Dubai Finance launches a wide promotional campaign to implement the Dubai critical strategy

Dubai, September 30 / WAM / Dubai Finance announced the launch of a wide awareness and promotional campaign to implement the Dubai Critic Strategy, in cooperation with government agencies and a wide range of partners from major local and international financial technology companies, and private sector companies.

The campaign aims to educate the public about the importance of switching to digital financial payments.

His Excellency Abdullah Mohammed Al -Basti, Secretary -General of the Executive Council of the Emirate of Dubai, said that the government of Dubai, with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, “God bless him”, and the directives of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defense and Chairman of the Executive Council of the Emirate of Dubai, puts digital transformation in various sectors at the heart of its strategies to continue developing its government performance Promoting social welfare, accelerating economic growth and consolidating the competitiveness of the emirate at the global level.

He added: Dubai’s critical strategy reflects the future vision of Dubai in enabling its community and economy and embodies the partnership between the governmental and private sectors and supports the growth of the economy, and provides individuals, institutions and companies in Dubai an advanced environment for living and working, a qualitative shift that translates the vision of the establishment of Dubai’s most advanced and innovative city in the world.

For his part, His Excellency Abdul Rahman Saleh Al Saleh, Director General of Dubai Finance, said that the department has made wide efforts during the past months to pave all the ways to implement the Dubai critical strategy, which was announced and launched by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Deputy Prime Minister and Minister of Defense and Chairman of the Executive Council of the Emirate of Dubai, in October last year.

He added: We have concluded important agreements with many government agencies and private sector companies, to enhance digital infrastructure and enable various groups of society to conduct payments through digital channels, and today we crowned these efforts by launching a promotional campaign to encourage individuals and institutions to use digital channels when making payments, whether for government transactions or for purchases and other payments, in order to achieve the targets of Dubai’s critical strategy.

For his part, His Excellency Hilal Saeed Al -Marri, Director General of the Department of Economy and Tourism in Dubai, confirmed that digital payments are a pivotal element in building an integrated tourism and commercial system, keeping pace with the aspirations of visitors, investors, and businessmen who find in Dubai the preferred destination for living, work and visiting.

He said: Our support for Dubai’s critical strategy contributes to consolidating Dubai’s position as a global destination that provides an exceptional experience for its visitors through safe and easy digital financial services, reflecting the image of the emirate as a smart future city. Also, promoting dependence on digital payment channels contributes to developing the business environment, supports growth plans, facilitates the experience of investors and dealers, and enhances Dubai’s competitiveness on the map of the global economy, which is in line with the targets of Dubai Economic Agenda D33.

His Excellency Hamad Obaid Al Mansoori, Director General of the Dubai Digital Authority, said that the authority plays a pivotal role in developing infrastructure and digital services that lead the digital transformation in the emirate, which allows customers, citizens, residents and visitors, to benefit from advanced and safe digital financial services, explaining that the authority seeks to accelerate the pace of adoption of digital payment channels across various sectors, in a way that is consistent with the directions of the Dubai government in Building an integrated economy based on innovation and technology.

He added that the initiatives related to the Dubai critical strategy represent a road map towards enhancing Dubai’s position as a global capital of the digital economy, and a competitive reference in the Department of Financial and Economic Affairs.

For his part, His Excellency Mohammed Ali Rashid Lootah, Director General of Dubai Chambers, said that Dubai’s critical strategy is one of the leading initiatives that have begun to make a qualitative shift in the business environment at the emirate level, pointing out that “Dubai Chamber” is keen to support this strategy by enhancing the business community’s awareness of the importance of enabling and diversifying digital channels in all commercial transactions.

He added: We continue to work to enable companies, especially small and medium, to keep pace with digital transformation and adopt the latest financial technology solutions, in a way that helps them enhance their operational efficiency and increase their competitiveness in local and global markets, which reflects Dubai’s vision in building a flexible and sustainable digital economy, based on innovation and benefits from the latest global developments.

Ahmed Ali Moftah, Executive Director of the Central Accounts Sector in Dubai Finance, explained that the desired target by the end of next year is 2026, is to reach digital empowerment among companies in all economic sectors, to 100%, which means that all companies and institutions of various sizes in the Emirate of Dubai are able to accept digital payments from customers through various payment channels, such as banking cards, local and international digital portfolios, and others, up later To stable digital currencies.

