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Dubai’s out-of-home advertising scene gets a boost as NextWhat Advertising lands ONEVASCO deal

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If you’ve ever wondered where brands go when they want to actually capture people’s attention, Dubai’s latest move in out-of-home (OOH) advertising might give you a clue. NextWhat Advertising has just scored the exclusive marketing rights for ONEVASCO, a high-traffic visa concierge hub near Wafi City, and it’s a smart play in a city where eyeballs are precious.

Here’s why it matters: ONEVASCO sees over 700,000 visitors a year, most of them expats, travellers, and families applying for visas to more than 40 destinations. That’s a captive audience spending 20 minutes to a few hours at the venue, way more time than you’d get on a roadside billboard. Longer dwell time means brands can really make an impression, says Mahesh Anchan, COO of ONEVASCO.

Why premium OOH is the new big thing

The UAE’s OOH market is evolving. Instead of just cluttering the streets with billboards, advertisers are chasing high-value, attention-rich spots, such as airports, visa centres, and other hubs where people are present, engaged, and receptive.

Digital OOH is also on the rise. The UAE’s market pulled in $82 million in 2024 and is projected to hit $127 million by 2030, growing steadily as brands prefer dynamic, high-resolution placements over traditional mass-reach formats.

Connecting with the right audience

According to Tanvir Shah, Founder & MD of NextWhat Advertising, ONEVASCO is more than a place to hang ads. Visitors are in a reflective, aspirational mindset, planning travel and thinking about experiences, perfect for luxury brands, travel, hospitality, banking, and high-end retail looking to connect with the right audience.

Since 2021, NextWhat has built a portfolio of over 40 premium locations across Dubai, from Business Bay and Sheikh Zayed Road to Dubai Canal and Dubai World Trade Centre. Their focus? High-impact, rare locations rather than sheer volume.

The bigger picture

With Dubai expecting over 20 million international visitors by the end of 2025, it’s no surprise that digital OOH is booming. Platforms like ONEVASCO offer brands exclusive, long-dwell-time environments, the kind of spaces that make every impression count.

In short: if brands want eyes on them in Dubai, premium, attention-rich OOH is where it’s at, and NextWhat just added one of the city’s most strategic spots to its roster.

With over 35 years of experience in journalism, copywriting, and PR, Michael Gomes is a seasoned media professional deeply rooted in the UAE’s print and digital landscape.

Lifestyle

Dubai to open 10 million sq ft Al Layan Oasis with huge lake, camping and desert experiences

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Dubai is getting a brand-new desert destination, and it’s massive.

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, and Ruler of Dubai,  has approved Al Layan Oasis, a 10 million square foot eco-tourism and leisure project set to transform part of the emirate’s desert into a lake-centred retreat packed with walking trails, camping areas and family attractions.

Located about 50 minutes from Dubai city centre, the oasis is expected to attract 330,000 visitors a year.

A 2.5 Million Sq Ft Lake in the Desert

At the heart of Al Layan Oasis will be a 2.5 million sq ft lake, surrounded by:

  • 14km of walking and cycling tracks
  • Elevated pathways five metres above ground
  • 1,000 parking spaces
  • Sports and recreation facilities
  • Camping and caravan zones

The elevated 4km track will offer panoramic desert views and connect to existing routes in Al Marmoom.

Four Zones for Families and Visitors

The destination will feature four themed areas:

  • Camping Oasis: 100 caravan spots and a visitor centre
  • Gathering Oasis: Open-air cinema, amphitheatre and food trucks
  • Family Oasis: 28 shaded rest areas and children’s play zones
  • Recreation Oasis: Retail, activities and leisure facilities

Officials say the project balances eco-tourism with environmental protection, expanding native planting and shaded areas to enhance comfort.

Part of Dubai’s Sustainability Plan

Al Layan Oasis forms part of Dubai Municipality’s Blue and Green Roadmap 2030, under a Dh4 billion package aimed at investing in nature to improve the quality of life.

The project also supports the Dubai 2040 Urban Master Plan and the emirate’s long-term sustainability and wellbeing goals.

