Economy and Tourism Enhance Efforts to Boost Dubai’s Global Appeal

The Dubai Economy and Tourism Department hosted its second regular meeting for 2025, attended by over 1,200 partners and stakeholders from the hospitality, aviation, retail, and food sectors, as well as government representatives and media. The aim was to showcase collaborative efforts, highlight achievements in the emirate, and outline plans for future growth and development.
This semi-annual gathering took place on Tuesday at Global Village, with support from Dubai Holding Entertainment. It featured significant innovations in interactive presentations, demonstrating the vital role of public-private partnerships in achieving the goals of the Dubai Economic Agenda D33, and reinforcing the emirate’s status as a leading global business and entertainment destination.
The meeting included presentations, engaging discussions, and targeted dialogue sessions featuring department officials and industry leaders, focusing on collaborative efforts aimed at ensuring the growth of the tourism sector.
Comprehensive Overview
In the presence of His Excellency Helal Saeed Al Marri, Director General of the Dubai Economy and Tourism Department, the event commenced with a comprehensive presentation by Issam Kazim, CEO of the Dubai Tourism and Commerce Marketing Corporation. The presentation reviewed the emirate’s achievements and strategies for ongoing growth through 2026, especially considering robust tourism sector performance. Dubai welcomed a record number of over 18.72 million international visitors last year and has shown a 5% increase in visitors during the first ten months of this year, totaling more than 15.70 million compared to the same period last year.
Hotel occupancy rates reached 79.4%, up from 77% in 2024, with daily room rates increasing by 6% to 531 dirhams. The average revenue per available room was 421 dirhams, reflecting a 9% year-over-year growth, demonstrating strong demand across all market segments. As of the end of October, there were 152,875 available rooms across 820 establishments.
Innovative Experiences
Issam Kazim remarked, “As we approach the end of a remarkable year, cooperation, innovation, and flexibility remain key pillars of our sustained success in tourism. With guidance from His Highness Sheikh Mohammed bin Rashid Al Maktoum, we continue our commitment to offering innovative and exceptional experiences that cater to diverse travelers globally. Our strategic approach focuses on market diversification, year-round marketing campaigns, and emphasizes sustainability and accessibility, enhancing Dubai’s position as a top global destination while opening new opportunities for residents, visitors, and investors.”
New Opportunities
Kazim added that the Dubai Economy and Tourism Department is continually providing new opportunities, developing sustainable initiatives, embracing digital transformation, and enhancing Dubai’s global presence through targeted campaigns. The ongoing focus on innovation and excellence aligns with their ambitions to establish Dubai as the best city in the world to live, work, and visit.
Integrated Agenda
Ahmed Al Khaja, Executive Director of the Dubai Festivals and Retail Establishment, stated, “We remain committed to offering a comprehensive agenda of events tailored to the diverse interests of audiences in Dubai, enhancing the emirate’s appeal and competitiveness globally. This vibrant event momentum directly contributes to attracting more visitors from around the region and the world, boosting spending across various economic sectors, and solidifying Dubai’s international allure.”
He highlighted that the Dubai Fitness Challenge serves as an inspiring model, encouraging millions to adopt a healthier, more active lifestyle, reflecting Dubai’s spirit and its capacity to positively impact community members’ lives. Additionally, the upcoming 31st Dubai Shopping Festival promises a spectacular program featuring extensive shopping opportunities, various family events, live music performances, and world-class entertainment experiences, reaffirming Dubai as a leading global destination for innovative and distinctive experiences.
Driving Factors
The discussion underscored the new investment incentive initiative aimed at encouraging investments in hotels within high-growth areas in Dubai, launched by the Dubai Economy and Tourism Department last October. This initiative allows investors to reclaim 100% of the Dubai Municipality fees on room sales and tourism contributions for hotels licensed after the decision, valid for two years from the date of opening and receiving guests. Investment areas include Dubai South, Palm Jebel Ali, Dubai Parks, and Dubai Islands.
New Projects
A number of new projects and those slated for launch across the emirate were also highlighted, including the Dubai Marina Sail, the longest hotel in the world, the Vignette Collection by IHG, Mandarin Oriental Downtown, Therme Dubai, Dubai Arts Museum (DUMA), Palm Jebel Ali, Dubai Exhibition Centre, Dubai Square Mall, and Gaf Woods Mall, along with the expansion of Al Maktoum International Airport.
Amid growing global interest in Dubai—not only as a tourist destination but also as a place to live—the focus is on developing infrastructure to accommodate population growth and increasing visitor numbers. Key projects include the Blue Line of the Dubai Metro, with ongoing works for 226 km of roads, and 115 bridges and tunnels in major development areas, overseen by the Roads and Transport Authority in Dubai.
To enhance walkability, the comprehensive plan includes the development of the Dubai Walk, with plans to create 3,300 km of new pathways and rehabilitate 2,300 km of existing trails by 2040.
Milestones
The meeting also highlighted significant achievements across businesses and iconic landmarks celebrating important anniversaries, such as the Dubai International Financial Centre’s 20th anniversary, Global Village’s 30th anniversary, the Emirates Group’s 40th anniversary, and the 20-year celebrations for Mall of the Emirates and Ski Dubai, along with 10 years of the Dubai Design District and the 25th anniversary of Burj Al Arab Jumeirah. Future events were also mentioned, including the 30th Dubai World Cup for horses in March 2026 and the Dubai Fitness Challenge, marking its 10th anniversary in 2026.
