The emirate is integrating tourist visa applications into its official tourism website while introducing an invitation-only membership programme aimed at strengthening visitor loyalty.
Dubai is moving to bring more of the visitor journey onto its official tourism platform, introducing online tourist visa applications through Visit Dubai alongside a new membership programme targeting repeat visitors.
The initiatives, announced on 1 November by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, are part of the emirate’s wider strategy to strengthen its position as a global destination for business and leisure.
Under the new arrangement, visitors will be able to apply for single-entry and multiple-entry tourist visas through Visit Dubai, the emirate’s official tourism website. The General Directorate of Identity and Foreigners Affairs – Dubai (GDRFA Dubai) will retain responsibility for assessing applications and issuing visas.
The integration is being implemented through the Shared Digital Channels Initiative, bringing government services together with destination information, attraction bookings, event listings and itinerary-planning tools on a single platform.
For travel agents and tour operators, the development signals a further shift towards digital destination services. Travellers will increasingly be able to research a destination, explore its attractions and access selected government services through the same digital channel.
However, the announcement does not mean that travel agents are being excluded from the visa application process or that existing visa channels are being discontinued. Further details on how the new service will operate are expected from the authorities.
Alongside the visa initiative, Dubai is introducing the Dubai Access Club, an invitation-only membership programme designed to encourage repeat visits.
The programme will bring together exclusive experiences, services and benefits for invited returning visitors, with the objective of building longer-term relationships between travellers and the destination.
Unlike a conventional visitor promotion campaign, the initiative is structured around visitor retention, giving Dubai another mechanism to maintain engagement with people who have already experienced the city.
The announcement comes as Dubai continues to rebuild tourism momentum following travel disruption earlier in 2026.
Data from the Dubai Department of Economy and Tourism show that the emirate welcomed 6.97 million international overnight visitors between January and August 2026. August alone accounted for approximately 869,000 arrivals, the highest monthly figure since February.
Hotel occupancy reached 66 per cent in August, recovering from 36 per cent in March, while the city’s hotel inventory approached 149,000 rooms.
The emirate is pursuing a broader ambition under its Dubai Economic Agenda, D33, to become one of the world’s top three destinations for business and leisure.
For Kenya’s travel trade, Dubai remains an important destination for holidaymakers, families, corporate travellers and passengers connecting through the emirate’s aviation network.
The latest measures add another dimension to how the destination markets itself internationally: not only attracting first-time visitors but also making it easier to maintain relationships with those who have already travelled there.
As digital services become more integrated into destination marketing, travel businesses will need to follow how visa applications, visitor benefits and direct booking channels evolve, particularly where they intersect with the services agents provide.
Sources: protocol.dubai.ae