Dubai continues to outperform global tourism benchmarks. In the first half of 2025, the emirate welcomed 9.88 million international overnight visitors, a 6% year-on-year increase, according to the latest data from the Dubai Department of Economy and Tourism (DET).
This milestone is not just a number. It is a testament to Dubai’s evolving appeal as one of the world’s most connected, visionary, and resilient cities. Fueled by high-impact campaigns, world-class infrastructure, and strong global partnerships, Dubai’s tourism strategy is paying off. And 2025 is shaping up to be a historic year.
Hamdan bin Mohammed’s Vision Driving Results
H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum emphasized that this growth reinforces the strategic vision of H.H. Sheikh Mohammed bin Rashid Al Maktoum to position Dubai as a global leader for tourism, investment, and innovation. From infrastructure to experience design, Dubai is setting the benchmark.
Built on Strategy and the D33 Agenda
The visitor growth directly supports the Dubai Economic Agenda (D33), which aims to double Dubai’s GDP over the next decade. Over 3,000 global and local partners collaborated with DET in H1 2025 to expand Dubai’s reach across key markets.
Where Are Visitors Coming From?
Western Europe led the way with 2.12 million visitors. The GCC contributed 1.51 million, followed by South Asia and CIS & Eastern Europe (15% each). Other top sources included North East and South East Asia (9%), the Americas (7%), Africa (4%), and Australasia (2%).
Hotel Sector Performance Hits New Highs
Dubai’s hospitality sector delivered impressive results:
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80.6% average hotel occupancy
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22.24 million room nights (+4% YoY)
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AED 584 average daily rate (+5%)
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AED 471 RevPAR (+7%)
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152,483 hotel rooms across 822 establishments
New hotel openings in H1 2025 include Vida Dubai Mall, Jumeirah Marsa Al Arab, Cheval Maison in Expo City, and The Biltmore Hotel Villas in Al Barsha.
Marketing Campaigns That Deliver Impact
Dubai’s global marketing was led by campaigns like “Find Your Story” with Millie Bobby Brown, “Dubai. That’s How You Summer,” and “Dubai, Ready for a Surprise?” featuring Virat Kohli and Anushka Sharma. These drove top-of-mind awareness and visitor interest worldwide.
What’s Ahead for H2 2025
Dubai will welcome high-profile projects including the Mandarin Oriental Downtown, ZUHHA Island on The World Islands, and the record-breaking Ciel Dubai Marina—set to be the tallest all-hotel tower in the world.
Recognition on the Global Stage
Dubai became the first Certified Autism Destination in the Eastern Hemisphere in April 2025. It also ranked as the #1 safest city for solo female travelers and secured top spots in the 2025 Tripadvisor Travelers’ Choice Awards.
Dubai Business Events secured 249 international conferences and meetings, expected to bring over 127,000 delegates to the city in the coming years.
Gastronomy Drives International Appeal
Dubai’s culinary reputation reached new heights with 119 restaurants listed in the MICHELIN Guide 2025. Trèsind Studio became the first Indian restaurant globally to receive three MICHELIN stars, while FZN by Björn Frantzén made him the only chef with three-star awards in three cities.
Dubai also placed two restaurants on The World’s 50 Best list—Trèsind Studio at #27 and Orfali Bros at #37.
Dubai Is the Future of Global Tourism
H1 2025 proves that Dubai is not just a travel destination. It is a global model for smart tourism, sustainability, and economic strategy. From investors and developers to visitors and entrepreneurs, Dubai continues to be the city where the future happens now.