Dubai new attractions are giving visitors fresh reasons to explore the city, with a Lamborghini Racing Simulator and new family activities among the highlights of Dubai Holding Entertainment’s “Truly Amazing” season.
The campaign brings together 20 destinations, attractions and experiences under one promotional identity for the first time. It connects new entertainment offerings with established favourites, giving tourists and residents more ways to build a day out—or a longer holiday—around the group’s portfolio.
Announced in October at Dubai Parks and Resorts, the initiative puts the spotlight on everything from motorsport-inspired entertainment and bowling to theme parks, skyline views and overnight stays.
The distinction is important: this is not the opening of 20 entirely new attractions. It is a unified campaign covering existing destinations alongside new and refreshed experiences.
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Dubai New Attractions Put Racing and Bowling in the Spotlight
One of the season’s headline additions is the Lamborghini Racing Simulator at The World of RIVERLAND, unveiled during the campaign’s launch event.
The simulator offers an interactive motorsport experience, adding a different kind of thrill to a destination that also combines dining and family entertainment.
Bowling is another addition highlighted by the operator. Together with other interactive activities, the offerings are intended to give families and groups of friends more reasons to spend a full day at The World of RIVERLAND.
For visitors, the appeal is variety: an outing can include an activity, a meal and time exploring the destination, rather than revolving around a single attraction.
What Does the 20-Destination Campaign Include?
The “Truly Amazing” season brings Dubai Holding Entertainment’s destinations together rather than promoting each one separately.
The wider portfolio highlighted in the announcement includes:
- Dubai Parks and Resorts, with theme parks, dining and accommodation.
- Global Village, combining international food, shopping and live entertainment.
- The Green Planet Dubai, an indoor tropical rainforest attraction.
- The View at The Palm, offering elevated views of Palm Jumeirah and the surrounding coastline.
- Ain Dubai, the observation wheel on Bluewaters.
- Wild Wadi Waterpark.
- ROXY Cinemas and Coca-Cola Arena.
These venues offer different experiences and operate at separate locations. The campaign should not be mistaken for a single attraction, one shared opening schedule or an automatically inclusive ticket.
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Theme Parks Offer More Ways to Build a Family Day Out
Dubai Parks and Resorts is a central part of the campaign, bringing together several attractions within one wider resort.
MOTIONGATE Dubai offers Hollywood-inspired entertainment, while Real Madrid World combines the football club’s identity with rides and attractions.
LEGOLAND Dubai focuses on interactive family experiences, with approximately 15,000 LEGO models built using 60 million bricks. The wider resort also includes LEGOLAND Water Park and The World of RIVERLAND.
That mix allows visitors to plan around different interests, from younger children’s activities to rides, dining and interactive entertainment.
According to the operator, guests are increasingly interested in combining several activities during one visit. Cross-destination offers and flexible packages form part of its approach to encouraging longer stays and repeat visits.
From a Day Trip to an Overnight Stay
The tourism offering extends beyond rides and entertainment.
Accommodation options at Dubai Parks and Resorts include Lapita Hotel, LEGOLAND Hotel and T-Rex Glamping, allowing visitors to turn a park visit into a short break.
T-Rex Glamping offers dinosaur-themed tents that can accommodate up to eight guests, alongside family activities, evening entertainment and outdoor cinema experiences.
The different accommodation styles give travellers a choice between a hotel stay and a more themed overnight experience.
Visitors should check individual package terms before booking, including which parks or activities are included. The campaign announcement does not establish one admission arrangement for every property.
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What Is Coming Next?
Dubai Holding Entertainment Chief Executive Officer Fernando Eiroa said the group’s priorities over the next three to five years include investment in existing destinations, new entertainment experiences and improved guest services.
The focus is not only on adding attractions, but also on giving previous visitors a reason to return.
Further projects and experiences are being developed for 2027, alongside updates to existing attractions, activities and live shows. However, the operator has not announced the full details or opening dates of those projects.
It also did not disclose a confirmed numerical growth target as part of the announcement.
What Visitors Should Know Before Planning a Trip
The campaign provides ideas for exploring several sides of Dubai, but practical details still need to be checked with each venue.
Before booking, visitors should confirm:
- Current operating days and opening hours.
- Admission prices and activity-specific charges.
- Age, height or participation requirements where applicable.
- Whether advance reservations are required.
- The exact inclusions of hotel, park or multi-attraction packages.
- Travel arrangements between attractions in different parts of Dubai.
For international travellers, the main opportunity is to build a more varied itinerary: interactive entertainment at one destination, a theme-park visit at another, and a skyline or nature experience elsewhere.
With new activities joining established attractions, the “Truly Amazing” season gives visitors more options for exploring Dubai beyond a single landmark.
