Dubai is rolling out a warm welcome to summer tourists with a creative new souvenir passport. Distributed at the airport, this booklet acts as both a keepsake and a mini travel guide—offering visitors curated tips, digital itineraries, and a fun first impression of the city’s vibrant attractions.
Dubai : In a creative twist to enhance the visitor experience this summer, Dubai authorities have introduced a custom-designed souvenir ‘passport’ that welcomes tourists to explore the city’s top attractions. The initiative, launched by Brand Dubai in partnership with the General Directorate of Residency and Foreigners Affairs (GDRFA), aims to inject fun into Dubai’s popular summer campaign and help visitors plan their itineraries effectively.
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Tourists who visit the GDRFA immigration counters during peak entry periods now receive a souvenir passport— a compact welcome booklet filled with Dubai-themed graphics, desert motifs, and summer-inspired visuals. Each passport contains a QR code leading to the official Dubai Destinations website, where readers can access curated itineraries, local guides, and insider tips to make the most of their visit.
Designed as a memento and a travel planner in one, the souvenir passport has quickly become a talking point among arrivals at Dubai International Airport, setting a festive and immersive tone right at the point of entry.
This initiative ties into the broader Dubai Destinations summer campaign, which runs through July and features seasonal attractions, family-friendly events, and cultural experiences across the emirate. The souvenir passport is intended to spark curiosity while also guiding visitors to less-known destinations, hidden gem experiences, and fun local offerings.
Officials expect thousands of passports to be distributed during the campaign’s remaining weeks, welcoming tourists with a branded souvenir that doubles as a launchpad to seasonal adventures in the city.
Upon arrival at Dubai International Airport, eligible visitors receive the souvenir passport at immigration counters managed by the GDRFA. The booklet offers an eye-catching introduction to Dubai’s summer offerings and sets out interactive ways to explore them. By scanning the embedded QR code with their smartphone, visitors can download digital maps, filter nearby attractions, and build personalised schedules.
The guiding philosophy is simple: transform entry procedures into a warm welcome, while encouraging visitors to discover Dubai at their own pace.
The initiative reflects Dubai’s innovative approach to tourism engagement. “We wanted to collaborate on a concept that is both memorable and useful,” said a Brand Dubai spokesperson. “The souvenir passport is not just a keepsake—it’s a functional guide that highlights what to see and do during the busy summer season.”
Tourism experts argue that such experiential touches enrich the city’s reputation as a hospitable and forward-thinking destination. The passports not only stand out in a traveler's collection but also provide practical digital access to the city’s wide-ranging attractions.
Whether visiting families, cultural travellers, or first-time guests, the souvenir passport offers tailored inspiration. Sections of the passport guide readers toward:
By offering hands-on suggestions and interactive links, Dubai aims to encourage exploration beyond its most well-known landmarks—enriching the overall tourist experience.
The souvenir passport neatly blends physical charm with digital accessibility. The QR-enabled pages eliminate paper clutter while encouraging engagement through official digital platforms. Visitors can bookmark preferred locales, save itineraries, or share recommendations across social media platforms.
This approach aligns with Dubai’s broader digitisation strategy and sustainability ethos, keeping resources minimal while maximising user interaction.
The souvenir passport showcases Dubai’s design creativity and attention to detail. Vibrant artwork, thematic page layouts, and summer motifs all convey a sense of celebration and curiosity. Coordinated efforts between Brand Dubai’s design teams and GDRFA’s customer-facing staff have ensured that the initiative lands seamlessly at arrival points.
Immigration staff have also embraced the new process, greeting arriving tourists with the souvenir passport and occasionally guiding them on how to scan its QR code to begin their Dubai adventure.
Early travelers receiving the passport have shared photos and positive reactions on social media, calling it “a welcoming surprise” and “a neat way to kick off the visit.” Many are scanning the QR code immediately to explore suggested itineraries and local picks. This instant feedback is fueling broader visibility and awareness across travel platforms.
While the passport adds no official immigration status or travel privileges, it stands as a symbol of Dubai’s dedication to creative tourism experiences.
In a competitive global tourism market, Dubai continues to seek novel ways to distinguish itself. By introducing a tangible keepsake with digital utility, the souvenir passport goes beyond novelty—it fosters engagement, positions summer activities front and centre, and gives visitors an immediate sense of welcome.
For families arriving at the airport, this little booklet offers both inspiration and direction, helping them move quickly from arrival line to itinerary planning.
Final Thought
With its new souvenir passport initiative, Dubai has transformed routine immigration procedures into cultural introductions and planning tools. Whether as a thoughtful welcome or a practical travel companion, this creative activation reflects the city’s commitment to innovative tourism and memorable visitor journeys.
As the summer unfolds, the passport initiative shows how small design gestures, when executed thoughtfully, can leave a lasting positive impression—and even shape the way visitors experience the city.
