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The Dubai Department of Economy and Tourism hosted its second periodic meeting of 2025 on December 9, bringing together more than 1,200 partners and stakeholders from across the tourism and hospitality sectors. The event, held at Global Village with support from Dubai Holding Entertainment, showcased the emirate’s achievements and outlined collaborative strategies for sustained growth aligned with the Dubai Economic Agenda D33.
According to the department, the Dubai tourism sector has demonstrated exceptional performance throughout 2025. During the first ten months of the year, the emirate welcomed over 15.70 million international visitors, representing a 5 percent increase compared to the same period in 2024.
Strong Hotel Performance Highlights Dubai Tourism Growth
Hotel occupancy rates reached 79.4 percent through October, up from 77 percent during the corresponding period last year, the department reported. Average daily room rates increased by 6 percent to 531 dirhams, while revenue per available room grew 9 percent year-on-year to 421 dirhams, reflecting strong demand across all market segments.
As of the end of October, Dubai offered 152,875 hotel rooms across 820 establishments. The figures build on the emirate’s record-breaking 2024 performance when it received more than 18.72 million international visitors.
Investment Incentives Target High-Growth Areas
The meeting highlighted new investment incentives launched by the Dubai Department of Economy and Tourism in October to encourage hotel development in high-growth zones. Under the initiative, investors can reclaim 100 percent of Dubai Municipality fees on room sales and tourism dirhams for newly licensed hotel establishments for two years from opening.
The designated investment zones include Dubai South, Palm Jebel Ali, Dubai Parks, and Dubai Islands. This incentive aims to expand hotel capacity to accommodate the continuously rising number of international visitors to Dubai.
Infrastructure Projects Support Tourism Expansion
Several major projects were showcased during the event, according to attendees. These include CIEL Dubai Marina, the world’s tallest hotel, and expansions to Al Maktoum International Airport. Additionally, the Roads and Transport Authority is overseeing construction of 226 kilometers of new roads and 115 bridges and tunnels in key development areas.
Meanwhile, the Dubai Walk master plan will develop 3,300 kilometers of new pedestrian pathways and rehabilitate 2,300 kilometers of existing routes by 2040. These infrastructure investments support both the growing resident population and increasing tourist arrivals.
Strategic Marketing Campaigns Target Global Markets
Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, outlined the emirate’s diverse international marketing campaigns. The “Dubai, What’s Not To Love” campaign promotes winter holiday experiences, while “Find Your Vibe, Find Your Dubai” targets African markets through influencer partnerships.
In contrast, campaigns customized for Asian markets include “Dubai The Ultimate Travel Hack” for Japan’s booking seasons and “Dubai X Douyin” for Chinese digital audiences. The celebrity-filled “Dubai, Who’s Ready?” campaign features top South Korean stars Park Seo-joon, Choi Woo-shik, and Park Hyung-sik.
Global Recognition Elevates Dubai’s Profile
Dubai’s heritage food tour in Old Dubai earned placement on Lonely Planet’s list of best travel experiences for 2026, the department announced. Additionally, the 2025 Michelin Guide Dubai now features 119 restaurants representing 35 cuisines, including the emirate’s first two three-star Michelin restaurants: FZN by chef Björn Frantzén and Tresind Studio, the first Indian restaurant globally to achieve this distinction.
However, sustainability initiatives also garnered attention at the meeting. The third cycle of the Dubai Sustainable Tourism Stamp certification recently closed applications, with enhanced requirements planned for the next round. The Dubai Reef project, one of the world’s largest artificial reef initiatives, has completed over 60 percent of planned units, with more than 35 percent already installed to support marine habitats.
Aviation Partnerships Strengthen Connectivity
A panel discussion featuring representatives from Emirates airline, Dubai Airports, and the tourism department explored collaborative strategies for supporting sector growth. Dubai Airports outlined operational priorities at Dubai International Airport and the pivotal role Al Maktoum International Airport will play in expanding capacity in coming years.
Additionally, Emirates shared its long-term fleet and network strategy, emphasizing promising markets and enhanced air connectivity through the development of Al Maktoum International Airport. The facility is planned to become the world’s largest aviation hub.
Community-Focused Events Drive Participation
Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment, reported that Dubai Fitness Challenge 2025 attracted more than 3 million participants. The 31st Dubai Shopping Festival, which launched this week and runs until January 11, 2026, offers extensive shopping opportunities, family entertainment, live music, and world-class experiences, according to organizers.
Furthermore, the #MyDubai initiative has engaged over 1,500 advocates and ambassadors, reaching more than 3.1 million followers online. The Dubai Communities platform, launched earlier this year, has attracted 130 interest-based groups with thousands of followers, strengthening connections among residents.
The Dubai Department of Economy and Tourism will continue collaborating with partners throughout 2026 to support innovation and sustainable tourism growth. Strong forward hotel booking data for Ramadan 2026 indicates confidence in Dubai’s ability to balance openness to international visitors with cultural authenticity during the holy month, though specific occupancy projections were not disclosed.
