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Dubai Destinations promotional campaign – Showcasing Dubai to the world

• About the Campaign
• Who Will the Campaign Involve?
• Plans to Initiate the Campaign

Dubai is among the world’s most popular tourism hotspots. In fact, the name itself is synonymous with world-class cuisine, cultural wonders, epic retail hubs and thrilling adventures. The city offers an incredible array of experiences that are exciting for everyone, regardless of their age or ethnicity. While a lot has been told or written about Dubai, there are still some hidden gems that can be found with a little bit of digging! To keep visitors aware of Dubai’s vibrant culture, exciting offerings and centuries-old history, the UAE government has launched a key promotional campaign, called Dubai Destinations.

We’ve put together everything you need to know about this exciting new government venture and what to expect as the initiative gathers momentum.

ABOUT DUBAI DESTINATIONS PROMOTIONAL CAMPAIGN

Launched in December 2021, Dubai Destinations is a global ad campaign that aims to promote tourism in Dubai. His Highness Sheikh Mohammed bin Rashid, Vice President, Prime Minister and Ruler of Dubai had the vision to make Dubai the world’s best place to live and visit. This initiative is a significant step in that direction.

The campaign will bring government departments and Dubai’s burgeoning creative community onto the same page so they can share the best of what the emirate has to offer.

When asked about the initiative, His Highness Sheikh Ahmed bin Mohammed, chairman of Dubai Media Council said:

“Inspired by the vision of Sheikh Mohammed bin Rashid, Vice President, Prime Minister and Ruler of Dubai, to make Dubai the world’s best city to live and visit, we are launching an initiative to enhance the profile of Dubai’s unique destination offerings by engaging with both the local community and regional and global audiences.”

OBJECTIVES OF THE CAMPAIGN

The Dubai Destinations promotional campaign’s goal is to make people aware of Dubai’s culture, activities, sights, events and festivities so they are enticed to come and visit or live in the city.

The campaign will offer people a glimpse into the emirate’s leisure, cultural, dining and sporting experiences. The natural beauty of the Hatta region and Al Marmoon will also be shown to the world.

As per data compiled by Euromonitor International, a UK-based market research company, Dubai has been named first regionally and second globally amongst the Top 100 City Destinations Index 2021. The Dubai Destinations initiative is aimed at further boosting Dubai’s status as one of the safest places to visit in the world, both amidst and after the COVID-19 pandemic.

ORGANISATIONS PARTICIPATING IN THE DUBAI DESTINATIONS PROMOTIONAL CAMPAIGN

The Dubai Destinations promotional campaign will involve the following organisations:

• Department of Economy and Tourism
• Roads and Transport Authority (RTA)
• Dubai Municipality, Dubai Culture and Arts Authority
• Dubai Holding
• Dubai Sports Council
• The Government of Dubai Media Office

Dubai Media Office will also hire photographers, videographers, animators, influencers and digital media content creators to showcase Dubai’s top tourist attractions .

PLANS OF DUBAI MEDIA OFFICE TO INITIATE THE CAMPAIGN

Dubai destinations calendar.

Dubai Media Office will create a Dubai Destinations calendar with a key focus on outdoor activities.

The campaign will include guides that will offer people an insight into Dubai’s campsites, homegrown restaurants, outdoor activities and adventurous experiences.

Talking about the campaign, Her Excellency Mona Al Marri, Vice Chairperson and Managing Director of Dubai Media Council and Director-General of Dubai Media Office said,

”[Dubai Destinations Promotion Campaign] is a celebration of all that the city has to offer, the innovative campaign aims to introduce both domestic and global audiences to new experiences and encourage them to discover hidden gems, enjoy exciting activities, and share unforgettable moments in Dubai.”

The world’s largest fair, EXPO 2020 has helped Dubai attract thousands of visitors from across the globe. Thanks to over 192 EXPO 2020 pavilions , each offering a range of activities, the emirate has recorded over six million footfalls from all over the world since it opened in October 2021. This has elevated Dubai’s profile and opened up the eyes of the world to all the emirate has to offer.

Now, Dubai Destinations plans to offer Expo 2020 visitors other amazing experiences in the emirate. From public parks to entertainment venues, there’s so much that they can enjoy.

