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The Dubai Media Council today announced that it is bringing together government entities, industry stakeholders and the creative media community to launch #DubaiDestinations, an initiative to highlight the exceptional experiences, events and activities offered by the emirate.
The unique new initiative, which complements broader efforts to enhance the UAE’sprofile as a leading global destination, invites people to discover Dubai in a special and unforgettable way through its many experiences ranging across adventure, entertainment, food, art, culture, sports and fitness, and more.
‘#DubaiDestinations was officially launched at an event attended by His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Chairman of the Dubai Media Council, and members of the Dubai Media Council.
Aligned with the leadership’s vision
His Highness Sheikh Ahmed bin Mohammed said: “Inspired by the vision of Vice President and Prime Minister of the UAE and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum 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. 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 #DubaiDestinations 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’suniqueness as a destination.”
#DubaiDestinationsbrings 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 to showcase the emirate’s destination offerings.
As part of Dubai’s support for talent and entrepreneurship, the initiative 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; as well as provide a platform to showcase homegrown companies.
Capturing Dubai’s spirit as a destination
The initiative will seek to capture Dubai’sspiritas a destination by sharing a variety of stories about what makes Dubai a truly unique place to explore. The collaborative campaign’s ultimate objective is to build on Dubai’s rising popularity as a destination, which has been validated by recent high-profile surveys. Euromonitor International’s ‘Top 100 City Destinations Index 2021’, issued in December 2021, ranked Dubai second in the globe.
The Dubai Media Council will bring together stakeholders to develop a #DubaiDestinations calendar featuring exciting engagements for citizens, residents and visitors with an initial focus on outdoor activities. The campaign will also feature guides designed to help people explore Dubai’s top-rated experiences, campsites, outdoor activities and homegrown restaurants.
Her Excellency 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: “The #DubaiDestinations campaign is a collaborative creative media initiative led by the Dubai Media Council that brings together a range of stakeholders to create inspiring content that highlights Dubai’s unique character and identity as well as its emergence as the world’s best place to live and visit. 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.”
Initial focus on outdoor activities
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. We are working closely with key stakeholders to create a calendar of events, engagements and activities that capture the essence of the Dubai experience. In the initial phase, the #DubaiDestinations initiative will focus on exciting outdoor recreational and adventure opportunities. The calendar aims to inspire people to soak in Dubai’s enchanting urban vibe, attend open-air events and renew their connection with nature. Together with other stakeholders, we seek to bring lasting memories and generate joyful experiences for the emirate’s residents and international visitors.”
His Excellency Mattar Al Tayer, Director General and Chairman of the Board of Executive Directors of the Roads and Transport Authority said: “RTA is delighted to join key stakeholders to present unique new facets of Dubai’s destination offerings to global and local audiences. Public transportation facilities add significant value to the Dubai destination experience. The Route 2020 extension that connects the Dubai Metro network to the Expo 2020 site is an example of the new infrastructure that RTA has created to enhance the destination experience in Dubai. Creating a unique experience for both the local community and global visitors is always one of the objectives guiding RTA’s design and development of transportation infrastructure in Dubai. As the leading player in the transportation sector, we are keen to join hands with various organisations and contribute our resources to further raising the profile of Dubai’s destination offerings through this campaign. “
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