What a difference a few months can make. Earlier this year, Dubai was celebrating another record-breaking 12 months of tourism with a staggering 19.59 million international visitors logged in 2025.
But visitor numbers have dropped precipitously as a result of the recent US and Israeli war on Iran, with hotel occupancy rates decreasing from 80% to a projected 10% in the months after the emirate was the target of missile attacks in March.
Now officials are digging deep, into their pockets at least, to turn things around for the destination previously considered a safe haven in the Middle East.
A new program is offering UAE residents and citizens reward packages worth up to AED 3,000 (around $816) in exchange for nominating relatives or friends to come and visit Dubai.
Launched earlier this month, “A Dubai Invite” permits those aged 18-plus with a valid Emirates ID to recommend up to three guests for stays commencing between now and October 31, with benefits including hotel stays and dining offers.
