Abu Dhabi, UAE – The UAE’s leading environmental NGO, Emirates Nature–WWF, has officially launched “Sprint for Change”, a powerful new summer series aimed at activating climate-conscious communities across the country. Aligned with the UAE’s Year of Community, this initiative is designed to encourage people of all ages to take tangible, meaningful actions for nature and climate.
Held under the umbrella of the acclaimed Leaders of Change programme, Sprint for Change blends expert-led online workshops, in-person field experiences, and hands-on community challenges into a dynamic curriculum. The goal? To shift citizens from passive awareness to active environmental leadership.
“Real impact starts with people,” said Arabella Willing, Head of Conservation Outreach and Citizen Science at Emirates Nature-WWF. “Whether someone is new to sustainability or deeply engaged, Sprint for Change is a powerful entry point to make a real difference.”
Exploring the Triple Planetary Crisis: Climate Change, Pollution & Biodiversity Loss
Sprint for Change dives deep into the three major environmental challenges of our time:
Climate Change
Plastic Pollution
Biodiversity Loss
Through educational sessions, field visits, and community-based tasks, participants will discover practical strategies to reduce their environmental footprint — all while building skills that empower them to lead in their own communities.
From understanding carbon footprints to managing plastic waste and preserving native wildlife, the programme offers a holistic, science-backed approach to sustainability.
Guided by Leaders of Change: A Roadmap to Sustainability
Sprint for Change is the third edition of Emirates Nature–WWF’s summer activation under its Leaders of Change initiative — a national movement that has already equipped thousands of UAE changemakers with the tools to protect nature.
The programme is structured to take participants through an inspiring journey:
Passive awareness → Curiosity
Curiosity → Informed knowledge
Informed knowledge → Hands-on action
Action → Leadership
Previous campaigns, including Nature’s Resilience in 2024, saw over 1,000 individuals participating in biodiversity tracking and adaptive species learning. Sprint for Change builds on this momentum with new workshops, citizen science modules, and exclusive media experiences.
Conservation Diaries: Mini-Documentary Premieres with Live Expert Q&As
A standout feature of this year’s programme is the exclusive online screening of a brand-new mini-documentary series titled “Conservation Diaries.”
Shot across the UAE, the series showcases:
Behind-the-scenes footage of active conservation projects
Beautiful imagery of local wildlife and protected areas
Expert commentary from field researchers and community volunteers
Each episode is followed by a live Q&A session with the filmmakers and featured experts, creating a two-way dialogue between citizens and the science community.
This interactive media experience offers participants a unique chance to go beyond headlines and witness the heart of environmental work in the UAE.
Citizen Science in Action: Hands-On Skills for Real Impact
Another exciting highlight of Sprint for Change is the practical citizen science training. Participants will learn how to:
Monitor the health of native saplings
Conduct waste audits at home or in public spaces
Record and upload data to contribute to national conservation databases
These activities not only support scientific research but also prepare participants for advanced fieldwork in future Leaders of Change seasons. Whether you’re at home, in a park, or on a beach, there’s always an opportunity to contribute.
“This year, we’re introducing experiences like the in-person Herbarium workshop and independent citizen science tasks you can do from home,” said Willing. “We want every participant to be inspired, informed, and ready to make a difference.”
Open to All: Families, Professionals, Students & Changemakers
Sprint for Change is designed to be inclusive and adaptable for all age groups and backgrounds:
Families can engage in weekend nature activities
Youth can start their sustainability journey
Professionals can contribute their skills to projects
Educators can integrate lessons into their classrooms
With its flexible hybrid format — part online, part on-the-ground — Sprint for Change ensures participation is both accessible and rewarding, regardless of location or time availability.
Leaders of Change Advisory Committee: Driving the Programme’s Future
One of the most exciting updates for 2025 is the formation of the Leaders of Change Community Advisory Committee. This new platform enables active participants to shape the future of the programme, suggest enhancements, and take on mentorship roles.
Eligibility:
Minimum 24 volunteer hours for nature
Completion of at least one Sprint for Change season
Willingness to co-create conservation initiatives
This community-led governance model aims to make the programme more responsive, locally relevant, and deeply empowering.
“Together, this community has the power to create ripples of lasting impact,” Willing explained. “Whether you’re taking your first step or leading the way, Sprint for Change is the place to begin — or level up — your journey.”
