Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) has 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 licence of the Lego Group. The free-to-download game offers players an inventive platform to creatively explore and develop Dubai’s famous landmarks in a virtual world on command. 

Marking the first time the game has partnered with an oversees partner destination, it showcases Dubai Tourism’s continued efforts to provide customised campaigns aimed at attracting more Chinese travellers. The Map projects the emirate on a virtual platform, allowing players to experience Dubai’s many landmarks such as Atlantis The Palm, Burj Khalifa, Burj Al Arab, Dubai Frame, Dubai Opera, Palm Jumeirah, Green Planet, La Perle and Ski Dubai.

Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (DCTCM) said: “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 to help us remain front of mind 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.”

Dubai continues to see positive year-on-year growth in Chinese visitors, with 650,000 Chinese tourists arriving in the emirate between January and August.