Dubai’s not a place you just visit. It’s a place you unlock.

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With this campaign we launched the world’s first tourist champion initiative; where expat residents become your inside track to the city’s best-kept secrets.

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Through films, social storytelling, and real-time recommendations, our ambassadors shared the hidden gems and everyday magic that don’t make it into guidebooks- sunset spots, secret eats, local traditions, and off-the-map adventures.

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This wasn’t just a campaign. It was a movement to turn visitors into insiders, and every trip into a story worth telling. Because in Dubai, the best way to experience the city… is through someone who calls it home.