Dubai Strengthens Family Tourism Offering as Truly Amazing Campaign Connects Theme Parks, Hotels and Attractions

[Dubai, October 2024] — Dubai Holding Entertainment has consolidated 20 distinct destinations, attractions, and leisure experiences into a single unified promotional campaign titled "Truly Amazing." The strategic shift marks the first time the group has abandoned individual marketing for its various assets in favor of a collective identity designed to drive year-round visitation from both international tourists and UAE residents.

The initiative was formally unveiled at Dubai Parks and Resorts by CEO Fernando Eiroa and VP of Operations Ramy Mashini. Alongside the campaign launch, the group debuted a new Lamborghini Racing Simulator at The World of RIVERLAND, signaling a shift toward integrating high-tech, interactive motorsport experiences into its existing leisure portfolio.

Strategic Shift to Unified Marketing

The "Truly Amazing" season replaces a fragmented marketing model where individual parks and attractions operated independent campaigns. By unifying 20 different experiences, Dubai Holding Entertainment intends to cross-promote its assets, encouraging guests to bundle multiple visits rather than treating each destination as a standalone trip.

This consolidation is part of a broader three-to-five-year growth strategy. The group is prioritizing the modernization of existing facilities and the introduction of "micro-attractions"—such as the new racing simulator—to maintain relevance without requiring the massive capital expenditure of entirely new theme parks.

Portfolio Scope and Market Reach

The consolidated portfolio spans a diverse range of leisure categories, targeting a demographic spectrum from luxury-seeking couples to budget-conscious families and educational school groups.

Asset Distribution and Target Markets

Category	Examples/Offerings	Primary Target Audience
Theme Parks	MOTIONGATE Dubai, LEGOLAND Dubai	Families, International Tourists
Nature & Education	The Green Planet	School Excursions, Residents
Lifestyle & Dining	The World of RIVERLAND	Couples, Groups, Foodies
Entertainment	Cinemas, Live Performances	Gen Z, Young Adults, Residents
Observation	High-altitude viewpoints	First-time International Visitors

The group is leveraging specific distribution channels and representative offices to maintain a pipeline of visitors from Europe and Asia, while simultaneously utilizing annual passes to secure loyalty from the Gulf Cooperation Council (GCC) region and the domestic UAE market.

What This Means for Travelers

For the average traveler or Dubai resident, this shift moves the experience from "single-ticket" visits to "portfolio" exploration.

Passenger and Visitor Impact:

• Bundled Value: Visitors should expect more promotional packages that combine entry to multiple parks (e.g., pairing a visit to LEGOLAND with a dining experience at RIVERLAND).
• Increased Variety: The introduction of smaller, high-frequency updates—like the Lamborghini simulator—means returning visitors will find new reasons to revisit established sites.
• Simplified Planning: A unified promotional identity makes it easier for tourists to map out a comprehensive leisure itinerary through a single portal rather than searching for 20 different websites.
• Resident Incentives: UAE residents can expect a heavier push toward annual passes and seasonal offers designed to combat the traditional summer dip in tourism.

Roadmap for Sustainable Growth

Dubai Holding Entertainment is not focusing solely on raw footfall. CEO Fernando Eiroa has indicated that success will be measured via guest satisfaction scores and repeat visitation rates. The long-term goal is to align with the broader ambitions of the Dubai Department of Economy and Tourism (DET), positioning the city as a perennial destination rather than a seasonal stop.

The immediate focus remains on "innovation within existing footprints." By adding interactive elements to destinations like The World of RIVERLAND—which now boasts 14 distinct entertainment experiences—the group aims to increase the average "dwell time" (the amount of time a visitor spends at a location), thereby increasing secondary spend on dining and retail.

FAQ: Dubai Holding Entertainment 2024

What is the "Truly Amazing" campaign? It is a unified marketing initiative that bundles 20 of Dubai Holding Entertainment's attractions and destinations under one brand to encourage visitors to explore multiple sites in one trip.

What is new at The World of RIVERLAND? The destination has launched a Lamborghini Racing Simulator, adding a professional-grade motorsport experience to its existing mix of 14 entertainment and dining offerings.

Are there special options for UAE residents? Yes. The group is prioritizing repeat visitation through annual passes and targeted promotional offers specifically designed for local families and GCC travelers.

Which attractions are included for school trips? Educational institutions frequently utilize LEGOLAND Dubai, MOTIONGATE Dubai, and The Green Planet for excursions that blend entertainment with learning.

Dubai pivots from isolated attractions to a leisure ecosystem.

#DubaiHoldingEntertainment #DubaiParksAndResorts #VisitDubai2024 #WorldOfRiverland #DubaiTourism #GCCTravel

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