Khaberni - Dubai received 19.59 million international visitors in 2025, setting a new record for the third consecutive year, with an annual growth rate of 5% compared to 18.72 million visitors in 2024, according to data from the Dubai Department of Economy and Tourism.
According to the Emirates News Agency "WAM", the emirate concluded the year 2025 with an exceptional performance by exceeding the two million visitor mark in December alone for the first time in the emirate’s history, continuing this strong momentum into 2026.
Strategic partnerships, global marketing campaigns, and hosting major events contributed to this exceptional achievement.
On this occasion, Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defense, and Chairman of the Executive Council of the Emirate of Dubai stated that "the record performance of the tourism sector in Dubai during 2025 reflects the fruits of the ambitious vision and wise directives of Sheikh Mohammed bin Rashid Al Maktoum, Vice President of the UAE, Prime Minister and Ruler of Dubai, to solidify Dubai's position among the top three tourism cities globally. This accomplishment also confirms the strength of the development model adopted by the emirate, which is based on long-term planning, flexibility, and effective partnerships between the public and private sectors."
He said: "Continuously setting records for the third consecutive year, alongside surpassing the two million visitor mark in a single month for the first time, reinforces Dubai’s global status as a preferred destination for living, working, and visiting. He confirmed that the tourism sector is one of the main drivers for diversifying the economy and enhancing sustainable growth, aligning with the objectives of the Dubai Economic Agenda D33."
He added: "We reaffirm our commitment to continuing to develop a comprehensive tourism ecosystem that elevates the quality of visitors' experiences, enhances Dubai's global competitiveness, and supports the attraction of investments and talents, reflecting Dubai’s vision as a global leading city for business, leisure, and quality of life."
The Dubai Department of Economy and Tourism has successfully implemented a diverse strategy throughout the year, in cooperation with local partners and more than 3,000 international partners, contributing to attracting more new and recurring visitors from both traditional and emerging markets, resulting in increased visitor numbers from key regions, alongside enhancing the emirate's appeal to a broad segment of permanent residents, investors, and new businesses. In December alone, Dubai received 2.04 million international visitors, a yearly increase of 6%, while its previous record was set in January 2025 at 1.94 million visitors.
Data indicates that in terms of visitors' geographic origin, the Gulf Cooperation Council (GCC) and the Middle East and North Africa (MENA) regions accounted for 26% of Dubai's total visitors in 2025, with 2.99 million visitors representing 15% from the former region, and 2.17 million visitors representing 11% from the latter region.
Once again, Western Europe accounted for the highest percentage of Dubai’s visitors at 21%, amounting to 4.10 million visitors compared to 3.74 million in 2024, followed by the Commonwealth of Independent States and Eastern Europe at 2.89 million visitors representing 15%, South Asia also at 2.89 million visitors also representing 15%, Northeast and Southeast Asia at 1.85 million visitors representing 9%, the Americas at 1.40 million visitors representing 7%, Africa at 897 thousand visitors representing 5%, and Australia at 401 thousand visitors representing 2%.
Said Helal Saeed Almarri, Director-General of Dubai’s Department of Economy and Tourism: "The exceptional performance of Dubai’s tourism sector in 2025 underscores the high efficiency of the economic model in Dubai, which is based on active partnerships between the public and private sectors, in line with the targets of Dubai's Economic Agenda 33D."
Under the wise leadership of Sheikh Mohammed bin Rashid Al Maktoum, Vice President of the UAE, Prime Minister and Ruler of Dubai, and the supervision of Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, and Minister of Defense, Chairman of the Executive Council of the Emirate of Dubai; the tourism sector continues its pivotal role as one of the main drivers of economic diversification, through its direct contribution to the growth of the gross domestic product, attracting investments, and drawing global talents and skills. This reflects our commitment to expanding sustainable growth opportunities for all, and accelerating progress towards achieving the ambitious targets of the Dubai Economic Agenda 33D aimed at doubling Dubai's economy by 2033 and establishing Dubai among the top three tourism cities worldwide."
