Dubai has introduced a new initiative aimed at boosting tourism by rewarding residents who convince their friends and relatives from abroad to visit the city.

The program, known as Dubai Invite, is run by Dubai's Department of Economy and Tourism. Under the scheme, residents of the United Arab Emirates can nominate overseas family members or friends to travel to Dubai. If those visitors complete their trip, the resident can receive a rewards package valued at more than 3,000 UAE dirhams (around £600).

According to Visit Dubai, the incentives include a combination of hotel stays, restaurant offers, and tickets to popular attractions across the city.

The campaign comes at a challenging time for Dubai's tourism industry. Following the escalation of the conflict involving the United States, Israel, and Iran, visitor numbers have fallen significantly as concerns about regional security have affected travel demand.

Program rules state that each UAE resident can earn rewards for up to three successful referrals, provided the visitors arrive before 31 October. The rewards themselves can be redeemed until December. Eligible visitors must live outside the UAE, enter the country on a valid tourist visa, and can only be nominated once.

The slowdown follows a difficult period for regional travel. Earlier this year, Iran launched missiles and drones in retaliation during the conflict, with strikes reported to have affected Dubai International Airport and the Fairmont Hotel. These events damaged Dubai's long-standing reputation as a stable luxury destination largely insulated from tensions elsewhere in the Middle East.

Before the conflict, Dubai had enjoyed a record-breaking year for tourism, welcoming nearly 20 million international visitors in 2025. Since then, however, airline services to the emirate have been reduced considerably as many carriers adjusted flight routes or suspended operations because of security concerns. Travelers have also become increasingly reluctant to fly over the region.

The decline in tourism has had a noticeable impact on the hospitality sector. Reports indicate that many hotels are experiencing unusually low occupancy rates, while numerous businesses have seen revenues fall by more than 50%.

Some well-known hotels have temporarily closed, with several operators bringing forward renovation projects during the quieter period. Among them is the iconic Burj Al Arab, which is expected to remain closed for approximately 18 months while undergoing extensive restoration work.

To help attract more visitors, hotels and tourism businesses are also introducing special promotions, including discounts of up to 45% and complimentary overnight stays.

Interest in the Dubai Invite initiative appears to be strong. Local media reported that more than 10,000 applications were submitted within the first 48 hours after the program was announced.