The Dubai Department of Economy and Tourism hosted its second periodic meeting of 2025, bringing together over 1,200 partners from hospitality, aviation, retail, food and beverage sectors, alongside government entities and media representatives. The event, held on Tuesday, December 9 at Global Village with support from Dubai Holding Entertainment, focused on reviewing shared achievements and charting the course for sustainable growth in Dubai’s tourism sector.
His Excellency Helal Saeed AlMarri, Director General of Dubai Economy and Tourism, attended the gathering, which featured presentations, interactive discussions, and networking sessions. The meeting highlighted Dubai’s progress toward achieving the targets of the D33 Dubai Economic Agenda and reinforcing the emirate’s position as a leading global destination for business and leisure.
Dubai Tourism Records Strong Performance in 2025
His Excellency Issam Kazim, Chief Executive Officer of Dubai Corporation for Tourism and Commerce Marketing, presented comprehensive data showcasing Dubai’s tourism achievements. The emirate welcomed over 18.72 million international visitors in 2024, setting a new record. During the first ten months of 2025, Dubai tourism continued its upward trajectory with a 5 percent increase in international visitor arrivals compared to the same period last year, reaching more than 15.70 million visitors.
Hotel occupancy rates reached 79.4 percent, up from 77 percent in the corresponding period of 2024, according to the department. Additionally, the average daily room rate increased by 6 percent to AED 531, while revenue per available room grew 9 percent year-on-year to AED 421. As of October, Dubai offered 152,875 hotel rooms across 820 establishments.
Strategic Partnerships Drive Tourism Growth
The meeting brought together key industry partners including Dubai Airports, Emirates airline, and Beautiful Destinations, emphasizing the importance of collaboration in enhancing Dubai’s global appeal. Kazim stated that the emirate’s success stems from cooperation, innovation, and flexibility, guided by the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.
He emphasized that Dubai’s strategic approach to market diversification, year-round marketing campaigns, and focus on sustainability and accessibility contribute to strengthening the emirate’s position. These efforts create new opportunities for residents, visitors, and investors while reflecting the strength of public-private partnerships.
Investment Incentives and Infrastructure Development
The gathering highlighted new investment incentives launched by Dubai Economy and Tourism in October to encourage hotel development in high-growth areas. The initiative allows investors to reclaim 100 percent of Dubai Municipality sales fees and tourism dirham for newly licensed hospitality establishments for two years from opening. Target areas include Dubai South, Palm Jebel Ali, Dubai Parks, and Dubai Islands.
Meanwhile, several major projects were showcased, including Ciel Dubai Marina, the world’s tallest hotel, and various luxury hotel openings. Infrastructure projects under the Roads and Transport Authority include 226 kilometers of new roads and 115 bridges and tunnels in key development areas.
Events and Festivals Boost Economic Activity
Ahmed Al Khaja, Chief Executive Officer of Dubai Festivals and Retail Establishment, discussed the organization’s commitment to delivering diverse events that enhance Dubai’s global competitiveness. Dubai Fitness Challenge recently concluded with record participation exceeding 3 million people, promoting healthy lifestyles among residents and visitors.
The 31st edition of Dubai Shopping Festival launched this week and runs until January 11, 2026. In contrast, upcoming major events include the 30th edition of the Dubai World Cup in March 2026 and the tenth anniversary of Dubai Fitness Challenge in 2026.
Sustainability and Accessibility Initiatives
The meeting emphasized the growing importance of the Dubai Sustainable Tourism Stamp, aligned with D33 targets and the UAE’s Net Zero 2050 strategy. Applications for the third cycle recently closed, with enhanced criteria planned for the next round. Additionally, the Dubai Reef project, one of the world’s largest coral reef initiatives, has prepared over 60 percent of planned units, with more than 35 percent already installed.
Furthermore, Dubai maintains its status as the first Certified Autism Destination in the Eastern Hemisphere, achieved in April. The department continues working with hotels to ensure optimal services for people of determination. The #MyDubai initiative has engaged over 1,500 supporters and ambassadors, reaching more than 3.1 million followers online.
Global Recognition and Marketing Campaigns
Dubai received significant international recognition, with Lonely Planet featuring the Heritage Food Tour in Old Dubai among the world’s best travel experiences for 2026. The emirate’s culinary prominence was further confirmed in the Michelin Guide Dubai 2025, listing 119 restaurants representing 35 cuisines, including the first three-Michelin-star establishments in Dubai.
However, the department unveiled several major international marketing campaigns, including “Dubai, What’s Not To Love” for winter holidays and “Find Your Vibe, Find Your Dubai” targeting African markets. Additional campaigns focused on Japan, China, and South Korea, featuring local celebrities and influencers to boost awareness.
The department will continue monitoring tourism performance metrics and working with partners to maintain momentum heading into 2026, though specific targets for the coming year were not disclosed during the meeting.
