Scientific research on the question of how happiness can be increased and then sustained has still a long way ahead. The authors have been developing studies in this field and have chosen the happiness initiatives of the Dubai and UAE government to elaborate a case study. This paper, extracted from the wider investigation, presents a study based on government communication on the creation of the Dubai and United Arab Emirates Ministry of Happiness. In the scope of this work we have chosen the National Happiness and Positivity Programme of the Dubai and United Arab Emirates Ministry of Happiness. Using the technique of content analysis, through the use of webQDA software, the aim was to understand how the government communicated its strategy for happiness and which are the most used concepts to capture the attention of institutions and citizens.