The Government of Dubai, through its Department of Finance, has launched a comprehensive awareness and promotional campaign to implement the Cashless Dubai Strategy. This initiative is being carried out in collaboration with various government entities and major local and global fintech companies, along with private sector partners. The campaign aims to raise public awareness of the benefits of switching to digital payment methods and to support the city’s vision of becoming a fully cashless, digital-first economy.

A Vision for a Smarter, More Inclusive Economy

Abdulla Mohammed Al Basti, Secretary General of The Executive Council of Dubai, emphasized that digital transformation lies at the heart of Dubai’s government strategy, guided by the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum and the direction of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum. He highlighted that the Cashless Dubai Strategy reflects the emirate’s forward-thinking approach to empowering its economy and community, reinforcing Dubai’s status as one of the most innovative and advanced cities in the world.

Strategic Steps Toward Digital Payment

Abdulrahman Saleh Al Saleh, Director General of Dubai’s Department of Finance, noted that significant efforts have been made over recent months to lay the groundwork for the strategy. Key partnerships have been established with public and private sector entities to enhance digital infrastructure and enable the community to make payments through digital channels. The new campaign encourages individuals and businesses to embrace digital payments across all transactions — from government services to retail purchases.

Empowering Business and Tourism

Helal Saeed Al Marri, Director General of Dubai’s Department of Economy and Tourism, pointed out that digital payments are a key element in shaping a modern tourism and business ecosystem. He stressed that by supporting this strategy, Dubai is strengthening its position as a world-class destination that offers seamless and secure digital financial experiences, all aligned with the goals of the Dubai Economic Agenda (D33).

Infrastructure for a Digital-First Future

Hamad Obaid Al Mansoori, Director General of Digital Dubai Authority, spoke of the authority’s role in developing the digital infrastructure required to lead this transformation. He explained that advanced and secure financial services will be available to citizens, residents, and visitors, with a focus on expanding the adoption of digital payment solutions across all sectors. These efforts aim to cement Dubai’s reputation as a global capital for digital economy and smart finance.

Support from Dubai’s Business Community

Mohammed Ali Rashed Lootah, Director General of Dubai Chambers, emphasized that the strategy is already transforming the business landscape in the emirate. Dubai Chambers is committed to raising awareness within the business community, particularly among small and medium enterprises, about the benefits of adopting fintech solutions to increase operational efficiency and global competitiveness.

Strategy Goals by 2026

Ahmed Ali Meftah, Executive Director of Central Accounts at the Department of Finance, outlined the key target of achieving 100% digital payment readiness across all businesses in Dubai by the end of 2026. This means every company — regardless of size or sector — should be able to accept digital payments through a range of platforms, including cards, digital wallets, and eventually, stable digital currencies. The strategy is projected to add more than AED 8 billion annually to Dubai’s economy by accelerating the fintech sector’s growth.

A Multi-Phase Promotional Campaign

Amina Mohammed Lootah, Director of Digital Payment Regulation at the Department of Finance, confirmed that the campaign will roll out in three phases:

• Phase 1 targets labor communities, offering education and incentives to promote digital payments.

• Phase 2 will focus on tourists and visitors.

• Phase 3 will aim to raise awareness among small and medium businesses.

The initiative builds on previous government campaigns such as “A Day Without Service Centers,” “A Week Without Service Centers,” and “Smart Payment Month.”

Reaching Every Segment of Society

Hussain Ali Al Teneiji, Director of Government Communication at Dubai’s Department of Finance, revealed that the first phase of the campaign is focused on raising awareness among workers. It includes outreach in labor housing areas, delivering messages in their native languages, and offering incentives to encourage digital adoption — ultimately helping reduce the risks associated with cash handling.

Private Sector Playing a Vital Role

Over the past few months, Dubai’s Department of Finance has formed strategic alliances with fintech firms to support the strategy’s implementation.

Fahad Al Hassawi, Chairman of du Pay, expressed pride in partnering with the government to support the digital transition. He highlighted du Pay’s role in offering advanced and secure digital payment solutions to serve the community and improve overall quality of life.

Hatim Dowidar, CEO of e& Group, echoed this commitment, calling the group’s involvement a national responsibility. He emphasized the importance of integrated financial infrastructure that supports innovation and fast-tracks Dubai’s journey toward a fully digital economy.

Rashed Ali Al Ansari, CEO of Al Ansari Exchange, affirmed his company’s support for the initiative, especially in fostering financial inclusion for workers. He stressed the role of innovation in offering secure, user-friendly digital solutions that match the vision of a future-ready Dubai.