Dubai has launched three initiatives aimed at strengthening its tourism offer, including a citywide loyalty programme, direct tourist visa applications through the official Visit Dubai platform and a consolidated digital service for visitors.
The measures were announced on Sunday by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence and Chairman of the Executive Council of Dubai. They form part of the emirate’s stated objective of improving access for international visitors and reinforcing its ambition to rank among the world’s top three tourist destinations.
Three measures for visitors
The first initiative is a unified tourism loyalty programme covering Dubai. It is intended to give frequent visitors access to benefits and privileges across the emirate, with the stated aim of encouraging repeat trips and strengthening longer-term engagement with the destination.
| Initiative | Purpose described by Dubai |
|---|---|
| Citywide tourism loyalty programme | Provide benefits for frequent visitors and encourage repeat visits |
| Tourist visa applications through Visit Dubai | Offer a digital route for single-entry and multiple-entry applications |
| Integrated visitor platform | Bring tourism information and selected government services together |
The second measure will allow tourists to apply for single-entry and multiple-entry visas through Visit Dubai. Applications will remain subject to eligibility requirements and the relevant approvals. The initiative is designed to simplify the process by providing visitors with a digital channel for obtaining entry permits rather than requiring them to navigate separate services.
The third initiative will expand Visit Dubai into an integrated digital platform for the visitor journey. The planned service is intended to combine information about attractions, events and travel planning with essential government services, including tourist visa applications. Dubai said the work is being developed under its Shared Digital Channels initiative.
Visitor services and tourism competitiveness
The platform is expected to bring together services that currently support different stages of a trip, from discovering attractions and booking tickets to exploring events and planning itineraries. Dubai said the approach would reduce the need for visitors to move between multiple websites, applications and government entities when preparing and managing a visit.
Together, the measures are intended to make the destination’s tourism system easier to use while increasing engagement with visitors after arrival. The loyalty programme is focused on repeat customers, whereas the visa and digital-platform changes address access and the practical information required during trip planning.
The announcement places digital visitor services alongside tourism promotion as part of Dubai’s wider effort to strengthen its international competitiveness. The emirate said the initiatives are designed to facilitate tourist arrivals, improve visitor engagement and support its target of being recognised among the leading global destinations for both business and leisure travel.
- Dubai has launched a unified tourism loyalty programme covering the emirate.
- Visit Dubai will accept applications for single-entry and multiple-entry tourist visas, subject to eligibility and approvals.
- An integrated digital platform will combine visitor information with services including visa applications.
