His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of the Dubai Department of Economy and Tourism (DET), explains the emirate’s continuing success as a hub for global business and tourism, sharing strategic initiatives aimed at elevating Dubai’s destination offerings, personalized services as well as strengthening collaboration with local and international partners.
Dubai welcomed a record-breaking 18.72 million international overnight visitors in 2024, surpassing previous figures. What were the key factors behind this achievement?
The exceptional performance of Dubai’s tourism sector continues to be the result of strategic initiatives launched under the guidance of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. At the heart of this success lies the Dubai Economic Agenda, D33, an ambitious blueprint for development that is actively driving the growth of the economy. With targeted initiatives already underway, we are working towards achieving the goals of the D33 Agenda, to double the size of the economy by 2033 and further consolidate Dubai’s position as a leading global hub for both business and leisure.
Dubai’s remarkable success is also rooted in three key pillars: Continuously evolving destination offerings, unparalleled levels of service, and strong stakeholder collaboration both locally and globally.
Firstly, Dubai remains a dynamic and ever-maturing destination, consistently introducing new attractions and experiences to captivate travelers. In 2024, we saw the launch of exciting projects such as Real Madrid World, the world’s first football club theme park; Arte Museum Dubai, which blends art and technology in innovative ways; and luxury hospitality ventures like the One&Only Za’abeel, The Lana, and Palace Dubai Creek Harbor, as well as SIRO One Za’abeel, a game-changer in wellness tourism, aligning seamlessly with Dubai’s wider wellness and longevity strategy.
This will be further reinforced by the development of Therme Dubai, a AED2 billion ($545 million) therapeutic wellness resort and leisure park, highlighting our commitment to enhancing Dubai’s appeal as the best city to visit, live and work in, a core pillar of the D33 Agenda. As we progress through 2025, we are committed to enhancing our offerings further, ensuring there is always something new for visitors to explore.
Secondly, our focus on delivering exceptional guest experiences has been instrumental in attracting repeat visitation and encouraging consumer advocacy for the destination. The Dubai College of Tourism (DCT) plays a pivotal role here by offering specialized training programs that empower those employed in tourist-facing roles. These initiatives ensure that every touchpoint – from arrival to departure – is characterized by world-class service, enhancing the overall visitor journey.
Finally, collaboration has been at the heart of our success. We work closely with stakeholders across the city, and with over 3,000 partners in 80 markets, aligning them with our marketing campaigns and engaging them through targeted in-market activities such as roadshows, workshops, and trade events. This synergy not only amplifies Dubai’s global appeal but also ensures that our messaging resonates deeply with diverse audiences worldwide.
Supporting all of this is Dubai’s vibrant mix of offerings catering to a wider range of budgets and preferences, from affordable luxury to exclusive high-end experiences. Additionally, progressive visa policies such as the 10-year Golden Visa, 5-year Multi Entry Visa and Remote Working Program have extended Dubai’s appeal beyond traditional tourism, fostering long-term residency and encouraging repeat visits.
Dubai’s tourism appeal is significantly enhanced by a year-round calendar of high-profile events. This includes the Dubai Fitness Challenge, which saw 2.7 million participants in 2024, and the Dubai Shopping Festival, which recently celebrated its 30th edition. Trade shows like GITEX Global, Gulfood, and Arabian Travel Market have become some of the largest events of their kind globally since 2020, attracting hundreds of thousands of business travelers and exhibitors to the emirate.
To further bolster MICE tourism, an AED10 billion ($2.72 billion) expansion is underway at the Dubai Exhibition Centre (DEC) at Expo City Dubai. Additionally, a strategic partnership between Dubai World Trade Centre and Informa Group has led to the creation of Informa International, a new entity headquartered in Dubai that will serve super-regional MICE markets and export home-grown megabrands across the globe. This initiative is set to drive MICE tourism for the next decade and beyond, reinforcing Dubai’s status as a premier global events destination.
Dubai’s culinary scene, influenced by nearly 200 nationalities, offers a global gastronomy experience ranging from MICHELIN-starred restaurants to homegrown concepts. Combined with cultural landmarks like the Al Fahidi Historical District and authentic Emirati hospitality, Dubai continues to set itself apart, ensuring it remains at the forefront of the world’s widely recommended travel destinations.
Can you share new marketing campaigns or tourism initiatives you’re planning or launching to build on this momentum and further accelerate growth in 2025?
