Dubai is welcoming the world with continued momentum as the Dubai Department of Economy and Tourism (DET) leads the city’s presence at the 32nd edition of Arabian Travel Market (ATM) 2025.
As the official Destination Partner, DET is showcasing Dubai’s rising global appeal and strengthening ties with the international travel trade sector.
The event takes place from 28 April to 1 May at Dubai World Trade Centre. It comes as the city reports a strong start to 2025, with 5.31 million international visitors in Q1—a 3% year-on-year increase, according to DET data.
This builds on the record-breaking 18.72 million overnight visitors in 2024, reinforcing Dubai’s position as a leading global tourism destination.
His Excellency Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said:
“Consolidating the growth registered in back-to-back record years and solidifying Dubai’s ascent as a global tourism leader, the robust performance of the city’s tourism sector in the first quarter of 2025 is a testament to the visionary leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum… As we look ahead, we remain committed to making Dubai the world’s best city to visit, live, and work in – a vision that will guide us through 2025 and beyond.”
Global partnerships boost
DET’s presence at ATM emphasizes collaboration. Over 125 local partners and government bodies are represented on the Dubai stand (ME1120/ME1150), including Dubai Culture, Dubai Health, and the General Directorate of Residency and Foreigners Affairs.
Strategic partnerships are at the heart of Dubai’s approach. In Q1 2025, DET strengthened ties with Amadeus, Premier Inn Middle East, and Hyatt Hotels. A new Hospitality Apprenticeship Programme with Marriott International was also launched by the Dubai College of Tourism, supporting Emirati youth under the D33 economic strategy.
Regionally, Western Europe was the top source market (1.15 million visitors), followed by CIS/Eastern Europe, the GCC, South Asia, and MENA. Dubai’s diversified strategy across more than 80 markets continues to drive international demand.
Hospitality and innovation
Dubai’s hospitality sector maintained solid performance in Q1. Average Daily Rate (ADR) rose to AED 647, with room nights reaching 11.19 million. Revenue Per Available Room (RevPAR) stood at AED 528. The tourism sector remains a key contributor to GDP, with the accommodation and food services sector growing by 3.7% in the first nine months of 2024.
In line with its sustainability goals, DET awarded 153 hotels with the Dubai Sustainable Tourism (DST) Stamp, recognizing high compliance with sustainability standards—more than doubling last year’s number.
Marketing efforts continue to elevate Dubai’s global presence. In April, DET launched its new ‘Find Your Story’ campaign starring Millie Bobby Brown and Jake Bongiovi, highlighting experiences across the city from futuristic attractions to desert landscapes.
Dubai also played host to major events in Q1, such as Gulfood, Arab Health, and cultural festivals during Ramadan and Eid. Sports events like the Dubai Duty Free Tennis Championships and the Dubai World Cup added to the city’s vibrant calendar.
At ATM 2025, DET’s Hosted Buyers Programme will allow over 300 travel professionals from 39 markets to experience Dubai’s offerings first-hand. The return of the interactive “Dubai, Always” game will further engage attendees, with prizes including hotel stays and tickets to top attractions.
Issam Kazim added: “By working closely with stakeholders within Dubai and our global partners, we are not only enhancing the visitor experience, but also driving economic growth as well as innovation and entrepreneurship in the sector… We also remain committed to providing exceptional quality, accessibility, and diversity in our tourism offerings, as we continue to deliver unparalleled experiences to all visitors.”
tanvir@dubainewsweek.com
