Dubai Ranks Twelfth In Euromonitor’s 2025 Top Hundred City Destinations: Here’s What You Need To Know

Published on December 5, 2025

Dubai has managed to secure a position among the world’s most wanted places, coming in at the twelfth position in the 2025 version of the Euromonitor International Top 100 City Destinations Index. For the frequent flyer savvy world travelers this is not just a number, it is a message coming from a city that is determined to be great and attract more visitors regardless of their interests, whether they are for luxurious heights, cultural foundations or amazing desert nights.

What drove Dubai’s 2025 rise?

Surging visitor numbers and global footfall

According to the latest published data from the Dubai Department of Economy and Tourism (DET), Dubai welcomed a record 18.72 million international overnight visitors in 2024, up significantly from previous years. That wave of interest reflects Dubai’s ability to blend world-class infrastructure with compelling visitor experiences across luxury, culture, adventure and family-friendly offerings.

Events, affordability, and strong hotel occupancy

The 2025 Euromonitor ranking singled out strong visitor numbers, international events and high occupancy in affordable luxury hotels as key factors for Dubai’s placement. For many travellers, especially from regions like India, the UK, Saudi Arabia and Russia, Dubai is hitting the sweet spot: aspirational luxury that is not out of reach, along with a steady stream of global events and attractions that deliver value for money.

Strategic growth and diversified tourism offerings

Underpinning Dubai’s ascent is a forward-looking tourism strategy: the city isn’t just resting on its skyscrapers, but expanding its cultural, adventure- and lifestyle-oriented portfolio. The official tourism site lists everything from iconic landmarks to immersive cultural zones, desert adventures and wellness-driven stays.

As the DET report suggests, Dubai’s appeal increasingly lies in its bucket-list value, 38 percent of visitors in 2024 said ticking off Dubai was the primary reason for their trip.

What to see and do: Top tourist destinations and exciting activities

Here’s a curated list of must-visit attractions in Dubai, from sky-scraping marvels to cultural gems, desert adventures to family fun, ideal for travellers seeking variety or crafting their perfect Dubai itinerary.

• Burj Khalifa — the world’s tallest building, with observation decks that offer panoramic views over Dubai’s sprawling skyline.
• Dubai Mall & Dubai Fountain — world-class shopping and entertainment hub, plus the awe-inspiring fountain show by the lake at its base.
• Dubai Aquarium and Underwater Zoo — inside Dubai Mall: one of the world’s largest suspended aquariums, home to thousands of marine species.
• Dubai Museum & heritage-rich neighbourhoods like Al Fahidi Historical Neighbourhood — ideal for travellers seeking to understand Dubai’s past and cultural roots.
• The Dubai Frame — a symbolic structure framing views of Old Dubai and New Dubai, linking heritage with modernity.
• Global Village — a cultural carnival blending global pavilions, dining, entertainment and a festive ambience.
• Gardens & family-friendly escapes: Dubai Miracle Garden for spectacular floral displays; desert safaris or trips to Al Marmoom Desert Conservation Reserve for dune adventures — combining relaxation, nature and adventure.
• Leisure, beaches & entertainment: pristine beaches along Jumeirah, waterparks and nearby attractions for visitors wanting sun, sand and fun — Dubai’s draw goes well beyond cityscapes.

What the data tells us: Travel appeal with substance

• According to the 2024 DET report, Dubai’s bucket-list appeal continues to rise: a substantial portion of visitors now come seeking once-in-a-lifetime experiences rather than repeat stays.
• The city’s offering is deliberately diversified: while beaches and marine attractions remain popular, there’s growing interest in cultural, heritage-based, adventure and family-friendly visits, a sign that Dubai is evolving beyond a glittering modern city stereotype.
• Visitors are staying longer: average length of stay remains high, allowing more immersive itineraries that can combine skyscrapers, desert dunes, shopping, history and relaxation.

What it means for you: Why Dubai’s 12th place matters

For travellers, Dubai’s ranking isn’t just a badge of prestige, it reflects real, tangible gains. As the city doubles down on infrastructure, affordability, variety and marketing, it’s shaping up as a destination where luxury, culture and adventure coexist.

Whether you’re a first-time visitor or repeat traveller, 2025 offers unique advantages: high-quality stays with reasonable value, a rich mix of experiences from heritage walks and desert safaris to skyscraper gazing and world-class shopping, and strong visitor-oriented planning, thanks to tailor-made itineraries, attraction passes and easy connectivity.

For travel journalists, this also means a compelling story: Dubai is not just a luxury postcard, but a living, evolving travel ecosystem that balances ambition with accessibility, global appeal with local authenticity.

An analyst for one travel strategy gave a non-direct summary: even though there are worldwide economic difficulties and changes in global travel trends, cities like Dubai are still winning tourists’ hearts when they resort to these strategies, by providing value, variety, and unforgettable experiences.