As part of Emirates and Dubai Tourism’s global campaign “See you in Dubai”, Emirates and Yahoo have come together to launch a new content experience that invites global travelers to explore and uncover the hidden gems of Dubai.

Called “Hidden Dubai”, the online destination allows people to discover Dubai through the eyes of other travelers. The page follows the interests of six travelers as they discover Dubai through shopping, food, culture, family activities, outdoor adventures, and various city events. 

The travelers will be sharing their experiences on an interactive social map and providing video content of firsthand points of view as they embark on a three-week journey of Dubai. The website features rich content including video, gifs, and images, custom produced by Yahoo.

Farimah Mouaini, head of travel, Yahoo Maktoob, says in a press statement, “Speaking to people through content that is relevant and useful allows us to start deeper conversations with our audience.  For us at Yahoo, content marketing is key in 2015. Last year we launched a new content marketing solution which brings together Yahoo and Tumblr, enabling brands to harness the power of modern content creation and distribution, while delivering earned media at scale.”