Dubai’s tourism sector achieved yet another remarkable feat in 2024: the Emirati city welcomed 18.72 million international overnight visitors, registering a 9% year-over-year (YoY) increase, surpassing the previous record of 17.15 million in 2023.
The data, collected by the Dubai Department of Economy and Tourism (DET), suggests that Dubai’s continued rise as a premier tourist destination results from sustained investment in infrastructure, strategic marketing campaigns, and the appeal of its luxury hospitality sector. The impressive growth in tourist arrivals also coincided with a record 92 million passenger arrivals at Dubai International Airport (DXB) in 2024, which is regarded as one of the busiest global transit hubs. Notably, the fact that Dubai welcomed 18.72 million visitors last year indicates a growing trend: a higher proportion of travellers are now choosing to stay in the city rather than merely using the airport for connecting flights.
Possibilities galore
Impactful local and international partnerships, creative global campaigns, and major events were key contributors to Dubai’s tourism sector reaching another record-breaking year in 2024. In fact, the Dubai Economic Agenda (D33), which aims to double the size of the Emirati city’s economy by 2033, sees the increase in international visitation as perfectly aligned with its goals.
One immediate beneficiary of this positive trend was the Emirati city’s hospitality sector, which experienced substantial growth. Hotel occupancy rates in 2024 were recorded at 78.2%, surpassing the previous year’s rate of 77.4%. Meanwhile, the total number of hotel rooms in the city expanded from 150,291 to 154,016 over 12 months.
Properties like One&Only One Za’abeel, The Lana Dorchester Collection, and SIRO One Za’abeel were among the most anticipated hotel openings of 2024. These additions contributed significantly to the increase in occupied room nights, which rose to 43.03 million, compared to 41.7 million in 2023. To add to the good news, Dubai has now become the number one city globally for Foreign Direct Investment (FDI) into tourism, according to the Financial Times’ “FDI Markets” data. The announcement of key projects like the expansion of Al Maktoum International Airport (DWC) will further provide the foundation for Dubai’s strategic growth.
The Dubai Department of Economy and Tourism (DET) has continued to collaborate closely with partners across the public and private sectors to develop and enhance Dubai’s diverse offerings, ensuring the timely delivery of world-class infrastructure, exceptional service at all touchpoints, and experiences that cater to all budgets and preferences. This was complemented by a highly successful diversified market strategy in more than 60 countries, propelling Dubai’s exceptional industry performance in 2024.
“Maintaining continuous dialogue with domestic stakeholders and more than 3,000 international partners, DET’s year-round marketing activities showcased the city as not only a must-visit destination but also one that continues to attract permanent residents from around the world,” Emirates News Agency stated.
Becoming a smart city in its truest form
Dubai will unveil the world’s tallest wellbeing resort, named “Therme Dubai,” in 2028. The facility will be located in Zabeel Park, covering 500,000 square feet and reaching a height of 100 metres. It will host a mix of relaxation, leisure, family entertainment, and healthcare services, designed to attract up to 1.7 million visitors annually. Set to be built at an estimated cost of $544 million (AED 2 billion), the project will be developed in partnership with Therme Group, an international leader in wellbeing infrastructure.
The resort will feature innovative wellness zones, including a family-friendly play zone, a relaxing retreat for adults, and a rejuvenation space. Attractions will include Michelin-star dining, 18-metre waterfalls, and the world’s largest indoor botanical garden.
Sustainability will be central to the design, with 90% of the water used being recycled and 80% of cooling needs met through clean energy. Therme Dubai aims to transform the city into a leading destination for wellness tourism, supporting Dubai’s ongoing commitment to quality of life and sustainable development.
The resort will also align with the “Dubai 2040 Urban Master Plan,” which seeks to create vibrant, healthy communities and improve the quality of life. By enabling a wholesome environment and enhancing Dubai’s competitive edge, the project will attract global companies and foreign investments. Therme Dubai, with its focus on wellness, healthcare, and recreational experiences, will further bolster the Emirati city’s growing medical tourism sector.
The resort will champion sustainability by recycling 90% of the water used in its thermal pools and meeting 80% of its cooling needs with clean energy. It will house the world’s largest indoor botanical garden, which will support urban biodiversity while showcasing over 200 plant species from around the world.
Dubai is now becoming a preferred destination for tourists looking for efficient, safe, and unforgettable experiences. The Emirati city is responding to this demand through technology-driven innovations like “Keyless Entry” for short-term rentals. Developed by the Security Industry Regulatory Agency (SIRA) and the Department of Economy and Tourism (DET), the solution offers guests digital access codes on their smartphones, eliminating the need for physical keys while enhancing both convenience and security.