WHAT ARE THE BEST PLACES TO VISIT IN DUBAI?

Dubai has plenty of places that you can visit while you’re in the emirate. Here is a list of the most popular places in Dubai that can help you plan your itinerary.

ARE THERE ANY FREE PLACES IN DUBAI?

If you want to roam around the city without breaking the bank, plan a day out at some of the best places to visit in Dubai for free . From roaming the streets of Al Seef to a camel racing festival, there is much you can do during a budget tour.

And with that, we wrap our guide to the Dubai Destinations promotional campaign. We hope it encourages you to plan a trip to this truly unique city.

If you need any guidance with regards to visiting the emirate, read our travel guide on the Dubai dos and don’ts . If you need some help with packing or accommodation, learn all that and more while planning your first trip to Dubai .

For more information about Dubai or its neighbouring emirates, stay tuned to MyBayut.

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Dubai Tourism launches brand new international ‘LIVE YOUR STORY’ campaign

Dubai tourism launches brand new international campaign to highlight unique destination experiences..

With the return of tourists to Dubai and the staggered re-opening of international markets, the Department of Tourism and Commerce Marketing (Dubai Tourism) is ramping up its marketing efforts worldwide through a brand new global campaign, ‘Live Your Story’ designed to highlight the unique ways in which travellers can create their own special holiday experiences across the city.

The ‘Live Your Story’ campaign was launched as a digital activation on Emirates’ popular inflight entertainment system and will be gradually rolled out this month in 20 languages and via multiple platforms in key source markets that have reopened amid the pandemic. The campaign encourages visitors to enjoy the world-famous landmarks and attractions that are synonymous with Dubai’s tourism offering.  It underscores the many exciting choices that await travellers and invites them to customise exceptional and ‘Only in Dubai’ experiences to suit their tastes, as well as bond with and benefit from the diversity of cultures that are intrinsic to the social fabric of this global metropolis.

Issam Kazim, Chief Executive Officer, Dubai Corporation for Tourism and Commerce Marketing (DCTCM) , said: “As Dubai continues to welcome international tourists, we are also constantly looking at innovative ways to sustain global interest and consideration for the city as the first choice destination for travellers. With an ever-evolving destination proposition, Dubai is renowned for its array of offerings that visitors can enjoy, whether they are first timers or repeat visitors. However, as we make the transition to the new normal, people will be seeking unique and personalised travel experiences, and this campaign highlights our readiness to cater to such preferences. ‘Live Your Story’ shows a transformative shift in the way we position Dubai from a city of iconic skyscrapers and landmarks to a destination that celebrates the cultures of over 200 nationalities and provides a range of diverse experiences. Through this latest marketing campaign, we will not only guide our visitors to the many options they have to create, share and own their memorable moments in Dubai but also show the world that the city has regained its vibrancy and remains a safe, must-visit destination.”

DTCM_Beach friends

Dtcm_beach family.

The integrated Dubai brand activation gives a glimpse of the multitude of offerings that await visitors to the city, spanning many leisure touchpoints from heritage to entertainment, outdoor adventures to beach activities, from gastronomy to family-oriented experiences, shopping to luxury. The ‘Live Your Story’ tagline will serve as the new foundation for a refreshingly new customer-focused approach that Dubai Tourism will adopt for all future marketing efforts. The tagline is based on a three-component concept – Live  refers to an intense experience, one that cannot be narrated or written but has to be lived or experienced; Your , which gives a tourist an opportunity to engage in a direct or personal narrative and Story , which adds an element of curiosity and mystery to the visitor-generated tourism experience.

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Dubai Tourism

A leading destination for commerce, business and events

Dubai sought to expand on their reputation as a leading destination for business, commerce and events, specifically targeting those who had never been to Dubai and those who had only ever used Dubai as a stopover.

Utilizing the reach of the CNN platforms, a series of ten videos were produced, highlighting Dubai’s broad culture using their trademark cinematic storytelling to inspire.

The campaign generated additional PR in several publications, such as Dubai Informer ,  Arabian Business , and  Sport 360 . Focusing on specific target markets and utilising CNN’s segmented audience data, it was able to specifically target videos, ensuring 97% of views were from one of the target audiences and 43% were from the target audience ‘never been to Dubai’.

