Emirates has recently enhanced its My Emirates Pass, converting it into a year-round access pass that offers travelers over 600 exclusive deals across Dubai. This initiative is designed to enrich the experiences of globetrotters and travel enthusiasts, allowing them to explore the city’s vibrant culture, luxury lifestyle, and culinary delights.

With the upgraded My Emirates Pass, travelers can enjoy benefits regardless of their travel season. Emirates has announced that it will introduce seasonal promotions in both summer and winter, ensuring that exciting opportunities await visitors throughout the year. The Summer Edition of My Emirates Pass, running from April 1 to September 30, will coincide with Dubai Summer Surprises, an annual event featuring unbeatable offers and entertainment from June 27 to August 31, 2025.

To activate their privileges, passengers only need to show their physical or digital boarding pass along with a valid ID at participating venues. Emirates advises travelers to take a screenshot of their mobile boarding pass before landing, as it may not be accessible after arrival. This simple process makes it easy for visitors to unlock the perks of the My Emirates Pass.

Emirates is committed to ensuring that a wide range of travelers, including solo adventurers, couples, and families, can easily access Dubai’s diverse offerings. The airline provides tailored travel tools and loyalty programs, enhancing every aspect of a traveler’s journey.

Through the Dubai Experience portal, passengers can create personalized itineraries that combine flights, hotel stays, and curated activities, allowing them to explore Dubai and the wider UAE on their terms. Additionally, the Emirates Skywards program allows members to earn and spend Skywards Miles with numerous global partners, which includes opportunities to collect Miles at renowned destinations like Dubai Mall and Emirates Holidays.

For those seeking a bundled vacation, Emirates Holidays and Emirates Vacations offer curated packages that feature flexible booking options, 24/7 support, and bonus Miles, providing travelers with both value and peace of mind. The Skywards Everyday app also enables UAE residents and long-term travelers to accumulate Skywards Miles automatically through purchases made with linked Visa or Mastercard cards at various local partners.

By introducing a 12-month version of My Emirates Pass, Emirates aims to showcase Dubai’s appeal as a year-round destination. This initiative aligns with the emirate’s broader tourism strategy, which focuses on attracting visitors throughout the year while supporting local businesses and enhancing the overall visitor experience. As Dubai continues to establish itself as a global tourism hub, particularly for leisure and luxury travelers, the all-access pass presents a strong incentive for travelers to visit and revisit the city.