Dubai’s Soft Power Strategy: A Model for Global Tourism Recovery
From January to May 2025, Dubai welcomed 8.68 million international visitors, outpacing the same period last year by 7%. Tourism is not merely an industry in Dubai—it is a diplomacy of design, gastronomy, and experience. What many global capitals have struggled to rebuild post-pandemic, Dubai has reimagined entirely.
Hotels across the city are bustling: occupancy hit 83%, compared to 81% in the same period last year. According to the Department of Economy and Tourism, the city now boasts 825 hotel establishments with more than 153,000 rooms, offering everything from ultraluxury palaces to smart, minimalist co-living spaces.
But the real coup? The Michelin Guide’s 2025 edition for Dubai, which includes 119 culinary destinations, up from 90 in 2024. With the inclusion of Green Stars for sustainable dining, Dubai is not just attracting the elite but redefining what global, responsible luxury looks like.
This tourism triumph is no accident. It is rooted in policy and planning. The city’s “D33 Agenda” envisions Dubai as one of the world’s top three urban economies by 2033, blending sustainability with hospitality. The recent “Dubai. That’s How You Summer” campaign, featuring Millie Bobby Brown and Jake Bongiovi, is a masterclass in youthful, global branding. Even more impressive is Dubai’s newly minted status as the Eastern Hemisphere’s first Certified Autism Destination, a landmark moment for inclusive travel.
In a century increasingly driven by cultural diplomacy, Dubai’s evolution from desert port to planetary destination may serve as a blueprint—not just for tourism but for urban reinvention itself.
Photo credits: Dubai Instagram.
Oksana Bozhko
Oksana Bozhko is a Contributor to Dubai Voice.
