Dubai tourism hits record 19.59 million international visitors in 2025 for third straight year
Strategic partnerships, hotel growth and aviation strength drive sustained tourism momentum
DUBAI – Dubai’s tourism sector delivered its strongest performance to date in 2025, welcoming 19.59 million international overnight visitors and securing a third consecutive year of record-breaking growth.
The figure represents a 5 percent increase compared to 18.72 million visitors recorded in 2024, according to data published by the Dubai Department of Economy and Tourism. Strategic partnerships, sustained global marketing campaigns and a packed calendar of international events supported the growth, reinforcing Dubai’s position as one of the world’s most visited cities.
Momentum accelerated towards the end of the year, with Dubai welcoming more than two million international visitors in a single calendar month for the first time in December. The city recorded 2.04 million overnight visitors during the month, representing a 6 per cent year-on-year increase. The previous record was set in January 2025, when Dubai welcomed 1.94 million visitors, highlighting the strength of year-round demand heading into 2026.
His Highness 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, said the sustained performance reflects the strategic vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, and the ambitious objectives of the Dubai Economic Agenda, D33.
He said Dubai’s tourism growth is driven by leadership’s commitment to building a city that connects the world, creates opportunity and delivers distinctive experiences for global travellers. He added that continued investment in infrastructure, strong international partnerships and service excellence is consolidating Dubai’s status as one of the world’s most sought-after destinations for leisure and business travel, while supporting economic diversification and sustainable growth.
Tourism records
DET’s diversified year-round market strategy, delivered in collaboration with domestic stakeholders and more than 3,000 international partners, continued to attract visitors from both traditional and emerging markets in 2025. The approach supported not only visitor growth but also wider objectives linked to talent attraction, investment inflows and long-term residency.
Full-year data shows that proximity markets across the GCC and wider MENA region accounted for a combined 26 percent share of all international visitors to Dubai in 2025. The GCC delivered 2.99 million visitors, representing 15 percent of total arrivals, while the MENA region contributed 2.17 million visitors, accounting for 11 percent.
Western Europe remained Dubai’s largest source market, with 4.1 million visitors in 2025, equivalent to 21 per cent of total arrivals. This marked a notable increase from 3.74 million visitors in 2024. The CIS and Eastern Europe region and South Asia each contributed 2.89 million visitors, accounting for 15 percent apiece.
North East and South East Asia delivered 1.85 million visitors, representing 9 percent of total arrivals. The Americas accounted for 1.40 million visitors, or 7 percent, while Africa contributed 897,000 visitors, representing 5 percent. Australasia recorded 401,000 visitors, accounting for 2 percent of the total.
Helal Saeed Almarri, Director General of the Dubai Department of Economy and Tourism, said Dubai’s tourism performance reflects the strength of an economic model anchored in effective public-private collaboration and aligned with the D33 agenda. He said tourism continues to play a central role in economic diversification, delivering tangible impact through GDP growth, investment inflows and the attraction of global talent.
Hotel expansion
Dubai’s hotel and hospitality sector recorded strong results in 2025, supported by new openings, sustained demand and targeted initiatives aimed at future growth areas. By the end of December, Dubai’s total hotel inventory reached 154,264 rooms across 827 establishments, placing the city ahead of global peer destinations such as Bangkok, New York, Paris and Singapore, and close to London in terms of total room supply.
New properties opened across all segments and locations during the year, including Ciel Dubai Marina, Vignette Collection by IHG, which is set to become the world’s tallest hotel, alongside Jumeirah Marsa Al Arab, Mandarin Oriental Downtown Dubai, Cheval Maison at Expo City and Vida Dubai Mall.
Hotel performance metrics reflected continued strength across the sector. Average occupancy stood at 80.7 percent in 2025, up from 78.2 percent in 2024. Occupied room nights increased by 4 percent to 44.85 million, compared to 43.03 million the previous year, with the average length of stay holding steady at 3.7 nights.
The average daily rate rose to Dh579, an 8 percent increase compared to Dh538 in 2024. Revenue per available room increased by 11 percent to Dh467, up from Dh421 the previous year, reflecting both pricing resilience and sustained demand.
Economic impact
Tourism and hospitality continued to act as a key driver of economic growth and foreign investment in 2025, supporting the D33 ambition to double the size of Dubai’s economy by 2033. Building on Dubai’s ranking as the world’s leading hub for Greenfield Foreign Direct Investment project attraction, the sector contributed significantly to GDP and employment.
According to Financial Times Ltd’s fDi Markets database, hotels and tourism accounted for 21.3 percent of total estimated FDI capital flows into Dubai during the first half of 2025, placing the sector among the top five contributors to foreign investment.
