Dubai is Getting the World's First City-Wide Tourism Loyalty Programme

Dubai has launched what it says is the world’s first city-wide tourism loyalty programme, alongside a new system allowing visitors to apply for tourist visas through the official Visit Dubai website.

Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence of the UAE, and Chairman of The Executive Council of Dubai, announced the initiatives as part of efforts to simplify access for visitors and improve the overall tourism experience. Dubai is also targeting a place among the world’s top three destinations for business and leisure.

The Dubai Access Club will operate as an invitation-only membership programme for repeat visitors. Members will receive access to exclusive experiences, services and benefits intended to make return visits more rewarding and encourage a longer-term connection with the city.

Tourist visa applications are also being integrated into Visit Dubai under the Shared Digital Channels Initiative. The platform will accept applications for single-entry and multiple-entry tourist visas, with additional visa categories planned for later. The General Directorate of Residency and Foreigners Affairs in Dubai will remain responsible for assessing applications and issuing visas.

Visit Dubai is also being expanded as a single platform for more of the visitor journey, including discovering attractions, booking tickets, exploring events and planning itineraries. The changes are intended to reduce the need for visitors to move between multiple websites, applications and government entities when planning a trip to Dubai.