Dubai Holding Entertainment’s CEO on investing in immersive attractions

As Dubai’s entertainment landscape continues to evolve at breakneck speed, few entities have been as pivotal in shaping its narrative as Dubai Holding Entertainment (DHE).

From the record-breaking success of Global Village to the debut of Real Madrid World and the award-winning experiences at The Green Planet, the group has cemented its position at the heart of the city’s leisure and tourism ecosystem. Under its stewardship, destinations across Dubai are not just attracting millions of visitors, but also redefining what integrated, story-driven entertainment looks like in the region.

In this conversation, Fernando Eiroa – CEO, Dubai Holding Entertainment, discusses how the group is expanding its international footprint, investing in immersive attractions, and aligning with Dubai’s broader vision to become the world’s most visited city.

How has Dubai Holding Entertainment performed so far this year, and what would you highlight as the key milestones?

This has been a year of focused growth and strategic expansion for Dubai Holding Entertainment, building on major achievements from the previous year.

This year, we have strengthened our portfolio with the 30th anniversary season of Global Village, a landmark edition that celebrates three decades of cultural exchange, family entertainment, and commercial vibrancy. This milestone season follows the record-breaking success of Season 29, during which Global Village welcomed 10.5 million visitors, earning its place among the top five most visited entertainment destinations worldwide.

Most recently, we introduced T-REX Glamping, the region’s first dinosaur-themed overnight experience, which adds a completely new dimension to our offering at Dubai Parks and Resorts. These milestones reflect our broader vision to lead with originality, depth, and long-term value.

Tell us how the new T-REX Glamping experience fits into the wider Dubai Parks and Resorts offering.

T-REX Glamping is a globally unique concept, the first dinosaur-themed glamping retreat in the world and the UAE’s first immersive overnight experience built entirely around storytelling. It is designed to transform a theme park visit into a fully immersive journey, where guests can dig for fossils, sleep in era-themed tents, and wake up surrounded by animatronic dinosaurs.

As part of Dubai Parks and Resorts, it extends the experience beyond the parks and turns the destination into a short-stay leisure getaway, combining hospitality, imagination, and entertainment as part of one seamless package.

We are targeting families, weekend explorers, and experience-led travellers of all ages, from kids to grandparents.

With 65 themed tents, private plunge pools, live entertainment, and inclusive access to our theme parks, T-REX Glamping is designed to create stronger emotional connections with the destination. It is not just a new product; it is a strategic driver for visitation, revenue, and guest retention.

How do you see immersive experiences like T-REX Glamping shaping the future of entertainment destinations in the region?

Immersive, story-led experiences are the future of our industry. Visitors today want to live the experience, not just observe it. T-REX Glamping represents a new direction where narrative, design, and environment converge to create something unforgettable. These are the kinds of offerings that elevate a destination from recreational to aspirational.

In this space, Dubai is not following trends; it is setting them.

Global Village continues to break attendance records year after year. Can you share the key highlights from the most recent season — from visitor numbers to new pavilions and standout experiences?

Season 29 was a milestone for Global Village, welcoming over 10.5 million visitors and showcasing 30 pavilions representing more than 90 cultures, with new additions from Jordan, Iraq, and Sri Lanka–Bangladesh.

This remarkable performance was driven by a series of strategic enhancements across the park. We elevated the guest experience with the launch of the Restaurant Plaza, home to 11 all-new elevated dining concepts, and upgraded culinary hotspots like the Floating Market, Fiesta Street, and Railway Market, offering over 200 food outlets that spanned everything from Asian street food to viral desserts.

Across the park, other enhancements included expanded green promenades, shaded seating zones and a refreshed Carnaval® with more than 200 rides, games and arcade experiences, plus new attractions like Neon Galaxy X Challenge Zone, Secrets of The Lost City and EXO Planet City.

Entertainment was a defining feature of the season, with blockbuster live concerts by superstars Tamer Hosny, Assala, Atif Aslam and Amr Diab. The season also featured a series of tribute shows, with full-scale performances celebrating legendary artists such as ABBA, Freddie Mercury, and Taylor Swift.

Read: T-REX Glamping opens at Dubai Parks and Resorts

As one of the region’s largest diversified entertainment groups, what were the strategic focus areas for Dubai Holding Entertainment in 2025? How are you balancing innovation, expansion, and visitor experience across your destinations?

Our 2025 strategy was based on three key market shifts we are seeing: families seeking more authentic, narrative-driven experiences; the growing demand for premium outdoor hospitality; and visitors wanting more integrated, full-day entertainment journeys.