Once completed, Al Layan Oasis is expected to become one of Dubai’s key desert lifestyle and eco-tourism destinations, offering residents and tourists a new way to experience nature without leaving the emirate.

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Real estate

Dubai is testing tokenised property: What it means for first-time buyers

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Dubai is taking a new step in how people can invest in property, and it doesn’t require buying an entire apartment or villa.

The Dubai Land Department (DLD) has launched Phase II of its Real Estate Tokenisation Project, which allows property tokens to be resold in a controlled secondary market starting February 20. In simple terms, this means Dubai is testing how digital ownership shares in real estate can be bought and sold under official regulation.

What is “real estate tokenisation”?

Think of a property as a pizza. Instead of one person buying the whole pizza, tokenisation allows it to be cut into many digital slices. Each slice, called a token, represents a small ownership share in that property.

These tokens are recorded digitally and linked to official property records. Owners of tokens may benefit from price changes or rental income, depending on how the product is structured.

What’s new in Phase II?

Earlier this year, Dubai ran a pilot phase to test whether property tokenisation could work legally and technically.

Phase II is different because:

  • Tokens can now be resold in a secondary market
  • Real trading activity is being tested
  • Regulators are watching closely to ensure fairness and safety

About 7.8 million tokens will be available in this phase, but only through approved platforms and under strict rules.

Why is Dubai doing this?

The goal is to:

  • Make property investment more accessible
  • Attract new types of investors
  • Improve transparency and efficiency
  • Test innovation without risking the wider market

Dubai wants to modernise real estate — but in a careful, regulated way.

Is this crypto or risky trading?

Not in the usual sense.

While tokens are digital, this project:

  • Is overseen by the Dubai Land Department
  • Is regulated with support from the Virtual Assets Regulatory Authority (VARA)
  • Operates within existing property laws

This is not an open crypto marketplace. It’s a controlled government-backed test.

Can anyone invest right now?

Not everyone, and that’s intentional.

This phase is limited and focused on testing. Authorities are collecting data on:

  • Pricing
  • Demand
  • Liquidity
  • Investor behaviour

Future expansion will depend on how well this phase performs.

What should first-time investors keep in mind?

If you’re curious but new to property investing:

  • This is not a get-rich-quick scheme
  • It’s a long-term experiment
  • Rules may evolve as regulators learn from real use

Dubai has been clear: expansion will be based on data, not hype.

Why this matters long-term

If successful, tokenisation could:

  • Lower entry barriers to property investment
  • Allow people to invest smaller amounts
  • Increase market transparency
  • Strengthen Dubai’s position as a global real estate hub

For now, it’s best seen as a carefully supervised trial, not a finished product.

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Business

UAE unveils gold and silver coins to mark 5 years of Mohamed bin Zayed University of AI

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The Central Bank of the UAE (CBUAE) has unveiled a set of gold and silver commemorative coins to mark the fifth anniversary of the Mohamed bin Zayed University of Artificial Intelligence (MBZUAI).

The special issue celebrates five years since the university officially opened its doors in 2020, highlighting the UAE’s growing role as a global leader in artificial intelligence, innovation and advanced technology.

Limited-edition gold and silver coins issued

To mark the occasion, the CBUAE has issued:

  • 10 gold coins
  • 500 silver coins

Each commemorative coin weighs 50 grams and will be available for purchase through the Central Bank of the UAE and MBZUAI.

Coin design details

One side of the gold coin features an image of MBZUAI, along with the years 2020–2025. The reverse side displays the UAE national emblem, surrounded by the name “Central Bank of the UAE” in both Arabic and English.

The design also includes the inscription “Power from Knowledge to Serve”, encircled by the name “Mohamed bin Zayed University of Artificial Intelligence” in Arabic and English, alongside the university’s official logo.

The silver coin carries the same design, with its reverse side featuring a face value of Dh50.

Celebrating innovation and leadership

The commemorative release marks MBZUAI’s fifth anniversary and reflects the UAE’s commitment to advancing cutting-edge research, artificial intelligence and knowledge-based development.







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