The new season introduces attractions across 20 destinations in Dubai, including a Lamborghini racing simulator, giving residents and visitors more experiences to explore.
Dubai Holding Entertainment has launched its annual ‘Truly Amazing’ season, bringing 20 destinations and entertainment experiences together under one campaign for the first time. The initiative aims to encourage residents and tourists to explore Dubai’s leisure attractions, from theme parks and live entertainment to dining and family activities.
The season was unveiled at Dubai Parks and Resorts on Friday, October 9, with the launch of a Lamborghini Racing Simulator at The World of RIVERLAND. The attraction offers an interactive motorsport experience, adding to the destination’s existing entertainment options.
Fernando Eiroa, CEO of Dubai Holding Entertainment, and Ramy Mashini, Vice President of Operations, attended the launch. They outlined plans to invest in existing destinations, introduce new experiences and improve guest services over the next three to five years.
One Campaign Brings 20 Destinations Together
Previously, individual destinations ran separate promotional campaigns. The new initiative brings Dubai Holding Entertainment’s portfolio under one identity throughout the year, encouraging visitors to explore multiple attractions.
Eiroa said the company would continue updating its facilities, experiences and services to give guests reasons to return. Performance will be measured through visitor numbers, guest satisfaction, repeat visits and the ability to attract new audiences.
The group is also developing new projects and refreshing existing attractions and live shows. Further announcements are expected once the plans are finalised.
Lamborghini Racing Simulator Debuts at RIVERLAND
The World of RIVERLAND has added the Lamborghini Racing Simulator to its entertainment offering, alongside bowling and other interactive activities. The simulator gives motorsport enthusiasts another experience to try at Dubai Parks and Resorts.
The destination features 14 entertainment experiences designed for families and groups of friends. The new attraction supports the wider aim of encouraging visitors to combine entertainment, dining and other activities in one outing.
Global Village and Dubai Parks and Resorts Welcome Visitors
Global Village is scheduled to open its 31st season on October 14, bringing together international cultures through shopping, restaurants, live performances and family entertainment. The destination offers more than 250 food options inspired by cuisines from around the world.
Dubai Parks and Resorts reopened for the new season on October 7. Its attractions include MOTIONGATE Dubai, a Hollywood-inspired theme park, and Real Madrid World, which features more than 40 attractions, including the 460-foot Star Flyer.
LEGOLAND Dubai offers around 15,000 LEGO models made from 60 million bricks, alongside interactive experiences for children. The wider resort also includes LEGOLAND Water Park and The World of RIVERLAND.
Hotels and Packages Encourage Longer Stays
Dubai Holding Entertainment is promoting its accommodation options to encourage visitors to extend their trips. These include the 550-room Lapita Hotel, LEGOLAND Hotel and T-Rex Glamping.
T-Rex Glamping offers dinosaur-themed tents that can accommodate up to eight guests, along with evening entertainment, outdoor cinema experiences and family activities. Guests staying at the resort’s accommodation facilities can also benefit from access to its theme parks.
Mashini said visitors increasingly want to combine several activities during one trip. Flexible packages and offers connecting destinations such as Global Village and Dubai Parks and Resorts aim to encourage longer stays and repeat visits.
GCC Visitors and UAE Residents Remain Key Audiences
Gulf Cooperation Council countries remain important source markets for Dubai Holding Entertainment, alongside the UAE and international markets in Europe and Asia.
Mashini said the group works with tourism partners, representative offices and distribution channels to respond to changing travel patterns and visitor demand.
Its attractions cater to different ages, interests and budgets, from children’s activities and educational visits to adventure rides, live entertainment and family accommodation.
UAE citizens and residents are also an important audience for repeat visits, supported by annual passes, promotional offers and family-focused experiences. School trips contribute to demand, with educational institutions visiting attractions such as LEGOLAND Dubai, MOTIONGATE Dubai and The Green Planet.
Digital Platforms Support Marketing
Dubai Holding Entertainment uses platforms such as TikTok and Instagram to showcase attractions and reach younger audiences. The group also keeps annual pass holders informed through newsletters, offers and updates, alongside radio, television and other digital channels.
Mashini described competition in Dubai’s entertainment sector as a driver of innovation, encouraging operators to improve their services and develop distinctive experiences.
A Portfolio Spanning Attractions, Hospitality and Media
Beyond theme parks, Dubai Holding Entertainment’s portfolio includes Ain Dubai, the 250-metre observation wheel, and The View at The Palm, which offers panoramic views from the 52nd floor of The Palm Tower.
Other attractions include Coca-Cola Arena, Wild Wadi Waterpark, ROXY Cinemas and The Green Planet Dubai, an indoor tropical rainforest housing thousands of plants and animals. Dining options range from themed restaurants at entertainment destinations to JNGL restaurant inside The Green Planet.
The group also operates Arabian Radio Network, which reaches more than four million listeners weekly through nine radio stations broadcasting in six languages. Its portfolio includes MPN, which connects brands and audiences through media platforms, content and advertising solutions.
Through the ‘Truly Amazing’ season, Dubai Holding Entertainment aims to showcase its destinations under one campaign and give residents and tourists more opportunities to explore Dubai’s entertainment and leisure offerings throughout the year.
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