Dubai is introducing a new initiative designed to encourage residents to become ambassadors for the emirate’s tourism industry. The programme, called A Dubai Invite, offers rewards to people who inspire friends and family living overseas to visit the city, creating a new community-driven approach to attracting international travellers.
The initiative was launched by the Dubai Department of Economy and Tourism (DET) as part of its broader strategy to strengthen the emirate’s position as one of the world’s leading travel destinations. Instead of relying solely on traditional advertising campaigns, officials are encouraging residents to play an active role in promoting Dubai through personal recommendations and social connections.
The programme comes as Dubai continues to post strong tourism figures and expand its hospitality, entertainment and cultural offerings, reinforcing its ambition to welcome record numbers of international visitors in the coming years.
Residents become tourism ambassadors
Under the new campaign, Dubai residents can register on the official A Dubai Invite platform and generate a personalised invitation link. When relatives or friends living abroad use that link to book eligible travel packages or accommodation in Dubai, the resident earns points that can later be exchanged for rewards.
The incentive programme includes travel benefits, attraction vouchers, shopping experiences and hospitality offers. Participants may also accumulate points over multiple successful referrals, increasing the value of their rewards as more visitors travel to Dubai through their invitations.
According to the Dubai Department of Economy and Tourism, the campaign is designed to harness the city’s multicultural population. With residents representing more than 200 nationalities, officials believe personal recommendations can become one of the most effective tools for attracting new tourists from international markets.
Industry experts have long argued that word-of-mouth recommendations remain among the strongest influences on travel decisions. By formalising this process through a rewards programme, Dubai aims to convert satisfied residents into long-term tourism advocates.
Tourism strategy moves beyond traditional marketing
Dubai has consistently diversified its tourism promotion over the past decade, combining international advertising with large-scale events, business conferences, sporting competitions and cultural festivals. The launch of A Dubai Invite represents another step in that evolution by placing residents at the centre of destination marketing.
Officials expect the programme to help increase visitor numbers while encouraging longer stays and repeat travel. Guests who visit friends and relatives often spend more time exploring neighbourhoods, restaurants, attractions and shopping districts beyond the traditional tourist hotspots, generating additional economic activity across the city.
The initiative also complements Dubai’s ongoing investment in tourism infrastructure. New luxury resorts, expanded beachfront developments, world-class entertainment venues and improved transport connections continue to enhance the visitor experience, making the emirate increasingly attractive to travellers from Europe, Asia, Africa and the Americas.
Tourism remains one of the main pillars of Dubai’s economy, supporting thousands of businesses across hospitality, aviation, retail and entertainment. Authorities view programmes like A Dubai Invite as an opportunity to build sustainable visitor growth through authentic recommendations rather than conventional promotional campaigns alone.
Building long-term growth through personal connections
The campaign reflects a broader trend in global tourism, where destinations increasingly rely on community engagement and digital platforms to attract visitors. Rather than treating residents as passive observers, Dubai is encouraging them to become active participants in the city’s international promotion.
For overseas travellers, receiving an invitation from someone who already lives in Dubai can provide valuable local knowledge and greater confidence when planning a trip. Visitors benefit from personalised recommendations, while residents receive incentives for helping expand the city’s tourism sector.
As competition between global destinations continues to intensify, Dubai is investing not only in new attractions and infrastructure but also in innovative marketing strategies that strengthen personal connections. By rewarding residents for sharing their experiences and inviting others to discover the emirate, the city hopes to maintain its momentum as one of the world’s fastest-growing tourism destinations.