Dubai Holding Entertainment Unveils ‘Truly Amazing’ Season Across 20 Unified Destinations
Dubai Holding Entertainment has launched its annual 'Truly Amazing' entertainment season, bringing together its entire portfolio of 20 attractions and experiences under one unified campaign for the first time, reinforcing Dubai's preeminent position as a global destination for leisure and entertainment.
Dubai Holding Entertainment has inaugurated its annual ‘Truly Amazing’ entertainment season, marking a significant milestone in the group’s approach to promoting its diversified entertainment portfolio. For the first time, the entire collection of 20 destinations, attractions and experiences have been brought together under a singular, cohesive campaign, presenting a unified identity throughout the year.
The season was launched during a ceremonial media event held at Dubai Parks and Resorts, attended by Fernando Eiroa, Chief Executive Officer of Dubai Holding Entertainment, and Ramy Mashini, Vice President of Operations. The occasion featured the unveiling of an innovative Lamborghini Racing Simulator at The World of RIVERLAND, offering visitors an immersive motorsport experience alongside an established array of entertainment offerings including bowling, dining venues and interactive activities designed for families and adventure enthusiasts.
Speaking exclusively to the Emirates News Agency, Mr Eiroa outlined the group’s strategic priorities for the forthcoming three to five years, emphasising continued investment in existing destinations, the development of innovative entertainment experiences, enhanced guest services and sustainable growth. He noted that the group measures its performance through visitor footfall, guest satisfaction, repeat visitation and its ability to attract new audiences throughout the year.
The ‘Truly Amazing’ campaign represents a departure from previous years, when each destination implemented its own promotional campaigns. The new initiative showcases the group’s complete range of entertainment experiences under a unified identity, encouraging both residents and international visitors to explore multiple destinations and discover memorable experiences across Dubai’s entertainment landscape.
Dubai Holding Entertainment’s portfolio encompasses an extraordinary breadth of experiences. Ain Dubai stands as the world’s tallest observation wheel at 250 metres, whilst The View at The Palm offers panoramic 360-degree vistas from 240 metres above ground. The collection includes MOTIONGATE Dubai, the Middle East’s largest Hollywood-inspired theme park, and Real Madrid World, featuring more than 40 attractions including the remarkable 460-foot Star Flyer. LEGOLAND Dubai showcases approximately 15,000 LEGO models constructed from 60 million LEGO bricks, complemented by LEGOLAND Water Park and The World of RIVERLAND.
The Green Planet Dubai provides an immersive indoor tropical rainforest experience, whilst Wild Wadi Waterpark offers aquatic entertainment. Coca-Cola Arena functions as the Middle East’s first and largest fully air-conditioned indoor multipurpose arena, and ROXY Cinemas features ROXY Xtreme, the largest cinema screen in the Middle East and North Africa. Global Village, preparing to welcome visitors for its 31st season on 14th October, brings together international cultures through shopping, performances, dining and family entertainment, offering more than 250 food options inspired by cuisines from around the world.
Dubai Parks and Resorts offers three distinctive accommodation options: the 550-room Lapita Hotel, LEGOLAND Hotel and T-Rex Glamping, which features dinosaur-themed tented accommodation for up to eight guests, complemented by evening entertainment and outdoor cinema experiences. These hospitality offerings transform traditional theme park visits into extended family holidays and staycation experiences.
Mr Eiroa emphasised that the group’s strength lies in the scale of its portfolio and the diversity of experiences it provides. For residents, many attractions have become an integral part of Dubai’s lifestyle, whilst international visitors regard them as an essential component of their experience of the city. The group maintains a strategic focus on visitor satisfaction and long-term growth, with particular emphasis on appeal to guests from Gulf Cooperation Council countries seeking family holidays and entertainment experiences.
Looking ahead to 2027, Dubai Holding Entertainment is continuing to develop new projects and experiences alongside refreshing existing attractions, activities and live shows. Mr Mashini highlighted the growing importance of digital communication in attracting younger audiences, with platforms such as TikTok and Instagram becoming key channels for showcasing new attractions and experiences.
Source: WAM