The Dubai Department of Economy and Tourism organized its first quarterly meeting with partners for the year 2025, aimed at updating stakeholders on the latest developments in Dubai’s tourism sector, including accomplishments and global trends. This initiative is part of Dubai’s commitment to fostering cooperation between the public and private sectors, ensuring sustained growth in the tourism industry.
The meeting took place at the Coca-Cola Arena and was attended by over 1,300 prominent figures, including leaders and specialists from hospitality, aviation, retail, and food and beverage sectors, alongside representatives from relevant government entities.
The event highlighted the crucial role both public and private sectors play in enhancing Dubai’s tourism performance, aligning with the ‘Year of Community’ initiative in the UAE, which seeks to build a connected society that shares common goals.
Showcasing an interactive format, participants shared insights and experiences to enrich the strategy of the Dubai Department of Economy and Tourism and its upcoming initiatives, further boosting the city’s appeal to business and leisure visitors.
With the presence of H.E. Helal Saeed Al Marri, Director General of the Department of Economy and Tourism, the agenda featured a comprehensive overview of key performance indicators in the hospitality sector, global marketing campaigns, various festivals and events, and the strategic priorities for the remainder of the year. This meeting serves as a vital initiative to unify efforts and strives to achieve the ambitious targets set by Dubai’s Economic Agenda D33.
Exceptional Performance
Issam Kazim, Chief Executive Officer of Dubai Tourism and Commerce Marketing, stated, “Dubai’s tourism sector continues to achieve remarkable success under the prudent guidance and inspiring vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. The sector has displayed exceptional performance since the beginning of this year, continuing the momentum established in 2024, which demonstrates the ongoing support from our partners and stakeholders.
Through these collective efforts, Dubai has solidified its leadership in the global tourism arena, thanks to contributions from various sectors, including hospitality, aviation, retail, and culinary arts. Our collaborative approach has enabled us to tackle challenges and strengthen the emirate’s position while influencing global tourism trends.
Kazim further added, “We are committed to achieving the aspirations of the Dubai Economic Agenda D33 by focusing on strengthening our strategic partnerships, fostering innovation, and providing advanced experiences that reinforce Dubai’s status as the top global destination for living, working, and visiting.
We are also working together to promote initiatives that encourage participation, talent development, and enhance quality of life, while we stay committed to nurturing community ties, reinforcing core values, and instilling a sense of belonging.
We look forward to continuing this success in the second half of the year and beyond, leveraging the foundational pillars that have facilitated the sector’s continuous growth, such as market diversification strategy, optimal public-private partnerships, and the launch of global marketing campaigns showcasing the emirate’s diverse and continuously evolving offerings.
Event Schedule
Ahmad Al Khaja, CEO of the Dubai Festivals and Retail Establishment, noted, “Dubai’s event calendar is rich with festivals, seasons, and activities that reflect the emirate’s ambitious and creative vision, confirming our commitment to innovation, excellence, and global leadership.
The significance of these world-class experiences extends beyond attracting visitors to Dubai; they play a crucial role in our economy, from retail and hospitality to business events.
These events continue to provide unique opportunities for our communities, including visitors and residents, allowing them to enjoy the emirate’s offerings and distinctive benefits. We remain dedicated to delivering unique experiences and creating a sustainable impact year-round, building on the substantial momentum of our past successes and aligning with the objectives of the Dubai Economic Agenda D33.
Statistics
According to the latest statistics, Dubai welcomed 7.15 million international visitors from January to April 2025, reflecting a 7% increase compared to the same period last year. This growth continues the record performance witnessed in 2024, with a total of 18.72 million international visitors, marking the second consecutive year of record growth for the city. By the end of April, Dubai’s hotel capacity stood at 153,534 rooms, with hospitality sector performance indicators also showing positive growth.
Social Initiatives
The meeting also highlighted key initiatives that have bolstered Dubai’s efforts to enhance community values, accessibility, and sustainability, including Dubai’s official recognition as a “Certified Autism Destination™,” making it the first in the eastern hemisphere.
