The engaging content shared by the campaign across a wide range of platforms, including Instagram, Facebook and X (formerly Twitter), encouraged millions of people to explore Dubai's varied destination offerings. The success of the summer campaign is evidenced by the fact that it received more than 1.8 million interactions and over 3.4 million video views across social media platforms. Approximately 5,000 pieces of content were published on social media channels and websites."

During the campaign, Brand Dubai, the creative arm of the Dubai Government Media Office, published a series of interactive bilingual guides designed to help people learn more about Dubai's best experiences and hidden treasures during the summer, making the city's offerings more accessible to residents and visitors alike. The guides shed light on Dubai's top indoor entertainment venues, restaurants and play areas for children, summer camps, and discounts offered for women at a wide range of recreational and hospitality facilities, among others.

Dubai's growing popularity as a destination is evidenced by the record number of visitors the emirate received in the first half of the year. The city welcomed 8.55 million international overnight visitors in 1H2023, in its best first-half tourism performance since 2019. The performance represents a year-on-year (y-o-y) growth in visitation of 20 percent.