Dubai’s Tourism Sector Breaks Record for the Third Consecutive Year, Welcoming 19.59 Million Visitors in 2025 — Up 5%

According to data released by Dubai’s Department of Economy and Tourism (DET), the city welcomed 19.59 million international overnight visitors in 2025, marking a 5% increase compared to 18.72 million visitors in 2024 and achieving a new all-time record for the third consecutive year.

Driven by strategic partnerships, global marketing campaigns, and major events, Dubai entered 2026 with strong momentum, recording more than 2 million visitors in December alone for the first time in its history.

DET’s diversified, year-round market strategy — implemented in collaboration with local stakeholders and more than 3,000 international partners — positioned Dubai effectively across both traditional and emerging markets. The approach not only increased visitor numbers from key regions but also attracted new long-term residents, investors, and businesses. In December, the city welcomed 2.04 million international overnight visitors, representing a 6% year-on-year increase.

Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), commented:

“Guided by visionary leadership, Dubai’s record-breaking growth in international visitation reflects global confidence in the destination and the effectiveness of policies aligned with the Dubai Economic Agenda D33. It is also the result of strong cross-sector and community partnerships that define our city.

Looking ahead, our priority is to further strengthen Dubai’s global competitiveness through digital innovation and exceptional guest experiences at every touchpoint. Surpassing 2 million visitors in a single month for the first time in December has created powerful momentum. In collaboration with public and private sector stakeholders, we remain committed to expanding capacity, investing in infrastructure, and reinforcing Dubai’s position as the world’s best city to visit, live and work.”

Source Markets Performance

According to DET’s full-year data for 2025:

• Western Europe remained the largest source market with 4.10 million visitors (21%)
• GCC countries accounted for 2.99 million visitors (15%)
• CIS & Eastern Europe delivered 2.89 million visitors (15%)
• South Asia contributed 2.89 million visitors (15%)
• MENA (nearby markets) generated 2.17 million visitors (11%)
• Northeast & Southeast Asia accounted for 1.85 million (9%)
• The Americas contributed 1.40 million (7%)
• Africa delivered 897,000 (5%)
• Australasia accounted for 401,000 (2%)

The consistent growth reflects the strength of Dubai’s diversified destination strategy implemented through close public–private collaboration.

Dubai’s tourism and hospitality sector continues to play a key role in the emirate’s economic growth, building on its global leadership in attracting Greenfield Foreign Direct Investment (FDI) projects. According to Financial Times Ltd’s fDi Markets database, hotels and tourism ranked among the top five sectors for estimated FDI capital inflows into Dubai during the first half of 2025, accounting for 21.3%.

Hotel Sector Performance

Dubai’s hospitality sector delivered strong results in 2025, supported by new openings and strategic initiatives.

As of the end of December 2025, the city offered:

• 827 hotel establishments
• 154,264 hotel rooms

This places Dubai ahead of global cities such as Bangkok, New York, Paris, and Singapore in total room inventory, and close to London’s total capacity.

New hotel openings across various segments and locations included:

• Ciel Dubai Marina (IHG Vignette Collection)
• Jumeirah Marsa Al Arab
• Mandarin Oriental Downtown Dubai
• Cheval Maison – Expo City
• Vida Dubai Mall

According to DET data:

• Average occupancy rate increased to 80.7%
• Average length of stay reached 3.7 nights
• Occupied room nights rose 4% to 44.85 million
• Average Daily Rate (ADR) increased 8% to AED 579
• Revenue per Available Room (RevPAR) rose 11% to AED 467

In October, DET launched a Hotel Incentive Programme aimed at encouraging new hotel developments in Dubai South, Palm Jebel Ali, Dubai Parks, and Dubai Islands.

In December, the city introduced a one-time, citywide contactless hotel check-in solution, enabling guests to skip physical check-in procedures and spend more time enjoying the destination.

Global Recognition

In 2025, Dubai received multiple international recognitions in accessibility, sustainability, and safety.

• Became the first destination in the Eastern Hemisphere to earn the Certified Autism Destination™ designation.
• Ranked among the world’s top ten safest cities according to the Numbeo Safety Index.
• Named the world’s best city for solo female travellers by InsureMyTrip.

In the World’s 50 Best Hotels 2025 list:

• Atlantis The Royal ranked 6th
• Jumeirah Marsa Al Arab ranked 20th
• The Lana Dubai ranked 35th

In the World’s 50 Best Restaurants 2025 list:

• Trèsind Studio ranked 27th
• Orfali Bros ranked 37th

Major Events and Festivals

Year-round events continued to drive international visitation, including:

• Dubai Shopping Festival
• Dubai Summer Surprises
• Dubai Fitness Challenge

The 2025 Dubai Fitness Challenge recorded more than 3 million participants, setting a new record.

In December, the inaugural World Sports Summit brought together more than 1,500 global sports leaders in Dubai.

At the 2025 World Travel Awards, Dubai was named the world’s leading exhibition destination.

Dubai Business Events secured 504 successful bids for events to be held through 2029 — a 15% increase year-on-year.

Sustainability Initiatives

Under Dubai Sustainable Tourism (DST):

• 153 hotels received the DST Stamp in 2025.
• The Dubai Can initiative prevented the use of 42.7 million single-use plastic bottles and distributed 21.3 million litres of water by year-end.
• Under the Dubai Reef project, 68% of the planned 20,000 reef modules were produced, and 47% were deployed into the sea.

Gastronomy Leadership

Dubai further strengthened its global culinary positioning with new restaurant openings in 2025.

The fourth edition of the MICHELIN Guide Dubai, released in May, featured 119 restaurants across 35 cuisines.

FZN by Björn Frantzén and Trèsind Studio became Dubai’s first restaurants to receive three MICHELIN stars.

2026 and Future Vision

Dubai will continue accelerating the D33 agenda through investments in infrastructure and cultural projects.

In 2026, under the UAE’s “Year of the Family” initiative, events highlighting social values will take centre stage.

Major infrastructure developments — including the expansion of Al Maktoum International Airport and the Dubai Metro Blue Line project — aim to further enhance connectivity and accessibility.

By combining advanced technology, cultural authenticity, and sustainable urban planning, Dubai seeks to maintain its leadership position in global tourism and build a strong foundation for future generations.