences and attracting significant global attention.
Launched under the directives of H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, the campaign highlighted Dubai as a premier global destination.
Executed by Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO), the campaign utilized storytelling and visually engaging content to enhance Dubai’s profile. The summer phase was particularly successful, garnering over 20 million video views across platforms like Instagram, YouTube, TikTok, Facebook, and X. More than 3,000 pieces of content were shared, reflecting widespread engagement from both local and global audiences.
Shaima Al Suwaidi, Director of Brand Dubai, praised the campaign’s success, noting its role in solidifying Dubai’s status as a leading summer destination. The campaign featured interactive storytelling that highlighted a diverse range of attractions, including beach destinations, waterparks, indoor activities, and hotel pools. It also involved collaboration with some of Dubai’s top creatives, who contributed to raising the visibility of the city’s major attractions.
Throughout the campaign, Brand Dubai issued bilingual guides to help residents and visitors explore the emirate’s hidden gems. These guides featured recommendations for seaside dining, summer camps, water adventures, and more.
The campaign also showcased homegrown businesses through the ‘Proudly from Dubai’ initiative, further enriching the summer experience with locally crafted offerings. Dubai’s rising popularity as a global destination was underscored by a 9% increase in tourist arrivals in the first half of 2024, with 9.31 million visitors. The city continues to be recognized globally, holding the title of the No.1 global destination in the Tripadvisor Travellers’ Choice Awards for a third consecutive year.
News Source: Emirates News Agency
