Seventeen years ago I wrote that you think about miles too much when “you hear the words “mile a minute” and find yourself pondering the concept of earning bonus miles as a function of time.”

It’s taken that long, but Emirates has a new promotion that does just that. It’s called Earn a Mile-a-Minute in Dubai. When you buy an Emirates ticket to travel to Dubai (that isn’t just a one way to Dubai) you literally earn a bonus mile for every minute you’re there. The longer you stay, the more miles you earn. This requires a minimum stay of 24 hours, they won’t award miles for just connecting in the city.

It’s an amazing year to travel to Dubai, with Expo 2020 from October and the UAE’s 50th year celebrations ‑ not to mention the unforgettable experiences the city always has to offer. To celebrate this special year, you can earn 1 Skywards Mile for every minute you spend in the city during the Expo 2020 global showcase from 1 October 2021 to 31 March 2022.

• Enroll and register by March 31, 2022.
  
• Purchase tickets (on Emirates ticket stock) between August 1, 2021 and March 31, 2022.
  
• Start your trip betwen October 1, 2021 and March 31, 2022.

More airlines that exist as much to support the ambitions of their host city or country should consider such a move. The U.A.E. isn’t just a connecting point enroute to India and Pakistan. While I wouldn’t spend weeks on end in the city of Dubai proper, it’s worth a brief visit to other emirates and to get out into the desert. There are few better Marriott redemptions, for instance, than Al Maha Desert Resort which is all-inclusive and all rooms are standalone Bedouin villas with private pools. Sadly earning is capped at 5000 points with this promo.

And there’s little more over-the-top than the Burj Al Arab, where the top suites have elevators in the room.

Now I guess I’ll just have to fall back on the other reasons I think about miles too much, now that you can earn bonus miles as a function of time – like criticizing my wife for not spending enough (“doing her share”) on the credit card last month.