Dubai:Dubai Holding Entertainment has launched its annual 'Truly Amazing' entertainment season, uniting 20 destinations and attractions under a single campaign. This initiative is part of efforts to bolster Dubai's status as a leading global hub for tourism, leisure, and entertainment.
According to Emirates News Agency, the launch event took place at Dubai Parks and Resorts, attended by Fernando Eiroa, CEO of Dubai Holding Entertainment, and Ramy Mashini, Vice President - Operations, along with media representatives. The event featured the unveiling of a new Lamborghini Racing Simulator at The World of RIVERLAND, offering an immersive motorsport experience among a variety of other entertainment options.
Fernando Eiroa highlighted the group's strategic priorities over the next three to five years, focusing on continued investment in existing destinations, innovative experiences, enhanced guest services, and sustainable growth. He emphasized the aim to develop current destinations to keep them relevant and encourage return visits.
The 'Truly Amazing' season marks a milestone as it consolidates the entire Dubai Holding Entertainment portfolio into one campaign, promoting a unified identity for the attractions. Previously, each destination managed its own promotional efforts, but the new campaign encourages residents and tourists to explore multiple locations and share memorable experiences.
Eiroa explained that the group's performance is measured through visitor footfall, guest satisfaction, and repeat visitation, though specific growth targets were not disclosed. He also noted the importance of the Gulf Cooperation Council countries as a significant source of visitors and the group's commitment to adapting to evolving tourism trends.
Dubai Holding Entertainment continues to develop new projects and refresh existing attractions, with announcements to follow once details are finalized. The group contributes to Dubai's tourism goals by offering a diverse portfolio that enhances the city's appeal to international visitors.
Ramy Mashini highlighted the significance of the GCC countries, the domestic market, and international visitors from Europe and Asia. He described the group's destinations as catering to various nationalities and interests, with experiences ranging from children's attractions to adventure rides and family-friendly hospitality.
Mashini also noted the growing trend of visitors combining activities within a single trip, and how flexible packages and cross-destination offers encourage extended visits. Digital communication through platforms like TikTok and Instagram plays a crucial role in attracting younger audiences, while repeat visitors and personal recommendations boost the group's popularity.
The Dubai Holding Entertainment portfolio includes notable attractions such as Ain Dubai, The View at The Palm, Coca-Cola Arena, and Wild Wadi Waterpark. With a focus on diversity and innovation, the group aims to enhance Dubai's reputation as a premier entertainment destination. Through the 'Truly Amazing' season, it celebrates the unique experiences offered to both residents and international tourists.