The continuous growth in international visitor numbers reflects the strength of Dubai's diverse tourism strategy, which has been implemented through effective partnerships between the public and private sectors. With Dubai being ranked as the best global destination in attracting foreign direct investment projects, the tourism and hospitality sector continues its key role in driving economic growth, significantly contributing to the emirate's gross domestic product, and supporting the objectives of the Dubai Economic Agenda 33D aimed at doubling the size of the emirate’s economy by 2033.
According to data published in the Financial Times – FDI Markets database, the hotel and tourism sector was one of the top five sectors in Dubai during the first half of 2025 in terms of attracting foreign capital, representing 21.3 percent of total inflows, affirming the sector's position as a primary driver of investment and sustainable growth.
Dubai further enhanced its appeal with a series of new hotel openings and strategic initiatives. In 2025, the hotel and hospitality sector in the emirate achieved record results, and by the end of December, the city's hotel capacity reached 154,264 hotel rooms across 827 establishments, placing Dubai in a leading position compared to global cities such as Bangkok, New York, Paris, Singapore, and closely behind London in terms of total hotel capacity.
The emirate saw the opening of a range of new projects for various categories and locations, including SAIL Dubai Marina, VENET Collection by IHG Hotels & Resorts, the world's tallest hotel, followed by Jumeirah Marsa Al Arab, Mandarin Oriental Downtown Dubai, Cheval Maison – Expo City, Vida Dubai Mall. The average hotel occupancy in Dubai in 2025 recorded 80.7%, up from 78.2% in 2024, according to hospitality metrics from Dubai’s Department of Economy and Tourism.
Additionally, the number of rooms booked increased by 4% to reach 44.85 million rooms in 2025, compared to approximately 43.03 million rooms in 2024, with the average length of stay for guests reaching 3.7 nights.
The daily room rate also rose to 579 AED in 2025, an increase of 8% compared to 538 AED in 2024, while the average room revenue per available room also increased by 11% to 467 AED, compared to 421 AED during 2024.
On this occasion, Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, which is part of Dubai’s Department of Economy and Tourism, said: "Under the wise guidance, Dubai managed to achieve a new record in the number of international visitors, reflecting the high global confidence in the emirate, the effectiveness of strategies aligned with the Dubai Economic Agenda 33D, as well as the importance of productive cooperation and partnerships in various sectors that form an integral part of Dubai's identity. Simplified visa issuance procedures also contribute to attracting the best global talents and skills, making Dubai a preferred destination for business pioneers, families, and remote workers, enhancing its capabilities to become a leading global hub for various economic sectors."
He added: "As we look forward to achieving more milestones, we continue to enhance Dubai’s international competitive capability, utilizing digital innovation alongside offering exceptional experiences to visitors at all stages of their journey, especially amid the significant momentum from surpassing two million international visitors in December alone for the first time. In collaboration with all our partners in the public and private sectors, we remain committed to continuing our investment in enhancing the emirate's capabilities and developing its infrastructure, and launching strategic initiatives that support our ambitious goal to make Dubai the best city in the world for living, working, and visiting."
In 2025, Dubai launched several new initiatives to enhance the growth of the hospitality sector. In October, the Dubai Department of Economy and Tourism launched the Investment Incentives Initiative aimed at encouraging investment in new hospitality establishments in high-growth areas in Dubai, including new hotels, resorts, serviced apartments, and other facilities located in Dubai South, Jebel Ali Palm, Dubai Parks, and Dubai Islands.
The department also introduced an innovative emirate-wide solution in December by employing digital hotel check-in technology, which provides a smart, fast, and secure arrival experience for guests, allowing them to bypass traditional registration procedures once implemented in city hotels and holiday homes.
As part of showcasing Dubai's tourism assets and offerings, the Dubai Corporation for Tourism and Commerce Marketing, which is part of the Dubai Department of Economy and Tourism, launched a series of global marketing campaigns during 2025, such as "Choose Your Story", in collaboration with Millie Bobby Brown and Jon Bon Jovi, "Dubai, an Unforgettable Summer", and "Surprises in Dubai", in cooperation with Virat Kohli and Anushka Sharma. These distinctive global marketing campaigns continue to contribute to attracting more visitors by promoting Dubai to a broader international audience.
