Dubai launches ‘Truly Amazing’ season, unveiling new attractions across 20 destinations

Dubai Holding Entertainment has launched its annual "Truly Amazing" entertainment season, showcasing 20 destinations and attractions across Dubai. The campaign marks the first time all Dubai Holding Entertainment portfolio is presented under a unified theme, aiming to entice residents and international visitors to explore the city's diverse offerings.

Among the new attractions unveiled is the Lamborghini Racing Simulator at The World of RIVERLAND, providing guests with an immersive motorsport experience. Fernando Eiroa, CEO of Dubai Holding Entertainment, outlined the company's strategic priorities for the next three to five years, emphasizing investment in existing destinations, innovative experiences, enhanced guest services, and sustainable growth.

He highlighted the importance of maintaining relevance and offering new reasons for guests to return. Eiroa also discussed the group's focus on visitor satisfaction and long-term growth, as well as its commitment to promoting Dubai's reputation for quality and innovation. Ramy Mashini, Vice President – Operations, added that GCC countries, including the UAE, remain key markets for the company, alongside international visitors from Europe, Asia, and East Asia.

The group's diverse destinations cater to various nationalities, age groups, interests, and budgets, offering a range of activities from children's attractions to adventure rides and live entertainment. Mashini noted that UAE citizens and residents are an important segment of repeat visitors, supported by annual passes, promotional offers, and family-focused experiences.

School visits also play a significant role in demand, with educational institutions organizing trips to attractions such as LEGOLAND Dubai, MOTIONGATE Dubai, and The Green Planet.