...To Boost Digital Payments Among Tourists
With over 18.7 million tourists visiting Dubai in 2024, cash-reliant travellers represent a major opportunity for the city to increase digital payment usage as it pushes towards its target of 90% cashless transactions by 2026.
The MoUs were signed by Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, and Hamad Obaidalla, flydubai’s Chief Commercial Officer, alongside Ahmad Ali Meftah, Executive Director of the Central Accounts Sector at DOF. The signing ceremony was attended by His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline & Group, His Excellency Abdulrahman Saleh Al Saleh, Director General of DOF, and senior executives from both airlines.
Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, said “Emirates’ strategic partnership with DOF represents a significant opportunity to accelerate digital payment adoption across our tourism ecosystem. By leveraging our combined expertise and infrastructure, we’re supporting Dubai’s cashless vision and directly fuelling D33 Agenda ambitions by enabling the business case for digital-first tourism that creates seamless visitor experiences.
"With our global network, Emirates will also promote Dubai’s cashless ecosystem internationally, encouraging millions of visitors each year to embrace secure digital solutions from the moment they book their ticket. We hope what we are building today will become the blueprint that other major cities will follow.”
“Our collaboration with DOF is a pivotal step in advancing Dubai Cashless Strategy. flydubai is committed to adopting digital-first solutions, and this partnership will allow us to further enhance the travel experience for millions of international visitors who choose Dubai each year", Hamad Obaidalla, flydubai’s Chief Commercial Officer, added.
"By making cashless payments simpler, more secure and more accessible, we are not only improving convenience for our customers but also contributing to Dubai’s vision of becoming a leading global hub for digital innovation and economic growth.”
Ahmed Ali Muftah, Executive Director of the Central Accounts Sector at DOF, said “Our partnership with Emirates and flydubai represents an important milestone in the implementation of the Dubai Cashless Strategy. It will help expand the adoption of digital payments among the wide segment of visitors and tourists that Dubai attracts annually.
“Strengthening smart and secure payment channels consolidates Dubai’s position as a global destination for digital tourism and an innovation-driven economy. It also reflects our commitment to accelerating the transition towards a cashless society that achieves the highest levels of efficiency and financial sustainability. We are confident that this collaboration will open new horizons for the adoption of advanced financial solutions, supporting the emirate’s sustainable economic growth.”
According to Amna Mohamed Lootah, Director of Digital Payments Regulation Division at DOF, “Emirates and flydubai play a key role in driving positive change in Dubai’s travel sector. This partnership reflects our shared commitment to innovative financial solutions, enhances the smart tourism experience, and supports a seamless, secure, and sustainable financial environment for all. We are dedicated to providing a seamless and secure financial environment for everyone, contributing to Dubai’s long-term financial sustainability and economic growth.”
The collaboration will leverage DOF’s network of government entities and the airlines’ advanced digital payment systems. Emirates currently offers 14 global payment gateways, while Skywards, the joint loyalty programme of Emirates and flydubai is already a 100% digital currency for earning and redeeming rewards.
Under the agreements, all parties will share expertise and best practices in digital payments, run workshops and training sessions, and explore new technologies that enhance cashless adoption. They will also develop targeted campaigns for tourists to promote secure and convenient digital payment options, including contactless transactions and incentive-based programmes.
Launched in 2023, the Dubai Cashless Strategy aims to make 90% of all transactions cashless by the end of 2026. The initiative is expected to contribute more than AED 8 billion annually to the local economy through innovative financial technologies, supporting the Dubai Economic Agenda (D33) and positioning the city as a leader in the global digital economy.
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