(DDM) – Emirates Airlines has rolled out an exclusive set of 700 winter offers through its My Emirates Pass programme, giving travellers access to premium discounts across Dubai’s top attractions.
Diaspora Digital Media (DDM) gathered that the initiative, aimed at enhancing travel experiences for passengers flying to or through Dubai, will run from October 1, 2025, to March 31, 2026, excluding UAE public holidays.
The programme invites passengers to unlock savings across some of Dubai’s most iconic destinations, restaurants, and leisure activities simply by presenting their Emirates boarding pass and a valid photo ID.
The airline said the initiative is part of its continued efforts to deliver unmatched value to customers while promoting Dubai as a global destination for tourism, shopping, and lifestyle experiences.
Passengers with either electronic, printed, or mobile boarding passes in their names are eligible to enjoy the offers during the official “Programme Period.”
Travellers must present their boarding pass dated within the valid period at participating outlets to redeem their discounts.
Emirates explained that it is the passenger’s responsibility to ensure that the identification provided corresponds with the name on the boarding pass.
Background
The My Emirates Pass was first introduced in 2016 as a loyalty-driven promotion designed to encourage tourism spending in Dubai during off-peak travel seasons.
Since then, the initiative has evolved into a major travel incentive programme, combining exclusive discounts with seasonal benefits.
This year’s winter edition is particularly significant as Dubai prepares for one of its busiest festive tourism periods.
The programme covers discounts across Aquaventure Waterpark, Skydive Dubai, the Museum of the Future, Inside Burj Al Arab Tour, and many other premium attractions.
Additionally, travellers will enjoy reduced prices at leading spas, restaurants, and fashion outlets, turning each boarding pass into an access key to the city’s finest experiences.
Emirates noted that My Emirates Pass caters to every kind of traveller, from families seeking theme park adventures to solo travellers exploring the city’s cultural landmarks.
The airline also urged passengers checking in online to save a screenshot of their digital boarding pass before landing, as access may be unavailable upon arrival.
Dubai Shopping Festival Returns
As part of the winter experience, the Dubai Shopping Festival will take place from December 5, 2025, to January 11, 2026, offering visitors a season packed with discounts, entertainment, and giveaways.
The festival will feature A-list concerts, family activities, and extraordinary citywide sales, all of which can be accessed at lower rates through My Emirates Pass.
Tourism analysts believe this initiative reinforces Dubai’s reputation as a luxury destination while boosting Emirates’ competitive edge in the global aviation market.
For Nigerian travellers, the timing couldn’t be better, as Dubai remains a top leisure and shopping destination throughout the winter months.
Emirates currently operates seven weekly flights from Dubai to Lagos, offering Nigerians more flexibility in planning their trips and taking advantage of the offers.
Looking Ahead
Travel experts predict that this latest edition of My Emirates Pass will significantly increase tourism traffic between Nigeria and the UAE during the 2025–2026 winter season.
The combination of world-class hospitality, cultural attractions, and exclusive deals positions Dubai as a must-visit destination once again.
For travellers, each boarding pass is now more than just a ticket, it’s a passport to luxury, savings, and unforgettable experiences across one of the world’s most vibrant cities.
