Dubai welcomed 18.72 million international overnight visitors from January to December 2024, reflecting a 9 percent year-over-year increase that surpasses the previous record of 17.15 million in 2023, as reported by the Dubai Department of Economy and Tourism (DET).
This milestone marks consecutive years of record-breaking growth for the city, reinforcing Dubai’s status as a premier global travel destination. The accomplishment showcases the effectiveness of its strategic initiatives aimed at expanding the tourism sector, along with significant investments in infrastructure and talent to cater to rising demand.
His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence, and Chairman of The Executive Council of Dubai, articulated that Dubai’s remarkable tourism growth embodies the strategic vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. This vision is encapsulated in the Dubai Economic Agenda D33, which aims to solidify the city’s position as a global hub for business and leisure, making it one of the world’s top cities to visit, live, and work in.
“This achievement is the result of visionary leadership and strong collaboration between the public and private sectors. We are committed to maintaining this exceptional growth momentum. Through strategic innovation, infrastructure development, talent acquisition, and market diversification, we will continue to enhance Dubai’s competitiveness, attract more international visitors, and enhance tourism’s role as a key driver of economic growth,” His Highness stated.
Expanding foreign investment and talent attraction
Sheikh Hamdan emphasized the city’s strategic focus on enhancing foreign investment and attracting global talent to accelerate growth. “By continuing to create new opportunities and value-driven offerings for the global traveller, Dubai will not only maintain its status as a preferred destination but also strengthen its position at the forefront of global growth in the sector,” he added.
Impactful local and international partnerships, alongside creative and targeted global campaigns, were pivotal in propelling Dubai’s tourism sector to another record-breaking year in 2024.
Guided by the visionary leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, the surge in international visitation aligns with the objectives of the Dubai Economic Agenda D33, which aims to double the size of Dubai’s economy by 2033.
Recognized global attractiveness
Dubai’s ranking as the number one city globally for foreign direct investment (FDI) into tourism, among other sectors, according to the Financial Times Ltd’s ‘fDi Markets’ data for H1 2024, further illustrates this growth. Major infrastructure projects, such as the expansion of Al Maktoum International Airport (DWC), aim to enhance strategic growth and improve the destination experience for all visitors and residents.
DET has consistently collaborated with partners across both public and private sectors to enrich Dubai’s diverse offerings. This commitment ensures that the city provides world-class infrastructure, exceptional service at all touchpoints, and experiences tailored to a wide range of budgets and preferences. A successful diversified market strategy across more than 60 countries has propelled Dubai’s outstanding tourism performance in 2024.
As a well-connected global destination positioned at the crossroads of East and West, Dubai continues to attract visitors from around the world. From a regional perspective, North East and South East Asia combined recorded the highest growth rate of 24 percent, followed by Africa at 20 percent and CIS & Eastern Europe at 16 percent. Visitors from Western Europe also saw significant growth, increasing by 14 percent while maintaining its status as the primary source region for international visitors to Dubai.
A testament to visionary leadership
His Excellency Helal Saeed Almarri, director general of the Dubai Department of Economy and Tourism (DET), remarked: “Dubai’s exceptional performance in the tourism sector for 2024 is a powerful testament to the visionary leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.”
“Through careful planning and dynamic, agile policy implementation, Dubai has successfully navigated global economic and geographic challenges to achieve record-setting growth in tourism for a second consecutive year, having long resumed its pre-pandemic upward trajectory. This achievement is not an isolated milestone but a foundational pillar of Dubai’s diversified growth strategy, one that fuels interconnected D33 objectives—spanning talent acquisition, FDI inflow, and the global competitiveness of businesses operating within Dubai’s ecosystem.
“Dubai’s economic trajectory is driven by its ability to adapt and innovate. This is supported by a diversified portfolio of industries, enhanced global connectivity, and an increasingly business-friendly environment. World-class infrastructure development and sustained investment in capacity have further solidified Dubai’s standing as a global leader across all critical segments.
“As we move forward into 2025, Dubai will continue charting new avenues for growth. By transcending traditional tourism, fostering high-impact investment opportunities, nurturing entrepreneurship, and attracting global talent, we will reinforce Dubai’s position as not only a preferred destination but also as a cornerstone of global economic leadership and innovation.”
Hotel sector performance driven by new openings
As a vital component of the destination experience, hotels played a significant role in the city’s performance. The steady growth in inventory has effectively balanced the demands of both guests and hospitality stakeholders. Spurred by a series of high-profile openings—including One&Only One Za’abeel, SIRO One Za’abeel, and The Lana Dorchester Collection—Dubai’s hotel inventory at the end of December 2024 comprised 154,016 total available rooms across 832 establishments, compared to 150,291 rooms at 821 establishments in 2023.
