Engines roared to life at Dubai Parks and Resorts as Dubai Holding Entertainment pulled the cover off its latest 'Truly Amazing' season. The centerpiece: Lamborghini racing simulators, built to lure adrenaline junkies and families, and to keep Dubai's leisure sector in the global spotlight. This move fits squarely within the Dubai Economic Agenda D33, which targets a doubling of the emirate's economy and a stronger global profile, as detailed by the Dubai Media Office.
The new season corrals 20 parks and venues under one campaign. Lamborghini simulators now anchor The World of Riverland, where visitors also find bowling and arcade games. Karting and archery round out the mix. Mini-golf joins the lineup, all part of Dubai's push for a broader leisure menu, according to Gulf News.
Fernando Eiroa, CEO, and Rami Mashini, Vice President of Operations, presented the new slate to media. They outlined a strategy to widen Dubai's entertainment reach and raise the bar for what the city offers. The company's holdings now stretch from theme and water parks to live shows and cinemas, plus hospitality and sports experiences. These venues draw millions each year. The expansion tracks with UAE Vision 2031, which puts tourism and creative industries at the heart of non-oil GDP growth, as Emirates News Agency (WAM) has reported.
Mashini described the 'Truly Amazing' season as a year-round platform for residents and tourists. The group is ramping up its presence in the GCC and Europe, and is eyeing East Asia through new partnerships and offices. For the first time, all 20 destinations operate under a single campaign, a shift confirmed by Gulf Business.
Tourism numbers keep climbing. Dubai Holding Entertainment is working with tourism authorities to reach new audiences. Its mix of theme parks and cultural venues gives it an edge in attracting families and young people from a wide range of backgrounds. The Central Bank of the UAE (CBUAE) points to strong tourism inflows as a key factor in Dubai's economic resilience and foreign investment growth.
Riverland Dubai is adding more than just racing simulators. Bowling, new restaurants, and other entertainment options are coming online, offering 14 experiences in one spot. Flexible packages let visitors combine attractions, dining, and hospitality in a single visit. This approach aims to boost both visitor spending and length of stay, as The National has covered.
Annual memberships and family deals target repeat visits from residents. International tourism continues to drive traffic at major venues. School trips remain a steady source of visitors, with parks like Legoland Dubai, Motiongate Dubai, and The Green Planet Dubai offering hands-on activities for students across the UAE.
Global Village, a flagship in the portfolio, opens its thirty-first season on 14 October. The site promises new shows and restaurants. With over 250 food options and a blend of entertainment and shopping, Global Village stands as a heavyweight in cultural and family attractions. The timing of the campaign, just before Global Village's reopening, signals a coordinated approach to destination management.
Social media now sits at the core of Dubai Holding Entertainment's outreach. TikTok and Instagram drive engagement with younger crowds. The group keeps annual pass holders in the loop with newsletters and offers. Radio and digital channels help maintain momentum among regulars. Word-of-mouth between families and friends adds to the draw.
Competition in Dubai's entertainment sector keeps operators on their toes. Dubai Parks and Resorts, which reopened on 7 October 2026, now offers three accommodation options: the 550-room Lapita Hotel, Legoland Hotel, and the T-Rex Glamping experience. The latter brings overnight stays with family tents, evening activities, and exclusive park access. These upgrades match Dubai's infrastructure priorities, as recent government directives show.
The group's reach extends to Ain Dubai, the world's tallest observation wheel at 250 metres, The View at Palm Jumeirah, Coca-Cola Arena, Wild Wadi Waterpark, Roxy Cinemas with the region's largest screen, Motiongate Dubai, Real Madrid World, Legoland Dubai, The Green Planet Dubai, and Riverland Dubai. Its media arm, ARN, reaches over four million weekly listeners across nine radio stations in six languages. MPN handles media and advertising solutions.
As previous reports confirm, Dubai's entertainment sector keeps evolving with new seasons and attractions.
Dubai Holding Entertainment's expansion and integration of new experiences-from high-tech simulators to immersive hospitality-reflect a clear intent to keep Dubai at the top of global tourism and entertainment. The group's focus on quality and digital engagement sets a new bar for what a city can offer.
