The Dubai Media Council on Monday announced that it is bringing together government entities, industry stakeholders and the creative community to launch Dubai Destinations, a new initiative to support the emirate’s tourism recovery.
The initiative, which complements broader efforts to enhance the UAE’s profile as a leading global destination, invites people to discover Dubai through its many experiences ranging across adventure, entertainment, food, art, culture, sports and fitness.
Dubai Destinations was officially launched at an event attended by Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, chairman of the Dubai Media Council, state news agency WAM reported.
Sheikh Ahmed said: “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. This unique campaign leverages the strength of diverse media platforms to highlight the vibrant culture, sights, activities, shows, events and festivities that make Dubai one of the world’s most distinctive destinations.
“Traditional and new media platforms will play a powerful role in carrying the messages of the initiative to create a campaign that touches the hearts and minds of both local and global communities.
“The Dubai Destinations initiative is a tribute to Dubai’s culture of hospitality and its open and inclusive outlook. With a wealth of creative content from diverse sources, this initiative will open many windows into Dubai’s uniqueness as a destination.”
Dubai Destinations brings together a wide range of public and private sector stakeholders including the Department of Economy and Tourism (DET), Roads and Transport Authority (RTA), Dubai Municipality, Dubai Culture and Arts Authority (Dubai Culture), Dubai Holding, Dubai Sports Council and the Government of Dubai Media Office.
It will also bring together some of the emirate’s most accomplished creatives including influencers, photographers, digital media content creators, animators and videographers to create compelling new content about Dubai’s destination experiences across traditional and new media.
The collaborative campaign’s ultimate objective is to build on Dubai’s rising popularity as a destination and will also feature guides designed to help people explore top-rated experiences, campsites, outdoor activities and homegrown restaurants.
Mona Al Marri, vice chairperson and managing director of the Dubai Media Council and director-general of the Government of Dubai Media Office (GDMO), said: “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.
“By tapping into the power of collaborative storytelling, the initiative will bring to people around the world the incredible diversity of experiences offered by Dubai.”
Issam Kazim, CEO of Dubai Tourism and Commerce Marketing (DTCM), said: “The rapid speed with which Dubai has gained the trust of both the local and global community as a safe destination and created an environment where people can once again enjoy magical, thrilling and unforgettable experiences has made it a global hotspot that is truly one of its kind.
“In the initial phase, the Dubai Destinations initiative will focus on exciting outdoor recreational and adventure opportunities.”
The initiative comes at a time when Dubai is building its reputation as one of the world’s safest and most open destinations.
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