The tourism sector, particularly in Dubai, is experiencing a remarkable surge as the New Year holiday approaches. This is primarily due to the influx of families, individuals, and tourists flocking to shopping malls, entertainment venues, and restaurants to partake in grand celebrations such as fireworks displays. The increase in air travel is a key factor enhancing the tourist momentum, attracting visitors from various markets.
The heightened tourist activity during the New Year celebrations has positively impacted hotel occupancy rates and prices, which have seen significant increases alongside the growing demand. Hotels near tourist attractions and shopping areas have welcomed the most guests, with a notable proportion coming from local markets in addition to international visitors.
Significant Activity
Indicators reveal substantial activity in the air travel sector, with booking rates for many inbound and outbound flights ranging between 90% to 100%, leading to price hikes of over 40% for certain destinations. In response to this increased demand during the New Year season, airlines have adjusted their flight schedules to include more trips to high-demand locations or have deployed larger aircraft to accommodate the rising number of travelers while boosting their revenue.
Retail outlets, particularly on New Year’s Eve, reported record sales compared to previous periods, especially in gift shops and jewelry stores. There was also a notable increase in the popularity of entertainment venues and restaurants, which attracted large crowds of visitors choosing to celebrate the New Year at shopping centers and tourist hotspots.
Sources working in tourism, travel, and retail sectors noted that tourism, air travel, and retail sales are experiencing strong growth during the New Year celebrations, driven by increased tourist influx from both local and international markets. The heightened air travel activity to and from Dubai, coupled with Emirates and Fly Dubai’s continued expansion plans, has solidified the emirate’s reputation as a premier global destination for New Year festivities.
They further emphasized that Dubai’s tourism sector stands out for its diverse array of events and recreational programs associated with New Year’s celebrations, coupled with its great capacity to accommodate large visitor numbers. This not only boosts domestic tourism but also enhances the emirate’s appeal to international guests, positively influencing the speed of recovery and growth within the tourism sector.
Strong Bookings
Mohammed Ali Sheikh, Operations Manager at Accor Hotels, noted an exceptionally high level of interest and bookings at their properties during the New Year celebrations. He highlighted that winter, with Dubai’s pleasant climate, is an ideal time for visitors. The variety of events and celebratory activities organized by the emirate during this period also contributes to extended guest stays and increased occupancy rates, reinforcing Dubai’s standing as a top global destination for New Year celebrations and attracting tourists from around the world.
Navin Advani, Regional General Manager of Rove Hotels, reported that the end of 2025 has been remarkably successful for Rove properties, with consistently strong occupancy rates exceeding 90%. He anticipates full occupancy across all Rove hotels during this peak period, reflecting exceptionally high demand. The impressive performance of Rove hotels on New Year’s Eve has also significantly boosted their average revenue per available room, which rose by approximately 21% compared to 2024, evidencing the remarkable increase in demand and occupancy levels.
Advani remarked that during the festive season, a harmonious blend is evident between strong international travel demand and active local demand from the UAE market. He pointed out that Rove hotels are witnessing the highest booking rates from international leisure travelers, particularly at their most popular locations like Rove La Mer Beach and Rove Downtown, as well as their newest property, Rove Marjan Island in Ras Al Khaimah. Simultaneously, there has been a considerable rise in local demand driven by staycations and visits from friends and relatives, with families booking accommodations to host guests during the holiday season in Dubai.
He indicated that 2025 is shaping up to be the most successful commercial year in Rove Hotels’ history to date, with the group achieving exceptional performance, powered by an efficient business strategy that has consistently outperformed competitors across various metrics. All Rove properties have recorded substantial growth throughout 2025, with notable achievements in hotels like Rove La Mer Beach and Rove Jumeirah Beach Residence, demonstrating over a 10% year-on-year increase in occupancy rates.
Families and Travelers
Julia Shamneh, General Manager for Novotel and Adagio Premium Dubai Al Barsha, shared that during the year-end season, their highest booking rates are coming from specific demographics, especially families and leisure travelers, particularly regional guests seeking festive experiences in dining and accommodation. Partnerships within the entertainment sector continue to support stable bookings, while loyalty program members who book through direct channels represent a crucial and growing segment during this time, alongside business travelers.
She added that 2025 has been extraordinary for Novotel Dubai Al Barsha, exceeding expectations across all key performance indicators, largely thanks to the loyalty of returning guests and the increasing number of loyalty program members within the Accor Hotels network. Last year, total revenue saw a 12% increase compared to 2024, marking the best performance since 2018.
Lucas Tremel, General Manager at Al Habtoor Polo Resort, noted that the year-end season is one of the strongest performance periods for the resort, with occupancy rates consistently exceeding 90%. He highlighted that the resort continues to attract families and leisure travelers looking to enjoy the festive atmosphere of Dubai within a tranquil setting, thanks to the resort’s serene character and unique location overlooking the lush polo fields.
Tremel further explained that families and leisure travelers contribute significantly to booking activity, as many seek long stays to create unforgettable holiday memories together. Couples and small groups also play a significant role in bookings, taking advantage of thoughtfully selected seasonal events.
He observed a particularly strong increase in bookings from the UK market, along with a notable uptick in guests from India, driven by targeted initiatives from the Department of Economy and Tourism and growing interest from these key markets.
Throughout 2025, both the Al Habtoor Polo Resort and Club experienced an extraordinary year, achieving consistent growth in occupancy and revenue compared to the previous year, thanks to their commitment to providing personalized service, immersive experiences, and family-friendly offerings.