Sheikh Mohammed just gave Dubai’s work ethic a name, and honestly, it was overdue. On 17 June, Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Ruler of Dubai, launched a new initiative called “Dubai-it”. He defined it as a verb: achieving the extraordinary with excellence in record time. The aim is to embed that fast, high-quality way of working within the city’s institutions and pass it on to the next generation, according to the Dubai Media Office.
It is also the most Dubai thing imaginable, and you do not need a press release to see it. If you live here, you have been standing inside the proof for years. Here are the landmarks that were doing Dubai-it long before it had a name, plus how to actually experience them. For more ideas, see our guide to the best things to do in Dubai.
Burj Khalifa: a new floor every three days
The tallest building on the planet went from an empty plot to a ribbon-cutting in six years. And for long stretches of the build, the crews were adding roughly one floor every three days. Right up to opening night in January 2010 it was still called Burj Dubai. The Burj Khalifa name was revealed at the ceremony itself. That is Dubai-it in a single tower: decide the outcome, then make the calendar keep up.
- Burj Khalifa Area: Downtown Dubai
- Best for: skyline views, sunset, dinner with a 122nd floor view
- Map: https://www.google.com/maps/search/?api=1&query=Burj%20Khalifa%20Dubai
- Tip: the observation decks get busy at weekends, so midweek is calmer.
- At.mosphere Area: Level 122, Burj Khalifa, Downtown Dubai
- Cuisine: contemporary European and grill
- Pricing tier: fine dining
- Map: https://www.google.com/maps/search/?api=1&query=At.mosphere%20Burj%20Khalifa%20Dubai
- Tip: Lunch is the quieter, better-value way to get the window seat.
Check out our whole guide on Burj Khalifa
WOW-Dubai Expert Tip: Book the last daytime slot at the observation deck. You catch the skyline in daylight and then watch it light up, all on one ticket.
Palm Jumeirah: an island that did not exist
The Palm is not a neighbourhood that was developed. It is land that was invented. Work started in 2001, the reclamation finished ahead of schedule, and the whole palm shape was dredged into place with GPS-guided vessels using nothing but sand and rock. Within about five years, Dubai had a brand new coastline. Today, it houses Atlantis The Royal, the One&Only resorts, and some of the most sought-after addresses in the city.
- Palm Jumeirah Area: Palm Jumeirah
- Access: public roads and monorail, resorts and beach clubs are paid
- Best for: staycations, beach clubs, waterfront dining
- Facilities: monorail, public beaches, hotels, restaurants
- Best time to visit: late afternoon into golden hour
- Map: https://www.google.com/maps/search/?api=1&query=Palm%20Jumeirah%20Dubai
- Atlantis The Royal Area: Palm Jumeirah
- Best for: couples and families who want a showpiece stay
- Standout: the sky pools, the dining lineup and the private beach
- Map: https://www.google.com/maps/search/?api=1&query=Atlantis%20The%20Royal%20Dubai
WOW-Dubai Expert Tip: Skip the drive and take the Palm Monorail at golden hour. The full front layout only really makes sense from above, and you never get that from street level.
Where to feel the Dubai-it spirit this week?
You do not need a hard hat to get it. Book a table somewhere that opened in a single season, ride a metro line that was built in phases while the city kept moving around it. Or just stay on an island that started life as a drawing. The speed is invisible by design, and that is the whole point Sheikh Mohammed was making with Dubai-it.
Dubai-it FAQ
Dubai-it is a new initiative launched by Sheikh Mohammed bin Rashid Al Maktoum to embed Dubai’s culture of fast, high-quality execution across the emirate’s institutions and companies, according to the Dubai Media Office.
Sheikh Mohammed defined it as a verb: achieving the extraordinary with excellence in record time. Speed without rushing, quality without slowing down.
Sheikh Mohammed bin Rashid Al Maktoum, Ruler of Dubai, launched it on 17 June 2026 in a post on X.
Images: official websites
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