Dubai welcomed 18.72 million international overnight visitors in 2024, marking a 9% increase from the previous year and surpassing the 2023 record of 17.15 million, according to the Dubai Department of Economy and Tourism (DET).
This achievement reinforces Dubai’s status as one of the world’s top travel destinations and highlights the success of its strategic tourism growth, infrastructure development, and global partnerships.
The city’s strong tourism performance is driven by key initiatives outlined in the Dubai Economic Agenda D33, aiming to double the economy by 2033.
Dubai also maintained its position as the number one city globally for foreign direct investment (FDI) into tourism, further bolstered by projects like the expansion of Al Maktoum International Airport, expected to support future growth.
Dubai’s marketing campaigns
Dubai’s tourism success was supported by effective marketing campaigns, such as “Dubai, What’s Not To Love?” and “If You Go, You Know,” alongside high-profile events like the Dubai Fitness Challenge and Dubai Shopping Festival. These initiatives showcased the city as a must-visit destination, attracting visitors from diverse regions, with notable growth from North East & South East Asia (+24%), Africa (+20%), and Western Europe (+14%).
The hotel sector also experienced significant growth, with new luxury properties like One&Only One Za’abeel and The Lana Dorchester Collection contributing to the expansion of Dubai’s hotel inventory.
As of December 2024, the city had 154,016 hotel rooms across 832 establishments. Performance metrics remained strong, with an average occupancy rate of 78.2% and an increase in revenue per available room (RevPAR) to Dhs421.
Dubai continues to be a global leader in tourism, recognized at the 2024 World Travel Awards for its exceptional shopping and exhibition experiences. The city’s strategic infrastructure investments and focus on innovation, including the use of AI and virtual reality, ensure it remains a top destination for tourists and residents alike.
Future plans
Looking ahead, Dubai is set to expand its tourism offerings with major projects like the world’s largest passenger terminal at Al Maktoum International Airport and the extension of the Dubai Metro Blue Line.
These developments will further enhance the city’s global appeal and contribute to its continued growth as a leading hub for business, leisure, and tourism.
tanvir@dubainewsweek.com