In line with its continuous efforts to support the objectives of the Dubai Economic Agenda 33D, the Dubai Department of Economy and Tourism forged strategic partnerships in 2025 with several global hospitality institutions, including Marriott International, Visa, Hyatt, Premier Inn, Amadeus, aiming to enhance visitors' experiences and boost the emirate's global appeal. Among the highlights of the past year, the announcement of the Beautiful Destinations Academy, which the department launched in April in partnership with Beautiful Destinations, a pioneering initiative in the content industry development field aiming to establish new global standards in professional travel content creation to promote tourism destinations.
Dubai received several global awards in 2025, recognizing its exceptional achievements in the tourism sector, particularly in the fields of accessible tourism, adherence to sustainability and safety standards. In April, it achieved one of the key milestones, receiving the Certified Autism Destination™ status, becoming the first tourism destination in the eastern hemisphere to achieve this certification. It also ranked among the top ten safest cities according to the Numbeo index.
In a study conducted by travel insurance company "Insure My Trip", Dubai was selected as the number-one global city for solo female travelers, scoring the highest marks among 62 cities included in the study in the "feeling of safety" and "feeling of safety when walking alone at night" indicators.
Dubai secured three spots on the list of the Top 50 Hotels in the World for 2025, announced in October, with Atlantis The Royal ranking sixth, Jumeirah Marsa Al Arab entering the list for the first time at the 20th position, and The Lana ranking 35th. October also saw the unveiling of the list of hotels awarded Michelin stars in the Middle East for the first time, including 13 hotels in Dubai, while an additional 34 hotels in the emirate were included in the "High-Quality Accommodation" list.
The list of the Top 50 Restaurants in the World for 2025, announced in June, included two of Dubai’s finest restaurants: Tresind Studio, which ranked 27th on the list of the Best Restaurants in the Middle East, and Orfali Bros Bistro, which once again made the list, securing the 37th position. October also saw the inclusion of the Heritage Food Tour in Old Dubai on the list of the Best Global Travel Experiences for 2026 by Lonely Planet, one of the world’s largest travel and tourism references, highlighting the rich and unique local food and restaurant sector of the emirate.
In 2025, Dubai International Airport maintained its position as the world's busiest international airport for the eleventh consecutive year, according to a report issued by the "International Airports Council". The airport recorded the highest number of passengers during the third quarter of 2025, receiving 24.2 million passengers between July and September, a 1.9% increase on an annual basis. The total number of passengers during the first nine months of 2025 reached approximately 70.1 million, marking a 2.1% increase on an annual basis.
Key events and retail festivals organized by the Dubai Festivals and Retail Establishment, part of the Dubai Department of Economy and Tourism, which included the Dubai Shopping Festival, Dubai Summer Surprises, and the Dubai Fitness Challenge, continued to attract international visitors throughout the year. The 2025 edition of the Dubai Fitness Challenge was exceptionally successful, attracting more than three million participants, compared to 2.7 million participants in 2024, with the challenge set to celebrate its tenth anniversary in 2026.
In the field of sporting events, the Dubai Sports Council organized the Global Sports Summit in December, which hosted more than 1,500 global sports leaders who enriched the discussion sessions to enhance Dubai's global status in the field of tourism and sporting events, aligning with the objectives of Dubai's 2033 Strategic Sports Plan. The list of prominent events in 2026 includes the prestigious Dubai World Cup, which celebrates its 30th anniversary this year, marking 30 years since its inaugural races in 1996.
Meanwhile, Dubai was selected as the Best Destination for Exhibitions at the 2025 Global Travel Awards. Dubai’s Business Events Office, the official office for attracting events and conferences in the city, part of the Dubai Department of Economy and Tourism, successfully won 504 hosting bids for business events in 2025, to be held in the upcoming years until 2029, including major conferences, meetings, and incentive programs; representing a 15% increase compared to 2024, reflecting an increase in the total number of hosting bids submitted, amounting to 747 offers, marking an 11% annual increase.
