Dubai’s ‘Dubai-it’ campaign offers fresh ideas for your summer getaway. The phrase was coined by HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President of the UAE and Ruler of Dubai, and was highlighted in a 23 July 2026 feature by Miles Buckeridge. The campaign aims to immortalise Dubai’s acumen for achieving results the rest of the world might only dream of, expanding to include interpretations of generational finessing, clutching-up and surmounting the insurmountable.
Sheikh Mohammed explained that Dubai-it “means swift execution, and results the world can see in record time.”“Dubai-it means swift execution, and results the world can see in record time.”— HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President of the UAE and Ruler of Dubai
One common holiday snag is finding a free sun lounger at a busy pool. The article points out that travelers from England and Germany often claim territory early with towels. The Dubai-it solution? Build beach clubs in the hundreds, and if space runs short, create multiple manmade archipelagos dotted with even more loungers. The idea mirrors Dubai’s rapid expansion of leisure facilities.
Another gripe is a cramped hotel room that feels too small for comfort. You might book a charming European city hotel only to find ‘cosy’ means you can open the wardrobe or the bathroom door, but never both at once. The suggested Dubai-it fix adds roughly 40 square metres, turning the space into an open-air wardrobe, a marble bathroom and a private terrace overlooking a fountain with its own performance schedule. In Dubai, a room only becomes a suite once it has suites of its own.
Dining out presents its own challenges. It might be 8pm, you are hungry, and the maitre d’ offers a booking for three weeks on Tuesday. While the solution text cuts off, the scenario highlights the type of friction the Dubai-it philosophy aims to solve with swift execution.
