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Dubai authorities have launched a new incentive program called "A Dubai Invite," which offers UAE residents and citizens reward packages worth up to 3,000 dirhams (around $816) in exchange for recommending that relatives and friends visit the emirate.

Earlier this year, Dubai was celebrating another record: in 2025, the city welcomed 19.59 million international visitors. However, after the emirate became the target of missile and drone attacks by Iran in March in retaliation for US and Israeli actions, the numbers plummeted. Hotel occupancy rates, which had held steady at 80%, dropped to a projected 10% in the following months.

Although most of the missiles were intercepted, the attacks affected landmark sites—including the five-star Fairmont The Palm resort and the Jumeirah Burj Al Arab hotel (which is currently closed for an 18-month restoration)—while Dubai International Airport temporarily suspended operations.

"This is Dubai’s ultimate nightmare, as its very essence depended on being a safe oasis in a troubled region," notes Cinzia Bianco, an expert on the Persian Gulf region at the European Council on Foreign Relations.

How Does "A Dubai Invite" Work? Launched in July, the initiative aims to reverse the trend through firsthand recommendations:

• Individuals aged 18 and older with a valid UAE resident ID (Emirates ID) can nominate up to three guests for trips scheduled through October 31.

• Nominated guests must be non-UAE residents, hold a valid tourist visa, and arrive "by air, sea, or road."

• The program includes complimentary hotel stays and special dining offers.

In addition to this scheme, authorities have already abolished the nightly hotel tax for high-end properties and removed the 7% municipal fee on hotel and restaurant bills.

Even though the emirate's infrastructure has fully recovered and airports and hotels are operating normally, the main obstacle remains the reputational blow and travelers' psychological barriers. Several governments, including the United States, still maintain advisories recommending that citizens reconsider travel to the UAE. "International audiences often view the Middle East as one broad region rather than distinguishing between countries, and that perception naturally impacts travel decisions," explains Naim Maadad, founder and CEO of Gates Hospitality. "Today, the bigger challenge is psychological."

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