Dubai is rapidly cementing its position as one of the world’s most visited destinations. In just the first half of 2025 (January to June), the city welcomed 9.88 million international overnight visitors, already surpassing the 18.72 million total recorded for all of 2024. This impressive 6% year-on-year growth puts Dubai firmly on track to achieve its ambition of ranking among the top three global tourism hubs, according to the Dubai Department of Economy and Tourism (source).

So, what’s fueling this explosive tourism momentum? It’s not just luck—it’s a carefully orchestrated mix of world-class infrastructure, aggressive international marketing, strong hospitality performance, and an expanding portfolio of attractions catering to a global audience.

First, Dubai’s seamless connectivity remains unmatched. Dubai International Airport (DXB) handled 46 million passengers in H1 2025, maintaining its title as the world’s busiest international airport. Despite ongoing geopolitical instability in parts of the Middle East, DXB’s efficiency and Dubai’s safety reputation have kept the flow of visitors steady and strong.

The hospitality sector has played a major role in supporting this surge. Hotel occupancy reached 80.6%, while 22.24 million room nights were booked—up 4% from the same period last year. The Average Daily Rate (ADR) climbed to AED 584, and Revenue per Available Room (RevPAR) rose to AED 471, signaling not just volume but profitability. Dubai currently offers 152,483 hotel rooms across 822 establishments, ranging from luxurious beach resorts to affordable city stays.

New openings have kept the city fresh and appealing. Recent additions include Jumeirah Marsa Al Arab, Vida Dubai Mall, Cheval Maison in Expo City, and The Biltmore Hotel Villas. Dubai’s hotels are not just places to stay—they are destinations in themselves, offering curated experiences, wellness, and entertainment.

At the same time, Dubai has executed a smart and far-reaching global marketing strategy. Campaigns such as “Find Your Story” (featuring Millie Bobby Brown and Jake Bongiovi) and “Dubai, Ready for a Surprise?” (starring Virat Kohli and Anushka Sharma) have reached wide audiences and fueled tourism interest. Collaborations with major hospitality brands like Marriott, Hilton, and Premier Inn have further boosted exposure and bookings.

Dubai’s appeal is also increasingly diverse. Visitor origins span a wide spectrum:

Western Europe: 22%

CIS/Eastern Europe: 15%

South Asia: 15%

GCC and MENA: each 11–15%

Other regions, including the Americas, Northeast and Southeast Asia, Africa, and Australasia, make up the remainder, reflecting Dubai’s truly global pull.

Dubai’s thriving MICE (Meetings, Incentives, Conferences, Exhibitions) industry is another growth engine. The city secured 249 international event bids and expects over 127,000 business delegates in the coming years. Its food scene continues to gain global acclaim, with the 2025 MICHELIN Guide recognizing 119 restaurants—including Dubai’s first three-starred Indian restaurant, Trèsind Studio, and FZN by Björn Frantzén.

Altogether, tourism is more than a headline figure—it’s a pillar of the local economy, contributing over 12% of Dubai’s GDP and supporting thousands of jobs across hospitality, retail, transport, and real estate. This steady growth signals the effectiveness of Dubai’s strategic vision: to be not just a stopover, but a destination that defines the future of urban tourism.

With nearly 10 million visitors already welcomed in just six months, 2025 is shaping up to be a milestone year for Dubai. The emirate isn’t just nearing the global top three—it’s actively reimagining what world-class tourism looks like.

Photo credits: Dubai Instagram. 

Oksana Bozhko

Oksana Bozhko is a Contributor to Dubai Voice.