The Dubai Department of Economy and Tourism played a role in achieving this global accreditation by the International Board of Credentialing and Continuing Education Standards (IBCCES), with over 70,000 individuals trained through autism and sensory sensitivity courses provided by Dubai College of Tourism. Additionally, more than 300 hotels are undergoing certification to offer accommodating stays for individuals with autism.
The launch of the “Dubai Communities” platform in April by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum aims to enhance community ties, promote tolerance and coexistence, providing access to over 100 groups with diverse interests. This platform offers users a unique chance to connect with others sharing the same interests.
Kazim added, “Dubai’s certification as a ‘Certified Autism Destination’ and the launch of the ‘Dubai Communities’ initiative reflect our ongoing efforts to build a future-ready society. Such initiatives enrich the city’s offerings while showcasing its identity as a hub of opportunities, diversity, and community values, ensuring better experiences for residents and visitors alike.
Diverse Campaigns
In alignment with the objectives of the Dubai Economic Agenda D33, the global marketing campaigns executed by the Department of Economy and Tourism play a pivotal role in increasing international visitor numbers by highlighting the best experiences Dubai has to offer for various target audiences.
During the meeting, a new campaign titled “Dubai. That’s How You Summer” was launched, promoted through various social media platforms by several Dubai ambassadors. This campaign reinforces Dubai’s position as a unique summer destination combining relaxation with exciting activities.
Additionally, the department launched the global marketing initiative “Find Your Story,” featuring Millie Bobby Brown and Jon Bon Jovi. The promotional film showcases thrilling adventures travelers can enjoy in the emirate, even during short visits, as well as the stunning desert landscapes of Dubai.
Dubai Summer Surprises
During the meeting, Ahmad Al Khaja highlighted the ongoing importance of the annual Dubai agenda of events and festivals in enhancing the emirate’s tourism framework.
It was announced that Dubai Summer Surprises will return, running from June 27 to August 31, offering a thrilling array of shopping experiences, raffles, prizes, entertainment events, and cultural activities for residents and visitors of all ages and nationalities.
For the first time in the history of Dubai Summer Surprises, the retail sector will present three unique shopping experiences at different times, including summer holiday promotions, major summer sales, and back-to-school season. Each period will feature exclusive and innovative promotional offers, endless rewards, and special events in shopping centers, contributing to the advancement of the city’s retail sector.
Dubai’s annual retail calendar is filled with festivals and exciting events for the second half of the year, including the Dubai Furniture Festival, Dubai Fitness Challenge, and Dubai Shopping Festival. The meeting also announced various business events that will take place in Dubai, attracting thousands of participants, reflecting the emirate’s status as a leading destination for meetings, conferences, and exhibitions.
A Global Culinary Hub
The food and culinary arts sector significantly contributes to tourism in the emirate. The annual report on the food and restaurant sector in Dubai, published by the Department of Economy and Tourism, revealed that the emirate issued around 1,200 new restaurant licenses in 2024. The latest edition of the Dubai Michelin Guide, released last month, underscores the growth in the city’s restaurant sector.
The fourth edition of the guide features 119 restaurants representing 35 global cuisines, marking a 12.3% increase from 106 restaurants in 2024. This includes Dubai’s first two restaurants awarded three Michelin stars: Fine Dining by Björn Frantzen and Tresind Studio. The new edition also includes three restaurants with two Michelin stars, 14 with one star, 22 awarded the Bib Gourmand, and three recognized with the green Michelin star.
The quarterly meeting facilitated the exchange of ideas, opinions, and feedback from partners and stakeholders aimed at supporting the ongoing plans of the Dubai Department of Economy and Tourism, advancing forward, and leveraging opportunities available for the emirate. The event concluded with a call to encourage partner participation, maintain their support, and ensure ongoing collaboration in the future.