Strong response reinforces the role of Dubai’s residents as ambassadors for the city and the importance of the visiting friends and relatives (VFR) segment
Initiative’s success reflects spirit of UAE Year of Family
Dubai, United Arab Emirates – 3 September 2026: The Dubai Department of Economy and Tourism (DET) has announced the closure of registrations for ‘A Dubai Invite’, following an exceptional response from residents that saw the programme receive more than 90,000 applications. Although new registrations have now closed, benefits will continue to be issued to residents who successfully registered visitors before the final allocation was reached. With over 30,000 benefit packages already distributed to date, and eligible registered visitors still able to arrive until 31 October, the result confirms the enduring strength of Dubai’s residents as the city’s strongest ambassadors, and the significance of the visiting friends and relatives (VFR) segment to the tourism ecosystem.
Launched on 20 July, the initiative was created to recognise the important role residents play in sharing Dubai with friends and family around the world. Strong demand and enthusiasm among stakeholders to expand their support saw DET and its programme partners increase the number of exclusive benefit packages available by more than three times. Eligible visitor arrivals that meet the criteria of the initiative, including the requirement that registered visitors arrive directly into Dubai from outside the UAE, and prior to 31 October 2026, are being confirmed through the unified verification process supported by the General Directorate of Identity and Foreigners Affairs (GDRFA – Dubai). Benefits for successful applicants, which continue to be distributed within 72 hours of the arrival of their guests, remain valid at participating venues until 31 December 2026.
The response underscores the strength of Dubai’s diverse resident community and its role in shaping how the city is experienced and shared. Home to people from close to 200 nationalities, Dubai has a significant visiting friends and relatives segment, with residents providing visitors with a personal perspective on the destination through their own experiences and recommendations. The initiative’s success also reflects the spirit of the UAE’s Year of Family, underlining the value of family connection as residents welcome loved ones to the city.
Noor Al Geziry, AVP, Special Projects & MENA at the Dubai Department of Economy and Tourism (DET), said: “The remarkable success of ‘A Dubai Invite’ demonstrates just how strongly our residents want to share Dubai with their friends and family. Residents are among our greatest advocates, and their personal experiences and recommendations provide an authentic perspective on what makes Dubai such a special place to visit. This shows the confidence our community places in the city, and reinforces our ambition, in line with the Dubai Economic Agenda, D33, to position Dubai as the best city to visit, live and work in.
“We would like to thank everyone who took part, as well as our partners across the public and private sectors whose support enabled us to increase the programme’s capacity by more than three times. This partnership has enabled the city to collectively deliver on a shared purpose, demonstrating how government and industry can work together to create meaningful experiences for residents while strengthening Dubai’s position as a city that welcomes families and loved ones. The strong response has come from across Dubai’s diverse resident community, reflecting the enthusiasm of people from a large number of different nationalities and backgrounds to share the city with their friends and family. It further reinforces the important role Dubai’s residents play as ambassadors for the city.”
‘A Dubai Invite’ marked the culmination of almost a year of collaboration with stakeholders across the public and private sectors. Participating partners provided exclusive benefits spanning attractions, dining, hotels and lifestyle experiences, giving successful applicants opportunities to share more of Dubai with visiting friends and relatives.
The programme included hospitality, dining, attraction, and lifestyle benefits at participating hotels including W Dubai Mina Seyahi, The Westin Dubai Mina Seyahi Beach Resort & Marina, Le Meridien Mina Seyahi Beach Resort & Waterpark, Melia Desert Palm, and ME Dubai by Melia, as well as properties across the IHG Hotels & Resorts portfolio in the city. It also offered competitive privileges at some of the city’s popular attractions, including Aquaventure Waterpark, IMG Worlds of Adventure, and Grand Hyatt Waterpark, as well as at F&B outlets including Asia Asia, Ula, Papas, The 305, and Lock, Stock & Barrel. Furthermore, Careem offered complimentary Careem Plus membership and transport rebates on Hala Taxi and other services.
Dorsai Khaghani, Vice President, Global Commercial of Kerzner International, said: “Kerzner International is proud to have supported ‘A Dubai Invite’ through its Atlantis properties and to have played a part in bringing families and loved ones together in Dubai. The incredible response from residents is a testament to the strength of the connections that make Dubai such a special destination. We are delighted to have been part of a programme that encouraged residents to share the best of Dubai with those closest to them, while celebrating the city as a place where people can create meaningful memories together.”
Tarek Labib, Head of Commercial, IMEA, IHG Hotels & Resorts, said: “‘A Dubai Invite’ is a great example of what can be achieved when organisations come together around a shared purpose. With hotels from across IHG Hotels & Resorts’ extensive portfolio in Dubai participating in the programme, we are delighted to play a part in welcoming residents and their loved ones to experience our hotels and the city. Our residents are among our most valued guests, and the incredible response to the programme has been a wonderful reflection of the community’s enthusiasm for bringing family and friends together. We are proud to have partnered with the Dubai Department of Economy and Tourism on an initiative that has created meaningful experiences for residents and visitors alike.”
Ugur Lee Kanbur, Multi-Property General Manager, Destination Mina Seyahi, said: “The response to ‘A Dubai Invite’ Campaign demonstrates the powerful role residents play in inspiring travel to Dubai. At Destination Mina Seyahi, we are proud to help turn their invitations into memorable stays, bringing families and loved ones together through the city’s renowned beachfront hospitality.”
The initiative has built on DET’s long-standing focus on the VFR segment and wider efforts to place residents at the heart of destination advocacy. This includes campaigns such as ‘Dubai. If You Go, You Know’, which similarly draws on the experiences and recommendations of people who live in the city to encourage friends and family to discover Dubai for themselves.
The strong response to ‘A Dubai Invite’ also reflects the collaborative approach that underpins Dubai’s tourism sector, bringing together government entities and private-sector partners to develop initiatives that benefit residents, visitors and businesses across the visitor economy.
DET will continue to work closely with tourism partners and Dubai’s diverse resident community to build momentum across the VFR segment, encouraging visitors to discover the breadth of the city’s offering through the people who know it best.