Dubai's 20 Attractions, One Question: What Can Visitors Afford?

For travellers planning a visit to Dubai, the practical question is often the same one: how much of the city can realistically be experienced, and at what cost. That question sits at the centre of Dubai Holding Entertainment’s presence at World Travel Market London 2026, where the operator is presenting a portfolio of 20 parks, attractions and destinations to the international travel industry from 3 to 5 November at ExCeL London.

The timing matters. The company’s participation comes as it launches Truly Amazing, its annual entertainment season, alongside a new season at Dubai Parks and Resorts and Global Village, plus new experiences across its destinations. Truly Amazing spans theme parks, waterparks, culture, nature, live entertainment, cinema, hospitality and sport, and is aimed at giving visitors a wider and more affordable range of things to see and do.

Affordability is addressed directly. The Amazing DXBpass bundles a choice of experiences into a single product: priced at AED 399 and valid for 10 days, it includes two theme parks, one city attraction and one flex experience, with savings of up to 50 per cent against the stated standalone value. For families and independent travellers alike, the pass is presented as a way to make a broader slice of the city’s offering accessible within a single purchase.

Rami Mashini, Vice President of Operations at Dubai Holding Entertainment, framed the company’s role in terms of what visitors actually take away from the city. “Dubai continues to give international visitors new reasons to discover the city and new experiences to return for. Across Dubai Holding Entertainment, we contribute to that proposition through destinations that bring together theme parks, culture, live entertainment, nature and hospitality,” he said. He added that WTM London offers an important opportunity to strengthen engagement with the international travel trade, noting that evolving attractions, experiences and price value give partners more opportunities to build compelling Dubai itineraries and give their guests more reasons to explore the city.

The substance behind that pitch is considerable. At Dubai Parks and Resorts, visitors will find MOTIONGATE Dubai, Real Madrid World, LEGOLAND Dubai and LEGOLAND Water Park, joined by hospitality experiences including T-REX Glamping, described as the world’s first dinosaur-themed glamping experience. The World of Riverland adds 14 entertainment, dining and leisure experiences, alongside a new membership model starting from AED 59 per month, an option that lowers the entry point for repeat visits.

Global Village, meanwhile, returns for Season 31. The company describes it as the world’s most visited theme park based on average daily attendance, and this season brings 29 pavilions representing more than 90 cultures, over 250 dining options and more than 200 attractions. For visitors, the season functions as a compact encounter with a wide range of cultures, cuisines and entertainment in one place.

Elsewhere in the portfolio, The View Palm Jumeirah has recently launched The Ledge, eight glass ledges extending beyond the observation deck, 240 metres above sea level. The wider offering also includes The Green Planet Dubai, Wild Wadi Waterpark, Coca-Cola Arena and ROXY Cinemas, giving travel partners a broad range of experiences to weave into itineraries.

Taken together, the message to the travel trade is that Dubai’s entertainment offering has broadened in both scale and variety, and that pricing structures such as the DXBpass and the Riverland membership are designed to widen access. Whether that translates into more affordable and varied trips for ordinary visitors will depend on how these products are taken up by the industry, but the direction of the offering is clearly toward more choice at lower entry points.