Government

Dubai's newly launched "Dubai-it" initiative has sparked a widespread social media campaign, with government entities and leading organisations sharing striking before-and-after images that showcase the emirate's remarkable transformation over the decades.

The campaign follows the launch of Dubai-it by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, who introduced the concept as a philosophy centred on rapid execution, excellence, and turning ambitious ideas into measurable results.

Describing the term as a verb, Sheikh Mohammed said, "'Dubai-it' is to achieve something extraordinary with excellence in record time. It's about turning big ideas into reality, just like Dubai's incredible transformation from desert to global city in a short span."

He added that the initiative aims to embed Dubai's unique work philosophy into institutions and companies while inspiring future generations to continue driving innovation and progress.

Institutions Highlight Dubai's Journey

Since the announcement, government departments and major organisations have embraced the #Dubai_it hashtag by publishing archival photographs alongside present-day images that illustrate Dubai's rapid urban, economic, and social development.

The visual posts contrast former construction sites, modest facilities, and expansive desert landscapes with the city's modern skyline, advanced infrastructure, and world-class public services.

Among the organisations participating in the campaign, Dubai Health Authority (DHA) and Dubai Health shared historical images of a small healthcare clinic alongside photographs of today's state-of-the-art Outpatient Clinics complex.

In its accompanying message, the entity noted that healthcare development in Dubai "was never just an ambition; it was a vision that grew over the years into a modern system that advances care and creates meaningful impact in people's lives."

Expo City Dubai also joined the campaign by publishing images showing its site before development, when it was an empty stretch of desert, alongside its current status as a globally recognised destination for business, sustainability, innovation, and events.

The organisation described the transformation as a reflection of Dubai's ability to deliver on ambitious visions while creating lasting value for future generations.

Meanwhile, the Ports, Customs and Free Zone Corporation (PCFC) showcased the evolution of the emirate's maritime sector through historical black-and-white photographs of early port facilities contrasted with the modern Jebel Ali Port, now recognised as one of the world's busiest and most advanced commercial ports.

In its post, PCFC stated: "Dubai It is not just an idea… it is a story told through achievements," highlighting the continuing role of Dubai's ports in supporting global trade and logistics.

Promoting a Culture of Delivery

The Dubai-it initiative reflects Dubai's long-standing emphasis on execution, encouraging institutions to focus not only on ambitious planning but also on delivering tangible outcomes with speed, quality, and efficiency.

By sharing decades of progress through visual storytelling, participating organisations have reinforced the initiative's core message—that sustainable success is measured by the ability to transform ideas into impactful achievements that benefit communities and strengthen Dubai's position as a global leader in innovation and development.

The growing participation across public and private sector organisations underscores the campaign's broader objective of embedding a culture of excellence, accountability, and continuous transformation throughout the emirate.

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