The 2024 Edition of the #DubaiDestinations summer campaign launched by Brand Dubai was deemed a success as it recorded outstanding reception across the social media platforms and further reinforced Dubai’s position as the leading tourist destination globally. The campaign received more than 20 million views of videos and about 3 thousand posts with content shared in various digital platforms popular among local and foreign audiences.
The campaign was initiated under the guidance of His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai, and Chairman of the Dubai Media Council, the event brought out Dubai’s summarizing experience through lively narratives. It also focused on 2-month campaign on beach destinations, waterparks, indoor attractions and hotel pools to a broad group.
Shaima Al Suwaidi of Director of Brand Dubai said that this campaign was effective in reflecting Dubai’s rich summer activities, which appealed to millions of people around the world. She they panellised that creatives, influencers, photographers, content creators made a remarkable contribution to enhancing the visibility of the city. By engaging with the platform through Instagram, TikTok, YouTube and others, the campaign also used the traditional media.
Brand Dubai’s campaign also used engaging bilingual information in the form of guides for people to explore unfamiliar parts of the emirate, and novel things to do there for either resident and visitors. The guides encompassed aspects like the sea food, camps, water activities, indoor games, and home away from home; thereby enhancing its tourism value proposition to Dubai.
One of the core strategies which were employed was the encouragement of local enterprises via the ‘Dubai Made Here’ campaign. The campaign focused on local products such as beverages that help people to refresh themselves in the summer season and fashionable dress to look smart during the summer, which tell that everybody in the city is an entrepreneur.
This is seen through record tourism figures attained by Dubai which recorded 9. 31 million of the international tourists in the first half of 2024, a 9% comparison to the previous year. Dubai was once again awarded as the World’s top travel destination by the Trip advisor Travellers’ Choice Awards and for the third time in a row and was awarded as the Middle East’s Leading Destination by the World Travel Awards.
The success of the #DubaiDestinations campaign takes Dubai profile to another level as the greatest city to live and invest in, as well as visit during summer holidays.
