Emirates Dangles Free Dubai Attractions as Tourism Bounces Back

JOHANNESBURG – Emirates is giving travellers another reason to put Dubai on their holiday list, offering complimentary access to three of the city’s major attractions with qualifying return flights.

The promotion comes as Dubai’s tourism industry gathers pace after a sluggish start to the year and as the emirate heads into its traditionally busy winter travel season.

Travellers who book an eligible return ticket to Dubai will receive passes worth AED 535 for Atlantis Aquaventure Waterpark, the Lost World Aquarium and the Dubai City Sightseeing hop-on hop-off bus.

The deal is available across all cabin classes, with qualifying tickets purchased between 21 September and 11 October 2026 for travel between 24 September and 13 December.

Some departure points are excluded and the offer is subject to terms and conditions.

For travellers, the package covers three very different ways of seeing the city, from water slides and marine life to a sightseeing tour taking in landmarks such as the Burj Khalifa and the historic Al Fahidi district.

Emirates Deputy President and Chief Commercial Officer Adnan Kazim said the offer was aimed at helping passengers get more from their Dubai visit.

“Dubai offers an extraordinary range of experiences across leisure, dining, shopping and entertainment for every budget, age and taste,” Kazim said.

He said the airline wanted to give customers “complimentary excursions” and other offers while providing flexibility when planning their trips.

Dubai’s tourism engine starts revving again

The timing of the promotion is significant.

Dubai’s tourism sector took a hit earlier in the year, but visitor numbers have been climbing steadily since March.

The Dubai Department of Economy and Tourism recorded 869,000 international overnight visitors in August, the strongest monthly figure since February.

That pushed the emirate’s total international overnight visitors for the first eight months of 2026 to 6.97 million.

Hotel occupancy has also recovered.

Occupancy reached 66% in August, compared with just 36% in March. Although August remained below the 2025 level, it represented a significant improvement from the low point earlier in the year.

Dubai now enters the final months of the year chasing the levels achieved in 2025, when the emirate welcomed 19.59 million international overnight visitors and recorded average hotel occupancy of 80.7%.

December 2025 was particularly strong, with 2.04 million international overnight visitors, making it the first month in which Dubai crossed the two-million mark.

Emirates has plenty riding on the season

The airline itself enters the winter period in strong financial health.

For the year ended 31 March 2026, Emirates Group reported a record profit before tax of AED 24.4 billion (US$6.6 billion), up 7%, while revenue reached a record AED 150.5 billion (US$41 billion).

Emirates carried 53.2 million passengers during the financial year, a 1% decline attributed to disruption towards the end of the period.

ALSO READ: Emirates Sees Winter Booking Surge Across Africa as Airline Expands Fleet and Routes

Group chairman and chief executive Sheikh Ahmed bin Saeed Al Maktoum said Dubai remained central to the airline’s business.

“Dubai’s place at the nexus of global commerce, trade and travel flows is unchanged,” he said.

The latest promotion is therefore about more than giving passengers a few free attractions. It forms part of a broader push to keep Dubai’s tourism machine moving as international travellers plan their end-of-year and summer-holiday trips.

Free attractions are only part of the package

The attraction passes are being bundled with other benefits aimed at making Dubai travel more flexible and potentially cheaper.

Through My Emirates Pass, passengers can access discounts at hundreds of shops, restaurants, spas and other venues across the UAE by showing their boarding pass and valid identification.

Emirates’ Dubai Experience platform also allows visitors to combine hotels, restaurants, tours and activities into customised itineraries.

The airline is also putting flexibility front and centre.

Passengers travelling to Dubai can make unlimited date changes across all cabin classes, hold a fare for 24 hours and access reduced refund fees. Fare differences may still apply.

Travel insurance is another option. Emirates’ Comprehensive Travel Cover, available in 27 countries, includes medical expenses, emergency evacuation, cancellation and baggage delay or loss.

The cover also includes conflict-related protection, with up to US$25,000 for medical expenses and a free trip extension of up to 30 days.

Skywards members can meanwhile access free onboard Wi-Fi and earn or redeem Miles at participating Dubai retailers and venues.

South Africans have more options

The offer also arrives as Emirates expands its South African schedule.

The airline added extra daily flights from Cape Town and Johannesburg from 20 July, while its Airbus A350 began operating on a third daily Dubai-Cape Town service.

The A350 introduction also brought Premium Economy to that route.

Durban remains connected to Dubai through Emirates’ King Shaka International Airport service.

For South Africans eyeing the promotion, however, there is one important catch: not every departure point qualifies.

Travellers should check the eligibility rules before booking, particularly if they are departing from a city other than Johannesburg, Cape Town or Durban.

For Dubai, the timing is equally deliberate. Visitor numbers are recovering, winter is approaching and Emirates is putting attractions, discounts and greater booking flexibility into the hands of travellers.

For anyone already considering a Dubai trip before mid-December, the free attractions could make the proposition a little more tempting.