Dubai is set to experience a record year for international tourist arrivals in 2025, thanks to sustainable initiatives and effective strategies adopted by the city to enhance the visitor experience. Reports indicate that the emirate is preparing to welcome a large number of tourists, reflecting the continued growth in the tourism sector. In this article, we review the figures and efforts aimed at achieving this anticipated milestone.
Tourism Growth in Dubai
Issam Kazim, the CEO of Dubai’s Department of Tourism and Commerce Marketing, stated that the tourism sector in Dubai is on track to achieve another record year in international tourist arrivals in 2025, based on the results the emirate achieved in the first nine months of the current year, having welcomed 13.95 million international tourists.
Kazim explained to “Emirates Today” during the participation of the Dubai Economy and Tourism Department at the “World Travel Market” in London that the current focus is on enhancing the overall tourist experience. The journey begins from the moment one thinks about visiting Dubai, through exploring the diverse attractions, and even until departure.
Promoting an Exceptional Tourist Experience
Dubai’s participation in the “World Travel Market” is part of its efforts to strengthen its position as a leading global tourist destination and attract tourists from major international markets. Through these strategies, the emirate aims to present a comprehensive image of the tourist experience it offers to visitors throughout the year, based on a variety of events and offers.
Kazim added that the Economy and Tourism Department is participating this year with an expanded delegation that includes over 70 partners, including government entities and a selection of private companies such as hotels and entertainment facilities, reflecting the synergy of Dubai’s tourism ecosystem and its readiness to provide a complete experience for travelers.
Sustainable Growth Strategies
Kazim noted that Dubai welcomed 13.95 million international tourists between January and September 2025, representing a 5% increase compared to the previous year. This growth is a result of effective marketing plans and partnerships between the public and private sectors. Kazim emphasized that the current focus is on enhancing the tourist experience, from the inspiration and planning phase all the way to after visitors depart.
Kazim revealed that partnerships with various entities to enhance new and innovative offerings will play a significant role in achieving the set goals for increasing the number of international tourists, noting that visitors return multiple times, which reflects Dubai’s sustainable appeal.
Innovation in Business Tourism
Kazim affirmed that Dubai is strengthening its leading position in business tourism, supported by robust infrastructure and effective institutional support. Dubai ranked first in the Middle East for 2024 in terms of the number of international conferences, reflecting institutions’ confidence in Dubai’s organizational efficiency. In the first half of 2025, the Dubai Events Office achieved a record by hosting 249 events, demonstrating the high attractiveness of the emirate in the business tourism sector.
Additionally, Dubai stands out as a platform for innovation, hosting numerous economic and technological events that attract visitors from around the globe. All these efforts contribute to achieving a record year for international tourist arrivals in 2025, underscoring the city’s strength as a distinguished tourist destination.
Therefore, Dubai is eagerly preparing for a record year in international tourist arrivals in 2025, aligning with the ambitious goals of an emirate that holds a leading global position in the tourism sector.