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Dubai, which welcomed a record 19.59 million international visitors in 2025, is now witnessing a slowdown in tourism following regional tensions after the Iran-Israel conflict. The conflict disrupted flights, raised security concerns, and affected travellers' confidence, leading to a sharp decline in hotel bookings.
Dubai's New Campaign to Attract Tourists
According to reports, hotel occupancy has dropped from around 80% to nearly 10% in recent weeks. To attract more visitors, Dubai has launched a new tourism campaign called 'A Dubai Invite', encouraging residents to invite their relatives and friends to visit the city.
Dubai's New Scheme Coverage
Under the scheme, UAE citizens and residents aged 18 years or above with a valid Emirates ID can nominate up to three guests to visit Dubai. The programme is valid for trips taking place between now and October 31. Visitors nominated through the scheme can receive reward packages worth up to AED 3,000, including discounts on hotel stays, dining and other experiences.
The Dubai Department of Economy and Tourism (DET) said the initiative focuses on the value of personal recommendations. Officials believe people are more likely to travel when they receive invitations from family members or friends who already live in Dubai. Many residents have welcomed the campaign, saying it gives them another reason to encourage loved ones to visit the city.
Dubai introduced the scheme as it works to revive tourism after the regional conflict affected travel across the Gulf. Although most missile attacks did not directly impact the city, the conflict created safety concerns among international travellers. Reports said some luxury properties, including Fairmont The Palm and the Jumeirah Burj Al Arab, were affected, while the Burj Al Arab is currently closed for an 18-month restoration programme.
Challenge in Attracting Tourists
Experts believe Dubai's biggest challenge is not infrastructure but changing public perception. Several countries, including the United States, continue to advise travellers to exercise caution when visiting the region, making some tourists hesitant to book holidays.
Despite the slowdown, Dubai's airports, hotels, restaurants and tourist attractions remain fully operational. Tourism officials and local influencers continue promoting the city, highlighting its safety, modern infrastructure and attractions. They hope the new incentive programme and positive word-of-mouth recommendations will help restore traveller confidence and bring more international visitors back to Dubai in the coming months.