Dubai launches exclusive loyalty programme to attract repeat visitors

Designed as an invite-only membership, Dubai Access Club will reportedly offer returning visitors a range of privileges, including exclusive experiences, personalised services and special benefits across the city.

Dubai has introduced an exclusive visitor loyalty initiative aimed at encouraging tourists to return to the emirate, as it steps up efforts to reinforce its position as a leading global destination for leisure and business travel. Announced on November 1, by Sheikh Hamdan bin Mohammed, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, the initiative, named Dubai Access Club, is positioned as a first-of-its-kind tourism membership programme. The strategy also includes plans to broaden access to tourist visas, making repeat travel to the emirate more convenient.

Designed as an invite-only membership, Dubai Access Club will reportedly offer returning visitors a range of privileges, including exclusive experiences, personalised services and special benefits across the city. Eligible applicants will be entitled to a five-year multiple-entry visa, allowing stays of up to 90 days at a time within a one-year period. The package will also include a complimentary du SIM card and additional privileges.

Members will further receive Dhs2,000 in credit, redeemable against a curated portfolio of hotels, attractions and retail outlets across Dubai. Through these incentives, the emirate aims to deepen visitor engagement and build stronger connections with travellers beyond their initial visit.

The Dubai Department of Economy and Tourism (DET) also recently highlighted a significant improvement in digital accessibility across the emirate’s hotels, with the results of an evaluation by the Dubai Digital Authority (DDA) showing that compliance scores for the assessed hotels rose from 83% in 2024 to 90% in 2026. The evaluation was conducted by DDA within a wider private-sector digital accessibility assessment, under the direction of the Higher Committee for Protection of the Rights of People of Determination, and as part of DET’s efforts to collaborate with partners to enhance the quality of the visitor experience from the research and trip-planning stage.

Shaikha Ebrahim Al Mutawa, Director of Hospitality Affairs at the Dubai Department of Economy and Tourism, said: “In line with our leadership’s directives to establish Dubai as the world’s best city to visit, live and work in, we are working with our partners to enhance the inclusivity of the tourism experience and ensure that its services are accessible to all visitors.

“100% of hotels in Dubai are equipped to accommodate People of Determination, and the 90% compliance rate across their websites reflects the progress made in developing digital channels that take into account their needs. We will continue to support hotels in implementing the assessment recommendations and enhancing the guest experience from the very first stage of planning a visit, ensuring that the warm welcome Dubai is renowned for extends throughout every stage of the visitor journey.”