Dubai has launched a new tourism campaign offering residents benefits worth up to €700 for inviting friends and family members to visit the emirate between 20 July and 31 October.
Under the initiative, residents can nominate visitors through the Visit Dubai website and receive access to discounts on hotels, restaurants and attractions. The Dubai government says the benefits can exceed AED 3,000, or about €716.
Offers include up to 45 per cent off stays at Meliá Desert Palm, free tickets to Aquaventure and IMG Worlds of Adventure, and two-for-one deals at restaurants including ULA, Asia Asia and The 305.
The campaign, called “A Dubai Invite”, is being promoted by the Dubai Department of Economy and Tourism, which is encouraging residents to act as ambassadors for the city by bringing relatives and friends to the emirate.
The initiative comes during Dubai’s traditionally quieter summer tourism season. Temperatures across the United Arab Emirates can reach 50C, making the hotter months less popular with international visitors.
Dubai attracts about 19.5 million tourists a year and has long been one of the Middle East’s leading destinations for international travellers. However, the region’s tourism industry has faced new challenges since the outbreak of the Iran war in February.
Although the UAE has not been directly involved in the latest escalation, missile and drone attacks during the conflict affected parts of the country, including hotels and prominent tourist areas. The disruption caused some visitors to leave during the winter season, according to reports from people working in the industry.
A ceasefire that began on 8 April allowed tourism to gradually recover, although hotels have continued to rely heavily on domestic visitors and residents.
The Dubai government has introduced financial support measures to help businesses affected by the conflict and disruptions to regional trade. In May, authorities approved an economic package worth more than $400 million, including exemptions from some municipal fees for hotels and restaurants, reduced fines for customs violations and lower fees for civil aviation permits.
A separate support package worth more than $270 million was announced in March.
Airlines have also introduced incentives aimed at encouraging travellers to return. Emirates has offered passengers flying to Dubai the option of adding comprehensive travel insurance to their bookings.
The latest resident-focused campaign is designed to boost visitor numbers during the summer and encourage spending across hotels, restaurants and attractions.
By offering discounts to both residents and their guests, Dubai is seeking to strengthen domestic tourism while attracting visitors at a time when international travel demand across the region remains affected by security concerns and ongoing geopolitical tensions.
