Why summer is still a smart time for PR and Marketing in Dubai 

By Sophie Gilbert, Marcomms Specialist, Aspectus Group

You can’t go far in Dubai without someone asking you your summer plans. While many assume that the city slows down as schools break up and families head abroad, that’s not the full story. In fact, 71% of residents in the UAE and Saudi Arabia are likely to spend their summer vacation within their respective countries in 2025, according to recent research.  

So, despite the heat and perception of a seasonal lull, work doesn’t come to a halt – and neither should your marketing. Summer remains a strategic window for brands to invest in PR and communications across the Middle East. Here’s why: 

1. Less competition, more visibility 

Many businesses scale back their marketing efforts in the summer, assuming low engagement. This creates a quieter landscape, offering your brand a chance to stand out and capture attention.  

With fewer campaigns running, your messaging is more likely to break through the noise and reach your target audience.   

2. Planning ahead for Q4 and event season 

Dubai’s busiest season, autumn through winter, includes major events like GITEX, ADIPEC, Dubai Design Week and Abu Dhabi Finance Week. Summer is the ideal time to prepare PR strategies, content calendars, partnerships, and media relationships to be ready to launch powerfully in Q4.  

3. Your audience is still here, and they’re engaged 

A large portion of Dubai’s population stays during the summer, particularly working professionals. With people spending more time indoors, digital and mobile engagement remains high, giving brands an opening to connect via social, email and video. Why not start a social media or email campaign, or push out video content?  

4. Strategic time for brand building 

With fewer events and launches during summer there’s fewer distractions, this makes it the ideal time to focus on strengthening your brand foundation. Consider investing in: 

• Thought leadership development: Build credibility, trust and long term influence by sharing your unique insights. 
• Reputation management: B2B deals are typically high value, long-term and involve multiple stakeholders. Trust is a dealbreaker, so a strong reputation builds buyer confidence and lowers perceived risk.  
• Internal storytelling: Align your team around purpose and strategy to boost engagement and consistency. B2B environments can be complex, get your people to understand the “why” behind their work. 
• Case studies or behind the scenes content: Showcase real world proof that your solution delivers measurable value and give your brand a human, relatable voice.  

In summary, summer in Dubai shouldn’t be seen as a downtime for marketing, it’s a strategic window to gain visibility, build momentum, and prepare for the competitive season ahead. Smart brands use this period to stay visible, relevant and ready for the city’s high traffic months.  

Need help crafting your summer marketing or PR strategy in the Middle East? Our team is here to help you make the most of the season.