Global payments giant Visa has announced a new series of “neighborhood-first” initiatives in the UAE, designed to increase the visibility of local businesses through storytelling, partnerships, and digital discovery tools.
Quick Facts
- Campaign Name: Neighborhood Legends
- Initial Focus: Dubai’s Al Satwa, Al Quoz, and Al Barsha
- Key Partnership: Cinema Akil for a homegrown market
“The UAE is home to diverse neighborhoods and businesses that give the country its character,” said Salima Gutieva, Vice President and UAE Country Manager for Visa. “As local businesses navigate changing consumer habits and ongoing cost pressures, visibility and access to everyday demand are critical to long‑term resilience.”
Gutieva added, “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.”
Storytelling Takes Center Stage with Neighborhood Legends
The core of Visa’s strategy is Neighborhood Legends, a content-led campaign celebrating local businesses. The first phase will focus on merchants in Dubai’s Al Satwa, Al Quoz, and Al Barsha neighborhoods, covering sectors like dining, retail, lifestyle, and creative services.
The campaign will use short-form interviews distributed on digital channels to give business owners a platform to share their stories and connect with local customers, aiming to drive sustained interest and engagement.
Cinema Akil Partnership Brings Local Brands to Life
Visa is collaborating with Cinema Akil, the region’s only independent arthouse cinema, to host the (Imperfect) Homegrown Market on June 6-7 at Alserkal Avenue. The event will feature a curated selection of UAE-based brands, providing a physical space for discovery and community connection.
As part of the partnership, Visa will support participating merchants with a financial literacy session in collaboration with the International Trade Centre’s SheTrades initiative. The session will cover payments, financial planning, and sustainable growth. The (Imperfect) Homegrown Guide, which launched in March, will also be developed into a user-friendly online platform.
Digital Discovery and Deals for UAE Residents
To further support local discovery, the Visa Destinations Dubai platform is being expanded to offer curated deals for UAE residents, not just tourists. Through partnerships with aggregator platforms, Visa cardholders in the UAE can access exclusive offers at homegrown dining, lifestyle, and entertainment businesses.
About Visa
Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement.
Source: Zawya
