Additionally families also get a reduction booklet at the Dubai Mall. Emirates' Divisional Senior Vice President,Commercial Operations Worldwide Richard Vaughan stated that this "Kids Go Free" offer was hugely successful last year, attracting over 20,000 passengers from around 70 countries to Dubai. The offer is in combination with Dubai Tourism and Commerce Marketing (DCTM) that enables children to eat, stay and play for free. This offer includes place to stay, meals, attractions, sport, transport as well as shop discounts.

DCTM's Director of Overseas Promotions & Inward Missions Saleh Mohammed Al Geziry stated that Dubai is the definitive family-friendly holiday destination. There is something for everybody, and it is important to encourage further families from around the globe to come to Dubai and experience it for themselves.