Smart card march continues to grow

DUBAI - Vice Versa International, a homegrown smart card for travellers shopping in Dubai, is now marketing tourists overseas as its success continues to grow.

By Zoe Sinclair (Our staff reporter)

Published: Tue 18 Mar 2008, 8:17 AM

Last updated: Sun 5 Apr 2015, 6:46 PM

Co-founder Ole Milan said the smart card was launched in May 2007, partnering with 250 retail, food and beverage and leisure outlets, to offer travellers to Dubai rewards in the form of card money when they shopped in Dubai.

‘The card offers up to 20 per cent cash back as card money,’ Milan said. ‘We found a niche in the marketplace so we don’t really have a competitor.’

Now they have 275 partners and, starting with the International Travel Bourse in Berlin recently, they plan to target travellers before they reach Dubai.

‘Vice Versa deliberately targets the mid to high-end market,’ Milan said. ‘People are always looking for a good bargain.’

The card has been offered to travellers as they reached Dubai, with the main customers GCC and United Kingdom visitors.

Milan said Vice Versa aimed to target travellers to Dubai by promoting the smart card on-line through the The Vice Versa Affiliate Partner Programme, including city and travel portals, tour operators, travel agents and airlines, with Al Rais Travel the first to sign up.

‘We know that more than 50 per cent of tourists research a destination before they arrive,’ Milan said.

More than 100,000 cards have been distributed among visitors from more than 100 countries.

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