Earlier this year, Dubai was celebrating another record-breaking 12 months of tourism with a staggering 19.59 million international visitors logged in 2025. Nominated visitors must be non-UAE residents with a valid tourist visa arriving by “air, sea or road,” according to information provided by Visit Dubai. It gives people who already love living in Dubai an extra reason to encourage friends and family to make the trip.” The new scheme is the latest in a series of attempts by officials to lure back tourists. Dubai has been working hard to reconstruct its tourism brand since Iran launched strikes across the Middle East earlier this year, with ballistic missile and drone attacks targeting the destination.