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In a move that’s set to delight globetrotters and travel enthusiasts, Emirates has transformed its beloved My Emirates Pass into a year-round access pass, allowing flyers to indulge in over 600 exclusive offers across Dubai throughout every season.
Whether you’re traveling to, through, or from Dubai, your boarding pass is now your passport to explore the city’s vibrant culture, luxury lifestyle, and epic culinary scene. The upgraded My Emirates Pass initiative aims to elevate travel experiences, offering unmatched deals on everything from high-end restaurants to family-friendly attractions and rejuvenating spa retreats.
Every Season, a New Reason to Explore Dubai
Travelers are no longer limited to certain months to unlock the perks. Starting this year, Emirates will run seasonal promotions in both summer and winter, ensuring there’s always something exciting waiting in Dubai — no matter when you land.
From 1st April to 30th September, the Summer Edition of My Emirates Pass invites guests to embrace Dubai’s famed sunshine and retail therapy, highlighted by the return of Dubai Summer Surprises — the city’s annual mega event of unbeatable offers and entertainment running from 27th June to 31st August 2025.
During this period, expect a dazzling calendar of retail discounts, family shows, celebrity performances, and culinary showcases, transforming Dubai into the ultimate summer playground for visitors of all ages.
Unlocking Perks Made Simple
Using My Emirates Pass remains effortless. Passengers just need to present their physical or digital boarding pass and a valid ID at participating venues across the city to activate their privileges. Emirates urges travelers to screenshot their mobile boarding pass prior to landing if checked in digitally, as it might not be retrievable post-arrival.
From Solo Travel to Family Adventures – Offers for All
Whether you’re a solo digital nomad, a couple chasing sunsets, or a family in search of enriching experiences, Dubai’s diverse offerings are now more accessible than ever. Emirates is ensuring every traveler can craft their perfect getaway, with a series of tailored travel tools and loyalty programs that elevate every aspect of their journey.
The Dubai Experience Platform
Emirates’ Dubai Experience portal enables passengers to build custom itineraries, blending flights, hotel stays, and curated activities — from desert safaris and dhow cruises to fine dining and shopping expeditions. It’s a seamless way to explore Dubai and the wider UAE on your terms.
Skywards Loyalty Program – Earn as You Travel
The award-winning Emirates Skywards program adds further dimension to the My Emirates Pass. Members can earn and spend Skywards Miles with a wide network of global partners, including hotels, airlines, car rentals, shopping platforms, and even entertainment venues.
During their stay in Dubai, members can collect Miles when visiting iconic brands and destinations such as Dubai Mall, Emirates Holidays, and Arabian Adventures, adding extra value to their trip.
Holiday Packages with Bonus Benefits
Travelers looking for a bundled escape can opt for curated deals via Emirates Holidays or Emirates Vacations. These packages come with flexible booking options, 24/7 support, and bonus Miles — combining peace of mind with incredible value.
Skywards Everyday App – Earn on the Go
UAE residents and long-stay travelers can keep earning with Skywards Everyday, an app that connects to up to five Visa or Mastercard cards. With it, users automatically collect Skywards Miles across hundreds of local partners in shopping, dining, wellness, leisure, and more. Whether buying groceries or enjoying a spa day, your purchases now help fuel your next flight.
Why This Matters for Dubai Tourism
By launching a 12-month iteration of My Emirates Pass, Emirates is sending a clear signal: Dubai is open for experiences, 365 days a year. This initiative directly supports the emirate’s broader tourism strategy — one focused on all-season appeal, local business support, and enhancing the overall visitor journey.
As Dubai continues to position itself as a global tourism hub, especially for leisure and luxury travelers, Emirates’ all-access pass creates a compelling reason to visit — and revisit — the city.
Source: https://www.travelandtourworld.com/news/article/dubai-tourism-gets-a-year-round-boost-as-emirates-expands-my-emirates-pass-to-offer-over-600-exclusive-deals-across-dining-shopping-and-leisure-experiences/