10 Years, 10 Clients | Visit Dubai

As The PC Agency continues to celebrate its 10th anniversary, we're looking back at some of the client relationships that have shaped our journey along the way.

Each client in this series has played a vital role in our story. Together, we’ve launched memorable campaigns, navigated shifting industry landscapes, and built lasting partnerships that continue to champion exceptional travel experiences.

Following our focus on The Witchery & Prestonfield House last week, our countdown continues as we celebrate nearly three years of working with Visit Dubai.

Three Years Together

Since The PC Agency began working with Visit Dubai, we have helped to build one of the world’s most dynamic and best-connected destinations to audiences across the UK and Ireland.

Dubai is a city where modern innovation meets traditional Emirati heritage. Renowned for its iconic skyline, world-class dining, pioneering wellness offerings and year-round sunshine, the city offers experiences to suit every type of traveller. From golden desert adventures and pristine beaches to vibrant cultural districts and an ever-evolving hospitality scene, Dubai continues to set the bar for world-class travel and hospitality - including the recent 14 Michelin Key distinctions for Dubai, with Atlantis the Royal remaining the UAE's only Three Michelin Key hotel. Over the course of our partnership, The PC Agency has secured more than 550 pieces of media coverage in print and online for the destination, with over half appearing in tier-one titles including The Times, Financial Times and The Telegraph.

The Impact: Bringing Dubai to Life

Throughout our partnership, we have worked with Visit Dubai to communicate the extraordinary breadth of the destination and highlight the many different ways travellers can experience the city.

Working with leading titles across the UK and Ireland, The PC Agency has delivered coverage around some of Dubai’s key destination messages, including family-friendly travel, how to experience Dubai on a budget, and the city’s rapidly growing wellness offering. Together, these stories have helped position Dubai not only as an exceptional holiday destination, but also as an exciting place to live, work and enjoy a diverse lifestyle.

In late 2025, The PC Agency worked on a major cover shoot for Men’s Health and Women’s Health featuring Kate and Rio Ferdinand. The collaboration generated an 8-page spread in Women’s Health, a 12-page spread in Men’s Health, digital features and social content - reaching an audience of over 185 million. 

Alongside these major moments, our ongoing media activity has continued to demonstrate the diversity of Dubai. From luxury hospitality and world-class dining to accessible family holidays, fitness, wellness, beaches, culture and desert experiences, our work has focused on showing that there is far more to the city than any single image or type of holiday. The partnership has consistently found new ways to keep Dubai front of mind and communicate the breadth of experiences available across the destination.

Looking Ahead

Dubai is a city that continues to reinvent itself. Its combination of innovation, culture, hospitality, food, wellness, beaches and adventure creates an almost endless source of stories to tell, while its global connectivity makes it one of the world’s most accessible international destinations.

As we continue our partnership with Visit Dubai, we look forward to finding new ways to showcase the city’s evolving story and inspire travellers to discover everything Dubai has to offer.

"It has been a privilege to work with Visit Dubai and help showcase the incredible breadth of one of the world’s most exciting destinations. From major media partnerships and broadcast opportunities to stories around wellness, family travel, food and culture, our focus has always been on showing the many different sides of Dubai. We are incredibly proud of what we have achieved together and look forward to continuing to find new and creative ways to bring the city’s story to audiences across the UK, Ireland and beyond." Paul Charles, Founder & CEO, The PC Agency

Next week, our countdown continues as we celebrate another partnership that has helped shape The PC Agency's first decade.