Campaign Deliverables

Strategy & branding 

TASK has a vast amount of experience in this unique field. Looking at a country’s tourism goals they can create a brand to market and a strategy to generate awareness of this new brand. In this case, the brief was to communicate, “an engaging and diverse place for tourists”. 

The Audience and Insights team at CNNIC have access to years of data on our global audience. Their expertise is used to segment the audiences to find the people most likely to convert. This particular campaign focused on four separate audience groups: never visited Dubai, has used Dubai as a stopover, lives in a destination near Dubai, CNN’s natural global audience. 

Targeting & PR

Our advanced data capabilities were leveraged in order to implement a 4-part audience-segment that targeted those that had never visited Dubai, CNN travel followers, individuals who used Dubai as a stopover and people who lived in the region. This allowed us to maximise our reach to our intended target audience.

Content was distributed across a range of digital channels with regional press, such as  Dubai Informer ,  Arabian Business  and  Sport 360  involved to maximise local target market reach. 

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Dubai targets new source markets to attract more visitors this year, tourism chief says

Cis countries are a 'big focus' for dubai's tourism marketing efforts, issam kazim says.

May 19, 2021

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Department of Economy and Tourism launches ‘service ambassador’ programme to enhance shopping experience

Wednesday, May 25, 2022 12:00 AM

Dubai’s Department of Economy and Tourism (DET) has launched a ‘Service Ambassador’ programme with the objective of improving the customer experience in Dubai and thereby reduce consumer complaints. The programme, developed by DET’s Commercial Compliance and Consumer Protection (CCCP) Sector and Dubai College of Tourism (DCT) in cooperation with the Dubai Festivals and Retail Establishment (DFRE) features a specialised course designed to assist employees in businesses and commercial groups elevate the quality and efficiency of their customer service.

The Service Ambassador programme is part of a series of innovative initiatives being launched by CCCP to support business and enable merchants to maintain cordial relations with their customers. The course content will be offered online on DCT’s smart learning platform. Merchants can subscribe to the programme and trainees can log in and start learning from anywhere, anytime.

Mohammed Ali Rashed Lootah, CEO of Commercial Compliance and Consumer Protection sector stated that the Service Ambassador programme has been meticulously developed to address the most important aspects defining customer happiness, including service quality, warranty obligation as well as merchant-consumer relations and interaction.

“Shopping being a major factor in driving growth of tourism and retailing in Dubai, it’s important for businesses and all commercial outlets to maintain an exceptional level of customer service. The Commercial Compliance and Consumer Protection Sector and Dubai College of Tourism have jointly developed this programme drawing on our insights on the customer’s journey and expectations on shopping in Dubai,” Lootah said.

Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment, said: “Dubai continues to grow its reputation as a top retail destination globally through an integrated shopping experience that features a broad spectrum of dining and entertainment. The new ‘Service Ambassador’ programme sheds light on the employees’ role and aims at elevating the customer experience through world class service. Excellent customer engagement does add a critical dimension to the shopping experience and is just one more compelling reason for UAE residents and global travellers to come to Dubai and also make a repeat visit to the city.”

Essa bin Hadher, General Manager, Dubai College of Tourism, said: “As Dubai aims to become the most liveable city in the world, it is crucial for those employed in customer-facing roles to deliver exceptional experiences across the board to both residents and visitors. The training programme that has been jointly developed by DCT and CCCP is structured to guide participants on ways of enhancing their customer service skills. Our College’s vast experience in developing and managing bespoke training programmes will be of immense benefit to both participants and their business establishments, as they work towards creating unique value and the best experience for customers.”

The Service Ambassador programme consists of two segments – one for customer service employees and sales staff, and another for supervisors of outlets and stores. Each programme is tailored to the role and functions of the respective target groups and their responsibilities towards consumers.

DET will supervise the programme for continuous improvements and support all subscribers and merchants to achieve the best outcomes. Ultimately, the programme seeks to support businesses and investors by increasing consumer confidence in Dubai and providing a unique shopping experience for residents and tourists.

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