His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has launched a new initiative titled “Dubai-it”, aimed at embedding the emirate’s distinctive culture of rapid execution, excellence and results-driven performance across government institutions and businesses.

The initiative will be rolled out across public sector organizations and companies in Dubai as part of efforts to strengthen a culture of efficient delivery, innovation, and measurable outcomes. Sheikh Mohammed announced the program through his account on X.

In his remarks, Sheikh Mohammed said Dubai’s approach to work is built on achieving exceptional results within ambitious timelines while maintaining the highest standards of quality and precision. He emphasized that speed and quality are not mutually exclusive, describing “Dubai-It” as a model that combines swift execution with tangible, visible results.

The initiative aims to pass Dubai’s work philosophy on to future generations and establish it as a lasting institutional culture across the emirate. It encourages organizations to adopt practices centered on implementation, accountability, and continuous achievement.

Sheikh Mohammed said the program would serve as a foundation for Dubai’s next phase of growth and development, building on the emirate’s long-standing principle of turning plans and commitments into action.

A video accompanying the announcement highlighted Dubai’s transformation over recent decades, tracing its evolution into a global city and presenting “Dubai-It” as an extension of the mindset that has driven its development.

The initiative reflects Dubai’s continued focus on execution, innovation and competitiveness, principles that have underpinned its emergence as a leading global hub for business, tourism and investment.