Dubai recently won one of Selling Travel’s Travel for Every Body Awards for accessible travel – what does this mean to you?
We are honoured that Dubai has been recognised for its efforts in the accessibility space. The award showcases our commitment to make Dubai welcoming and accessible for all travellers.
Accessibility for all is no longer a “nice-to-have”; it is now the global standard that travellers and residents expect. Between 13% and 22% of Dubai’s visitors travel with accessibility needs, including mobility, visual, hearing or neurodivergent requirements, so making our destination accessible is not just important, it’s essential.
What accessible attractions and experiences should UK agents be promoting to their clients?
There is a strong opportunity to highlight Dubai’s evolving accessible offerings across the city. In April 2025, Dubai was officially recognised as the first Certified Autism Destination™ in the Eastern Hemisphere by the International Board of Credentialing and Continuing Education Standards (IBCCES). This is part of a citywide effort to make the tourism proposition more accessible for all residents and visitors In just over two years, the city has achieved the following milestones:
○ 70,000+ individuals have received autism and sensory awareness training
○ 300+ hotels within the training and certification process, ensuring comfortable and inclusive stays for guests with autism and sensory sensitivities.
○ 15+ attractions have earned IBCCES certifications, in addition to beaches and parks
We work with agents to emphasise that Dubai offers a variety of accommodation and attractions which are accessible, meaning that travellers don’t have to compromise on their holiday due to accessibility needs.
How will you work with the trade to educate them on accessibility in Dubai?
We work closely with the trade, keeping agents up to date with training programmes, webinars, and in person sessions to ensure that teams always have the most recent information on Dubai as the product is ever evolving.
From the start of a traveller’s journey on Emirates, the world’s first Autism Certified Airline, to arriving at Dubai Airport, to checking into Dubai’s hotels and enjoying world class attractions, we are continuing to work on the full traveller journey to ensure that travel is accessible throughout the visitor experience.
Where does Dubai plan to take its accessibility offering in the future?
In pursuit of the overarching Dubai Economic Agenda D33 goal to become the best city to visit, live and work in, Dubai is committed to enhancing the experience for People of Determination, continuing to work with the private sector in this area.
What other markets are you targeting for 2026 and beyond?
Dubai caters to all kinds of travellers – from solo to family travel, from Gen Z to multigenerational, from adventure to wellness. The city’s strength lies in its diverse destination offering that appeals to different age groups and interests. In 2026 we will continue to focus on touch points such as wellness and adventure, including the Dubai Fitness Challenge, a citywide initiative where residents and visitors are encouraged to do 30 minutes of exercise every day for 30 days.
Beyond the city, the craggy mountains of Hatta is the place for adventure in Dubai, offering mountain hikes, cycling and kayaking.
We will also be focusing on Dubai for all budgets to showcase how the city welcomes travellers at all price points. Hotels such as Rove, Mama Shelter, and 25Hours offer competitive pricing and affordable options, while Dubai is also home to luxury options such as The Lana and Jumeirah Marsa Al Arab, both of which have been included in the World’s 50 Best Hotels 2025.
How do you differentiate yourselves from competitors in the region such as Abu Dhabi and Ras Al Khaimah?
Dubai is served by Emirates with multiple flights a day from eight UK airports, ensuring connectivity and convenience for UK travellers. Once visitors are in Dubai, they can experience a multitude of holiday types from the city and the beach to the desert and the mountains. Dubai is also a world class culinary hub in terms of both Michelin dining and cultural eats, offering gastronomical experiences for all budgets and preferences.
Embarking on a cultural food tour in Old Dubai was recently named one of Lonely Planet’s Best in Travel top experiences for 2026. With the city’s food scene influenced by the tastes of nearly 200 nationalities represented within its resident population, the offerings in Dubai are second to none.
As a destination for year round travel, we host a fantastic calendar of events. To name a few, we host Art Dubai every spring (April 17-19, 2026), the most significant global art gathering in the Middle East, as well as the Emirates Dubai 7s (November 28-30, 2025) which will see elite rugby teams compete head to head.
Are there any new hotels, tours, flight routes, or new product coming up?
Last month, Emirates increased its LHR to DXB frequency to 48 flights a week. Emirates is also adding a fourth daily flight, an A350, from Gatwick to Dubai starting 8th February 2026. Focusing on the Irish market, Emirates has also added a fourth daily flight from Dublin, bringing the total to 21 per week from Ireland.
Our newest openings include Mandarin Oriental Downtown and Ciel Dubai Marina. Looking towards the end of this year and into 2026, ZUHHA Island by Zaya will be opening in December, and Six Senses The Palm in 2026.
What about fam trips, training, etc for agents?
We are planning our agent fams for 2026, and ask agents to watch our training webinars which we share through email, social and trade media channels. We continue to arrange training sessions for agents across the UK and Ireland through events, hosted dinners, exhibitions, virtual and in-person training presentations, roadshows and conferences.
A key part of our UK strategy is to nurture our relationship with the travel trade, and we are committed to keeping the trade up to date with the latest Dubai news to provide value and support in the market.