Programme Highlights & Timeline: What to Expect
| Month | Activity | Format |
|---|---|---|
| June | Launch of Sprint for Change | Online Event |
| July | Herbarium Workshop + Waste Audit Training | In-person |
| July | Conservation Diaries: Screening + Q&A | Online Premiere |
| August | Sapling Monitoring + Citizen Science Uploads | Field + Online |
| August | Community Advisory Committee Nominations | Online |
How to Register for Sprint for Change
Registration is open now via Emirates Nature–WWF’s official website. All participants will receive:
Certification of participation
Access to exclusive online content
Invitations to in-person events
Eligibility for future field missions
Whether you’re a student, a parent, a teacher, or a professional, there’s a place for everyone in this journey toward a more sustainable UAE.
Why Sprint for Change Matters in 2025
In the face of urgent environmental threats, the need for community-led climate action has never been greater. By equipping individuals with the skills, knowledge, and tools they need to act, Emirates Nature–WWF is not just fostering awareness — it’s building a resilient, informed and active society.
With over 20 years of conservation leadership in the UAE and the global support of the WWF network, Emirates Nature–WWF continues to be a catalyst for change, amplifying the voices of citizens and igniting a passion for planet-first solutions.
Final Thoughts: Start Your Sustainability Journey Today
Sprint for Change by Emirates Nature–WWF is more than a summer programme — it’s a movement of purpose. Whether you’re joining for the love of nature, the science, or the community, you’re stepping into a transformative space.
Make this summer count. Join Sprint for Change. Lead the way.
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📣 Dubai Department of Economy and Tourism holds first City Briefing of 2025
Slug: dubai-det-first-city-briefing-2025
Meta Title: Dubai DET Holds First “City Briefing of 2025” | Tourism Strategy & Growth Highlights
Meta Description: Dubai DET hosts the first City Briefing of 2025 at Coca‑Cola Arena, unveiling tourism performance, accessibility, community campaigns, and summer initiatives like DSS and “Find Your Story.”
First Key Phrase (used in title, meta title & meta description): Dubai DET holds first City Briefing of 2025
Tags: Dubai DET, City Briefing 2025, Dubai tourism, DET strategy, Dubai summer campaign, Dubai Summer Surprises, Find Your Story, autism‑friendly Dubai, MyDubai Communities, MICHELIN Guide Dubai, tourism growth UAE
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Dubai DET holds first City Briefing of 2025, Dubai tourism performance 2025, City Briefing Coca‑Cola Arena, Dubai certified autism destination, MyDubai Communities, Dubai Summer Surprises 2025, Find Your Story campaign, MICHELIN Guide Dubai 2025, Dubai food scene, DET stakeholder engagement
Dubai DET Holds First City Briefing of 2025 to Drive Tourism and Community Engagement
Dubai, UAE – The Dubai Department of Economy and Tourism (DET) convened its first City Briefing of 2025 on Tuesday at Coca‑Cola Arena, marking a major milestone in its bi‑annual industry engagement calendar. Over 1,300 stakeholders from hospitality, aviation, retail, food & beverage, and government entities convened to align on Dubai’s tourism strategy, performance, and year‑ahead priorities — all underpinned by the UAE’s Year of Community ethos.
Aligned with the Year of Community’s mission to cultivate belonging and shared purpose, the briefing emphasised how public–private collaboration continues to underpin Dubai’s meteoric tourism growth. Through interactive discussions, expert presentations, and data‑driven strategy sessions, DET reinforced its collaborative approach to strengthening Dubai’s global leisure and business appeal.
🎯 Strategic Focus & Industry Insights at Coca‑Cola Arena
In his opening remarks, Helal Saeed Almarri, Director‑General of DET, set the tone for a forward‑looking discussion—detailing tourism performance updates, major campaigns, and the strategic direction ahead.
Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), celebrated record results in Q1 2025, building on strong 2024 performance:
“Building on yet another record‑breaking performance in 2024, the exceptional results achieved by the industry so far in 2025 is a testament to the resilience and steadfast support of our stakeholders and partners.”
Kazim outlined Dubai Economic Agenda D33, which focuses on partnership, innovation, and future‑ready experiences — critical ingredients underpinning Dubai’s positioning as the world’s top city to visit, live, and work in.
🗓️ Eye‑Catching Statistics: Tourism Said & Done
Key figures showcased during the briefing include:
7.15 million international overnight visitors between January–April 2025 (+7 % YoY)
18.72 million total visitors in 2024— marking the second consecutive record year
Strong performance in leisure and business travel, driven by festivals, retail, and food trends
These data points signal continued momentum in Dubai’s tourism trajectory — powered by a broad campaign ecosystem, multi‑sector partnerships, and global visibility.
