UAE-based travel content creator Mohamed Nabil has teamed up with Visit Dubai's Arabic-language platform on a creator-led content series, bringing what the city's tourism board describes as a fresh, immersive perspective to one of the world's most-photographed destinations. The collaboration, produced through Dubai-based creative agency Starfish, presents Dubai through the eyes of a traveller and emphasises culture, adventure, hospitality, and what the campaign calls unexpected experiences (Starfish Agency).
Nabil, known for his polished cinematic visuals and strong narrative hooks, created a series of engaging travel videos that move beyond the city's well-known landmarks to spotlight hidden gems and authentic experiences. According to the agency's case study, each piece of content was designed to feel like a personal travel diary, with the creator inviting his Arabic-speaking audience to explore Dubai through his lens rather than through traditional tourism marketing.
The campaign deliberately tags a mix of high-adrenaline attractions and quieter cultural spots, including XLine Dubai, Skydive Dubai, and Deep Dive Dubai, alongside outdoor escapes such as the Al Qudra desert. The contrast between the city's urban energy and its serene natural landscapes is positioned as a central narrative thread, with Nabil documenting both sides of the emirate in a single content series.
The collaboration sits inside a broader push by Dubai's tourism authority to lean more heavily on creator-led content rather than traditional advertising. Dubai has become a global influencer hub in recent years, with an estimated 50,000 content creators living in the city, and the destination management organisation has increasingly used regionally relevant creators to reach Arabic-speaking audiences across the Gulf and wider MENA region (CNN).
Travel-focused creators are also receiving growing institutional support across the UAE. The country recently confirmed the return of the 1 Billion Followers Summit in Dubai in early 2026, with twenty participants joining the inaugural cohort of a new Creators Ventures Accelerator competing for investment opportunities worth up to AED 50 million ($13.6 million) (The Next Dubai).
For Nabil, the Visit Dubai partnership marks one of his higher-profile institutional collaborations to date and underlines the increasingly central role that mid-tier travel creators play in destination marketing across the region. The campaign content is live across Visit Dubai's Arabic-language channels and Nabil's own social platforms, with both accounts cross-promoting the video series.