The driving force behind “Keyless Entry” becoming the new normal in Dubai’s tourism sector is Deluxe Holiday Homes, which has integrated SIRA-approved smart locks into its growing property portfolio. This system allows for real-time access monitoring and specific guest permissions, providing property owners with greater security and giving guests the flexibility to check in at any time without physical keys—ideal for Dubai’s non-stop lifestyle.
Deluxe Holiday Homes is also embracing other next-generation technologies, supporting Dubai’s smart city goals and adapting to the evolving needs of travellers. The company now offers a variety of payment options, including traditional methods like cash, bank transfers, and major credit cards, as well as MIR Cards for Russian visitors, PayPal, and prominent digital currencies like Bitcoin and USDT.
The growth machine chugs on
Strategically located at the crossroads of East and West, Dubai continues to attract foreign visitors. North East and South East Asia combined delivered the highest growth rate of 24%, followed by Africa (+20%) and CIS (Commonwealth of Independent States) & Eastern Europe (+16%). Visitors from Western Europe also grew significantly (up 14%), while maintaining its position as the leading source region for international visitors to Dubai.
Helal Saeed Almarri, Director-General of the Dubai Department of Economy and Tourism (DET), said, “Dubai’s exceptional performance in the tourism sector for 2024 is a powerful testament to the visionary leadership of H.H. Sheikh Mohammed bin Rashid Al Maktoum. Through careful planning and dynamic, agile policy implementation, Dubai has successfully navigated global economic and geographic headwinds 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, facilitating high-impact investment opportunities, nurturing entrepreneurship, and magnetising 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,” he added.
According to STR data, Dubai is significantly ahead of international peers such as New York, Bangkok, Paris, and Singapore, and nearly on par with London, in terms of total room inventory. Furthermore, a robust pipeline of new properties, such as the upcoming Jumeirah Marsa Al Arab and the Mandarin Oriental Downtown, will ensure the city can cater to the ever-growing demand from both visitors and residents. The high quality of hospitality establishments in Dubai also continues to be recognised. In its first year of operations, “The Lana” was ranked number 23 on “The World’s 50 Best Hotels 2024” list, while “Atlantis The Royal,” in its second year, was ranked number nine.
Smart Marketing: The decisive element
The Department of Economy and Tourism has been actively rolling out targeted campaigns to attract visitors from emerging tourism markets. These initiatives reportedly included extensive promotions positioning Dubai as a top winter destination, as well as celebrity-led advertising campaigns targeting key markets like India and South Korea. Digital media and influencer marketing have become the winning formula, with content creators encouraged to come to Dubai and, through their travel vlogs, help the emirate reach wider and younger audiences.
“In 2024, average hotel occupancy grew to 78.2%, up from 77.4% in 2023, and occupied room nights rose to a high of 43.03 million, representing a 3% growth compared to 41.7 million in 2023. Reflecting the hospitality sector’s commitment to cater to all budgets and preferences, the Average Daily Rate (ADR) of AED538 only rose marginally against the ADR of AED536 in 2023. According to STR Data, Dubai now provides guests with more attractive average rates than global peers, including Paris, New York, London, and Singapore,” Emirates News Agency reported.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said, “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, and we have leveraged strong partnerships with public and private sector organisations 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 have also made Dubai the destination of choice for new and returning visitors, with an increasing number of them finding the city appealing to relocate to permanently. A powerful sense of community among the almost 200 nationalities living in Dubai is also seeing more residents advocate for the city, inviting and hosting their friends and family to experience it for themselves,” he added, announcing, “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 tourists visiting for the first time or loyal repeat guests and residents exploring the city and enjoying its lifestyle offerings.”
Talking about DET’s creative global campaigns, one of the most notable in 2024 was “Dubai, What’s Not to Love?”, which positioned the city as a destination of choice for winter. Another was “If You Go, You Know,” which took a fresh approach, with the Emirati city’s residents showcasing their favourite parts of Dubai to encourage their compatriots to experience all it has to offer. Tailored campaigns for specific market activations included “Dubai: A Whole New You,” featuring Indian father-daughter actor 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.”
DET also announced several partnerships aimed at showcasing the city’s offerings, driving visitation growth, and further enhancing the tourism experience, including strategic agreements with Emirates, IHG Hotels & Resorts, Hilton, and Emaar Hospitality Group, all designed to elevate the destination experience for visitors and leverage the global reach of these organisations among potential travellers.
“The department also developed relationships with popular global personalities, such as Colombian singer 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,” Emirates News Agency noted.
