Emirates and flydubai have signed two Memoranda of Understanding with Dubai Finance to advance digital payment initiatives and promote the Dubai Cashless Strategy among tourists.
The agreements were signed by Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer and Hamad Obaidalla, flydubai’s Chief Commercial Officer with Ahmad Ali Meftah, Executive Director of the Central Accounts Sector at DOF, in the presence of His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, Abdulrahman Saleh Al Saleh, Director General of DOF along with senior executives from Emirates Group and flydubai.
Dubai attracted 18.7 million tourists in 2024, with cash-reliant travellers representing the emirate’s potential for digital payment adoption.
Emirates, flydubai sign MoUs with Dubai Finance targeting 18.7 million Dubai tourists
“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,” Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer said in a statement.
“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. 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,” Hamad Obaidalla, flydubai’s Chief Commercial Officer at flydubai added.
The partnership will leverage Dubai Finance’s connections to government departments and both airlines’ digital payment expertise.
A percentage of Emirates’ and flydubai’s business is conducted through digital transactions. Emirates offers 14 payment gateways for its customers, and Skywards, the loyalty programme for both Emirates and flydubai, is a 100 per cent digital currency for earning and redeeming benefits.
“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,” Ahmed Ali Muftah, Executive Director of the Central Accounts Sector at DOF further explained.
The Memoranda of Understanding aim to enhance collaboration across areas, including exchanging expertise, know-how and practices for cashless solutions within the travel and tourism ecosystem. All sides will explore opportunities to run workshops and training sessions and will evaluate payment adoption trends that support planning efforts.
“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,” Amna Mohamed Lootah, Director of Digital Payments Regulation Division at DOF explained.
The collaborations will target tourists and travellers planning their stay in Dubai by developing initiatives that improve the digital payment experience for visitors.
The carriers and Dubai Finance will explore marketing campaigns to uplift visitor awareness, tap into opportunities for incentives that encourage digital payment adoption and offer digital solutions for visitors like contactless payments.
The Dubai Cashless Strategy, launched last year, aims to achieve 90 per cent cashless transactions across government and private sectors by the end of 2026.
The initiative is projected to boost growth by more than AED 8 billion annually through technology services.
The strategy is part of Dubai’s Economic Agenda (D33) to drive fintech innovation and competitiveness and focuses on delivering digital payment experiences across all sectors.
