In 2025, Dubai established its place as a top global travel destination. The city received a record 19.59 million international overnight visitors. This was a 5% increase from the 18.72 million arrivals in 2024. Data from the Dubai Department of Economy and Tourism (DET) show this was the third straight year of record-breaking tourism figures.
Strategic partnerships are behind the increase. New global marketing campaigns and many major events also helped. These efforts brought back previous visitors and attracted newcomers from established and new markets. This varied strategy increased arrivals from the key regions and drew new permanent residents, investors, and businesses to the emirate.
December 2025 was very strong. It saw 2.04 million international visitors. This was a 6% year-on-year increase. The city passed the 2-million mark in a single month for the first time. This number beat the previous monthly record of 1.94 million from January 2025.
Issam Kazim, the Managing Director of Visit Dubai, said the record numbers prove global trust in the destination. He noted the success of policies that match the D33 Economic Agenda. Kazim also credited the strength of partnerships across the city. He highlighted ongoing work on digital tools and better customer experiences. He also mentioned sustainable infrastructure investments. The goal is to make Dubai the top city for visiting, living, and working.
Regional Breakdown and Diversification Success
Western Europe was the top source market. It provided 4.10 million visitors, or 21% of the total. This number rose from 3.74 million in 2024. Other regions performed well:
- CIS and Eastern Europe: 2.89 million (15%)
- South Asia: 2.89 million (15%)
- Northeast and Southeast Asia: 1.85 million (9%)
- The Americas: 1.40 million (7%)
- Africa: 897,000 (5%)
- Australasia: 401,000 (2%)
Nearby markets in the GCC and MENA made up 26% together. GCC countries sent 2.99 million visitors, or 15%. Other MENA regions sent 2.17 million visitors, or 11%.
This wide growth shows the success of Dubai's varied strategy. Public and private sectors created this plan together. Tourism and hospitality still drive the economic expansion. This matches the D33 Economic Agenda goal to double the emirate's economy by 2033. During the first half of 2025, the hotel and tourism sector was a top receiver of foreign direct investment (FDI).
Hotel Sector Thrives Amid Expansion
Dubai's hospitality industry set new records. Hotel inventory rose to 154,264 rooms in 827 properties by the end of the year. This count is higher than totals in Bangkok, New York, Paris, and Singapore. It is close to London's capacity.
New openings covered luxury and mid-tier categories. These included Ciel Dubai Marina, which is the world's tallest hotel. Other openings were Jumeirah Marsa Al Arab and Mandarin Oriental Downtown Dubai.
Key performance data showed strong demand:
- Average occupancy rate: 80.7% (up from 78.2% in 2024)
- Occupied room nights: 44.85 million (+4%)
- Average length of stay: 3.7 nights
- Average daily rate (ADR): AED 579 (+8% from AED 538)
- Revenue per available room (RevPAR): AED 467 (+11%)
Several programs supported the sector. The Hotel Investor Incentive Scheme launched in October for high-growth areas. Also, a citywide contactless check-in solution started in December.
Campaigns, Partnerships, and Global Recognition
Visit Dubai's "Find Your Story" campaign kept the attention of global audiences. It featured Millie Bobby Brown and Jake Bongiovi. Partnerships with Marriott International, Visa, Hyatt, Premier Inn, and Amadeus improved the visitor experiences.
The city received praise for accessibility, sustainability, and safety:
- Certified Autism Destination™ in the Eastern Hemisphere
- Top 10 safest cities worldwide by Numbeo
- Best city for solo female travelers by InsureMyTrip
Dubai properties performed well in global rankings. Three appeared in the World's 50 Best Hotels 2025. This includes Atlantis The Royal at No. 6. Thirteen hotels received MICHELIN Keys.
The food scene grew fast. FZN by Björn Frantzén and Trèsind Studio earned the first three-Michelin-star ratings in Dubai. The Michelin Guide Dubai featured 119 restaurants across 35 cuisines.
Major events drew crowds year-round. These included the Dubai Shopping Festival and Dubai Summer Surprises. A record 3 million+ participants joined the Dubai Fitness Challenge.
Environmental efforts moved forward. The Dubai Sustainable Tourism label certified 153 hotels. The "Refill for Life" initiative removed 42.7 million plastic bottles. The Dubai Reef project is over 47% complete.
Looking Ahead to 2026 and Beyond
Work continues on Al Maktoum International Airport and the Dubai Metro Blue Line. Cultural events will celebrate the Year of the Family, Ramadan, and Eid al-Fitr. Dubai expects more growth. The emirate speeds up the D33 vision. It combines modern methods, tradition, and environmental care to remain a global tourism leader.