These efforts by Dubai’s tourism and hospitality sectors in 2024 were recognised globally with a host of accolades and awards. At the 31st annual World Travel Awards, the Emirati city was crowned the world’s leading shopping destination and the world’s leading exhibition destination.
Mina Rashid was named the world’s leading cruise port, while Dubai International Airport became the world’s leading airport. DXB also marked a decade at the top of Airports Council International’s (ACI) list of the world’s busiest international airports (for traffic in 2023), following this up by welcoming a total of 92.3 million guests in 2024.
Dubai: New event capital of the world?
The third edition of the MICHELIN Guide Dubai was unveiled in July 2024, featuring 106 restaurants across 35 cuisines, an 18% increase from 2023. Four restaurants were awarded two stars, 15 with one star, three with a Green Star, 18 Bib Gourmands, and 69 MICHELIN-selected restaurants.
On the “World’s 50 Best Restaurants 2024” list, Tresind Studio was ranked number 13 and named the best restaurant in the Middle East, while Orfali Bros Bistro was ranked number 64 on the extended list. In November 2024, the Emirati city hosted the eighth edition of “The Best Chef Awards,” marking the first time the awards took place in the Middle East and the largest edition to date. Held at Atlantis, The Palm, the prestigious event highlighted Dubai’s status as a global gastronomy capital, with 550 chefs from 61 countries honoured.
Culinary excellence in the sector was again rewarded with the recent announcement of the Middle East & North Africa’s (MENA) 50 Best Restaurants 2025, with Dubai securing 19 spots, including a clean sweep of the top three. With the opening of gastronomy-focused developments such as J1 Beach, new opportunities continue to emerge for more F&B (Food and Beverage) concepts to succeed and secure global recognition.
“High standards and a flow of talent into the tourism and related sectors continued to be driven by Dubai College of Tourism (DCT), part of DET. In 2024, DCT launched the Middle East’s first apprenticeship in Culinary Operations, anchored by leading industry partners, including Gates Hospitality, Hilton, and JW Marriott Marquis Hotel Dubai. The transformative two-year programme provides a new source of recruiting and qualifying talent for Dubai’s ever-growing culinary sector,” Emirates News Agency observed.
Organised by the Dubai Festivals and Retail Establishment (DFRE), part of DET, Dubai also saw some of the biggest events of 2024. One was the eighth edition of the “Dubai Fitness Challenge,” which attracted a record 2.7 million participants, and the “Dubai Shopping Festival,” which celebrated its landmark 30th edition.
Trade shows, industry exhibitions, and MICE sector events also played a critical role in increasing international visitation to Dubai, providing opportunities for local and global businesses. Major industry events that attracted thousands of visitors and exhibitors in 2024 included GITEX Global (200,000 attendees, the highest in its 44-year history), Gulfood (150,000 attendees), and Arabian Travel Market (46,000 attendees). The city also secured the hosting of 437 future events in 2024, which will attract an estimated 210,731 delegates to the Emirati city over the coming years.
Only good days ahead
Work has already begun on the new AED128 billion passenger terminal at Al Maktoum International Airport (DWC), which will be the world’s largest upon its completion. The airport is estimated to handle a passenger capacity of 260 million annually.
The “2040 Urban Master Plan” aims to transform Dubai into a “20-Minute City.” As part of this, Dubai Metro’s Blue Line will be extended to 30 kilometres, connecting 14 stations and serving an expected population of about one million people.
DET is currently engaging with hospitality stakeholders to explore opportunities to bring more brands and offerings into the Emirati city. The goal is simple: to further diversify the range of amenities available to visitors and residents, particularly in new and developing districts, including Palm Jebel Ali and Dubai South.
While the city ranks number one globally for attracting greenfield FDI projects in the tourism sector, it will continue, in the coming days, to leverage innovation and new technologies such as artificial intelligence (AI) and virtual reality (VR) to create personalised and immersive experiences for both new and repeat visitors.
The “Visit Dubai” mobile app now utilises AI to offer tailored recommendations. Additionally, virtual tours allow tourists to explore attractions before their trips. AI is also being used for biometric hotel check-ins and automated immigration processes at Dubai Airport, enhancing the overall travel experience and, most importantly, transforming the Emirati city into a “smart” destination in the truest sense, driven heavily by technology.
Dubai’s tourism sector set a new record with 18.72 million international visitors in 2024. This success is driven by investments in infrastructure, marketing, and hospitality. The city’s focus on sustainability, technology, and diverse offerings strengthens its global tourism leadership. Upcoming projects like Therme Dubai and continuous enhancements promise a bright future. Aligning with the D33 economic agenda, Dubai is set to attract even more visitors, investors, and residents in the coming years.