Our strategy for 2025 builds on the successes of recent years, while introducing fresh, innovative initiatives designed to deepen global engagement and drive sustained growth. At the core of our efforts is a renewed emphasis on leveraging Dubai’s unique strengths – its people, diversity, and unparalleled experiences – to create compelling narratives that resonate globally.
One of our flagship campaigns, ‘If You Go, You Know’, will continue to make an impact throughout 2025. Launched to showcase the authentic voices of Dubai’s residents, this campaign highlights the city’s multicultural fabric by featuring multilingual video shorts where residents speak in their native languages, inviting compatriots from around the world to visit and discover all that the city offers. With nearly 200 nationalities represented, this initiative has already fostered deep emotional connections in key markets such as the United States, India, and Europe – and we plan to amplify its reach even further this year.
Dubai has also collaborated with leading film industries including Hollywood, Bollywood and Nollywood and building on previous campaigns, we have established a strong and ongoing partnership with Academy Award-winning composer Hans Zimmer that goes beyond typical concerts. High-profile films like Mission: Impossible – Ghost Protocol and Star Trek Beyond have been shot in the city, showcasing its ability to bring larger-than-life stories to the screen. The completion of the upcoming Jack Ryan film, which stars John Krasinski and has scenes shot in Dubai, further solidifies the emirate’s position as a premier filmmaking hub, boosting its status in the global entertainment industry.
Other recent campaigns include ‘Dubai – What’s Not To Love?’, which positioned the city as the destination of choice for the winter season, and ‘Dubai: A Whole New You’, featuring father-daughter Bollywood duo Saif and Sara Ali Khan, as they embark on an unforgettable journey through the vibrant cityscape of Dubai.
A wide range of other campaigns throughout the year are also focused on specific nationalities, demographics, seasons, and brand partnerships, and we have some exciting new campaigns on the horizon, including with major global celebrity ambassadors advocating for Dubai.
Are there specific international markets or traveler segments you are focusing on? How are you differentiating Dubai from other tourism hubs in these segments or markets?
With offices and operations in more than 60 countries, across six continents, Dubai’s tourism strategy prioritizes a diversified approach that balances established markets with emerging opportunities, ensuring we cater to a wide array of traveler segments. High-growth Asian markets, particularly India and China, remain a key focus. At the same time, Dubai continues to strengthen its links with traditional markets in Europe and North America, which have long been significant contributors to our tourism sector.
The 2024 international visitation figures underscore the success of this approach, with substantial growth from Western Europe, the GCC and MENA region, and South Asia. Moving forward, Dubai will not only maintain momentum in these core markets but also explore untapped feeder markets globally.
Dubai tailors its offerings to cater to a variety of traveler segments, ensuring a personalized and enriching experience for all visitors. Families are drawn to Dubai’s safe and family-friendly environment, which boasts world-class theme parks and indoor entertainment options. Cultural explorers are captivated by Dubai’s rich heritage, showcased through its historic districts, museums, and over 250 days of celebrations annually, including events like the iconic Dubai Shopping Festival, Chinese New Year and Diwali. Business travelers benefit from the city’s state-of-the-art infrastructure, business-friendly policies, and its reputation as a global hub for conferences and exhibitions.
Beyond these, Dubai is rapidly emerging as a global gastronomy hub, with 106 restaurants selected in the MICHELIN Guide Dubai 2024 and flourishing homegrown F&B concepts that are recognized, as well as expanding globally.
If we view our proposition from a perspective of ‘if you have one place to go’, we want Dubai to be that place, because the visitor knows that they can see everything that they need to see, with multi-generational travel experiences that cater to all age groups.
Depending on the different groups they’re traveling in, everyone will have their own individual reason to visit Dubai and at the same time enjoy it in the safety and comfort of what Dubai has to offer. By offering a seamless blend of heritage, culture, luxury, and innovation, we aim to turn first-time visitors into repeat guests and eventually into residents who choose to call Dubai home.
Dubai has been at the forefront of digital transformation. How is technology – such as AI, data analytics, and immersive experiences – playing a role in your upcoming tourism initiatives?
Dubai’s success is driven by our commitment to embracing and leveraging the latest technological advancements. This philosophy is exemplified by the appointment of Chief AI Officers across all government entities in Dubai last year, as part of the Dubai Universal Blueprint for Artificial Intelligence, which aims to harness the potential of technology to accelerate the adoption of AI applications across all sectors to ensure that Dubai remains at the forefront of AI-driven innovation globally.
