Dubai Holding Entertainment has launched its annual Truly Amazing entertainment season, bringing 20 destinations, attractions and experiences together under a single campaign for the first time. The initiative aims to encourage residents and international visitors to explore more of Dubai’s leisure offering, discover new experiences and return to attractions throughout the year.
The campaign was unveiled during a media event at Dubai Parks and Resorts, attended by Fernando Eiroa, Chief Executive Officer of Dubai Holding Entertainment, and Ramy Mashini, Vice President of Operations. The event also featured the launch of a Lamborghini Racing Simulator at The World of RIVERLAND, adding an interactive motorsport experience to the destination’s entertainment portfolio.
The initiative reflects the group’s wider strategy of investing in existing attractions, developing new experiences, improving guest services and supporting Dubai’s ambitions as an international tourism destination.
What Does Dubai Holding Entertainment’s Truly Amazing Campaign Offer?
The Truly Amazing season brings together 20 destinations, attractions and experiences under one promotional identity, replacing the previous approach in which individual destinations conducted their own campaigns.
Speaking to the Emirates News Agency (WAM), Eiroa described the launch as an important development in how the group presents its entertainment portfolio to the public.
For the first time, the campaign showcases the group’s wider collection of experiences through a unified initiative designed to operate throughout the year. It aims to encourage visitors to move beyond individual attractions and discover the variety of activities available across the portfolio.
The offering spans theme parks, water-based attractions, observation experiences, cinemas, live entertainment, dining venues and accommodation. This combination allows the group to appeal to families, couples, younger travellers, residents seeking weekend activities and international visitors planning leisure holidays.
By promoting the portfolio collectively, Dubai Holding Entertainment aims to make it easier for guests to discover complementary experiences and consider combining several attractions within one trip.
The campaign also supports repeat visitation by highlighting new activities, refreshed attractions, promotional packages and seasonal entertainment. Rather than relying exclusively on first-time visitors, the group is seeking to maintain engagement with existing audiences while attracting new customers throughout the year.
How Will the Group Measure the Campaign’s Success?
Dubai Holding Entertainment measures its performance through several indicators, including visitor numbers, guest satisfaction, repeat visits and its ability to attract new audiences across the calendar.
Eiroa said the company’s priorities extend beyond increasing footfall, emphasising the importance of delivering value and maintaining the quality of the experiences offered at its destinations.
He outlined a three-to-five-year strategy focused on continued investment in existing attractions, improvements to facilities and services, innovation and sustainable growth. The approach is intended to keep established destinations relevant while giving visitors reasons to return.
The company has not disclosed numerical growth targets for the campaign. Its performance will therefore need to be assessed through future disclosures on visitor demand, customer feedback and the effectiveness of its promotional initiatives.
The strategy also recognises the importance of adapting to changing consumer expectations. Families increasingly seek activities that combine entertainment, dining and convenient facilities, while international visitors may prefer destinations that offer several experiences within a single location.
For Dubai Holding Entertainment, the challenge is to balance portfolio-wide promotion with the distinct identity of each attraction, ensuring that the campaign generates interest without making the destinations appear interchangeable.
Why Are GCC Travellers Important to Dubai Holding Entertainment?
The Gulf Cooperation Council (GCC) countries remain a significant source market for Dubai Holding Entertainment, alongside the UAE’s domestic audience and international visitors from Europe and Asia.
Mashini explained that the group maintains international market connections through representative offices, tourism partnerships, distribution channels and collaboration with relevant tourism authorities. These relationships help the company respond to changing travel patterns and visitor demand.
The UAE’s resident population is also important to the group’s business model, particularly because local families and regular visitors can return to attractions throughout the year. Annual passes, promotional offers and family-focused activities are among the tools used to encourage repeat visits.
School excursions provide another source of demand, with educational institutions organising visits to attractions such as LEGOLAND Dubai, MOTIONGATE Dubai and The Green Planet. These experiences combine entertainment with opportunities for learning, making them relevant to school groups as well as families.
The portfolio’s diversity allows the group to address different age groups, interests and budgets. Its attractions range from children’s activities and educational experiences to major theme park rides, sporting entertainment, cinemas and live performances.
Although Mashini identified several important visitor markets, the company did not disclose market-specific growth forecasts or detailed visitor statistics.
What New Experience Has Been Introduced at The World of RIVERLAND?
