Luxury has always been central to Dubai’s global image. But this spring, the challenge was to show the world it’s more than that.
Visit Dubai’s 2025 Spring Campaign
Visit Dubai wanted travelers to see the city not just as a dream destination, but one that’s within reach for families, couples, and explorers alike.
That’s where Cherry Pick came in.
As experts in shaping perception through creator storytelling, we partnered with Visit Dubai to lead a Dubai travel influencer campaign designed to broaden the city’s appeal. And the results didn’t just meet KPIs, they exceeded expectations.
Effortless Execution, at a Global Scale
When Visit Dubai needed to streamline a multi-market influencer campaign, we stepped in as the lead agency: activating 28 creators across 10 key global markets and overseeing everything from travel to timelines.
We handled creator negotiations, custom itineraries, real-time logistics, and cross-team coordination. With everything centralized under one roof, we moved faster, secured stronger talent, and made it easy for the brand team to stay focused on the big picture.
The content showcased the best of Dubai: from luxury hotels and beach clubs, to high-adrenaline experiences like Deep Dive Dubai, all brought to life across Instagram, TikTok, YouTube Shorts, and Facebook Reels.
273 Million Reasons to Visit Dubai
By wrap, our creator’s content had already earned over 273 million engagements (views, likes, comments, shares, saves, and sticker taps combined). Creators produced more than 1,600 content pieces, with standouts like Kay and Tay generating 107 million engagements on their own.
Other top performers included Cristian Delgado, whose viral Deep Dive Dubai video helped push his total engagement to 27 million, and lifestyle couple Micah and Sarah, whose organic Burj Khalifa reel reached 23 million engagements on Facebook.
Creators and Audiences Alike Fell for Dubai
Engagement wasn’t the only metric worth celebrating. Sentiment was overwhelmingly positive, with creators raving about their experiences:
“One of the best organized trips in my career… Filming in Dubai was exciting and beautiful wherever we went.” – @sandymakessense (UK)
“An incredible trip! It was truly unforgettable and I’m so grateful we got to experience Dubai!” – @lobeeston (USA)
The diverse, high-performing content gave Visit Dubai fresh creative to use across their own channels, positioning the city as a vibrant, accessible destination for couples, families, and solo travelers alike.
The Takeaway: Strategy + Storytelling = Impact
This campaign proved the value of:
- Booking high-performing creators who post often and authentically
- Investing in mega talent when the fit is right (hello, Kay and Tay)
- Giving talent space to explore and personalize their content
Ready to Put Your Brand on the Map?
Whether you’re a tourism board, lifestyle brand, or experience service, Cherry Pick can help you harness influencer storytelling to drive real results.