The AI Blueprint is designed to contribute AED100 billion ($27.25 billion) annually to Dubai’s economy through the digital economy and increase productivity by 50 percent through innovative digital solutions, aligned with the D33 Agenda. In addition to the appointment of the Chief AI Officers, key initiatives of this blueprint include launching AI and Web3 incubators, implementing AI Week in educational institutions, and introducing Dubai’s AI commercial license.
In tourism, AI and data analytics play a pivotal role in understanding target audiences and delivering tailored messages. These technologies allow us to ensure that the right products and services are available at the right time, enhancing partnerships and optimizing offerings. A recent example is our strategic Memorandum of Understanding (MoU) with Amadeus, a global leader in travel technology.
This collaboration supports our D33 goals by fostering digital transformation within the travel sector, leveraging Dubai’s robust infrastructure and business-friendly environment to attract multinational corporations, investors, startups, and talent.
Furthermore, technology is used to create seamless experiences for visitors, from start to finish. Imagine a journey where, from flight check-in to hotel arrival, every step is streamlined through AI-powered recognition and personalized content delivery. This frictionless experience, facilitated by apps and integrated systems, aims to encourage repeat visits.
The application of AI extends beyond tourist interactions, encompassing all aspects of the economy, including facilitating business setups.
The Dubai AI Campus and initiatives like the Dubai Centre for AI’s Accelerator Programs, which has attracted 615 startups from 55 countries since 2023, reflects our commitment to innovation. These efforts, combined with the Dubai 2040 Urban Master Plan’s vision, position Dubai as a hub where technology enhances human experiences, not just for visitors but for businesses and residents, reinforcing our status as a future-oriented destination.
As Dubai competes with other major global destinations, what unique value propositions set Dubai apart? How does the emirate continue to innovate and differentiate itself in an ever-competitive international tourism market?
Dubai stands apart on the global stage by offering a unique value proposition that seamlessly blends tradition with modernity, creating a destination that is both timeless and forward-thinking. Guided by visionary leadership, Dubai has transformed from a small trading port into a dynamic global hub for tourism, trade, and innovation.
By benchmarking against leading cities, we have not only matched their standards but also set new goals for achieving excellence in business tourism and economic development. Today, Dubai is recognized as one of the most sought-after destinations worldwide, contributing significantly to the city’s broader GDP beyond just visitation numbers.
Our success is driven by a strategic focus on positioning Dubai as more than just a travel destination – it’s a place where people also choose to live, work, and invest in. This evolution has been powered by the ease of doing business, a culture of continuous improvement, and an unwavering commitment to innovation. Dubai’s collaborative spirit also sets it apart. Public-private partnerships have been instrumental in driving progress, fostering an environment where innovation and teamwork thrives.
This ethos extends to our relationships with stakeholders worldwide, ensuring that Dubai remains a preferred destination for investors, entrepreneurs, and talent. The city continues to enhance its tourism offerings, with new high-profile hotel openings such as Jumeirah Marsa Al Arab and Mama Shelter, as well as new gastronomy-focused destinations like J1 Beach, which elevate Dubai’s competitiveness with other global beach hotspots. The city also maintains a robust calendar of events, ensuring it remains appealing to a diverse range of visitors, both new and repeat.
Looking ahead, Dubai is committed to maintaining its tourism momentum, with extensive infrastructure developments already underway. The new AED128 billion ($35 billion) passenger terminal at Al Maktoum International Airport – Dubai World Central (DWC) is set to become the world’s largest upon completion, and the Dubai Metro’s Blue Line extension will further improve connectivity.
Dubai’s dedication to delivering high-quality, exceptional service, regardless of budget or interest, together with its emphasis on safety and security, are pivotal to its success. The city’s remarkable diversity allows it to readily adapt and innovate, capitalizing on global trends.
Dubai has something to offer to everyone, and is a truly world-class destination that deserves to be on every international travelers’ must-visit list. In a competitive market, Dubai doesn’t just react; it anticipates. By blending exceptional service, cultural richness, and technological innovation, we invite the world to discover a destination that constantly evolves.
Whether you’re a first-time visitor or returning to explore more, Dubai offers a diverse array of novel and unforgettable experiences waiting to be explored, across the city, throughout the year.
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