The World of RIVERLAND has introduced a Lamborghini Racing Simulator, unveiled during the media event at Dubai Parks and Resorts.
The interactive attraction adds a motorsport-focused activity to a destination that also offers dining, bowling and other entertainment experiences. It is intended to appeal to visitors interested in racing simulations, as well as groups of friends and families looking for activities beyond traditional theme park rides.
According to the information provided by the company, The World of RIVERLAND features 14 entertainment experiences, positioning it as a location where visitors can combine different activities during a single outing.
The new simulator forms part of a broader strategy to refresh existing destinations with additional experiences rather than relying solely on large-scale new developments. Smaller attractions can help broaden a destination’s appeal and provide returning visitors with something different to try.
The introduction also supports the wider campaign’s emphasis on discovery. By highlighting new attractions across the portfolio, Dubai Holding Entertainment can give existing customers fresh reasons to visit while introducing new audiences to destinations they may not previously have considered.
Visitors should check the attraction’s official information for operating hours, age or height restrictions, availability and any additional charges before planning a visit.
What Can Visitors Expect From Global Village’s New Season?
Global Village is preparing to open its 31st season on 14 October 2026, according to the supplied announcement. The attraction combines international cultures, shopping, restaurants, live performances and family entertainment within one destination.
Its multicultural format provides visitors with opportunities to experience different cuisines, cultural presentations and retail offerings during a single visit. The announcement highlights more than 250 food options inspired by cuisines from around the world, giving dining a prominent role in the destination’s appeal.
Global Village is an important component of Dubai’s seasonal entertainment offering because it brings together activities that can appeal to residents and tourists with different interests. Visitors can explore international pavilions, sample food, watch performances and spend time with family and friends.
The attraction also complements the wider Truly Amazing campaign by giving visitors another reason to explore Dubai’s entertainment portfolio during the cooler months, when outdoor leisure activities become more attractive.
Its seasonal operation creates a different visitor proposition from year-round attractions such as indoor entertainment venues and theme parks. The combination allows the group to promote experiences that vary according to the time of year.
Visitors should confirm opening dates, operating hours, ticket arrangements and seasonal attractions through Global Village’s official channels before travelling.
How Does Dubai Parks and Resorts Combine Attractions and Accommodation?
Dubai Parks and Resorts reopened for the new season on 7 October 2026, according to the supplied information, bringing together theme parks, restaurants, accommodation and other entertainment facilities.
The destination includes MOTIONGATE Dubai, which focuses on Hollywood-inspired entertainment, and Real Madrid World, which combines football-themed attractions with interactive experiences. The announcement describes Real Madrid World as featuring more than 40 attractions, including the 460-foot Star Flyer.
LEGOLAND Dubai caters particularly to children and families through interactive rides, building activities and LEGO-themed experiences. The resort’s wider offering also includes LEGOLAND Water Park and The World of RIVERLAND, giving visitors several ways to structure a full day or a longer holiday.
The combination of attractions is intended to encourage guests to spend more time at the resort instead of treating each theme park as an isolated visit. Restaurants, entertainment facilities and accommodation help create a more integrated leisure experience.
For families travelling with children, the availability of several attractions within one resort can reduce the need to travel between separate entertainment districts. It also provides flexibility for visitors who want to combine rides, meals, relaxation and overnight stays.
The group’s hospitality portfolio at the resort includes Lapita Hotel, LEGOLAND Hotel and T-Rex Glamping, each offering a different accommodation experience.
Which Accommodation Options Support Longer Family Holidays?
Dubai Holding Entertainment’s accommodation options help connect theme park visits with overnight stays and family holidays.
Lapita Hotel offers a Polynesian-inspired hospitality experience within Dubai Parks and Resorts. Mashini highlighted the property’s 550-room capacity, making it a substantial accommodation component of the destination.
LEGOLAND Hotel is designed around the LEGO brand and provides a family-focused option for guests visiting the theme park. Its themed environment complements the resort’s wider attractions and gives families another way to extend their visit.
T-Rex Glamping offers dinosaur-themed accommodation in tents that, according to the supplied announcement, can accommodate up to eight guests. The experience includes evening entertainment, outdoor cinema activities and programmes for children and families.
These options allow visitors to turn a day trip into a longer leisure break, particularly when travelling with children or visiting multiple attractions. Accommodation can also provide greater flexibility for guests who prefer to explore the resort over more than one day.
