The Secret Formula Behind Dubai's Global Success | Aida from DET Reveals All | Live from HSMAI

Dubai’s global success isn’t luck — it’s strategy, vision, and decades of intentional choices.

In this special HSMAI Middle East live episode, we sit down with Aida Al Busaidy, AVP of Consumer Advocacy, Celebrity Management, and Social Media at DET, to unpack the real engine behind Dubai’s rise.

We dive into:

• How Dubai transformed from “desert” to global benchmark• What it takes to manage 40+ social channels for a city
• Why third-party advocacy beats influencers• How long-term strategies like D33 and the 2040 vision shape the next 50 years
• Why people aren’t pushed from elsewhere — they’re pulled into Dubai
• The mindset, creativity, and leadership behind the city’s momentum.

If you want to understand how great brands — and great cities — are built, this conversation is a blueprint.