What is the 'A Dubai Invite' campaign?

The 'A Dubai Invite' campaign, launched in 2026, is an initiative by Dubai to encourage its residents to invite friends and family from overseas by offering curated benefit packages for luxury hotels, dining, and attractions.

What is the value of the benefit packages offered in the campaign?

The benefit packages offered to invited guests are valued at more than AED 3,000, providing incentives to engage with Dubai's premium hospitality and entertainment sectors.

Which key markets is the 'A Dubai Invite' campaign focusing on?

The campaign is focusing heavily on the United Kingdom and Russia, where strong diaspora links exist, along with Germany and Australia for diversification of visitor sources.

How many registrations and packages have been distributed so far?

As of the campaign's progress, over 90,000 residents have registered, and more than 30,000 benefit packages have already been distributed to potential visitors.

How does this campaign benefit Dubai's economy?

By encouraging visitors to explore beyond major tourist sites and into local neighbourhoods, the campaign aims to distribute economic benefits across a wider array of local businesses, supporting a more sustainable tourism ecosystem and reducing pressure on 'mega-sites'.

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Tourism·6 September 2026

Dubai Launches 'A Dubai Invite' Campaign to Drive Tourism Growth, Targeting UK and Russia

Dubai has initiated the "A Dubai Invite" campaign in 2026, transforming residents into global ambassadors to attract more international visitors, particularly from the UK and Russia, by offering curated benefit packages.

Dubai is actively enhancing its tourism strategy by launching the "A Dubai Invite" campaign in 2026, aiming to increase international visitor numbers. Following a 5% increase in 2025, when the city recorded 19.59 million international overnight visitors, this initiative shifts focus from traditional marketing to community-driven growth.

Empowering Residents as Ambassadors

The campaign encourages Dubai's local and expatriate residents to invite their overseas connections by providing curated benefit packages. These packages, valued at over AED 3,000, include incentives for luxury hotels, dining, and attractions. This strategy taps into the "Visiting Friends and Relatives" (VFR) travel segment, known for longer stays and more authentic local spending. To date, the program has registered over 90,000 participants, distributing more than 30,000 benefit packages.

Strategic Market Focus

While global in scope, the campaign places significant emphasis on key source markets with strong diaspora links:

United Kingdom: A cornerstone market, British travellers are influential in supporting Dubai's premium retail and luxury hospitality sectors, using the city for both short breaks and extended family holidays.
Russia: A primary driver for leisure and resort segments, Russian visitors are attracted by guaranteed sunshine and high-end shopping, often opting for longer stays.
Germany and Australia: These markets provide diversification, with German travellers showing interest in MICE tourism and cultural gastronomy, while Australians contribute to the long-haul luxury market.

By using personal networks, Dubai aims to reinforce its image as a safe, luxury destination and provide visitors with personalized itineraries. This approach also seeks to diversify visitor flow beyond major landmarks like the Burj Khalifa and Dubai Mall, encouraging spending in local neighbourhoods and cultural sites, thereby supporting a more sustainable tourism ecosystem.

Frequently asked

Questions, answered

What is the 'A Dubai Invite' campaign?: The 'A Dubai Invite' campaign, launched in 2026, is an initiative by Dubai to encourage its residents to invite friends and family from overseas by offering curated benefit packages for luxury hotels, dining, and attractions.
What is the value of the benefit packages offered in the campaign?: The benefit packages offered to invited guests are valued at more than AED 3,000, providing incentives to engage with Dubai's premium hospitality and entertainment sectors.
Which key markets is the 'A Dubai Invite' campaign focusing on?: The campaign is focusing heavily on the United Kingdom and Russia, where strong diaspora links exist, along with Germany and Australia for diversification of visitor sources.
How many registrations and packages have been distributed so far?: As of the campaign's progress, over 90,000 residents have registered, and more than 30,000 benefit packages have already been distributed to potential visitors.
How does this campaign benefit Dubai's economy?: By encouraging visitors to explore beyond major tourist sites and into local neighbourhoods, the campaign aims to distribute economic benefits across a wider array of local businesses, supporting a more sustainable tourism ecosystem and reducing pressure on 'mega-sites'.

Reported by

Google News — Dubai Tourism & Hotels

View original coverage

This brief was summarised and rewritten by Gaia Living from public reporting. Figures and details reflect the original sources.

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