Dubai’s Tourism Momentum Grows on Strong Partnerships and Visitor Experiences

Dubai is once again proving its magnetic pull among global travellers as it welcomed 9.88 million international overnight visitors between January and June 2025 — marking a six per cent rise over the same period last year. According to data from the Dubai Department of Economy and Tourism (DET), the surge reflects the success of powerful public-private partnerships, compelling marketing campaigns, world-class infrastructure and a destination offering that continues to evolve across sectors.

The GCC and wider MENA region accounted for a combined 26 per cent of arrivals, driven by proximity tourism. Western Europe topped the leader board with 22 per cent market share, bringing in 2.12 million visitors, followed closely by CIS & Eastern Europe and South Asia, each contributing 15 per cent. Demand from Asia, the Americas, Africa and Australasia also remained strong — highlighting Dubai’s broad geographic reach.

Dubai’s appeal cuts across affordability, safety and service standards — supported by an accommodation landscape that offers variety across segments. Several new hotels opened doors in H1 2025, including Jumeirah Marsa Al Arab, Cheval Maison, The Biltmore Hotel Villas, and Vida Dubai Mall. Overall, the hotel inventory hit 152,483 rooms across 822 establishments, with occupancy at 80.6 per cent, up almost two points on 2024. Room nights grew to 22.24 million, guest stays averaged 3.71 nights, and RevPAR jumped to AED471, cementing Dubai’s position as one of the world’s best-performing hospitality markets.

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), part of DET, said, “Dubai’s tourism performance reflects the strength of public-private partnerships and the power of community, which have been instrumental in showcasing Dubai’s destination offering to the world. Our residents, businesses and visitors have played a supporting role in our tourism success, with their authentic voices and genuine advocacy promoting the city and its unique experiences. Dubai has become even more accessible, with a robust infrastructure and a business-friendly environment that fosters collaboration, while a year-round calendar of leisure, trade and MICE events have further diversified the city’s visitor base and generated significant economic impact. In collaboration with our key stakeholders, we remain committed to enhancing quality of life for visitors and residents through infrastructure development and sustained investment in capacity to attract new international audiences.”

Driving global desire for Dubai were a string of celebrity-led campaigns such as Find Your Story starring Millie Bobby Brown, Dubai – Ready for a Surprise? with Virat Kohli and Anushka Sharma, and the Korean-fronted Dubai, Who’s Ready?. Partnerships with hospitality giants Marriott International, Hyatt and Premier Inn further extended Dubai’s global trade reach, while new properties like Mandarin Oriental Downtown, Ciel Dubai Marina Vignette Collection, and the ultra-luxury ZUHHA Island promise to keep global attention firmly on Dubai.

Widespread recognition continues to amplify Dubai’s tourism brand. In April, the city became the first Certified Autism Destination™ in the Eastern Hemisphere. It also retained a top spot in the Tripadvisor Travellers’ Choice Awards 2025, while a study by InsureMyTrip ranked it the world’s safest city for solo female travellers — scoring highest for overall safety and night-time confidence.

The city’s reputation as a global MICE hub remained strong as Dubai Business Events (DBE) secured 249 bids in the first six months, set to attract over 127,000 delegates in coming years. In 2024, Dubai hosted the highest number of association meetings in the Middle East, underlining its leadership in the business events space.

Dining continues to be a major draw. The MICHELIN Guide Dubai 2025 listed 119 restaurants across 35 cuisines, including the city’s first-ever three-starred restaurants: FZN by Björn Frantzén and Trèsind Studio, the latter also becoming the world’s first Indian restaurant to achieve three stars. On The World’s 50 Best Restaurants 2025 list, Trèsind Studio ranked 27th globally while Orfali Bros claimed the 37th spot.

With strong results, ambitious campaigns and further world-class openings in the pipeline, Dubai is firmly on track to continue its upward growth trajectory throughout 2025 and beyond.