Festivals, Accessibility & Sustainability Initiatives
Highlighting Dubai’s commitment to community and inclusivity, the briefing covered key initiatives:
1. Certified Autism Destination™
Dubai has become the first autism‑certified destination in the Eastern Hemisphere. In partnership with the International Board of Credentialing and Continuing Education Standards (IBCCES), DET has:
Trained 70,000+ frontline employees via the Dubai College of Tourism’s autism and sensory awareness program
Enabled 300+ hotels to earn certification for accessible experiences
This effort reinforces Dubai’s mission to provide tourism that is inclusive for everyone.
2. “MyDubai Communities” Digital Platform
Launched in April, this digital platform aims to strengthen community bonds and promote tolerance and coexistence. It offers residents and visitors access to 100+ interest‑based communities — from sustainability groups to cultural forums.
3. “Dubai. That’s How You Summer” Campaign
The new summer campaign positions Dubai as a must‑visit summer destination, sharing vibrant narratives across social and traditional media. WHO promos, influencer collabs, and storytelling strategies highlight seasonal attractions, entertainment, and hospitality.
Global Brand Campaign: “Find Your Story”
DET showcased its 2025 global brand film, “Find Your Story”, starring Millie Bobby Brown and Jake Bongiovi. The cinematic video:
Evokes storytelling around desert adventure, urban architecture, and culture
Drives emotional connection to Dubai through immersive short‑form visual content
Targets global audiences, including transient travellers and tourists
This campaign strengthens Dubai’s brand equity and contributes to growing international tourism visibility.
Dubai Summer Surprises (DSS): Return of a Festival Phenomenon
The briefing announced the return of Dubai Summer Surprises (DSS), scheduled from 27 June to 31 August 2025. DSS will feature:
Three retail phases: Summer Holiday Offers, The Great Summer Sale, and Back to School
Prize draws, family entertainment, and cultural events
A strategic approach to maintain visitor momentum during peak summer months
DSS plays a key role in retail, entertainment, and hotel occupancy strategy — complementing broader summer visitation targets.
Dubai Gastronomy Momentum & MICHELIN Guide Insights
The briefing spotlighted Dubai’s booming food sector:
Approximately 1,200 new restaurant licences issued in 2024
Release of the 2025 MICHELIN Guide Dubai, featuring:
119 restaurants across 35 cuisines (+12.3% YoY)
Dubai’s first MICHELIN three‑star establishments: FZN by Björn Frantzén and Trèsind Studio
3 two‑star, 14 one‑star, 22 Bib Gourmand, and 3 Green Star venues
This underlines Dubai’s emergence as a diversified, world‑class culinary destination — a powerful tourism magnet.
Public‑Private Partnership: The Core of D33 Strategy
Officials emphasized Dubai’s reliance on public–private synergy to deliver seamless tourism offerings. The collaboration model rests on:
Shared strategy development
Innovative tourism solutions
Community-inclusive campaigns
Stakeholder-driven feedback loops
DET’s City Briefing embodies this model by inviting practical input from diverse industries, encouraging cooperative problem-solving and policy development.
2025 and Beyond: Strategic Priorities
As outlined at the briefing, Dubai’s tourism roadmap includes:
Diversification of source markets, targeting new international segments
Tech‑led visitor experience enhancements, including AI, AR, and mobile services
Accessibility-first initiatives, expanding autism‑friendly access and inclusive tourism
Sustainable strategies, promoting low-impact tourism, green hotels, and eco‑certification
Community‑led storytelling, showcasing local narratives via campaigns like MyDubai & Find Your Story
These elements reinforce Dubai’s vision to lead global tourism through innovation, inclusivity, and resilience.
Stakeholder Engagement & Next Steps
Delegates participated in:
Interactive Q&A panels
Break-out sector-specific roundtables
Workshops on digital campaigns, inclusive tourism, and community storytelling
The insights collected will feed into:
DET’s mid‑year strategy refinement
Content planning for DSS and summer campaigns
Cross-sectoral collaboration mechanisms
Participants were encouraged to maintain “momentum and continued partnership” as the year progresses.
Conclusion: Dubai DET’s First City Briefing of 2025 Sets the Vision
The first City Briefing of 2025 reflects Dubai’s cohesive tourism strategy, anchored in measurable data, inclusive accessibility, industry innovation, and global campaigns. By mobilising public and private partners, DET positions the city to reach new visitor benchmarks, enhance brand narratives, and cultivate community-first destination stewardship.
As 2025 unfolds — with campaigns like DSS, Find Your Story, and Dubai. That’s How You Summer — Dubai reaffirms its reputation as a diverse, inclusive, and future-proof tourism powerhouse.
