'Dubai Destinations' campaign returns to highlight Dubai’s unique winter attractions and experiences

DUBAI, 11th December, 2022 (WAM) -- Under the directives of H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Chairman of the Dubai Media Council, the ‘Dubai Destinations’ winter campaign returns this year to showcase the attractions and experiences that make the emirate a top pick among global destinations in the cooler months of the year.

The collaborative campaign, implemented by Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO), highlights an array of activities and experiences that people can enjoy amidst the wonderful winter weather.

This season, Dubai offers residents and visitors amazing adventure, entertainment, food, art, culture, sports and fitness experiences and more.

Featuring engaging content from diverse stakeholders, the campaign tells the story of Dubai’s emergence as one of the world’s best winter destinations.

To mark the launch of the campaign, Brand Dubai hosted an event for the media, influencers and content creators at the GDMO to showcase the activations and experiences the latest campaign will be highlighting to local and global audiences.

Brand Dubai also announced the launch of the Dubai Destinations website, which will share content, videos and guides related to the campaign.

Vindicating Dubai’s strengths, a global study released late last month named the emirate the “world’s best winter-sun destination”. According to The Winter Sun Index issued by travel package provider ParkSleepFly, Dubai has been tagged on Instagram more than 111 million times and has the most winter-related ‘things to do’ Google searches in the world, reaching 55,000. Another study by Remote, a global talent consultancy, issued last month, ranked Dubai the second-best winter destination for digital nomads.

Mona Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council and Director-General of the GDMO, said, “The Dubai Destinations campaign once again brings together government entities, industry stakeholders, the creative community and media to offer a new window into Dubai’s exciting winter destination experiences.

The campaign is a celebration of the places, activities and attractions that provide memorable experiences in the season. The initiative will showcase the covetable culture, fascinating food, pristine beaches, stunning mountain landscapes, unique modern lifestyle, exciting adventures, centuries-old heritage and futuristic cityscapes that Dubai offers.”

“The campaign will weave together compelling narratives from diverse sources about what makes Dubai a truly unique place to visit and explore. Content creators of all nationalities can participate in the campaign by contributing their unique stories and creative content about Dubai’s attractiveness as a winter destination. The campaign aims to convey Dubai’s distinctive character that combines its modern spirit and cosmopolitan ethos with its rich history and heritage,” she added.

The Hatta region will be a key focus of the campaign, whose current season will run until February 2023. The region’s picturesque mountain scenery, archaeological sites and other tourist attractions will be prominently featured in the campaign.

Shaima Al Suwaidi, Director of Brand Dubai, said, “The creative initiative will highlight an array of top-rated experiences for people of different tastes and age groups at its beaches and waterfronts, public parks and entertainment venues, world-class hotels, restaurants, and natural attractions in the Al Marmoom area and Hatta. The collaborative storytelling campaign will share compelling content on Dubai’s winter destinations and events through guides, creative videos and social media as part of Brand Dubai’s objective to enhance Dubai’s profile as a must-visit destination.”

Al Suwaidi added that as part of the winter campaign, Brand Dubai will continue to launch a series of guides to raise the visibility of the emirate’s various winter attractions. The guides will cover must-try winter activities, outdoor sports activities, camping journeys, winter pop-ups, outdoor dining options and other attractions.