Dubai’s evolving destination offering, driven by impactful public-private partnerships and amplified through a robust global marketing strategy, resulted in the city welcoming 9.88 million international overnight visitors from January to June 2025—a 6% increase compared to the same period in 2024, according to data published by the Dubai Department of Economy and Tourism (DET).
Partnerships, global campaigns, events, and a series of new openings showcased Dubai to both new and returning international visitors, while DET’s bespoke market strategy, working in collaboration with more than 3,000 global and domestic partners, led to growth in key regions.
According to the DET data, the GCC and MENA proximity markets had a combined 26% share of overall visitors to Dubai from January to June 2025, with 1.51 million (15%) and 1.12 million (11%) arrivals, respectively. Western Europe was the largest source market to Dubai, with 2.12 million visitors (22%), followed by CIS and Eastern Europe with 1.52 million (15%), South Asia 1.44 million (15%), North East and South East Asia 894,000 (9%), the Americas 689,000 (7%), Africa 404,000 (4%) and Australasia with 176,000 (2%).
Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), part of DET, said: “Dubai’s tourism performance reflects the strength of public-private partnerships and the power of community, which have been instrumental in showcasing Dubai’s destination offering to the world. Our residents, businesses, and visitors have played a supporting role in our tourism success, with their authentic voices and genuine advocacy promoting the city and its unique experiences. Dubai has become even more accessible, with a robust infrastructure and a business-friendly environment that fosters collaboration, while a year-round calendar of leisure, trade and MICE events has further diversified the city’s visitor base and generated significant economic impact. In collaboration with our key stakeholders, we remain committed to enhancing quality of life for visitors and residents through infrastructure development and sustained investment in capacity to attract new international audiences.”
Hospitality
With unique offerings, safety, and connectivity, Dubai has sustained its status as a preferred travel destination for visitors from both traditional and emerging markets. Adding to its appeal for international audiences, Dubai’s accommodation portfolio continues to evolve, offering quality at every price point. In the first six months of 2025, the city expanded its hotel inventory with new openings across all segments and in various locations, including Jumeirah Marsa Al Arab in Umm Suqeim, Cheval Maison in Expo City, The Biltmore Hotel Villas in Al Barsha, and Vida Dubai Mall in Downtown Dubai.
DET’s data revealed that the emirate’s hotel sector achieved impressive results across all hospitality metrics. From January to June 2025, average occupancy for hotels in Dubai stood at 80.6%, up from 78.7% compared to the same period in 2024. Occupied room nights increased by 4%, with 22.24 million at the end of H1 2025, compared to 21.35 million in H1 2024, with guests’ length of stay averaging 3.71 nights. The average daily rate (ADR) rose to AED584 during H1, an increase of 5% compared to 2024, while revenue per available room (RevPAR) increased by 7% compared to last year, from AED439 to AED471. Meanwhile, the total available rooms in Dubai reached 152,483 by the end of June 2025, with the number of establishments standing at 822.
Campaigns and partnerships
Showcasing Dubai’s ever-evolving and diverse destination offering, Visit Dubai launched a series of campaigns in H1 2025, including ‘Find Your Story,’ with Millie Bobby Brown and Jake Bongiovi; ‘Dubai, Ready for a Surprise?,’ with Indian celebrity couple Virat Kohli and Anushka Sharma; ‘Dubai, Who’s Ready?,’ with South Korean actors Park Seo Jun, Choi Woo Shik, and Park Hyung Sik; and ‘Dubai. That’s How You Summer. These dynamic global marketing campaigns continue to be a key driver of visitation by promoting Dubai to new international audiences.
Global recognition and trade events
Dubai received numerous global accolades in the first half of 2025. Reinforcing the city’s commitment to accessible travel, one of the major milestones of the year so far came in April when Dubai was recognised as the first Certified Autism Destination™ in the Eastern Hemisphere. In terms of global tourism recognition, Dubai continues to garner top rankings as one of the ‘best of the best’ destinations in the 2025 Tripadvisor Travellers’ Choice Awards, while in a study by travel insurance company InsureMyTrip, Dubai was named the world’s best city for solo female travellers, receiving the highest scores across the 62-city survey for ‘feeling safe’ and for ‘feeling safe walking alone at night.’
Dubai Business Events (DBE), the city’s official convention bureau and part of DET, reinforced Dubai’s position as a strategic destination for impactful business events. Dubai again ranked No. 1 in the Middle East for the total number of association meetings hosted in 2024, according to the International Congress and Convention Association (ICCA). DBE secured 249 successful bids in the first half of 2025 to host international conferences, congresses, and incentive programmes, with these events set to attract over 127,000 delegates to Dubai in the coming years.