Dubai Aims for New Tourism Record

Dubai Aims for New Tourism Record - We Are Living in the Golden Age of Experience-Based Travel

Dubai is once again in the spotlight, as the emirate aims to achieve an unprecedented number of visitors. Last year brought 18.7 million tourists to the city, but based on current trends and the proactive efforts of the Dubai Economy and Tourism Department (DET), there is every chance that the emirate will reach another historic peak in 2025. The goal is clear: more visitors, longer stays, more return guests, and above all: unforgettable experiences.

The Rise of Experience-Driven Tourism

Post-pandemic tourism has undergone significant changes. Travelers are no longer just looking for sights to see but for personal, unique experiences that remain with them as memories forever. Dubai has recognized this need and is focused on becoming the world champion of experience-based tourism.

Whether it's safaris in the desert, innovative sporting events, culinary discoveries, world-class shopping festivals, or interactive cultural experiences, the emirate's offerings are more colorful and unique than ever. Visitors are not just tourists but explorers seeking the unrepeatable.

Steady Growth: Figures Behind the Scenes

In the first nine months of 2025, Dubai welcomed 13.95 million tourists, a significant increase from the same period last year, which recorded 13.29 million. This indicates that interest is consistent and even growing. DET's three main objectives - increasing the number of stays, extending the average stay duration, and raising the proportion of return visitors - are all showing positive trends.

Remarkably, about 25% of tourists have visited the emirate at least once before, showing that Dubai not only enchants at first sight but also draws people back repeatedly.

The “12-Month Destination” Philosophy

Dubai is not a seasonal destination but a metropolis that can be visited year-round. DET is actively working to reinforce this image among the international audience. The ever-updating event calendar includes events like the Dubai Shopping Festival, Dubai Fitness Challenge, and Dubai Summer Surprises.

These events offer special experiences not only for tourists but also mobilize the emirate's own residents, presenting Dubai as a living, vibrant city on the global map.

Conquering New Markets

The Dubai Economy and Tourism Department is currently active in 80 markets, collaborating with over 3,000 partners worldwide. Traditional source countries like India, the United Kingdom, Saudi Arabia, Oman, and Russia remain significant, but the emirate’s appeal is increasingly turning towards new, emerging markets.

Recently, Vietnam and Turkey have come into focus, while in Eastern Europe, there is growing interest in Romania. In Africa, Egypt receives special attention due to its enormous potential in both tourism and economic terms.

Dubai’s strategy is not about quantitative expansion, but data-driven market building. DET applies different criteria for each new region based on local travel habits, spending tendencies, and the emirate's appeal.

Unified Country Image – Separate Experiences

While Dubai plays a leading role in tourism, its participation in the World Travel Market shows that all seven emirates of the United Arab Emirates build the country's image together. Abu Dhabi, Sharjah, Ajman, Umm Al Quwain, Ras Al Khaimah, and Fujairah all have their own unique atmospheres, special natural features, and unique historical backgrounds.

The common goal is to present the UAE as a unified yet diverse destination on the international market. Each emirate offers a different story, but together they can create a strong, innovative, future-oriented tourism image.

The Future of Tourism: Sustainability and Uniqueness

Sustainability is becoming increasingly important for today's travelers. Dubai aims to lead in this area as well, offering experiences that do not overly burden the environment while being authentic and unique. DET places particular emphasis on developing attractions that reflect the emirate’s past, culture, and values, while also representing the highest technological standards.

Summary

Dubai once again proves that it is not just a city of luxury, but also of experiences, development, diversity, and commitment to the future. The emirate's tourism strategy is exemplary: data-driven, experience-based, and globally open.

The 2025 record-breaking goal is not just a statistical aim but part of a comprehensive vision, in which Dubai offers something special to every visitor - a memory that makes them return again and again.

(The article is based on a statement from the Department of Economy and Tourism.)