The Dubai College of Tourism, established by the Dubai Department of Economy and Tourism, made significant progress in 2025, enhancing its leading position in the field of vocational education and workforce development in the hospitality sector. In March, the college announced the launch of additional vocational apprenticeship programs, including the Hospitality Training Program for Emirati citizens, followed by a strategic partnership signing with Emirates Flight Catering to expand the vocational training program in culinary arts, the first of its kind in the region.
December also saw the graduation of the first batch of students with disabilities, after successfully completing a practical course designed to support their entry into the labor market. Another major achievement in 2025 was securing direct academic pathways for students to enroll in bachelor's completion programs in the United Kingdom in the fields of hospitality, events, and tourism, enhancing students’ opportunities to continue their academic journeys internationally.
The practical knowledge and skills of the workforce, who deal directly with guests and international visitors, form a fundamental pillar of the college's programs. The number of students registered on the Dubai Approach E-learning Platform exceeded 200,000, with more than 70,000 successfully completing the Autism Awareness and Sensory Perception Program, reflecting Dubai's commitment to promoting inclusivity and enhancing the experience for all visitors, including those with disabilities.
These initiatives align with the Dubai Economic Agenda 33D, reflecting the commitment of the Dubai College of Tourism to develop the potential of the tourism sector workforce in the emirate, integrate Emirati talent into the private sector, and enhance Dubai's distinguished global position in the hospitality sector.
Aligned with the objectives of the Dubai Economic Agenda 33D, key sustainability initiatives in Dubai, including the Dubai Urban Plan 2040 and the Dubai Quality of Life Strategy 2033, achieved significant accomplishments in 2025. In February, 153 hotels received the Dubai Sustainable Tourism Seal under the initiative launched by the Dubai Department of Economy and Tourism, marking an 118% increase compared to 2024, when 70 hotels received the seal.
Under the award system, 18 hotels were classified in the gold category, 64 in the silver category, and 71 in the bronze category, with evaluations based on energy efficiency, water conservation, and waste management practices. Submissions for the third round of the Dubai Sustainable Tourism Seal were also received, with the list of winners to be announced soon.
The "Dubai Leads" Sustainability Initiative expanded its network of pure drinking water stations in 2025, adding stations with a new design that are easy to use and employ advanced technologies.
By the end of 2025, the initiative successfully avoided the use of 42.7 million single-use plastic water bottles, distributing more than 21.3 million liters of drinking water through 65 stations strategically located across the emirate.
The "Dubai Coral Project," one of the largest pioneering projects for the development of marine reefs in the world, made significant progress by manufacturing more than 68% of the total required units, numbering 20,000, and installing more than 47% of them by the end of 2025 to support efforts to preserve local marine species.
Dubai reinforced its leading position as one of the fastest-growing and most attractive global capitals in the food and restaurant sector, with the opening of a variety of new restaurants in the emirate. Dubai is characterized by a diversity of culinary experiences that cater to various tastes and budgets, reflecting the different cultures of the residents in the emirate, who belong to approximately 200 nationalities. The year 2025 saw the opening of several upscale restaurants, including CARBON Italian Restaurant with a New York style at Atlantis The Royal and the upscale China Tang Restaurant at The Lana Hotel from The Dorchester Collection, in addition to the diverse dining experiences at the five-star Jumeirah Marsa Al Arab Resort.
In May, the fourth edition of the Michelin Guide Dubai included 119 restaurants representing 35 global cuisines, including the first two restaurants in Dubai to receive three Michelin stars: FZEN by Bjorn Frantzen, and Tresind Studio. The 2025 edition of the guide also included three restaurants with two Michelin stars, 14 restaurants with one Michelin star, 22 restaurants with a Bib Gourmand award, and three restaurants with a Michelin Green Star. With this recognition for FZEN, Swedish Chef Bjorn Frantzen became the first chef in the world to receive three Michelin stars for three different restaurants, while Tresind Studio became the first Indian restaurant globally to achieve three Michelin stars.
Dubai aims to continue achieving
