Dubai has unveiled a new tourism initiative aimed at encouraging residents to invite friends and family from overseas, with participants eligible to receive rewards worth more than AED 3,000 (approximately ₹2.35 lakh) if their nominated visitors travel to the emirate during the campaign period. The programme, titled ‘Dubai Invite’, has been introduced by the Dubai Department of Economy and Tourism (DET) as part of efforts to strengthen visitor arrivals through personal referrals and enhance the city’s appeal as a global travel destination.
The initiative is open to UAE citizens and residents who are at least 18 years old and possess a valid Emirates ID. Participants can nominate eligible friends or family members living outside the UAE to visit Dubai within the campaign period. To qualify, the invited guests must not be UAE residents and should enter the country on a valid tourist visa or be eligible for visa-on-arrival. They can arrive by air, sea, or land, provided their travel falls within the dates specified under the programme.
According to the scheme’s guidelines, residents can nominate up to three overseas visitors. Once the nominated guests complete their trip to Dubai, the referring resident becomes eligible to unlock a range of benefits valued at over AED 3,000. These rewards include complimentary hotel stays, dining experiences, tickets to leading tourist attractions, entertainment offers and several lifestyle-related perks. The benefits are intended to encourage residents to act as ambassadors for Dubai while giving visitors an opportunity to experience the city’s attractions through trusted recommendations.
Officials have clarified that the programme does not cover visa processing or travel arrangements. Invited guests are responsible for obtaining the required travel documents and visas wherever applicable. The rewards are linked only to successful visits made within the campaign window, after which eligible participants can redeem the benefits in accordance with the programme’s terms and conditions.
The referral initiative comes as Dubai seeks to sustain its position as one of the world’s leading tourism destinations. Authorities believe that recommendations from residents can play a significant role in influencing travel decisions, especially among families and groups looking for authentic travel experiences. By leveraging personal networks, the campaign aims to generate additional international arrivals while rewarding residents for promoting the city.
Industry observers note that referral-based tourism campaigns have gained popularity in several destinations as governments look for innovative ways to attract visitors. Dubai’s latest initiative combines incentives for residents with curated experiences for tourists, creating mutual benefits for both groups. The programme is also expected to boost spending across hotels, restaurants, entertainment venues and tourist attractions by encouraging more overseas visitors during the promotional period.
The campaign follows Dubai’s continued investment in tourism infrastructure and visitor experiences, with the emirate offering a wide range of attractions including luxury hospitality, shopping festivals, cultural landmarks, adventure tourism and family entertainment. Tourism remains one of the key pillars of Dubai’s economy, and authorities have consistently introduced new initiatives to maintain steady visitor growth and strengthen the emirate’s competitiveness in the global travel market.
