His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, introduced the term Dubai-it to capture a philosophy Dubai had been living for years, one built on a simple, unbreakable promise: we say what we do, and we do what we say. It reflects an approach that turns bold ideas into reality, transforms ambition into achievement and delivers excellence in record time.
The Launch ofDubai-it
His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, launched the Dubai-it initiative on 17 June 2026 through a video published on X.
AboutDubai-it
"Dubai-it" embodies Dubai's philosophy of work, a philosophy built on achievement, where bold ambition becomes extraordinary results through decisive execution, excellence and speed, without compromising quality. It aims to carry this work culture forward to future generations, and to root it deep in the fabric of society.
Bold Idea
Record time
Extraordinary Achievement
Dubai-itCase Studies
Discover the achievements that define Dubai through a curated portfolio of case studies, each of which reveals how ambition became action and how action set new global benchmarks.
Dubai-it AWARD
Discover the achievements that define Dubai through a curated portfolio of case studies, each of which reveals how ambition became action and how action set new global benchmarks.
Dubai-it in FOCUS
Explore the coverage, participation, city activations and campaign films that bring Dubai-it to audiences across Dubai and beyond.
Dubai-it in Media
Explore television and broadcast coverage, articles, opinion pieces and the official Dubai-it media kit.
Participation
Share compelling before-and-after images of your achievement.
Videos
Watch inspiring stories that capture Dubai-it through action, innovation and impact.
Dubai-it in the City
Explore Dubai-it's presence across the city and discover the breadth of its reach and the depth of its connection with residents and visitors through billboards, digital screens, mall activations, public art installations, and landmark locations.
Merchandise
A showcase of merchandise created by individuals, brands and organisations, in response to the Dubai-it campaign.
Can youDubai-it?
Turned bold ambition into extraordinary achievement, with excellence, measurable impact and record-breaking speed? Now let the world see it - submit your entry for the Dubai-it Award.