
Dubai is infusing this summer with even more excitement and interactivity through its newly launched Souvenir Passport initiative, a highlight of the 2025 #DubaiDestinations campaign. Created by Brand Dubai in partnership with the General Directorate of Residency and Foreigners Affairs (GDRFA), the creative project welcomes visitors starting July 24 at GDRFA locations and even Dubai International Airport with a unique, souvenir-themed ‘passport’ that doubles as a playful and practical guide to the city’s best summer experiences.
Each passport features a QR code that seamlessly connects users to the Dubai Destinations website. There, residents and tourists can browse interactive guides and meticulously curated itineraries aimed at maximizing their time in the city during the heat. These digital resources include up-to-date recommendations for everything from family-friendly indoor attractions, children’s camps, and seasonal activities to the top staycations, waterparks, poolside retreats, and summer essentials across Dubai.
All attractions are mapped for easy navigation, ensuring both locals and newcomers have the information they need for a memorable holiday.
The campaign, which runs from July 4 through July 31, coincides with the school holidays and a significant uptick in visitors, positioning Dubai as a leading year-round destination for leisure, adventure, and cultural discovery. This strategic push spotlights Dubai’s dynamic mix of world-class infrastructure, vibrant indoor leisure venues, luxury hotels, and multicultural experiences alongside value deals, raffles, and prize draws especially as part of the citywide Dubai Summer Surprises (DSS) festival, now in its 28th year.
A standout feature for 2025 is the campaign’s emphasis on digital engagement: special video content produced by Brand Dubai and digital creators, plus a series of interactive online guides, bring the summer scene to life across social channels. Influencers from across the region are also documenting their Dubai adventures in real time, adding an authentic local flavor.
Additionally, Dubai Summer Surprises presents unbeatable shopping deals up to 75% off at 3,000 retail outlets, flash sales, the popular DSS Entertainer with 7,500 Buy One Get One Free offers, luxury hotel and attraction discounts, a new “10 Dirham Dish” food initiative for August, and headline concerts and entertainment for all ages. Fitness enthusiasts can join indoor mall runs and wellness activities, ensuring there’s something for every interest and budget.
This year’s DubaiDestinations campaign and the souvenir passport initiative represent Dubai’s innovative spirit and ongoing drive to set new standards for tourism. By blending creative attractions, seamless technology, and practical travel tools, Brand Dubai and GDRFA are shaping a summer season that’s convenient, interactive, and unforgettable inviting everyone to discover, play, and make memories in a city built for year-round adventure.