What does 'Dubai-it' mean? The city's new verb, explained

Brands occasionally make it into everyday language as verbs, you Google something, you Uber across town. Cities almost never do. On 17 June 2026, Dubai managed it: Sheikh Mohammed bin Rashid Al Maktoum, Ruler of Dubai, launched “Dubai-it” as an official verb.

What it actually means

To Dubai-it is “to achieve something extraordinary with excellence in record time”, turning big ideas into reality the way Dubai itself went from desert to global city in a remarkably short span. Sheikh Mohammed put the philosophy in one line:

“Speed does not mean haste, quality does not mean slowness, and ambition has no value without execution.”

That’s the whole idea. It isn’t a call to rush, it’s a standard: speed with precision, ambition with delivery. Do the extraordinary thing, do it well, and don’t take forever about it.

A rare kind of word

Names becoming verbs is a small club, “Google it”, “Uber it”, and it’s almost always a company, never a place. A city entering the language this way says something about how Dubai sees itself: not as a location, but as a way of getting things done. The verb is meant to be embedded across the emirate’s institutions and operating culture, and carried into how the next generation works.

It’s the Eight Principles, in one word

If you’ve read about the Eight Principles of Dubai, “Dubai-it” will feel familiar. The Principles set out how the emirate is run, a business capital, a land for talent, growth driven by a vital private sector. “Dubai-it” takes the work philosophy underneath all of that and compresses it into a single verb. One is the blueprint; the other is the verb for living it.

Why it resonates for founders

There’s a reason this lands for people who build things here. What surprises newcomers isn’t the skyline; it’s the pace, how quickly things that would take months elsewhere actually happen, without quality falling through the floor. A company set up in days, a system that mostly tries to get out of your way. “Dubai-it” names that feeling.

It’s also a fair description of how setting up should feel, fast and done properly, not one at the expense of the other. The whole point of getting your structure, visa and banking right at the start is to move quickly without the costly mistakes that come from rushing. The philosophy works best when the speed and the precision arrive together. Our Company Formation team works that way: licence, visa and bank account lined up in the right order from the start.

So next time someone says they’re going to “Dubai-it”, they mean they’re going to make it happen, do it well, and not wait around. Hard to argue with as a way to work.