Dubai welcomed 16.79 million international visitors between January and November 2024, marking a 9.2% increase from the same period in 2023. This growth was driven by strong performances in emerging markets like North East & South East Asia (+26%) and Africa (+22%), while mature markets such as Western Europe and South Asia continued to dominate in terms of visitor numbers. The hospitality sector also saw improvements, with hotel occupancy rates rising to 78% and Revenue per Available Room (RevPAR) increasing by 3%. Dubai’s ability to attract a diverse range of visitors and its resilient tourism infrastructure underscore its position as a leading global destination.

Visitor Numbers and Growth

Visitor Performance by Region

Dubai’s tourism growth was driven by strong performances across key regions:

Key Regional Insights

Highest Growth Regions

• North East & South East Asia: With a 26% increase in visitors, this region emerged as the fastest-growing market. Improved air connectivity and targeted marketing campaigns have been key drivers.

• Africa: Despite contributing only 5% of total visitors, Africa saw a 22% increase, highlighting significant untapped potential.

Stable and Mature Markets

• Western Europe: Remained the largest contributor, accounting for 18% of total visitors, with a 13% growth.

• MENA: Growth stabilized at 1%, reflecting its status as a mature market. Strategic campaigns could help reignite interest.

Global Resilience

• No region reported a decline in visitor numbers, showcasing Dubai’s ability to attract a diverse and growing global audience.

Hotel Performance and Visitor Behavior

Occupied Room Nights

• Increased by 3%, reaching 39.19 million nights in 2024 compared to 38.01 million nights in 2023.

Guests' Length of Stay

• The average length of stay slightly declined by 4%, from 3.8 nights in 2023 to 3.6 nights in 2024, possibly due to shorter trips or increased business travel.

Average Occupancy

• Improved to 78.0% in 2024, up from 77.2% in 2023, reflecting stronger demand for hotel stays.

Average Daily Rate (ADR)

• Rose by 2% to AED 520, showcasing pricing resilience amid higher demand.

Revenue per Available Room (RevPAR)

• Increased by 3%, reaching AED 405, driven by higher occupancy and ADR.

Hotel Supply and Category Insights

Total Hotel Establishments

• Grew by 1%, from 820 establishments in 2023 to 828 in November 2024.

Total Available Rooms

• Increased by 2%, reaching 153,390 rooms, reflecting sustained expansion in hospitality infrastructure.

Performance by Hotel Category

• 5-Star Hotels: Accounted for the largest share of inventory (35%) with a 76% occupancy rate.

• 4-Star Hotels: High-performing category with a 79% occupancy rate and 28% of the inventory.

• Hotel Apartments: Achieved the highest occupancy rates, ranging from 79% to 81%.

Strategic Implications and Recommendations

Global Appeal and Diversification

Dubai’s ability to attract visitors from diverse regions remains a key strength. While Western Europe and South Asia continue to dominate, emerging markets like North East & South East Asia and Africa present significant growth opportunities.

Opportunities in High-Growth Regions

• North East & South East Asia: Enhanced air connectivity and targeted campaigns have driven growth. Continued investments in these markets could yield even higher returns.

• Africa: The 22% growth highlights untapped potential. Strategic partnerships and marketing efforts could solidify Dubai’s presence in this region.

Stable and Mature Markets

• MENA and Australasia: While growth was modest, these regions provide a stable visitor base. Tailored campaigns and unique experiences could reignite interest.

Hotel Sector Alignment

The increase in room supply and improved hotel performance align with rising demand, ensuring Dubai’s hospitality infrastructure remains competitive. Continued investment in high-quality accommodations and experiences will be critical to sustaining growth.

Dubai’s tourism sector demonstrated remarkable resilience and growth in 2024, with strong performances across regions and hotel categories. By leveraging emerging markets, optimizing mature ones, and continuing to invest in world-class infrastructure, Dubai is well-positioned to maintain its status as a leading global tourism destination. The city’s ability to adapt to changing traveler preferences and market dynamics ensures its continued success in the years to come.