These shifts are driving us to focus on strategic priorities that bring together immersive storytelling, elevated amenities and seamless multi-activity experiences, creating offerings that keep guests engaged for longer, encourage repeat visits and strengthen brand loyalty.

Within Dubai Parks and Resorts, we are enhancing operational synergies, coordinated ticketing and integrated programming to extend dwell time and maximise cross-asset value.

The opening of Real Madrid World adds a significant new attraction, featuring Hala Madrid, the tallest wooden rollercoaster in the world, alongside themed streetscapes, Spanish dining, and interactive football experiences.

Beyond its appeal to football enthusiasts, Real Madrid World is designed for all audiences, featuring interactive experiences such as Champions Avenue and the Meet the Stars zone, which captures the spirit of football in ways that resonate across age groups and interests.

Meanwhile, Riverland Dubai is undergoing a bold transformation with new anchor attractions such as Perplex City, an illusion and adventure venue, and an Axe Throwing Arena, with much more to come.

New dining concepts and themed environments are also being introduced to enhance the visitor journey.

From The Green Planet to Inside Burj Al Arab and Wild Wadi Waterpark, you’ve curated experiences that blend culture, education, and leisure. What role do these play in shaping Dubai’s image as a global entertainment hub?

Our projects not only enhance Dubai’s entertainment landscape but also help cement the city’s reputation as a global tourism hub, attracting visitors from across the world. With a variety of outdoor and indoor experiences — many available year-round — we cater to diverse audiences seeking everything from seasonal spectacles to signature attractions they can enjoy in any season.

The Inside Burj Al Arab tour offers a rare behind-the-scenes experience of a global icon, while Wild Wadi Waterpark continues to be a favourite for families and thrill-seekers alike, attracting both residents and visitors.

The Green Planet Dubai, the region’s only indoor tropical rainforest, blends environmental awareness with immersive storytelling — an approach that earned it the Best Edutainment Centre award at the MENALAC Awards 2025 and a place in Tripadvisor’s Best of the Best 2025 list. Tripadvisor also recognised The View Palm Jumeirah among the top 10 per cent of attractions worldwide, while LEGOLAND Hotel Dubai was named one of the region’s top family hotels. ROXY Cinemas claimed the MENALAC Award for Best Campaign for Family Entertainment Centres, reflecting our ability to engage audiences through creative content and marketing.

Global Village added to this success with major MENALAC wins for Best Theme Park (over 500,000 visitors) and Best Visitor Attraction, reaffirming its reputation as one of the region’s most inclusive and popular destinations, welcoming over 10.5 million guests last season.

These accolades reflect the quality, diversity and broad appeal of our destinations across the region.

Dubai Holding Entertainment recently entered a strategic partnership with Trip.com Group to enhance accessibility to your attractions for the Chinese market. What led to the decision to focus on China, and how do you foresee this partnership contributing to your broader international growth strategy?

China remains one of the most important outbound travel markets globally. Through our partnership with Trip.com Group, we’ve introduced curated packages, multilingual content and seamless booking access for Chinese travellers.

This is part of our broader international strategy, which not only focuses on high-potential source markets like China but also strengthens our footprint across key global regions. These efforts aim to contribute to Dubai’s vision of becoming the world’s most visited city and a leading global destination in line with the UAE Tourism Strategy 2031.

How does Dubai Holding Entertainment contribute to Dubai’s wider tourism goals in collaboration with entities such as the Dubai Department of Economy and Tourism (DET)? What role do strategic partnerships play in this journey?

We actively support Dubai’s tourism vision by contributing to major citywide initiatives such as Dubai Summer Surprises, Dubai Fitness Challenge and Back-to-School, with its destinations often featured as venues for key activations and guest experiences.

Our destinations often help amplify the energy of these campaigns and connect with diverse audiences across the city.

Earlier this year, Coca-Cola Arena hosted DET’s city briefing, reinforcing our shared commitment to supporting Dubai’s ambitions as a global hub for entertainment, culture, and leisure.

We also establish strategic partnerships with leading global OTAs, regional developers, and food and beverage operators to broaden access and visibility, and deliver experiences that elevate Dubai’s global appeal, reinforcing the city’s position as a leading international destination.

What are your strategic priorities for Dubai Holding Entertainment?

Our focus is on future-proofing the business by turning each asset into a year-round, high-value destination that connects deeply with both residents and tourists. This means evolving our current experiences, accelerating digital innovation, and launching new formats that blend emotion, engagement, and operational performance.

We are committed to pushing boundaries not just in what we offer, but in how those offers deliver long-term value to the city and to our guests.