Dubai has launched a new tourism initiative aimed at encouraging residents to invite friends and family to visit the emirate, seeking to counter a sharp decline in visitor numbers linked to regional instability. The scheme, called Dubai Invite, is led by the Department of Economy and Tourism and offers residents the opportunity to nominate non-UAE residents for a benefits package valued at more than 3,000 UAE dirham (approximately £610).
The benefits include hotel stays, dining discounts, and tickets to local attractions. Each resident can nominate up to three visitors who must arrive on valid tourist visas before October 31, with the benefits available for redemption until December. Nominations are limited to one per visitor to ensure broad participation.
The launch of Dubai Invite comes amid a substantial downturn in tourism following the escalation of the conflict involving the United States, Israel, and Iran. In February, Iranian missile and drone attacks targeted the Fairmont hotel and Dubai International Airport, intensifying concerns in the region. Prior to the conflict, Dubai had reported a record 20 million tourists in 2025, but since then, the number of airlines operating flights to Dubai airports has dropped by half.
The reduction in visitor traffic has resulted in significant economic impact. Hotels have reported vacancy rates rising sharply and revenue declines exceeding 50% for some businesses. Several prominent hotels, including the iconic Burj Al Arab, have closed temporarily to undergo extensive refurbishments. Other hospitality providers have responded by aligning their offers with the government scheme, providing discounts up to 45% and complimentary nights to attract guests.
Local reports indicate a swift response to the Dubai Invite program, with over 10,000 applications submitted within the first 48 hours of its announcement, suggesting early signs of renewed interest. Officials hope the initiative will help stabilize Dubai’s tourism sector and restore confidence among international visitors in the coming months.