As Dubai prepares for a busy winter tourism season, Emirates has launched a multi-market campaign offering travellers across its global network additional incentives to visit the city, including complimentary attraction passes, exclusive discounts and flexible travel benefits.
The campaign coincides with Dubai’s winter calendar of festivals, entertainment and major international events. Emirates said the initiative is designed to provide travellers with greater value while helping them experience the city’s leisure, dining, shopping and entertainment offerings.
Complimentary passes to three Dubai attractions
Travellers booking eligible return flights to Dubai with Emirates will receive complimentary passes worth AED 535 covering three popular attractions. The package includes access to Atlantis Aquaventure Waterpark, where visitors can enjoy its water slides, as well as the Lost World Aquarium, which features sharks and rays.
Travellers will also receive access to the Dubai City Sightseeing bus, allowing them to explore major landmarks including Burj Khalifa and the historic Al Fahidi district through a hop-on, hop-off service. Adnan Kazim, Deputy President and Chief Commercial Officer of Emirates, said Dubai offers a wide range of experiences for visitors of different ages, interests and budgets.
He said Emirates aims to help customers make the most of their Dubai trips through complimentary excursions and curated offers, while providing flexibility and convenience throughout their journey.
My Emirates Pass unlocks exclusive UAE offers
Emirates is also promoting its My Emirates Pass programme, which provides discounts and special benefits at hundreds of participating outlets across the UAE. Customers can access the offers by presenting their physical or digital Emirates boarding pass along with valid identification at participating stores, restaurants, spas, entertainment venues and other locations. The programme offers benefits throughout the year, with additional seasonal promotions available during selected periods, giving Emirates passengers more opportunities to save while travelling in the UAE.
Dubai Experience offers personalised itineraries
Through its Dubai Experience platform, Emirates customers can book hotels, restaurants, attractions, activities and tours at preferential rates. The platform allows travellers to build personalised itineraries by selecting from hundreds of activities offered by various tour operators. Options are available across different budgets, allowing visitors to customise their Dubai holiday according to their interests and length of stay. The offering covers everything from accommodation and dining experiences to sightseeing tours and adventure activities.
Flexible travel options and comprehensive cover
Emirates is also offering additional flexibility to eligible customers travelling to Dubai. Depending on the applicable fare conditions, customers can benefit from unlimited free date changes across cabin classes, the option to hold a fare without charge for 24 hours and reduced refund fees. Travellers can also purchase Emirates’ Comprehensive Travel Cover either while booking through the airline’s website or later through its Manage Your Booking service.
Available in 27 countries, the travel cover includes worldwide medical expenses, emergency evacuation, trip cancellation and baggage delay or loss protection. It also provides conflict-related cover, including reimbursement of medical expenses of up to US$25,000 and a free trip extension of up to 30 days. The cover is not restricted by government travel advice.
Offer available until October 11
The campaign applies to eligible return tickets to Dubai purchased between September 21 and October 11, 2026, for travel between September 24 and December 13, 2026, across all cabin classes, subject to the applicable terms and conditions. The airline is promoting the offer as part of its wider effort to encourage international travellers to visit Dubai during the city’s peak winter tourism period.
Skywards members gain additional rewards
Emirates Skywards members can also benefit from the campaign through opportunities to earn and redeem Skywards Miles during their journey. Members travelling on Emirates flights can access complimentary Wi-Fi, while those in Dubai can earn or use Miles across a range of shopping, dining and travel experiences.
At Dubai International Airport, Skywards members can redeem Miles at participating Dubai Duty Free outlets, the Emirates Official Store and marhaba Airport Meet & Greet services. Through Skywards Everyday, members can also convert Skywards Miles into cashback at participating retail outlets, restaurants, ride services and other businesses across the UAE.
Miles opportunities extend to Dubai Mall
Dubai Mall remains another major destination for Emirates Skywards members, who can earn Miles on eligible spending across the mall’s outlets. Members can also use Skywards Miles through the Skywards Miles Mall to purchase digital gift cards from participating brands, including Amazon AE, Deliveroo, Shukran, Apple and Nike.
With its combination of complimentary attractions, shopping and dining discounts, personalised holiday options, loyalty rewards and flexible travel benefits, Emirates is positioning the campaign as an added-value proposition for travellers planning a Dubai holiday during the upcoming winter season.
