Visa Launches Neighborhood-First Campaign to Spotlight UAE Homegrown Businesses

Visa has launched neighborhood-first initiatives in the UAE to increase visibility for homegrown businesses through content-led campaigns, partnerships and on-ground activations.

As part of the initiative, Visa will be introducing “Neighborhood Legends,” a content series featuring businesses in Al Satwa, Al Quoz, and Al Barsha across dining, retail, lifestyle and creative services. 

The series will present short-form interviews shared online to highlight business owners and their stories, with the goal of increasing awareness and engagement with local businesses.

“The UAE is home to diverse neighborhoods and businesses that give the country its character,” Salima Gutieva, Vice President and UAE Country Manager for Visa, said. “As local businesses navigate changing consumer habits and ongoing cost pressures, visibility and access to everyday demand are critical to long‑term resilience. Through these initiatives, Visa is helping connect residents’ everyday spending with the homegrown businesses that anchor our communities, combining discovery, partnerships, and payments to support sustainable growth beyond peak cycles.”

Visa is also partnering with Cinema Akil, an independent cinema, to bring to life its “(Imperfect) Homegrown Guide,” a digital directory of over 2500 local businesses across the country, through the (Imperfect) Homegrown Market, a pop-up event set for June 6–7 at Warehouse 46 in Alserkal Avenue.

It will also include a financial literacy session developed with the International Trade Centre’s “SheTrades” initiative, focusing on payments, planning and business growth.

In addition, Visa Destinations Dubai is expanding curated offers for cardholders, providing discounts across dining, lifestyle, and entertainment, with a focus on neighborhood businesses through partner platforms.