In the winter high season, a missile struck the Burj Al Arab, the sail-shaped hotel that has long symbolised Dubai’s luxury. Tourists fled, suitcases clattering through marble lobbies as Iranian drones and missiles rained on the emirate’s hotels and artificial islands. The image of that strike, and the exodus it triggered, has lingered over the Gulf’s playground for the rich and famous ever since.

Now, as the desert summer pushes temperatures toward 50°C, Dubai is trying a different kind of invitation. The Department of Economy and Tourism has launched ‘A Dubai Invite’, a city ambassador programme that rewards residents for bringing overseas visitors to the emirate. From 20 July to 31 October, any UAE resident or citizen over 18 with a valid Emirates ID can nominate friends or family abroad. When those guests arrive—by air, sea, or land—the host receives a package worth more than 3,000 dirhams, roughly $816 or 660 Swiss francs, in hotel stays, restaurant vouchers, attraction tickets, and lifestyle offers. Participating brands include W Dubai Mina Seyahi, Le Méridien Mina Seyahi, and Careem.

The programme is a direct response to a tourism sector still reeling from the war that erupted in February between Iran and the United States. As allies of Washington, the UAE and other Gulf monarchies became targets of Iranian retaliation. The strikes on hotels during the peak winter season shattered the region’s image as a haven of stability. Although a shaky ceasefire took effect in April and some tourists have trickled back, hotel occupancy remains heavily dependent on local guests, industry sources told AFP. In May, the Dubai government approved a $400 million economic package to help businesses, following an earlier $270 million injection in March.

Residents can nominate up to five visitors at a time, with separate submissions allowed for more. Each eligible participant may claim up to three reward packages during the campaign. The authorities verify arrivals automatically, and reward emails are sent within 72 hours. The programme does not handle visas, but the General Directorate of Identity and Foreigners Affairs has recently promoted 30-, 60-, and 90-day visit visas that sponsors can apply for online or at customer happiness centres. A separate five-year multiple-entry tourist visa, requiring a $4,000 bank balance and valid health insurance, remains available for those seeking longer-term flexibility.

As the summer sun bleaches the city’s skyline, the memory of the missile strike still casts a shadow over the empty pool decks. The invitation is out, but the guests have yet to return in numbers. For now, it is the residents themselves who are being asked to fill the void, one family visit at a time.