Dubai’s tourism sector has experienced remarkable growth, welcoming 9.88 million international visitors in the first half of 2025, marking a 6% increase compared to the same period in 2024. This surge is attributed to strategic public-private partnerships, targeted global marketing campaigns, and the city’s evolving destination offerings.
Khaleej Times
Key Highlights:
Hotel Performance: Dubai’s hotel sector recorded an average occupancy rate of 80.6%, with 22.24 million room nights sold, reflecting a 4% year-over-year increase. Additionally, the average daily rate (ADR) rose by 5% to AED 584, and revenue per available room (RevPAR) increased by 7%.
dmo.dof.gov.ae
Visitor Demographics: Western Europe emerged as the largest source market, contributing 22% of visitors, followed by the Commonwealth of Independent States (CIS) and Eastern Europe at 15%, and South Asia at 15%.
Khaleej Times
Strategic Initiatives: Dubai’s Department of Economy and Tourism (DET) collaborated with over 3,000 global and domestic partners, launching campaigns such as “Find Your Story” and “Dubai. That’s How You Summer,” featuring personalities like Millie Bobby Brown and Virat Kohli.
Khaleej Times
These efforts have propelled Dubai closer to its goal of becoming one of the world’s top three tourism destinations, aligning with the Dubai Economic Agenda D33.
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