Dubai has continued its strong momentum in global tourism, welcoming 9.88 million international overnight visitors between January and June 2025 — a 6% increase compared to the same period in 2024, according to data from the Dubai Department of Economy and Tourism (DET).

This growth is fueled by Dubai’s world-class attractions, public-private partnerships, and a powerful global marketing strategy that is reinforcing the city’s position as one of the most desirable travel destinations worldwide.

Leadership Vision Driving Dubai’s Tourism Growth

H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence, and Chairman of The Executive Council of Dubai, credited the achievement to the vision of H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai.

He stated:

“Dubai continues to set new records in international visitation, reinforcing our strategic vision to position the city as a global business and tourism hub. This milestone reflects our steady growth as a focal point for trade, investment, talent, and opportunity — and our rise as the world’s most connected city.”

The Crown Prince highlighted Dubai’s ability to deliver exceptional visitor experiences, from iconic landmarks like the Burj Khalifa to innovative hospitality offerings, making it one of the most sought-after destinations globally.

Tourism as a Key Pillar of Dubai’s Economic Agenda D33

Tourism remains central to the Dubai Economic Agenda D33, contributing significantly to GDP growth and cross-sector value creation. DET’s marketing campaigns, partnerships with over 3,000 domestic and international stakeholders, and continuous event-driven tourism have played a major role in attracting both new and returning visitors.

Top Source Markets for Dubai Tourism

In H1 2025, Dubai’s visitor distribution was as follows:

• Western Europe: 2.12 million visitors (22%) – the largest source market.

• GCC countries: 1.51 million (15%).

• MENA region: 1.12 million (11%).

• CIS & Eastern Europe: 15%.

• South Asia: 15%.

• North East & South East Asia: 9%.

• The Americas: 7%.

• Africa: 4%.

• Australasia: 2%.

Dubai’s Expanding Hotel & Accommodation Portfolio

Dubai’s hospitality sector continues to expand with new hotels in every category. Notable openings in H1 2025 include:

• Biltmore Hotel Villas, Al Barsha.

• Jumeirah Marsa Al Arab, Umm Suqeim.

• Cheval Maison, Expo City.

• Vida Dubai Mall, Downtown Dubai.

Upcoming high-profile launches include the Mandarin Oriental Downtown, Dubai, ZUHHA Island on The World Islands, and Ciel Dubai Marina, Vignette Collection, set to become the world’s tallest hotel tower.

Record Hotel Occupancy Rates in 2025

• Average hotel occupancy: 80.6% (up from 78.7% in 2024).

• Occupied room nights: 22.24 million (4% increase year-on-year).

• Average daily rate (ADR): AED 584 (+5%).

• Revenue per available room (RevPAR): AED 471 (+7%).

• Average stay length: 3.71 nights.

As of June 2025, Dubai had 822 hotels offering 152,483 rooms across all categories.

Global Recognition and Awards

In April 2025, Dubai became the first Certified Autism Destination™ in the Eastern Hemisphere, showcasing its commitment to accessible tourism.

Other global accolades include:

• Ranking among the world’s best travel destinations in the 2025 Tripadvisor Travelers’ Choice Awards.

• Named best city in the world for female solo travelers by InsureMyTrip.

Culinary Excellence in Dubai

Dubai’s culinary scene continues to attract global attention:

• Michelin Guide Dubai 2025 lists 119 restaurants, including FZN by Björn Frantzén and Trèsind Studio as the first three-starred establishments in the city.

• Trèsind Studio became the first Indian restaurant in history to earn three Michelin stars.

• Orfali Bros. ranked 37th in The World’s 50 Best Restaurants 2025, with Trèsind Studio at 27th, named the best restaurant in the Middle East.

Business Events Boost Dubai’s Global Standing

Dubai Business Events (DBE) secured 249 international event bids in H1 2025, set to bring over 127,000 delegates to the city in the coming years. Dubai also maintained its No.1 ranking in the Middle East for hosting association meetings, according to the ICCA.

Marketing Campaigns Driving Visitor Growth

DET launched several global campaigns in H1 2025:

• “Find Your Story” featuring Millie Bobby Brown & Jake Bongiovi.

• “Dubai. That’s How You Summer.”

• “Dubai, Ready for a Surprise?” featuring Virat Kohli & Anushka Sharma.

Partnerships with Marriott International, Hyatt, and Premier Inn enhanced Dubai’s appeal in key international markets.

Outlook: Sustaining Tourism Momentum

Helal Saeed Almarri, Director-General of DET, emphasized Dubai’s resilience amid global economic uncertainty, inflation, and shifting traveler behaviors. He noted a strong focus on:

• Technology-driven visitor experiences.

• Luxury, wellness, and experiential travel.

• Sustainability initiatives.

• Engaging next-gen travelers, including Gen Z and digital nomads.

Issam Kazim, CEO of DCTCM, highlighted the importance of community engagement, infrastructure investment, and a year-round events calendar in maintaining Dubai’s position as one of the world’s best cities to visit, live, work, and invest in.