Launch Event

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, launched Dubai-it at a landmark event held at Emirates Towers, marking the official unveiling of a philosophy that has long defined the emirate's approach to work and achievement. He was joined by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence of the UAE and Chairman of The Executive Council of Dubai; Her Highness Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture and Arts Authority; His Excellency Mohammad bin Abdullah Al Gergawi, Minister of Cabinet Affairs and Chairman of the Executive Office of His Highness Sheikh Mohammed bin Rashid Al Maktoum; and His Excellency Saeed Al Nazari, Secretary General and Chief Executive Officer of the Development Office. The event brought Dubai's story to life through striking before-and-after displays that traced the emirate's transformation across the decades, unveiled alongside the official definition of Dubai-it, giving the public its first look at the philosophy behind the initiative.