The Sheikh of Hamdan has declared a Dubai tourism loyalty program that will apply to the entire city and not merely to one hotel or airline.
Most loyalty schemes are owned by one particular brand. You earn points when you use an airline, a hotel chain, or a coffee shop. Dubai has just introduced something on a larger scale.
On Sunday, 1 November 2026, Sheikh Hamdan bin Mohammed, Crown Prince of Dubai, launched the Dubai tourism loyalty programme, which is described as the world’s first city-wide scheme of its kind. The concept is simple: reward those people who keep coming back.
A Loyalty Scheme for a Whole City
Rather than offering rewards for spending with a single company, the Dubai tourism loyalty program regards the city as a brand. The scheme, known as the Dubai Access Club, is a membership program open only to returning visitors and includes “exclusive experiences, services, and benefits.”
The Dubai Media Office describes it as “the world’s first city-led, invitation-only tourism membership program.” However, the exact perks, the process of gaining an invitation, and any associated cost have not been disclosed.
Why Repeat Visitors Matter
Put yourself in Dubai’s position. A tourist who is visiting for the first time has to be persuaded, whereas one who has been before knows the city and usually brings friends or relatives with them.
A tourism loyalty program in Dubai is a means of turning a satisfactory first visit into a regular habit. This is in line with the objective of getting Dubai into the world’s top three destinations for tourism. Sheikh Hamdan also stated that the aim is to make Dubai “the preferred choice for travellers worldwide and a global benchmark for quality and convenience.”
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Part of a Bigger Push
Dubai has not been attempting to get visitors back for the first time. As reported by The National, the earlier Dubai Invite scheme gave residents up to Dh3,000 in discounts for inviting visitors and ended in September after over 90,000 applications had been received.
A Dh1.5 billion incentive package was approved in May, this comprising the suspension of the nightly hotel tax and the 7% municipal tax on hotel and restaurant bills. Looking at it in this light, the Dubai tourism loyalty program represents the next stage in a longer-running effort.
Who Is Behind It?
The Dubai Government Resident Foreigners Authority (GDRFA Dubai), the Dubai Department of Economy and Tourism (DET), and Digital Dubai carried out the initiatives as part of the Shared Digital Channels Initiative.
This indicates that teams responsible for immigration, tourism, and digital services collaborated on the Dubai tourism loyalty program, which suggests a seamless and integrated experience. However, this is only an indication, as no information about the services has been made available.
What Is Still Unknown
There’s no lack of it. The following items have not been confirmed:
The privileges available through the Dubai tourism loyalty program include only exclusive experiences, services, and benefits.
Eligibility for the Dubai tourism loyalty program is by invitation, but no criteria have been specified.
The timing of the Dubai tourism loyalty program, according to the National, is that it will be launched this month, whereas other reports state that no launch date has been given for the program.
How Visitors Can Prepare
At the moment, it’s going to be a game of waiting. You should keep up with the latest information from Visit Dubai and the Dubai Media Office and disregard any messages or links that offer early membership. As the program is by invitation only, it’s not something you can just get into by buying.
The Bottom Line
Dubai is hoping that the welcome it gives on a second visit is just as important as the first. Should the benefits prove to be good, the Dubai tourism loyalty programme might end up serving as a model for other cities. At present, however, it is just an ambitious idea awaiting the development of its details.
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