Dubai Holding Entertainment has launched its “Truly Amazing” season, uniting 20 destinations under one campaign for the first time. With new attractions such as the Lamborghini Racing Simulator, the initiative underscores Dubai’s ambition to cement its reputation as a world-class hub for tourism, leisure and unforgettable entertainment experiences.
Dubai has always been synonymous with ambition, spectacle and innovation, but this year the city is raising the bar even higher. Dubai Holding Entertainment has unveiled its annual “Truly Amazing” entertainment season, a bold campaign that unites 20 destinations, attractions and experiences under one umbrella for the very first time. The initiative is designed to showcase the city’s diverse leisure landscape while reinforcing its position as a global leader in tourism and entertainment.
The launch took place at Dubai Parks and Resorts, where media representatives gathered to witness the unveiling. Fernando Eiroa, Chief Executive Officer of Dubai Holding Entertainment, and Ramy Mashini, Vice President – Operations, were present to highlight the vision behind the campaign. Their message was clear: Dubai is not just offering entertainment, it is curating experiences that resonate with international audiences and set new standards for leisure destinations worldwide.
One of the standout announcements was the debut of the Lamborghini Racing Simulator at The World of RIVERLAND. This immersive motorsport attraction allows visitors to experience the thrill of racing one of the world’s most iconic supercars in a dynamic, interactive environment. It is the kind of innovation that epitomises Dubai’s approach—combining cutting-edge technology with luxury and excitement.
Beyond the simulator, the “Truly Amazing” season promises a rich tapestry of experiences. From bowling alleys and themed dining venues to interactive family activities, the campaign is designed to appeal to a wide spectrum of visitors. Whether you are a thrill-seeker, a foodie, or a family looking for memorable outings, the season offers something tailored to every taste.
Speaking at the launch, Eiroa emphasised the importance of bringing these destinations together under one unified campaign. “This season is about more than entertainment; it is about creating unforgettable experiences that highlight Dubai’s dynamism and hospitality,” he said. His words reflect the broader ambition of the city—to not only attract visitors but to ensure they leave with lasting memories.
The timing of the campaign is significant. Dubai’s tourism sector continues to grow, buoyed by rising international visitor numbers and a reputation for resilience and innovation. The “Truly Amazing” season is both a celebration of what the city has achieved and a statement of intent for the future. It positions Dubai as a destination where leisure is not incidental but integral to its identity.
For visitors, the season offers a chance to explore Dubai in fresh and exciting ways. The Lamborghini Racing Simulator may grab headlines, but the true strength of the campaign lies in its diversity. By weaving together attractions across 20 destinations, Dubai Holding Entertainment has created a season that lives up to its name—truly amazing.
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