DTCM explores innovative collaborations with the Chinese source market

Dubai’s Department of Tourism and Commerce Marketing (DTCM) announced a new partnership with Tencent Games to develop ‘The Map’, featuring Dubai within the successful online game application. LEGO Cube is a sandbox game developed and operated by Tencent Games under the license of the LEGO Group, featuring LEGO bricks, mini-figures, and other iconic LEGO properties. The free-to-download-and-play game offers players an inventive platform to creatively explore and develop Dubai’s famous landmarks in a virtual world on command. This unique offering showcases Dubai Tourism’s continued efforts to provide customised, engaging, and interactive campaigns aimed at keeping the city top of mind for Chinese travellers.

The Map, developed and published by Tencent Games, projects the emirate on a virtual platform, allowing players to experience Dubai’s many local and cultural landmarks. As a city renowned for its forward-thinking and futuristic programming aimed at offering visitors exceptional experiences, it is an ideal destination to be incorporated into the innovative platform. The interactive ‘Map’ features some of Dubai’s most celebrated attractions such as Atlantis The Palm, Burj Khalifa, Burj Al Arab, Dubai Frame, Dubai Opera, LEGOLAND Dubai, Palm Jumeirah, Green Planet, La Perle, Ski Dubai, and Al Fahidi Historical Neighbourhood. Players are encouraged to delve into the game to learn more about Dubai’s diverse destination offering, with the added opportunity to build recognisable landmarks with LEGO Cube.

Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), commented, “China continues to consolidate its status as one of the city’s top-performing source markets, and we remain committed to engaging Chinese outbound tourists through innovative and highly targeted marketing activities for their future travel plans. This exciting new partnership with Tencent Games leverages the global trend of social gamification to showcase Dubai’s variety of world-class family entertainment and destination appeal to Chinese consumers.”