Emirates has unveiled a winter campaign designed to drive travel to Dubai, bundling complimentary attraction passes, retail and dining discounts, and flexible booking terms into return fares. The initiative lands as Dubai enters its peak tourism season, with a calendar of festivals and events expected to draw leisure and business visitors alike.
Passengers booking return tickets to Dubai between 21 September and 11 October 2026, for travel from 24 September through 13 December 2026, will receive free entry to three headline attractions: Atlantis Aquaventure Waterpark, the Lost World Aquarium, and a third yet-to-be-named venue. The offer is intended to add tangible value to the carrier's core product while encouraging longer stays and higher on-the-ground spend.
My Emirates Pass and Dubai Experience platform
Beyond the attraction passes, Emirates is reactivating its My Emirates Pass programme, which lets travellers present their boarding pass to unlock discounts at a wide range of retail outlets, spas, and restaurants across the emirate. The pass is valid for the duration of the stay and can be used repeatedly, making it a practical tool for both first-time visitors and repeat guests.
The carrier is also promoting its Dubai Experience platform, a one-stop digital hub where travellers can book hotels, dining, and activities, and build personalised itineraries. The platform aggregates vetted options, from budget-friendly stays to ultra-luxury resorts, and is integrated with Emirates' booking flow to simplify trip planning.
Flexibility remains a key pillar of the campaign. Emirates is offering comprehensive travel cover on these tickets, including unlimited free date changes and reduced refund fees, giving travellers confidence to book ahead despite ongoing uncertainty in global travel patterns.
“Dubai offers an extraordinary range of experiences across leisure, dining, shopping, and entertainment for every budget, age, and taste,” said Adnan Kazim, Deputy President and Chief Commercial Officer of Emirates. “This campaign is designed to make it easier for our customers to discover more of what the city has to offer.”
The move comes as Dubai's tourism board continues to push for growth, with the emirate targeting 25 million overnight visitors by 2025. The city's hotel pipeline remains robust, with recent openings such as the NH Collection Ibn Battuta adding inventory, while Atlantis Dubai's 2026 upgrades aim to refresh the Palm Jumeirah resort experience.
Emirates' campaign also aligns with broader infrastructure developments, including the Etihad Rail link between Dubai and Abu Dhabi, which shortens inter-emirate travel to 64 minutes and could encourage multi-city itineraries. The carrier's sister airline, flydubai, has also been expanding its network, with a new daily service to Pokhara in Nepal, reflecting the group's broader growth strategy.
For travel agents, the campaign offers a clear selling point: clients booking Emirates to Dubai get immediate added value, which can help differentiate packages in a competitive market. The flexible fare conditions also reduce the risk of last-minute cancellations, a common pain point for advisors.
Skywards members will additionally benefit from complimentary Wi-Fi on board and the ability to earn miles when shopping at participating Dubai outlets, further sweetening the proposition for frequent flyers.
The winter campaign is part of Emirates' wider push to stimulate demand during the cooler months, when Dubai's outdoor attractions, from beach clubs to desert safaris, are at their most appealing. With the city's calendar packed with events, including the Dubai Shopping Festival and various food and music festivals, the carrier is betting that bundled perks will tip the balance for undecided travellers.
Industry observers note that the campaign's success will depend on how well Emirates communicates the value proposition to both consumers and the trade. The airline has a strong track record of using such promotions to fill seats during shoulder periods, and this winter's offering is likely to be closely watched by competitors in the Gulf and beyond.
