Dubai Welcomes 9.88 Million International Visitors in the First Half of 2025

Dubai Department of Economy and Tourism (DET) has announced that Dubai welcomed 9.88 million international overnight visitors between January and June 2025, marking a 6% increase compared to the same period in 2024. The growth reflects the success of a destination strategy shaped by strong public-private partnerships and a globally integrated marketing approach.

According to DET data, Dubai’s tourism performance in the first half of 2025 was driven by new hotel openings, major events, targeted campaigns, and international collaborations that reached both first-time and repeat visitors. More than 3,000 national and international partners supported DET’s tailored market strategies, helping stimulate growth across key source regions.

Diverse Source Markets Fuel Growth

In the first half of 2025, visitors from nearby markets—including the GCC and MENA regions—accounted for 26% of total arrivals, with 1.51 million visitors from the GCC (15%) and 1.12 million from MENA (11%).

Western Europe remained Dubai’s largest source market, contributing 2.12 million visitors (22%), followed by:

• CIS & Eastern Europe: 1.52 million (15%)
• South Asia: 1.44 million (15%)
• Northeast & Southeast Asia: 894,000 (9%)
• The Americas: 689,000 (7%)
• Africa: 404,000 (4%)
• Australia: 176,000 (2%)

Leadership Perspective

Commenting on the results, Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, said:

“Dubai’s tourism performance reflects the power of public-private collaboration and community engagement. Residents, businesses, and visitors have all played a vital role in sharing the city’s authentic stories and unique experiences with the world. Supported by strong infrastructure and a business-friendly environment, Dubai has further enhanced accessibility. Year-round leisure, trade, and MICE activities continue to diversify our visitor profile and amplify economic impact. Together with our stakeholders, we remain committed to investing in infrastructure and capacity to enhance quality of life for residents and visitors alike.”

Hospitality Sector Continues to Expand

Dubai’s hospitality sector maintained strong momentum, supported by the city’s reputation for safety, accessibility, and diverse experiences. The hotel portfolio continues to expand across all price segments, with notable openings in the first half of 2025 including Jumeirah Marsa Al Arab (Umm Suqeim), Cheval Maison (Expo City), The Biltmore Hotel Villas (Al Barsha), and Vida Dubai Mall (Downtown Dubai).

Performance indicators showed consistent growth:

• Hotel occupancy: increased from 78.7% in 2024 to 80.6% in H1 2025
• Occupied room nights: rose 4% to 22.24 million
• Average length of stay: 3.71 nights
• Average Daily Rate (ADR): up 5% to AED 584
• Revenue per Available Room (RevPAR): increased 7%, from AED 439 to AED 471

By the end of June 2025, Dubai’s hospitality inventory reached 822 hotels with a total of 152,483 rooms.

Global Campaigns and Strategic Partnerships

Visit Dubai launched several high-impact global campaigns in the first half of 2025 to promote the city’s evolving destination offering. These included:

• “Find Your Story” featuring Millie Bobby Brown and Jake Bongiovi
• “Dubai, Ready for a Surprise?” with Indian celebrities Virat Kohli and Anushka Sharma
• “Dubai, Who’s Ready?” starring Korean actors Park Seo Jun, Choi Woo Shik, and Park Hyung Sik
• “Dubai. That’s How You Summer”

To further enhance visitor experiences, DET also signed strategic partnerships with global hospitality leaders such as Marriott International, Hyatt, and Premier Inn. Dubai’s hotel portfolio is set to expand further with upcoming openings including Mandarin Oriental Downtown Dubai, ZUHHA Island at The World Islands, and Ciel Dubai Marina, Vignette Collection, which will become the world’s tallest hotel-only tower.

Awards, Business Events, and Global Recognition

Dubai received multiple international accolades in the first half of 2025. In April, the city was recognized as the Eastern Hemisphere’s first Certified Autism-Friendly Destination. Dubai also featured once again among the “Best of the Best” destinations in the Tripadvisor Travelers’ Choice Awards 2025.

In a global survey by travel insurance provider InsureMyTrip, Dubai ranked highest among 62 cities for both “feeling safe” and “feeling safe walking alone at night,” earning recognition as the best city in the world for solo female travelers.

On the business events front, Dubai Business Events (DBE) strengthened the city’s position as a leading MICE destination. According to ICCA, Dubai ranked first in the Middle East for the number of association meetings hosted in 2024. In the first half of 2025, DBE secured bids to host 249 international events, expected to attract more than 127,000 delegates.

Dubai’s Culinary Scene Shines Globally

Gastronomy continues to be a key driver of Dubai’s international appeal. The Dubai MICHELIN Guide, now in its fourth edition, was announced in May 2025, featuring 119 restaurants across 35 cuisines. Highlights included the city’s first three-MICHELIN-star restaurants: FZN by Björn Frantzén and Trèsind Studio.

With this achievement, Swedish chef Björn Frantzén became the first chef in the world to hold three MICHELIN stars at three different restaurants—in Stockholm, Singapore, and now Dubai. Meanwhile, Trèsind Studio, led by Indian chef Himanshu Saini, became the world’s first three-MICHELIN-star Indian restaurant. The 2025 guide also listed three two-star restaurants, 14 one-star restaurants, 22 Bib Gourmand venues, and three MICHELIN Green Star recipients.

In June, Dubai further cemented its culinary reputation with two entries in The World’s 50 Best Restaurants 2025 list. Trèsind Studio ranked 27th, earning the title of Best Restaurant in the Middle East, while Orfali Bros returned to the list at 37th place.

With sustained growth across tourism, hospitality, business events, and gastronomy, Dubai continues to strengthen its position as one of the world’s most dynamic and resilient global destinations.