Thousands of UK residents are expected to travel to Dubai over the festive season, according to bosses at British Airways (BA).
Although the emirate is a popular holiday destination all year round, it is particularly appealing when temperatures start to tumble in Europe.
The airline included the city in its list of the five best Christmas getaways in 2012, AMEinfo reports.
Earlier this year, Facebook users voted for the place they would most like to visit in 2013 and it was no surprise to see Dubai feature in the poll alongside New York, Hong Kong, Australia and Rio de Janeiro.
BA's area commercial manager for the Middle East and Central Asia Paolo De Renzis told the news provider that people are generally looking to spend the festive season in warmer conditions.
"BA has been flying to Dubai for 75 years and to the Middle East for 80 years," he was quoted as saying.
"We have a long association with this region and our competitive prices, quality service and great connections to Europe and North America are among the reasons people choose to fly here with BA."
More than 1.9 million people have booked flights with BA over the festive period, with 30,000 travelling somewhere in the world on Christmas Day.
Of course, BA is one of many carriers that have swelled Dubai International Airport's passenger numbers this year.
The airport is expected to receive around 57 million visitors in 2012 and this figure will grow to somewhere in the 66 million region next year.
Thankfully, the complex - which currently has a maximum capacity of 60 million people per year - is being extended and it should be able to cater for 75 million tourists and businesspeople in 2013.
Representatives of the Centre for Aviation recently predicted that if current trends continue, Dubai International Airport will soon become the biggest and busiest facility on the planet.
Some experts believe it is already on the verge of overtaking London's famous Heathrow Airport as a major global hub.