He added: Dubai’s critical strategy is expected to contribute to enhancing economic growth by adding a value exceeding 8 billion dirhams annually to the emirate’s economy, by accelerating the pace of the growth of the financial technology sector in Dubai by developing financial technological services.

In turn, Amna Mohamed Lootah, Director of the Department of Digital Payment Regulations in Dubai Finance, stressed the importance of all concerned parties in the Dubai government and all companies and institutions in the private sector, adding its efforts to the success of the Dubai Critic Strategy Initiative, noting that one of its targets as well, to raise the percentage of financial transactions implemented through the digital roads in the government and private sectors to 90% of all transactions, by the end of 2026.

Lootah said that the promotional campaign for the Dubai critical strategy is the culmination of efforts that Dubai’s finances started years ago and implemented it at the government level, and included initiatives “a day without service centers”, “Week without service centers” and “Smart Payment Month”.

She emphasized that the current initiative will be held and implemented in three phases, the first targets the categories of workers, the second, tourists and visitors to the emirate, while the third is directed at awareness activities and development efforts to small and medium companies, explaining that work in the second and third stages will start at the end of the current year and the beginnings of next year.

Hussein Ali Al -Tunaiji, Director of Government Communication Department in Dubai Finance, revealed the details of the promotional campaign in its first stage, by saying that it targets the workers category to educate them about the digital means available to them and encourage them to benefit from them in conducting payments and transferring money, explaining that the campaign includes the establishment of awareness activities in the workers’ housing areas in the emirate, providing incentive incentives, and reaching workers through appropriate advertising channels To educate them, in their languages, the importance of switching to digital channels to pay the payments, which means saving time and effort, and limiting the possibility of losing or stealing cash.
He added: We designed the campaign activities in a way that takes into account the needs of the workers, and we were keen to reach their places of residence, and address them with clear and simple messages that were formulated in their languages, and aim to educate them and motivate them to change and shift towards digitization, in a way that meets their needs and protects their privacy and money.

Dubai’s finances have reached during the past months a number of understandings with a number of financial technology companies, given the important role that these companies play in implementing the Dubai critical strategy.

In this context, Fahd Al -Hassawi, Chairman of Du Pay, expressed his pride in the strategic partnership between Dubai Finance and du Pay, aimed at supporting the efforts of the Dubai government towards achieving the full digital transformation through Dubai’s critical strategy, stressing the company’s commitment to provide advanced communication structure and innovative and safe digital payment solutions, enabling various segments of society to benefit from digital services easily and conveniently.

He said: Our role goes beyond merely providing telecommunications services and technical services, to contribute to promoting a culture of dependence on digital means, and providing an integrated experience that raises the quality of life, and supports Dubai’s vision to be the smartest and most advanced city in the world.

For his part, Hatem Dowidar, CEO of the Ed -Group, said that the group considers its participation in the implementation of Dubai’s critical strategy “a national responsibility that it undertakes as part of a strategic partnership with the Dubai government.”

He added: We provide advanced and safe digital payment platforms, within an integrated and future financial infrastructure, which supports the needs of financial technology for individuals from different segments of society, and contributes to accelerating the emirate’s steps towards building an integrated digital economy, especially since this strategy represents a qualitative shift in the Dubai march, and we are committed to continuing to invest in digital solutions that enhance digital inclusion and keep pace with future aspirations.

Also, Rashid Ali Al -Ansari, CEO of Al -Ansari Exchange Group, expressed his pride in supporting the Dubai critical strategy, stressing that this initiative represents a pivotal step towards promoting financial inclusion and providing safe and easy digital payment solutions and transfer solutions and accessible to all segments of society, especially the workers category.

He added: In Al -Ansari Exchange, we put innovation at the core of our business, and we are constantly developing advanced digital services that keep pace with customer aspirations and are consistent with the Dubai government’s future vision. We will continue to cooperate closely with government agencies to expand the scope of the use of digital channels, which contributes to facilitating the lives of individuals and protecting their financial transactions.

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