Dubai is heading towards 2025, a record year for the number of international tourists

Executive Director of the Dubai Corporation for Tourism and Commerce Marketing, Issam Kazim, said that the tourism sector in Dubai is heading towards achieving another record year in international tourist flow rates during the year 2025, based on the results achieved in the first nine months of the year, with the emirate receiving 13.95 million international tourists.

Kazim explained to Emirates Today, on the occasion of the participation of the Department of Economy and Tourism in Dubai in the activities of the World Travel Market Exhibition in London, that the current focus is on improving the comprehensive tourism experience, starting from the moment of thinking about Dubai as a destination that the tourist wants to visit, through coming to it, all the way to exploring the various destinations and landmarks, and until leaving.

An exceptional experience

In detail, Issam Kazim, Executive Director of the Dubai Corporation for Tourism and Commerce Marketing, affiliated with the Department of Economy and Tourism, said that the department’s participation this year in the activities of the World Travel Market Exhibition in London comes as part of its ongoing efforts to enhance the emirate’s position as a leading tourist destination in the world and attract more visitors from major international markets. It also comes within Dubai’s strategy to enhance its presence on the global tourism map by promoting its diverse components and presenting a comprehensive picture of the exceptional tourism experience that The emirate provides it to visitors throughout the year.

Kazim added to Emirates Today that the department is participating this year with an expanded delegation that includes more than 70 partners, including government agencies, in addition to an elite group of partners in the private sector, including hotels, hospitality companies, entertainment facilities, and tourism service providers, pointing out that this participation aims to highlight the harmony of the tourism system in Dubai, and confirm its readiness to provide an integrated experience that combines hospitality, shopping, entertainment, culture, and adventures, in addition to advanced infrastructure and smart transportation services.

Standard year

Kazim pointed out that Dubai received 13.95 million international tourists during the period between January and September of 2025, which represents a growth of 5% compared to the same period in 2024. This growth comes as a culmination of the distinguished development witnessed by the offers that Dubai provides as a tourist destination, driven by the effective marketing strategy adopted by the emirate at the global level, and by the established partnerships that bring together the public and private sectors.

He stressed that based on these results achieved in the first nine months of this year, the tourism sector in Dubai is heading towards achieving another record year in international tourist flow rates during the year 2025.

Kazim explained that the current focus is on improving the comprehensive tourism experience, starting from the moment the tourist thinks about Dubai as a destination that the tourist wants to visit, through arriving there, all the way to exploring the various destinations and landmarks, and until leaving.

He added that the Dubai tourism experience guarantees a comprehensive journey in all its stages, from the stage of inspiration and planning until after departure, pointing out that in this context, the Department of Economy and Tourism in Dubai is working on directing smart, multi-channel marketing campaigns targeting different markets around the world, and providing innovative visual content that attracts different segments of tourists, and these campaigns rely on storytelling that highlights Dubai’s cultural and entertainment diversity, and talks about the emirate as an inspiring destination that can be visited throughout the year, with its ongoing events and ability to renew. Tourist scene.

Strong growth

Kazim said that the tourism sector in Dubai continues to achieve strong and rapid growth in light of the rational vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, may God protect him, supported by a comprehensive strategy based on four main axes that include: raising the levels of tourist flow, increasing the rate of guest stays, enhancing tourism spending, and raising the percentage of repeat visitors.

Kazim pointed out that about a quarter of visitors to Dubai visit the emirate twice a year, which reflects the sustainable attractiveness of the city and its ability to maintain visitor loyalty.

He stressed that there are great opportunities for expansion into new and promising markets, in addition to strengthening the presence in traditional markets that constitute a solid base for the sector.

Innovative experiences

Kazim reiterated that the Department of Economy and Tourism in Dubai works in partnership with various government and private agencies to develop innovative tourism products and experiences that reflect the diversity that characterizes Dubai and highlight its components as a modern destination that combines entertainment, culture, and business tourism. The corporation also seeks to diversify tourism markets through global promotional campaigns that showcase Dubai’s attractiveness and competitiveness in terms of services and infrastructure.

He explained that the increase in the number of international visitors comes in line with the ambitious targets of the Dubai Economic Agenda “33D”, which aims to double the size of the emirate’s economy by 2033, and consolidate its position as a leading global destination for business and entertainment. He pointed out that this growth is closely linked to the economic progress achieved by the emirate, and contributes to creating new job opportunities and attracting more investments, and greatly supports the emirate’s gross domestic product.

Kazim pointed out that access to Dubai has become easier thanks to its distinguished infrastructure and business-friendly environment that enhances cooperation, and its annual program, full of entertainment and commercial activities, events, conferences and exhibitions, enables it to attract a new segment of audiences from all over the world and create a significant economic impact.

Business tourism

Kazim stressed that Dubai continues to strengthen its global leadership in business tourism, incentives, conferences and exhibitions, based on a strategic vision that combines advanced infrastructure, innovation in services, and strong institutional support from government agencies. The Dubai Business Events Office, which is the official office for attracting events and conferences in the city and affiliated with the Department of Economy and Tourism in Dubai, has contributed to playing a pivotal role in consolidating the emirate’s position as a strategic destination for influential business events at the regional and global level.

He said that Dubai achieved first place in the Middle East for the year 2024 in terms of the number of international association conferences it hosted, according to the classification of the International Association of Meetings and Conferences, which confirms the confidence of major international organizations in Dubai’s organizational and logistical capabilities, and its high flexibility in hosting global events.

Kazim explained that in the first half of 2025, the Dubai Business Events Office set a record by winning bids to host 249 events including international conferences, meetings, seminars and incentive programs, an achievement that confirms the advanced position that Dubai now occupies on the global business tourism map, pointing out that these events are expected to attract more than 127,000 participants and international delegations to Dubai in the coming years.

A platform for innovation

Executive Director of the Dubai Corporation for Tourism and Commerce Marketing, Issam Kazim, said that Dubai is distinguished by being a platform for innovation and knowledge, as it annually hosts hundreds of economic, scientific and technical events, which makes it an ideal environment for communication, exchange of experiences and concluding international partnerships.

He added that the Dubai International Events Program supports efforts to attract major conferences by providing incentives and facilities to international institutions and associations wishing to organize their events in the emirate.

• 13.95 million international tourists received by Dubai during the first 9 months of 2025.