Ramadan Initiatives
The meeting also addressed critical aspects regarding Ramadan 2026, exploring ways for Dubai to balance its welcoming spirit for international visitors while preserving its identity and heritage during the holy month. Hotel occupancy data reflects strong future bookings, indicating confidence in Dubai’s ability to provide visitors with rich cultural experiences while showcasing local community spirit.
The gathering also reviewed international accolades received by Dubai, including Lonely Planet’s recognition of the heritage food tour in Old Dubai as one of the top travel experiences for 2026. This acknowledgment underscores Dubai’s rich cultural offerings and its standing as a global capital for cuisine and culinary arts. The 2025 Michelin-starred restaurant guide for Dubai lists 119 restaurants representing 35 different global cuisine types, highlighting the emirate’s first three-star Michelin restaurants, including E.F.Z.N by chef Björn Frantzén and Trisand Studio, the first Indian restaurant in the world to receive such distinction.
Marketing Campaigns
To emphasize Dubai’s continuous evolution and global presence, the department unveiled its latest major international marketing campaigns aimed at enhancing the global perception of the emirate. These include the “Dubai, What’s Not To Love” promoting Dubai as a perfect winter vacation destination, and “Find Your Vibe, Find Your Dubai,” collaborating with influencers to engage audiences in African markets. The “Dubai The Ultimate Travel Hack” campaign complemented major booking seasons in Japan. To draw interest in China, the “Dubai X Douyin” campaign positions the city as a favored digital destination, while the “Dubai X GoPro KKDay” initiative emphasizes adventurous content in the Asia-Pacific region. The efforts culminated with the “Dubai, Who’s Ready” campaign featuring prominent South Korean celebrities Park Seo-joon, Choi Woo-shik, and Park Hyung-sik.
Access and Sustainability
The importance of the Dubai Sustainable Tourism Seal has grown in line with D33 targets and the UAE’s 2050 Climate Neutral Strategy, recognizing hotels that uphold high sustainability standards. The third cycle for this certification is now closed for applications, with enhanced criteria to be implemented in the next cycle. Participants were also informed about the Dubai Reef initiative, one of the world’s largest marine reef projects, with over 60% of planned reef units already being prepared and more than 35% installed to provide habitats for marine life and local fish populations.
After being officially recognized as the first globally accredited destination for Autism™ in the eastern hemisphere last April, the Dubai Economy and Tourism Department reaffirmed its commitment to working with hotels to ensure the best services for people of determination.
Recent figures from the #MyDubai initiative highlight over 1,500 supporters and ambassadors engaging with more than 3.1 million online followers. The Dubai Communities platform has also seen notable success, launched earlier this year, attracting 130 interest-based groups among thousands of followers, fostering connections among residents and aligning with the UAE’s “Year of Community” values.
Dubai Fitness Challenge
Ahmed Al Khaja highlighted the success of the recently concluded Dubai Fitness Challenge, attracting an unprecedented participation of over 3 million residents and visitors, showcasing its impact in inspiring communities to embrace healthier lifestyles. He also spotlighted the Dubai Shopping Festival, which began this week and runs until January 11, 2026, recognizing it as a key annual event for the retail sector celebrating its 10th edition in 2026.
Jeremy Johnson, CEO and founder of Beautiful Destinations, and Aida Al Busaidi, Assistant Vice President for Social Media Campaigns at the Dubai Economy and Tourism Department, participated in a dialogue session discussing the company’s global partnership and its collaborative work with the department to launch the Beautiful Destinations Academy. This pioneering initiative aims to set new global standards for travel content development and meet the growing demand for skilled marketing talent in the tourism sector.
Digital Content
The academy has established official standards for digital content creators, enhancing organization, credibility, and accountability in a previously unofficial sector. Participants discussed why Dubai was chosen as the academy’s location, its vision for entrepreneurship and global communications, and its integrated framework aligning with D33 objectives, supporting a creativity-driven economy.
A panel discussion on the aviation sector featured Issam Kazim, Adnan Kazim, Vice President and Chief Commercial Officer of Emirates Airlines, and Paul Griffiths, CEO of Dubai Airports, moderated by Sarah Salman, Senior Manager of Corporate Communications at Dubai Tourism and Commerce Marketing Corporation.
Global Hub
Speakers discussed the significance of collaborative strategies to sustain the emirate’s growth and enhance its status as a global hub for trade and tourism. The Dubai Economy and Tourism Department shared its support initiatives for the sector aimed at enriching visitor experiences and streamlining processes throughout their journey. The operational priorities for Dubai Airports were also highlighted, along with the crucial role Al Maktoum International Airport will play in expanding capacity in the coming years, alongside Emirates Airlines’ growth strategy focusing on promising markets and enhancing air connectivity via the planned development of Al Maktoum International Airport into the world’s largest aviation hub.
Issam Kazim concluded, “We look forward to a bright future, fueled by strong tourism performance, the increasing opening of new establishments and landmarks, and innovative initiatives across the emirate aimed at enhancing Dubai’s capabilities and infrastructure. As we prepare for an exciting lineup of global events and the launch of key tourist attractions, we are confident that these milestones will enhance Dubai’s appeal and enrich the visitor experience. We hold immense trust in our partners and stakeholders and are committed to collaborating closely with them to drive innovation and sustainable growth in the sector through 2026 and beyond.”