Dubai is one of the most “happening” places in the world. That’s one reason why residents and tourists like to go out often. Local businesses like restaurants and cafes are the real winners here. But now, 62% of consumers find restaurants through Google. Same with other local businesses as well.

So, your business needs to stand out in the Google Search results page. Fortunately, Google is rolling out a new “What’s Happening” feature in Google Business Profiles that may help you show some interesting updates to your consumers directly in the Search Engine Results Page (SERP). 

Key Highlights

• “What’s Happening” allows businesses to post updates directly to search results
• Currently available in the US, UK, AU, CA, NZ, and may soon come to Dubai
• It offers an easy way to boost local visibility and engage directly with customers
• You can share announcements, offers, events, etc.

What is Google’s “What’s Happening” feature in Google Business Profiles?

What’s Happening is essentially like a social media feed of your business where you can post updates directly to your Google Business Profile (GBP). For example, restaurants can post updates like “Today’s Special: 20% Off Sushi” or “Live Music This Friday”, which shows up in Google Search and potentially in Google Maps too. 

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The feature is currently available on mobile in the US, UK, Australia, Canada, and New Zealand. Yes, only English-speaking countries for now, but we expect it to roll out to Dubai soon. 

What can you do with “What’s Happening”?

From our years of experience working in Google Ads and digital marketing in Dubai, we believe that this feature will build upon the existing Google Posts functionality. If your business is already active on Instagram, X, or Facebook, you’ll be able to connect those profiles with GBP and automatically sync those social media posts with What’s Happening. 

Why Dubai businesses need to care about What’s Happening (even before it arrives)?

Despite it not launching in Dubai, we recommend you prepare for What’s Happening now, so when it does launch, you’ll be able to add it easily into your marketing strategy. After all, content marketing is the single most important thing for Dubai businesses in 2025. 

Here’s why you should care about What’s Happening:

• Get more local visibility with more posts that create a prominent GBP listing.
• Talk directly to customers when they are searching for businesses like yours.
• Fresh updates create interest in people, leading to more calls or website visits.
• Boost your existing GBP strength with better local SEO in Dubai for your business.

Which types of Dubai businesses will benefit most from ‘What’s Happening’?

As of now, What’s Happening is only available for single-location food and drink businesses like bars and restaurants. But we believe Google will make other local businesses also eligible for this feature:

• Restaurants, cafes & eateries: Daily specials, tasty new menu items, weekend brunch offers, chef’s latest, dish of the day, etc.
• Retail stores(fashion, electronics, home goods, etc.): New arrivals, flash sales, seasonal promotions, deal of the week, and launch new collections.
• Salons, spas & wellness centers: Last-minute appointment availability, package deals, new beauty treatments, seasonal offers.
• Event venues & organizers: Upcoming shows, announce workshops, feature guest speakers. 
• Local service providers (like plumbers, cleaners, pet groomers): Limited-time discounts, seasonal maintenance reminders, and announce service in new neighbourhood. 
• Tourism and hospitality (Hotels, tour operators): Special stay packages, early bird deals, new hotel amenities, and unique tour options.

How to use “What’s Happening” to grow your business?

When the feature becomes available, you’ll be able to share updates in two ways: directly through Google Posts or by syncing from your socials. For example, posting “Happy Hour: 50% Off Drinks Tonight!” on Instagram could automatically appear in your GBP.

To maximize impact, follow these tips:

• Use high-quality visuals
• Write clear descriptions
• Include Calls to Action
• Time posts strategically

How to prepare your Dubai business for the “What’s Happening” rollout?

While waiting for the rollout, take these practical steps to be ready:

• Optimize your Google Business Profile NOW: Make sure that you add all accurate information about your business, including the name, address, phone number, opening hours, and listed services. If you haven’t already set up and verified your GBP, you are in much greater need of digital marketing services in Dubai.  
• Post regularly: Practice creating Google Posts to get comfortable with the format. Have a consistent schedule. 
• Maintain an active social media: Keep your Facebook, Instagram, and X profiles updated, as these can sync with What’s Happening.
• Plan your content: Create a calendar for specials, events, or promotions to make updating posts easier. 

Most importantly, “What’s Happening” should fit in properly with your existing digital marketing strategy. It needs to complement your more detailed blog articles, newsletters, Google Ads, and social media campaigns. Also, all businesses in Dubai need a website. And if you don’t have one already, it’s high time you hire an affordable web design agency in Dubai. 

Grow your Dubai business with a complete digital marketing strategy by Pixabell

For half a decade, Pixabell has helped multiple businesses thrive online with higher visibility, sales, and revenue. We do that by taking advantage of all the best SEO and digital marketing strategies, including optimizing your website and blogs for Google AI Overviews. Google’s What’s Happening feature will not be any different with us. Contact us today to grow your business online. 

FAQs

• Is there an extra cost to use the “What’s Happening” feature?

No, we expect the feature to be a free component available in your existing GBP

• How long will an update posted in What’s Happening remain visible?

It will likely follow the same visibility rules of standard Google Posts – 7 days unless tied to a specific event date.

• Does it mean that my Dubai business no longer needs social media channels?

No, “What’s Happening” is designed to complement your existing social media strategy.