To further stimulate development, DET launched the Hotel Incentive Programme for investors in October. The initiative is designed to encourage hotel and resort development in high-growth areas including Dubai South, Palm Jebel Ali, Dubai Parks and the Dubai Islands, and applies to new hotels, resorts, hotel apartments and related facilities.
In December, DET unveiled a citywide, one-time contactless hotel guest check-in solution. Once implemented across hotels and holiday homes, the system will allow guests to bypass in-person check-in procedures, enhancing efficiency and maximising time spent exploring the city.
Issam Kazim, Chief Executive Officer of the Dubai Corporation for Tourism and Commerce Marketing, said Dubai’s record visitation reflects global confidence in the destination and the effectiveness of policies aligned with the D33 agenda. He highlighted the role of progressive visa frameworks in attracting entrepreneurs, remote workers and families, alongside continued investment in digital innovation and guest experience enhancement.
Culture spotlight
Dubai’s global visibility in 2025 was reinforced through high-profile marketing campaigns launched by DCTCM, including ‘Find Your Story’ featuring Millie Bobby Brown and Jake Bongiovi, ‘Dubai. That’s How You Summer’, and ‘Dubai, Ready for a Surprise?’ starring Virat Kohli and Anushka Sharma. The campaigns targeted new international audiences while showcasing the city’s evolving and diverse destination offering.
Strategic partnerships signed during the year with organisations including Marriott International, Visa, Hyatt, Premier Inn and Amadeus supported efforts to elevate visitor experiences. A notable initiative was the launch of the Beautiful Destinations Academy, Powered by Dubai, in April. Developed in partnership with Beautiful Destinations, the programme set new benchmarks for professional travel content creation.
Dubai received multiple global accolades in 2025, reinforcing its reputation for accessibility, safety and inclusivity. In April, the city was recognised as the first Certified Autism Destination in the Eastern Hemisphere. It was also ranked among the world’s top ten safest cities in Numbeo’s Safety Index and named the world’s best city for solo female travellers in a study by InsureMyTrip.
Hospitality and dining recognition continued throughout the year. The World’s 50 Best Hotels 2025 list included three Dubai properties: Atlantis The Royal at number six, Jumeirah Marsa Al Arab at number 20 and The Lana Dubai at number 35. The first MICHELIN Key hotels in the Middle East were also announced, with 13 Dubai hotels receiving keys and 34 recognised for high-quality stays.
On the World’s 50 Best Restaurants 2025 list, two Dubai restaurants featured in the top 50. Trèsind Studio ranked at number 27 and was named the best restaurant in the Middle East, while Orfali Bros ranked at number 37. Cultural food tours in Old Dubai were also recognised by Lonely Planet as one of the top global experiences for 2026.
Infrastructure growth
Dubai International Airport retained its position as the world’s busiest airport for international passengers for the 11th consecutive year in 2025, according to Airports Council International. The airport recorded its highest quarterly traffic in the third quarter, welcoming 24.2 million passengers between July and September, a 1.9 percent year-on-year increase.
Total passenger traffic for the first nine months of 2025 reached 70.1 million, representing a 2.1 percent increase compared to the same period the previous year. Retail and events also played a central role in driving visitation, with flagship events such as Dubai Shopping Festival, Dubai Summer Surprises and Dubai Fitness Challenge attracting international audiences.
Dubai Fitness Challenge recorded more than three million participants in 2025, up from 2.7 million in 2024, marking its largest edition to date as it approaches its tenth anniversary.
Dubai’s role as a global hub for business and sporting events was reinforced by the inaugural World Sports Summit in December, which welcomed more than 1,500 international sports leaders. Dubai Business Events secured 504 successful bids in 2025 to host events through to 2029, marking a 15 percent increase year-on-year from a total of 747 bids submitted.
Sustainability initiatives progressed in line with the D33 agenda, Dubai 2040 Urban Master Plan and Quality of Life Strategy 2033. DET’s Dubai Sustainable Tourism Stamp recognised 153 hotels during its second cycle, a 118 percent increase compared to the previous year. Dubai Can’s Refill for Life initiative eliminated 42.7 million single-use plastic bottles by the end of 2025, while DUBAI REEF progressed with more than 68 per cent of its reef modules fabricated and 47 percent deployed.
Workforce development also advanced, with Dubai College of Tourism expanding apprenticeship programmes, securing UK articulation pathways and graduating its first intake of students of determination. The Dubai Way training platform surpassed 200,000 enrolled learners, with more than 70,000 completing Autism and Sensory Awareness training.
Looking ahead, infrastructure projects including the expansion of Al Maktoum International Airport and the construction of the Dubai Metro Blue Line are set to further enhance connectivity and capacity, supporting Dubai’s continued growth as a global tourism and business destination.