Dubai’s tourism success story

In the race to be the world’s most visited city, Dubai is pulling ahead of its rivals. The emirate welcomed 11.17 million international overnight visitors between January and July 2025, a 5% increase on the same period last year, according to the Department of Economy and Tourism (DET). If the trend continues, the city will surpass its 2024 all-time high of 18.72 million arrivals and cement its position as one of the most visited cities in the world.

A strategy built on innovation and investment

Behind the steady decade-long climb in visitor numbers lies a deliberate and sustained strategy. Over the past decade, Dubai has paired innovation with massive infrastructure investments and an increasingly sophisticated global marketing programme to transform itself into a city that appeals equally to leisure travellers, business visitors, long-stay residents and investors.

“Dubai’s economic trajectory is driven by its ability to adapt and innovate,” says Helal Saeed Almarri, Director General of DET. “World-class infrastructure development and sustained investment in capacity have solidified Dubai’s standing as a global leader… By transcending traditional tourism, fostering high-impact investment opportunities and magnetising global talent, we are reinforcing Dubai’s position as not only a preferred destination but also a cornerstone of global economic leadership and innovation.”

Dubai’s tourism momentum in 2025 can be attributed to the industry’s successes last year. In 2024, Dubai welcomed 18.72 million international visitors, which was the highest number ever and marked a 9% improvement on 2023.

The growth reflected the strength of DET’s diversified source market strategy and high-impact global campaigns, which target more than 60 countries worldwide and are designed to boost long-term resilience against economic downturn.

Partnerships with airlines and hotel groups such as Emirates, Hilton, IHG and Emaar Hospitality, as well as collaborations with cultural influencers including J Balvin and YouTuber Mr. Beast, have also extended Dubai’s reach into new markets.

Hotels, events and experiences driving demand

Dubai’s hotel sector continues to benefit from the increase in international visitors to the city, with the industry posting benchmark performances across key indices. By the end of 2024, the city’s hotel inventory stood at 154,016 rooms across 832 establishments, an increase of nearly 4,000 rooms in a year. The citywide average occupancy rate rose to 78.2%, while occupied room nights topped 43 million for the first time. Crucially, the average daily rate (AED 538) remained competitive compared to rival destinations such as Paris, London and New York, underscoring Dubai’s value proposition.

At the same time, Dubai’s rapidly expanding calendar of conferences and events continues to draw business travellers from across the world. In 2024, GITEX Global drew 200,000 attendees, while Gulfood attracted 150,000 and the Dubai Fitness Challenge recorded a record 2.7 million participants. DET also secured 437 future international events, which together are forecast to bring more than 210,000 delegates to the city in the coming years.

Infrastructure investments to drive future growth

Dubai’s leadership has never shied away from bold projects, and its current infrastructure pipeline is set to reshape the city again. Currently under construction is the new AED 128 billion passenger terminal at Al Maktoum International Airport (DWC), which is designed to become the largest airport terminal in the world with capacity for 260 million passengers annually. Meanwhile, the Dubai Metro Blue Line, a 30-kilometre expansion with 14 stations, will connect emerging districts of the city by 2029.

These developments align with Dubai’s plan to be recognised among the world’s most liveable cities. The emirate ranked among the top five safest cities in the world in Numbeo’s Safety Index 2024, held the number one spot for long-term remote workers in Savills’ Executive Nomad Index, and was named the cleanest city worldwide for the fifth consecutive year in the Global Power City Index.

“Dubai will continue charting new avenues for growth,” says Almarri. “By transcending traditional tourism, fostering high-impact investment opportunities, nurturing entrepreneurship, and magnetising global talent, we will reinforce Dubai’s position as not only a preferred destination but also a cornerstone of global economic leadership and innovation.”