Dubai Tourism Soars To New Heights As DET Unveils Record Growth And Bold 2026 Vision

Published on December 10, 2025

Dubai greeted its tourism community with optimism and a sense of unity at the Dubai Department of Economy and Tourism’s (DET) second City Briefing of 2025, which many stakeholders considered to be both energising and reassuring. The event, which took place at Global Village, attracted over one-thousand and two-hundred partners from the sectors of aviation, hospitality, retail, entertainment and government, thus signalling a united industry that is determined to raise the emirate’s profile as the world’s number one destination for travel, business, and lifestyle.

Tourism Growth Strengthened by Partnerships

DET executives emphasised that Dubai’s soaring international visitor numbers continue to be powered by deep collaboration across the public and private sectors. Between January and October 2025, the emirate recorded 15.70 million international visitors, a 5 percent year-on-year rise, building on its record 18.72 million visitors in 2024. Hotel performance remained solid, with occupancy reaching 79.4 percent and the average daily rate climbing 6 percent to AED 531.

Leaders from Dubai Airports, Emirates, Beautiful Destinations, and other key entities spoke of a tourism ecosystem that thrives on connectivity, innovation and shared objectives. Comments made by His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), highlighted how visionary leadership and the Dubai Economic Agenda D33 continue to guide strategic growth.

New Developments Reshaping Dubai’s Travel Landscape

A significant portion of the City Briefing focused on major developments set to enhance Dubai’s visitor experience. Industry figures were updated on upcoming attractions including the world’s tallest hotel, Ciel Dubai Marina, Mandarin Oriental Downtown, Therme Dubai, Dubai Museum of Art (DUMA), and the expansive Palm Jebel Ali.

Transport infrastructure is also scaling to meet rising demand. Representatives noted progress on the Dubai Metro Blue Line and extensive road networks designed to improve mobility for residents and visitors. The Dubai Walk Master Plan, set to deliver more than 3,300 km of pedestrian pathways by 204,was described as a milestone in creating a more accessible, walkable city that enhances traveller experiences.

Innovation and Incentives Driving Investor Confidence

DET highlighted its Hotel Incentive Programme aimed at encouraging investment in emerging districts such as Dubai South and Palm Jebel Ali. The initiative, offering 100 percent reimbursement of select municipal fees, was described by stakeholders as a timely move that aligns with Dubai’s strategy to diversify and expand its accommodation offerings.

The programme is expected to accelerate hotel development in high-growth areas, supporting projected visitor increases over the next decade.

Global Campaigns Elevating Dubai’s International Appeal

DET spotlighted several global marketing campaigns that have amplified Dubai’s presence across key source markets. From digital-first activations in China to celebrity-led promotions in South Korea, the campaigns have been instrumental in positioning Dubai as a vibrant, modern and culturally rich destination.

Stakeholders noted that accolades, such as Lonely Planet’s ranking of Old Dubai’s food tours among the top global experiences for 2026 and the achievements of Dubai’s MICHELIN-starred restaurant, continue to shape the city’s international narrative.

Sustainability and Accessibility at the Core of Future Plans

The briefing strengthened Dubai’s commitment to responsible and inclusive tourism. Updates were shared on the Dubai Sustainable Tourism (DST) Stamp, with enhanced standards to be introduced in forthcoming cycles. Progress on the ambitious DUBAI REEF project, now more than one-third deployed, was cited as a major environmental milestone.

Discussions also examined Dubai’s role as the first Certified Autism Destination™ in the Eastern Hemisphere, with DET preparing additional accessibility measures for hotels to better serve People of Determination.

Festivals, Community Engagement and Travel Culture

The Dubai Festivals and Retail Establishment (DFRE) shared insights on the success of the Dubai Fitness Challenge (DFC), which saw participation from over 3 million residents and visitors. The ongoing Dubai Shopping Festival is expected to strengthen visitor spending and enhance the city’s retail appeal ahead of its 10th edition in 2026.

Meanwhile, the #MyDubai Communities initiative has become a thriving social hub for interest-based groups, contributing to the narrative of Dubai as a connected and culturally diverse city.

A Unified Vision for 2026 and Beyond

Industry leaders concluded the briefing with confidence that Dubai’s tourism sector is entering a transformative phase. With mega-developments underway, world-class events approaching, enhanced global connectivity, and a cohesive public-private approach, the emirate is set to reinforce its status as one of the world’s most dynamic travel destinations.

The momentum of creativity, collaboration, and a shared ambition to make Dubai not only a city to visit but also a place to belong was the defining feature of Dubai’s tourism success that the stakeholders at Global Village could still feel and were reflecting on when leaving the event.