Dubai has once again solidified its position as a premier global destination, welcoming a record 19.59 million international overnight visitors in 2025. According to new data from the Dubai Department of Economy and Tourism (DET), this figure represents a 5% increase over 2024’s 18.72 million arrivals and marks the city’s third consecutive year of record-breaking tourism performance.
A Year of Unprecedented Growth
The sustained growth was driven by a combination of strategic global marketing campaigns, key industry partnerships, and a packed calendar of major events. The year concluded on a historic note, with Dubai welcoming over two million visitors in December alone—a first for the city in a single month and a 6% year-on-year increase. This strong finish provides significant momentum heading into 2026.
DET’s year-round, diversified market strategy proved effective, delivering growth from both traditional and emerging markets. Western Europe remained the largest source market, with strong contributions also coming from the GCC, MENA, South Asia, CIS, Eastern Europe, and the Asia-Pacific regions.
Visionary Leadership and Strategic Goals
H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council of Dubai, attributed the performance to the long-term vision of Dubai’s leadership and the ambitious goals of the Dubai Economic Agenda, D33.
“Dubai’s strong tourism growth momentum has been driven by the leadership’s commitment to building a city that connects the world, creates opportunity, and offers distinctive and enriching experiences for global travellers,” His Highness stated. “Through close collaboration between all stakeholders, we are focused on driving greater innovation and raising service excellence across the tourism ecosystem.”
His Highness added, “The tourism sector is one of the key drivers of economic diversification and sustainable growth, in line with the goals of the Dubai Economic Agenda D33. We are focused on further developing Dubai’s integrated tourism ecosystem to reinforce its status as a leading global destination for business and leisure and one of the world’s best cities to visit, live and work in.”
A Diversified and Collaborative Approach
The success reflects a robust economic model anchored in effective collaboration between the public and private sectors, a point emphasized by Helal Saeed Almarri, Director General of DET.
“Under the visionary leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum and H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Dubai’s 2025 tourism performance reflects the strength of our economic model,” Almarri said. “Tourism continues to be a key driver of economic diversification, delivering tangible impact through GDP growth, investment inflows, and the attraction of global talent. Our focus remains on scaling sustainable, accessible growth and accelerating progress toward the D33 ambition to double Dubai’s economy by 2033.”
About The Dubai Department of Economy and Tourism
The Dubai Department of Economy and Tourism (DET) is the principal authority for the planning, supervision, development, and marketing of Dubai’s business and tourism sectors. It is also responsible for the licensing and classification of all tourism services, including hotels, tour operators, and travel agents, with a mission to position Dubai as a leading global hub for business, investment, and tourism.
Source: Fast Company Middle East
