Dubai Tourism has recorded a strong start to 2025, welcoming 5.31 million international visitors from January to March, reflecting a 3% increase from Q1 2024. The city continues to showcase consistent momentum following consecutive years of record-breaking tourism performance.

The Dubai Department of Economy and Tourism (DET) is further reinforcing its global travel trade ties at the 32nd edition of the Arabian Travel Market (ATM), being held from 28 April to 1 May at the Dubai World Trade Centre. With more than 125 key stakeholders represented on the Dubai stand, including top hotels, DMCs, and government bodies, DET is focusing on strengthening its position across over 80 source markets.

Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), highlighted the broader impact of tourism. “The sustained growth of the tourism sector continues to be vital not only through its direct economic impact, but as a pathway to investment, talent, and businesses into the city,” he said.

Key strategic partnerships announced in Q1 2025 include collaborations with Amadeus, Premier Inn Middle East, and Hyatt Hotels, as well as the Dubai College of Tourism’s alliance with Marriott International aimed at increasing Emirati participation in the tourism workforce. These moves align with the Dubai Economic Agenda D33, which aims to double the city's economy by 2033.

Tourism growth also reflects positively in the hospitality sector, with the average daily rate (ADR) rising by 2% year-on-year to AED 647, and high room occupancy levels being maintained.

In terms of regional data, Western Europe accounted for 22% of international arrivals, followed by CIS and Eastern Europe (17%), and the GCC (15%). South Asia and MENA markets also delivered strong visitor numbers.

Looking back at H1 2024, Dubai welcomed 9.31 million overnight international visitors, a 9% year-on-year rise. South Asia alone contributed 1.62 million visitors, highlighting the effectiveness of Dubai’s targeted marketing efforts.

Dubai’s accommodation and food services sector grew by 3.7% during the first nine months of 2024, reinforcing its importance to the city's GDP. Moreover, Dubai secured its position as the top global destination for Greenfield FDI projects in tourism and F&B sectors for the fourth year in a row.

The city also made major strides in sustainable tourism, with 153 hotels receiving the Dubai Sustainable Tourism Stamp in 2025—a 118% increase from the previous year. Global campaigns such as the latest "Find Your Story" featuring Millie Bobby Brown and Jake Bongiovi have helped elevate Dubai’s profile internationally.

As Dubai builds on this momentum, it remains focused on innovation, inclusive growth, and curating diverse experiences, further solidifying its goal to become the best city in the world to visit, live, and work.