According to STR data, Dubai is significantly ahead of other major global peer cities such as New York, Bangkok, Paris, and Singapore, and nearly on par with London in terms of total room inventory. Additionally, a robust pipeline of new properties, such as the upcoming Jumeirah Marsa Al Arab and the Mandarin Oriental Downtown, will ensure the city can meet the ever-growing demand from both visitors and residents. The high quality of hospitality establishments in Dubai continues to receive recognition; in its first year of operations, The Lana was ranked No. 23 on The World’s 50 Best Hotels 2024 list, while Atlantis The Royal, in its second year, was ranked No. 9.
Positive performance on hotel metrics
Performance metrics for hotels remained strong in 2024, with average occupancy in the hotel sector increasing to 78.2 percent, up from 77.4 percent in 2023. Occupied room nights rose to a record high of 43.03 million, representing a 3 percent growth compared to 41.70 million in 2023. Reflecting the hospitality sector’s commitment to catering to all budgets and preferences, the Average Daily Rate (ADR) of AED538 only rose slightly compared to AED536 in 2023. According to STR Data, Dubai offered guests more attractive average rates than global peers, including Paris, New York, London, and Singapore. Meanwhile, the Revenue Per Available Room (RevPAR) of AED421 in 2024 marked a 2 percent increase from AED415 the previous year.
Commitment to strategic partnerships
His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), stated: “Dubai’s remarkable tourism performance in 2024 reflects the sustained commitment and strategic efforts of our extensive network of partners and stakeholders, and the guidance of our city’s visionary leadership. Our market strategy, built on bespoke and diversified campaigns, has been pivotal in showcasing Dubai’s diverse tourism offerings to the world. We have leveraged strong partnerships with private and public sector organizations and individuals to enhance our global reach and promote Dubai as a leading hub for business, leisure, and innovation. These collaborations have not only intensified our international efforts but also made Dubai the destination of choice for new and returning visitors, with more individuals finding the city appealing for permanent relocation.”
“A powerful sense of community among the almost 200 nationalities living in Dubai is also encouraging more residents to advocate for the city, inviting and hosting friends and family to experience it for themselves. As we aim to build on this momentum throughout 2025, we are committed to maintaining the highest standards of service and continuously innovating to exceed expectations, whether for first-time tourists or loyal repeat guests and residents exploring the city and enjoying its lifestyle offerings,” Kazim further noted.
Creative campaigns and strategic partnerships
Supported by key stakeholders and partners, DET’s creative global campaigns and in-market activities highlighted the city’s multifaceted touristic appeal, keeping Dubai top-of-mind for international tourists. Notable global campaigns in 2024 included ‘Dubai, What’s Not To Love?’, which positioned the city as a preferred winter destination, while the latest campaign, ‘If You Go, You Know’, took a fresh approach, featuring Dubai’s residents showcasing their favorite parts of the city to encourage their compatriots to explore all it has to offer. Tailored campaigns for specific market activations included ‘Dubai: A Whole New You’, featuring Bollywood duo Saif and Sara Ali Khan, and ‘Dubai: Who’s Ready?’, starring Korean actors Park Shin-Hye and Park Hyung-Sik from the Netflix series, Doctor Slump.
In addition to launching global campaigns, DET formed several partnerships aimed at showcasing the city’s offerings, driving visitation growth, and enhancing the tourism experience. In 2024, DET signed strategic agreements with Emirates, IHG Hotels & Resorts, Hilton, and Emaar Hospitality Group, all focused on elevating the destination experience for visitors while leveraging these organizations’ global reach to attract potential travelers. The department also collaborated with popular global personalities, such as Colombian singer J. Balvin, who filmed two music videos in the city, and American YouTuber Mr. Beast, among others, to tap into their loyal audiences and create engaging content.
Global recognition of Dubai’s tourism
The impressive performance of Dubai’s tourism and hospitality sectors in 2024 garnered global accolades and awards. At the 31st annual World Travel Awards, announced in November 2024, Dubai was named the world’s leading shopping destination and the world’s leading exhibition destination. Mina Rashid earned the title of the world’s leading cruise port, while Dubai International Airport (DXB) was recognized as the world’s leading airport. DXB also celebrated a decade at the top of Airports Council International’s (ACI) list of the world’s busiest international airports (for traffic in 2023), welcoming a total of 92.3 million guests in 2024.
Consistent recognition in safety and accessibility
Supporting the visionary strategy of the D33 Agenda, Dubai’s reputation as a secure and accessible destination was consistently acknowledged across multiple global indices. Dubai ranked among the top five safest cities in the world with a safety index of 83.7, according to findings from Numbeo’s mid-2024 Safety Index by City rankings. Furthermore, on the 2024 Executive Nomad Index by property consultancy Savills, Dubai maintained its position as the leading destination for long-term remote workers. For the fifth consecutive year, Dubai secured the number one position globally for city cleanliness, as reported by the Global Power City Index (GPCI) issued by the Institute for Urban Strategies at the Mori Memorial Foundation in Japan.
