Dubai’s Department of Tourism & Commerce Marketing (Dubai Tourism) has partnered with short-form mobile video application TikTok for its regional social media campaign.

As part of the partnership, TikTok, which is available across 150 markets, created bespoke AR stickers with exclusive Dubai-themed music inviting participants to capture striking aspects of the city.

“In an age where shareable bite-sized content is the new social currency, Dubai Tourism makes it a priority to ensure we diversify our channels beyond traditional mediums to reach our target segment, using programming that’s most appealing to them,” says Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM).

“Our partnership with TikTok is testament to the success of this approach, and through #ThisisDubai, we encouraged tourists from the region to share what makes the city unique to them by highlighting their favourite Dubai experiences,” he adds.

Calling on the platform’s expansive base of storytellers from across the GCC, the campaign received a response of over 30 million video views on its page and 9.8 thousand videos created.