Dubai Becomes the World’s First City to Join the FIFTIERS Cities Program

Dubai once again positions itself at the forefront of global urban transformation by becoming the first city in the world to join the FIFTIERS Cities program—an international initiative designed to prepare cities for an increasingly active, influential and economically decisive population over the age of 50.

With this move, Dubai takes a clear step toward an urban model that recognises the FIFTIERS (50+) segment as one of the key economic, social and cultural drivers of today and the decades ahead. This audience combines strong purchasing power, financial stability, independent judgement and a clear preference for cities that offer safety, excellence in services, cultural depth and high-quality experiences.

Today, the FIFTIERS population accounts for more than 60% of global private spending and over 50% of net wealth across leading developed markets. In annual consumption terms, this segment represents over €8 trillion worldwide, with particular strength in urban tourism, gastronomy, health, lifelong learning, culture and premium experiences. It is also a demographic known for brand loyalty, strong influence and a direct positive impact on local economies.

Dubai, a Natural Ecosystem for the FIFTIERS Generation

Dubai’s entry into the FIFTIERS Cities program activates a forward-looking roadmap focused on:

• Attracting high-value tourism throughout the year, reducing seasonality.

• Increasing average visitor spend across retail, hospitality, culture and experiences.

• Strengthening Dubai’s international positioning as a city aligned with active longevity, senior talent and the knowledge economy.

• Creating new opportunities for local and international companies to adapt products and services to a demanding, loyal and global audience.

Dubai brings together unique conditions to lead this model globally: world-class infrastructure, high levels of safety, excellence in services, global air connectivity, a constantly evolving cultural and culinary scene, and a long-term strategic vision that integrates innovation, wellbeing and lifestyle.

According to Pablo Gutiérrez-Ravé, Founder and President of FIFTIERS, Dubai’s selection is far from accidental:

“Dubai understands earlier than most where the world is heading. Longevity is no longer a challenge—it is an economic, urban and cultural opportunity. Cities that can read this shift will be the ones leading growth in the years ahead.”

Gutiérrez-Ravé adds that the FIFTIERS audience is not simply looking for entertainment, but for well-designed cities:

“People over 50 are not looking for empty promises. They value safety, quality, thoughtful urban design, vibrant culture and experiences that respect their time and judgement. Dubai brings all of this together, with a clear ambition to keep evolving.”

Vision

In the words of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai:

“Dubai has always grown by looking forward. Preparing the city for a more mature, active and experienced population is fully aligned with our vision. People over 50 bring knowledge, stability and a strong capacity to generate economic and social value.”

Fazza also highlighted Dubai’s role as a global urban benchmark:

“We want Dubai to be a city where life is lived well at every age—where talent has no expiration date and experience is considered an asset. The FIFTIERS Cities program fits naturally with our approach to urban development.”

A City Designed to Live Longer—and Better

From an urban perspective, the FIFTIERS Cities program in Dubai will promote initiatives linked to culture, international events, advanced education, premium experiences, health, wellbeing and the local economy, aligning public and private stakeholders around a shared objective: consolidating Dubai as one of the world’s leading destinations for the generation with the greatest economic power and influence today.

As Gutiérrez-Ravé explains:

“For decades, cities have been designed around youth. The real conversation now is how we design intelligent cities for an adult, active and discerning population. FIFTIERS was created precisely to help cities make that transition.”

With this pioneering step, Dubai not only sets a global precedent, but further reinforces its position as a city that understands that future growth depends on listening to, attracting and caring for those who already lead consumption, entrepreneurship and decision-making worldwide.

About FIFTIERS

FIFTIERS is an international program focused on active longevity, the senior talent economy and the development of cities prepared for a population over 50, combining demographic analysis, urban strategy, culture, business and lifestyle.