Dubai tourism sector continues to build momentum heading into 2026, with strong international visitor growth, rising hotel performance and a packed pipeline of new developments and global campaigns.
The Dubai Department of Economy and Tourism (DET) set out the city’s roadmap for the year ahead during its second and final City Briefing of 2025, attended by more than 1,200 stakeholders across the hospitality, aviation, retail, F&B and government sectors.
The bi-annual briefing, supported by Dubai Holding Entertainment, highlighted the importance of public-private partnerships in advancing the Economic Agenda, D33, and solidifying the city’s position as a leading global destination for business and leisure.
DET leaders joined industry executives for presentations, a panel discussion and a fireside chat examining key achievements and the collaborative initiatives underpinning future sector growth.
Dubai tourism sector
In the presence of Helal Saeed Almarri, Director General of DET, His Excellency Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), presented an update on the city’s performance and 2026 strategy.
The city welcomed 15.7m international visitors between January and October 2025, a 5 per cent year-on-year increase, building on the record 18.72m international overnight visitors in 2024.
Hotel occupancy stood at 79.4 per cent, up from 77 per cent in the same period last year, while the average daily rate rose 6 per cent to AED531 ($144.75).
Revenue per available room reached AED421 ($114.75), a 9 per cent year-on-year increase. The city had 152,875 rooms across 820 establishments at the end of October.
Issam Kazim said: “Our strategic market diversification, year-round campaigns, and emphasis on sustainability and accessibility have strengthened Dubai’s position as a world-leading destination, while opening new opportunities for residents, visitors and investors.
“Undoubtedly, this performance reflects the strength of our public-private partnerships and the collective effort of our varied communities in showcasing the breadth and diversity of Dubai’s offerings.
“The Dubai Department of Economy and Tourism will continue to redefine possibilities, advancing sustainable initiatives, embracing digital transformation, and expanding our reach through unique campaigns.
“Our relentless focus on innovation and excellence underscores our ambition to make Dubai the best city in the world to visit, live, and work in.”
Dubai event sector
Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “By maintaining a vibrant calendar of events that align with trends, interest and the expectations of our diverse audience, we are maintaining our competitive edge as a world-class destination, contributing to Dubai’s ongoing success by attracting global and regional visitors, increasing spend across a variety of sectors, and elevating the city’s international appeal.
“A prime example was the recent Dubai Fitness Challenge: more than just an event, it is a movement that inspires millions to embrace healthier lifestyles, reflecting Dubai’s strong community spirit and its ability to transform lives.”
The briefing also spotlighted the new Hotel Incentive Programme, launched in October to stimulate development in future high-growth areas including Dubai South, Palm Jebel Ali, Dubai Parks and Dubai Islands.
The initiative reimburses 100 per cent of the Municipality fee on room sales and the Tourism Dirham for two years after opening, covering hotels, resorts, hotel apartments and other qualifying facilities.
DET also presented updates on major upcoming attractions and developments, including:
- The world’s tallest hotel Ciel Dubai Marina
- Mandarin Oriental Downtown
- Therme Dubai
- The Dubai Museum of Art (DUMA)
- Palm Jebel Ali
- Dubai Exhibition Centre
- Dubai Square Mall
- Ghaf Woods Mall
- Al Maktoum International Airport (DWC) expansion
Tourism projects
In response to strong interest in relocation, the city continues to expand its infrastructure, including the Dubai Metro Blue Line, 226km of new roads, 115 bridges and tunnels, and the Dubai Walk Master Plan, which will add 3,300km of new walkways by 2040.
Milestones across institutions and attractions were also recognised, including DIFC’s 20th anniversary, Global Village’s 30th edition, The Emirates Group’s 40th year, Mall of the Emirates and Ski Dubai’s 20th anniversary, Design District’s 10th anniversary, and the 25th anniversary of Jumeirah Burj Al Arab.
Upcoming events include the 30th edition of the World Cup in March 2026 and the Fitness Challenge marking 10 years in 2026.
A dedicated segment explored plans for Ramadan 2026, with stakeholders discussing how the emirate will maintain accessibility for international visitors while promoting cultural immersion and heritage.
Hotel data indicates strong forward bookings, reflecting confidence in Dubai’s ability to balance visitor experience with cultural authenticity.
The briefing also highlighted global recognition including Lonely Planet’s ‘Best in Travel’ accolade for cultural food tours in Old Dubai, and the 2025 MICHELIN Guide featuring 119 restaurants across 35 cuisines and the city’s first MICHELIN three-starred restaurants.
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