The report estimates Dubai’s brand value at nearly AED1 trillion and identifies Digital Dubai as a key contributor to the emirate’s performance. The organisation also earned an AA+ institutional brand strength rating, placing it among the world’s leading digital government entities.

According to the study, Digital Dubai added 1.9 points to Dubai’s City Brand Strength Index score, contributing to the emirate’s overall score of 86 out of 100. The findings highlight the growing role of digital infrastructure in strengthening a city’s reputation, competitiveness, and appeal to businesses, investors, and talent.

Digital Dubai also recorded strong scores across key institutional brand metrics. Brand familiarity reached 92%, while its Brand Strength Index score stood at 77.7 out of 100. It scored 8.4 out of 10 for both Trust and Reputation among residents and the business community, alongside 8.1 out of 10 for the Benefit of Doubt indicator and 7.9 out of 10 for Engagement.

“These results reflect an important dimension of Dubai’s ambitious vision that places digital transformation as a key pillar of sustainable development, quality of life, and the emirate’s global competitiveness,” said Hamad Obaid Al Mansoori, Director General of Digital Dubai.

He added that Dubai’s digital ecosystem has evolved beyond technology infrastructure and smart services to become an integral part of the experience of living, working, and investing in the emirate, while serving as a key driver of trust and global appeal.

The study found that Digital Dubai’s influence extends beyond digital government services, contributing directly to Dubai’s global standing and soft power by enhancing perceptions of innovation, trustworthiness, openness, low bureaucracy, and ease of doing business.

Its strongest contributions were in reinforcing Dubai’s position as a globally significant city (+15.3 points), strengthening its reputation as a hub for startups and innovation (+11.2), supporting future growth potential (+10.8), reducing bureaucracy (+10.6), enhancing openness and welcoming attitudes (+10.1), improving quality of life (+9.7), advancing leadership in science and technology (+9.2), strengthening trust (+9.2), and improving ease of doing business (+8.5).

Tariq Al Janahi, CEO of the Corporate Enablement Sector at Digital Dubai, said the emirate’s digital ecosystem has become a key enabler of economic growth, innovation, and quality of life, contributing directly to Dubai’s position as one of the world’s leading digital cities.

He said the strong performance reflects collaboration across government entities in delivering trusted, resilient, and future-ready digital services, reinforcing Dubai’s competitiveness and position as a hub for innovation and opportunity.

David Haigh, CEO and Chairman of Brand Finance, said the findings demonstrate the growing importance of trusted digital infrastructure in shaping a city’s reputation and global competitiveness.

“Digital Dubai’s AA+ institutional brand strength rating, alongside its $8.44 billion contribution to Dubai’s overall place brand value, demonstrates the tangible impact of the emirate’s investment in world-class digital government services designed around the needs of people,” he said.

The study was based on responses from approximately 5,000 participants and forms part of Brand Finance’s broader methodology, which combines marketing and financial indicators to assess brand strength and value.

The findings also draw on international benchmarking and data measuring perceptions linked to the soft power of cities and nations. The Brand Finance Global City Index, which ranks the world’s top 100 city brands, surveyed more than 15,000 respondents across 20 markets in its 2024 edition, evaluating cities across Familiarity, Reputation, and Consideration, including factors such as living, working, studying, visiting, and investing.