Dubai will keep getting better, says Emirates in new viral video

Dubai is set to continue its growth, according to Emirates, as the airline promotes the city as a winter destination in a recent viral video. The airline's message is clear: "Dubai, but make it a package." This statement comes after a year filled with headlines for Dubai, suggesting the city's confidence in its ability to persist and improve.

In the video, Emirates takes a positive perspective on Dubai, encouraging travelers to look past the headlines and witness the ongoing transformation happening on the ground. To support this campaign, the airline has launched a multi-market promotional effort just before Dubai's winter season. This initiative highlights the city's vibrant schedule of festivals and events while providing passengers with complimentary attraction passes and substantial discounts when they return.

Eligible travelers booking return flights to Dubai can enjoy a bundle of complimentary passes worth Dh535. These passes cover three popular attractions: Atlantis Aquaventure Waterpark, Lost World Aquarium, and the Dubai City Sightseeing hop-on, hop-off bus. Additionally, the airline offers My Emirates Pass, a service granting passengers access to discounts at various shops, restaurants, spas, venues, and businesses throughout the UAE, simply by showing their boarding pass and a valid ID.

Adnan Kazim, Emirates' Deputy President and Chief Commercial Officer, emphasized Dubai's diverse range of experiences, from leisure to dining, shopping, and entertainment, catering to every budget, age, and taste. He expressed delight in assisting customers in maximizing their enjoyment during their visit to Dubai, highlighting complimentary excursions and tailored offers alongside flexible trip planning options.

For those seeking a more hands-off approach to planning, Emirates promotes Dubai Experience, a platform enabling travelers to create customized itineraries from hundreds of activities offered by tour operators across various budgets. Furthermore, the airline outlines practical advantages for eligible customers, such as unlimited free date changes across all cabin classes, fare-holding without charge for 24 hours, reduced refund fees, and access to Comprehensive Travel Cover in 27 countries.

This cover provides medical, evacuation, cancellation, and baggage benefits, among other protections. The offer applies to eligible return tickets purchased between September 21 and October 11, 2026, for travel between September 24 and December 13, 2026.