The Dubai Department of Economy and Tourism (DET) has signed a strategic Memorandum of Understanding (MoU) with Visa, a global leader in digital payments, to facilitate further increases in international tourism inflows and elevate the visitor experience across the city. The agreement was signed during the Arabian Travel Market (ATM) in Dubai, aiming to harness Visa’s data-driven insights to optimize marketing campaigns, streamline tourism services, and deliver tailored promotions for visitors.
This collaboration aligns with the goals of the Dubai Economic Agenda, D33, which seeks to consolidate Dubai’s position as a leading global destination for business and tourism. It also highlights the robust public-private partnerships that continue to drive the tourism sector’s exceptional growth, evidenced by a strong performance in the first quarter of 2025.
Dubai welcomed 5.31 million international overnight visitors in the first three months of this year, marking a 3 percent increase compared to the same period last year. This growth underscores the city’s appeal as a tourist hotspot and the effectiveness of initiatives aimed at enhancing visitor experiences.
The MoU was officially signed at the Dubai stand at ATM by His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, and Dr. Saeeda Jaffar, Senior Vice President and Group Country Manager for GCC - Visa. Under this agreement, Visa will support DET’s strategic objectives by leveraging VisaNet, the world’s largest global payments network, to provide in-depth data-driven insights into visitor journeys, spending behaviors, customer preferences, seasonal trends, and digital adoption.
Issam Kazim expressed enthusiasm about the partnership, stating, “Visa has been a driving force behind Dubai’s vibrant tourism ecosystem, empowering travellers with seamless, secure, and innovative payment solutions at every step of their journey. This collaboration brings together DET’s market insights and destination expertise and Visa’s vast global network and data intelligence – creating new pathways to engage travellers, inspire visitation, and deliver exceptional experiences across every touchpoint.”
He further emphasized the importance of public-private partnerships in Dubai’s economic success, which is driven by the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai. Kazim remarked, “As we work to deliver the goals of the D33 Agenda, our collaboration with Visa will further elevate Dubai’s global visibility, enrich the quality of our tourism offering, and create greater value for our visitors, residents, and businesses alike.”
Dr. Saeeda Jaffar echoed this sentiment, saying, “We are thrilled to partner with the Dubai Department of Economy and Tourism (DET) to provide Visa’s unique insights into global travel and tourism trends. These insights will enable DET to make informed decisions on campaigns and initiatives that will help drive more international tourist inflow to Dubai.”
She also highlighted Visa’s commitment to enhancing the tourist experience, noting, “Our commitment extends beyond data-driven insights; with our best-in-class security infrastructure and a US$10 billion investment in innovation over the last five years, we also aim to create seamless and secure experiences for tourists.”
Visa’s insights will guide initiatives to simplify travel and tourism services, enhancing accessibility and convenience for visitors. Additionally, Visa will support DET with marketing activities and exclusive promotions for cardholders across its network, which spans more than 200 markets worldwide, including major hotel chains, airlines, and retailers.
These efforts are expected to amplify the reach of Dubai’s tourism operators, from malls and hotels to entertainment providers, generating opportunities for small and medium-sized businesses to engage with a global audience. The collaboration is expected to not only boost tourism numbers but also enhance the overall quality of the visitor experience in Dubai.
As part of the agreement, Visa will utilize its extensive data to assist DET in crafting targeted marketing campaigns and customer-centric initiatives. This approach aims to ensure seamless and enriching experiences for tourists, further solidifying Dubai’s status as a top-tier global destination.
In conclusion, the partnership between the Dubai Department of Economy and Tourism and Visa represents a significant step forward in enhancing Dubai’s tourism landscape. By leveraging data-driven insights and innovative payment solutions, both organizations are poised to create a more engaging and accessible experience for visitors, ultimately contributing to the city's economic growth and global standing.