Year-round events attracting visitors
Dubai’s calendar of business, leisure, and sporting events continues to draw international tourists. Organized by Dubai Festivals and Retail Establishment (DFRE), part of DET, some of the city’s largest events in 2024 included the eighth edition of the Dubai Fitness Challenge, which attracted a record 2.7 million participants, and the Dubai Shopping Festival, celebrating its landmark 30th edition.
Trade shows, industry exhibitions, and MICE sector events also played a crucial role in the increase in international visitation to Dubai, providing pathways for businesses and entrepreneurs to explore opportunities in the city. Major industry events that attracted thousands of visitors and exhibitors in 2024 included GITEX Global, with 200,000 attendees—the highest in its 44-year history—along with Gulfood (150,000 attendees) and Arabian Travel Market (46,000 attendees). Solidifying the city’s position as the world’s leading meetings destination, Dubai secured the hosting of 437 future events last year, driven by Dubai Business Events (DBE), part of DET and the city’s official convention bureau. This marked a 20 percent year-over-year increase in successful bids, with events secured in 2024 expected to attract an estimated 210,731 delegates to Dubai in the coming years.
Education initiatives enhancing tourism
High standards and a steady influx of talent into the tourism and related sectors continued to be driven by the Dubai College of Tourism (DCT), part of DET. In 2024, DCT launched the Middle East’s first apprenticeship in Culinary Operations, partnering with leading industry entities including Gates Hospitality, Hilton, and JW Marriott Marquis Hotel Dubai. This transformative two-year program provides a new source for recruiting and qualifying talent for Dubai’s rapidly growing culinary sector.
Commitment to inclusivity and accessibility
Dubai is dedicated to enhancing the quality of life for People of Determination, with DCT playing a significant role in the city’s pursuit of becoming the first Certified Autism Destination™ in the Eastern Hemisphere. Through its ‘Dubai Way’ online training platform, DCT offers autism and sensory awareness training for the city’s tourism-facing workforce, along with courses in inclusive service, accessible tourism, and sustainable practices.
Showcasing culinary excellence
Dubai’s vibrant gastronomy scene continues to highlight the city’s rich multicultural identity while catering to the diverse tastes of residents and visitors alike. With thousands of establishments—ranging from local hidden gems to internationally recognized brands—the culinary excellence of Dubai’s restaurant sector has garnered global attention. The third edition of the MICHELIN Guide Dubai was unveiled in July 2024, featuring 106 restaurants across 35 cuisines, marking an 18 percent increase from 2023. Four restaurants were awarded two stars, 15 received one star, three were recognized with a Green Star, and 18 garnered Bib Gourmands, along with 69 MICHELIN-selected restaurants.
On the World’s 50 Best Restaurants 2024 list, Trèsind Studio achieved the No. 13 spot and was named the best restaurant in the Middle East, while Orfali Bros Bistro ranked No. 64 on the extended list. In November 2024, Dubai hosted the 8th edition of The Best Chef Awards—the first time the awards occurred in the Middle East and the largest edition to date. Held at Atlantis, The Palm, this prestigious event underscored Dubai’s status as a global gastronomy capital, honoring 550 chefs from 61 countries.
Culinary excellence in the city was further recognized with the announcement of the Middle East & North Africa’s 50 Best Restaurants 2025, with Dubai claiming 19 spots, including a clean sweep of the top three. The opening of gastronomy-focused developments such as J1 Beach continues to create new opportunities for F&B concepts to thrive and gain international acclaim.
Future prospects for Dubai’s tourism sector
Extensive infrastructure developments and strategic plans are set to enhance Dubai’s tourism sector in 2025 and beyond, paving the way for further growth and ensuring that both residents and visitors continue to enjoy an unparalleled experience in the city.
Work has commenced on the new AED128 billion passenger terminal at Al Maktoum International Airport (DWC), which will become the largest in the world upon completion, ultimately enabling the airport to accommodate a passenger capacity of 260 million annually. Aligned with the Dubai 2040 Urban Master Plan and supporting initiatives to transform Dubai into a ‘20-Minute City’, the Dubai Metro’s Blue Line extension will span 30 kilometers, connect 14 stations, and serve an anticipated population of approximately one million people.
DET is also actively engaging with investors and operators in the hospitality sector to explore opportunities for introducing more brands and offerings into the city, further diversifying options available to visitors and residents, particularly in new and developing districts like Palm Jebel Ali and Dubai South. This effort builds on Dubai’s existing reputation as a magnet for investments, as the city ranked number one globally for attracting greenfield FDI projects into the tourism sector in H1 2024, according to the Financial Times Ltd’s ‘fDi Markets’ data.
Dubai will continue to leverage innovation and emerging technologies such as artificial intelligence (AI) and virtual reality (VR) to create personalized and immersive experiences for both new and returning visitors. The Visit Dubai mobile app utilizes AI to provide tailored recommendations, while virtual tours allow tourists to explore attractions before their visit. AI is also being employed for biometric hotel check-ins and automated immigration processes at DXB, further enhancing the overall travel experience.
