Emirates and flydubai join forces with DOF to drive cashless Dubai
Partnerships aim to reshape digital payments for international travellers
DUBAI is advancing its cashless ambitions with two landmark agreements between its leading airlines and the emirate’s finance authority.
Emirates and flydubai have both signed Memoranda of Understanding (MoUs) with Dubai Finance (DOF) to accelerate the adoption of digital payments, particularly targeting international visitors. With Dubai welcoming over 18.7 million tourists in 2024, the move addresses one of the city’s largest untapped opportunities – converting cash-dependent travellers into digital-first users.
The agreements were signed in the presence of His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline & Group, alongside His Excellency Abdulrahman Saleh Al Saleh, Director General of DOF. Signatories included Adnan Kazim, Deputy President and Chief Commercial Officer of Emirates, Hamad Obaidalla, Chief Commercial Officer of flydubai, and Ahmad Ali Meftah, Executive Director of the Central Accounts Sector at DOF. Senior executives from both airlines and DOF also attended the signing ceremony.
New MoUs
Two separate MoUs were concluded, each committing Emirates and flydubai to work closely with DOF in promoting the Dubai Cashless Strategy. The partnerships will focus on sharing expertise, evaluating payment adoption trends, and developing initiatives designed to make digital transactions simpler, more secure and more widely accepted across the city’s tourism ecosystem.
For Emirates, the collaboration provides an opportunity to utilise its global reach to promote Dubai’s digital infrastructure beyond the emirate’s borders. “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,” said Adnan Kazim. “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.”
flydubai also emphasised the importance of aligning with DOF to enhance passenger experiences. “Our collaboration with DOF is a pivotal step in advancing Dubai Cashless Strategy,” said Hamad Obaidalla. “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.”
How will it work?
The MoUs lay the groundwork for multiple avenues of collaboration. Both airlines and DOF will work on joint marketing campaigns to raise awareness among visitors, encourage adoption of digital payment solutions, and offer incentives for cashless transactions.
Workshops and training sessions are also planned, allowing all parties to exchange best practices and technical expertise in implementing cashless payment systems. The partnerships will benefit from DOF’s established connections across Dubai’s government departments, as well as Emirates’ and flydubai’s extensive experience in digital transactions.
Currently, a significant share of both carriers’ global business already relies on digital payments. Emirates, for instance, offers 14 payment gateways, while the Skywards loyalty programme – used by both airlines – operates entirely in digital currency for earning and redeeming rewards.
DOF stressed the broader economic importance of the initiative. “Our partnership with Emirates and flydubai represents an important milestone in the implementation of the Dubai Cashless Strategy,” said Ahmad Ali Muftah. “It will help expand the adoption of digital payments among the wide segment of visitors and tourists that Dubai attracts annually.”
Dubai Cashless Strategy
Launched last year, the Dubai Cashless Strategy is already in motion, with a target of achieving more than 90 percent of all transactions conducted digitally across government and private sectors by the end of 2026. The initiative is projected to generate an annual economic boost of over Dh8 billion through innovative fintech services.
By working with major international carriers, DOF aims to accelerate the pace of adoption among visitors, one of the city’s most diverse consumer groups. The integration of digital-first solutions into the travel journey – from booking flights to making purchases on arrival – is expected to make Dubai one of the most convenient destinations globally for seamless, secure financial transactions.
Amna Mohamed Lootah, Director of Digital Payments Regulation Division at DOF, highlighted the travel sector’s role in the initiative. “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.”
The cashless initiative is closely aligned with Dubai’s broader Economic Agenda, D33, which seeks to drive competitiveness and innovation across key industries, including fintech. By embedding secure digital systems across the travel and tourism ecosystem, the emirate aims not only to modernise payment systems but also to strengthen its position as a global hub for innovation-driven economic growth.
For DOF, the agreements with Emirates and flydubai are part of a larger effort to build a sustainable financial environment that meets international standards. Since its establishment in 1995, DOF has overseen the emirate’s financial planning, budgeting and resource management. By leading the implementation of digital-first strategies, it continues to play a critical role in shaping Dubai’s future economy.
Meanwhile, both airlines will use their expansive international networks to amplify Dubai’s digital-first message worldwide. Emirates, with its global presence, and flydubai, with its reach to underserved markets, together carried more than 120 million passengers since 2009 – representing a powerful platform to promote digital transformation among travellers from diverse regions.