Mashini said guests staying at the resort’s accommodation facilities can benefit from access to its theme parks. Visitors should confirm the precise ticket inclusions, package conditions and booking requirements with the relevant property before making reservations.
The accommodation strategy supports the broader campaign by linking entertainment with hospitality. Instead of promoting attractions only as individual activities, the group can present them as part of a complete holiday or staycation.
How Are Digital Platforms Supporting Visitor Engagement?
Digital communication is playing an increasingly important role in how Dubai Holding Entertainment promotes its attractions, particularly among younger audiences.
Mashini identified platforms such as TikTok and Instagram as useful channels for showcasing new experiences, seasonal activities and entertainment offerings. Visual content can help potential visitors understand what an attraction offers before deciding whether to visit.
The group also communicates with annual pass holders through newsletters, promotions and updates. Radio, television and other digital channels form part of its broader marketing approach.
These channels serve different purposes. Short-form video can introduce an attraction to new audiences, while newsletters and direct updates can help maintain engagement with existing visitors. Promotional messages can also highlight new experiences or encourage guests to return during quieter periods.
Personal recommendations remain another important influence on visitor decisions. Guests who enjoy an attraction may encourage friends and relatives to visit, helping destinations reach audiences beyond their paid marketing campaigns.
The Truly Amazing campaign provides a common identity across the portfolio, while digital platforms allow the group to tailor messages to different interests and visitor segments.
The effectiveness of this approach will depend on the relevance of the content, the quality of the guest experience and the extent to which marketing activity translates into visits and repeat bookings.
Which Other Attractions Form Part of the Portfolio?
Dubai Holding Entertainment’s wider portfolio includes attractions that serve different segments of Dubai’s tourism and leisure market.
Ain Dubai is the observation wheel on Bluewaters Island, offering elevated views of the city and surrounding coastline. The supplied information describes it as standing 250 metres tall.
The View at The Palm provides panoramic views of Palm Jumeirah, the Arabian Gulf and Dubai’s skyline from the 52nd floor of The Palm Tower, approximately 240 metres above ground.
Coca-Cola Arena hosts concerts, sporting events and other live entertainment in an indoor multipurpose venue. Its programme contributes to Dubai’s appeal for visitors interested in major performances and events.
Wild Wadi Waterpark offers water-based attractions for families and leisure visitors, while ROXY Cinemas provides a cinema experience that includes premium large-screen formats.
The Green Planet Dubai offers an indoor tropical rainforest environment featuring plants and animals. Its educational and nature-focused experiences complement the group’s more ride-oriented attractions.
Dining is another part of the portfolio, with restaurants and themed culinary experiences across destinations such as MOTIONGATE Dubai, Real Madrid World, The World of RIVERLAND and The Green Planet’s JNGL restaurant.
Together, these venues broaden the range of activities available to visitors, from family entertainment and immersive experiences to panoramic sightseeing, dining and live performances.
The group also operates Arabian Radio Network (ARN), which the supplied announcement says reaches more than four million listeners each week through nine radio stations broadcasting in six languages. Its portfolio also includes MPN, which connects brands and audiences through media platforms, content and commercial advertising solutions.
These media businesses extend the group’s activities beyond physical attractions and provide additional channels through which brands can communicate with audiences.
What New Projects Can Visitors Expect in 2027?
Eiroa said Dubai Holding Entertainment is developing new projects and experiences for 2027 while continuing to refresh existing attractions, activities and live shows.
The group has not yet disclosed the details of these projects, stating that announcements will follow once plans have been finalised. As a result, specific opening dates, investment figures and visitor projections cannot be confirmed from the information currently provided.
The emphasis on both new development and existing attractions suggests that the company intends to pursue a combination of portfolio expansion and ongoing improvements. Refreshing established venues can help maintain visitor interest, while new experiences can create additional reasons to explore the group’s destinations.
Eiroa also highlighted the contribution of the portfolio to Dubai’s wider tourism ambitions, noting that attractions, entertainment venues and accommodation can encourage visitors to explore more of the emirate and potentially extend their stays.
Competition within Dubai’s leisure and entertainment sector is another factor shaping investment decisions. Mashini described competition as a positive driver of innovation, encouraging operators to improve services and develop distinctive experiences.
For the Truly Amazing season, the key challenge will be translating a unified promotional campaign into measurable benefits for individual attractions, including stronger visitor engagement, repeat attendance and guest satisfaction.
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