A first half of the year marked by exceptional visitor numbers
Tourism in Dubai continues to break records in 2025. During the first half of the year, the emirate welcomed nearly 10 million international visitors, that is to say, a an increase of +6.1 % compared with the same period in 2024. This achievement reaffirms Dubai’s status as one of the world’s most attractive destinations, combining leisure, business and international events.
The city’s hotels are also posting remarkable results, with a average occupancy rate of 81 %, a figure that represents a new record for the period. This performance is all the more significant given that it comes against a backdrop of increased competition amongst the world’s major destinations, whether London, Paris, Singapore or Bangkok.
Rising prices that reflect the strength of demand
The rise in tourist numbers is also reflected in a rise in the average room rate. By 2025, this figure had reached 745 AED per night, or around 203 dollars, up by +5.5 % year-on-year. This trend illustrates the strength of demand and Dubai’s ability to maintain its high-end positioning, even in the face of a constantly expanding hotel supply.
Visitors are willing to pay more for a unique experience, characterised by the diversity of venues on offer, ranging from ultra-luxurious hotels on Palm Jumeirah to the business hotels in Business Bay, including the design boutique hotels in the city centre. This segmentation enables Dubai to meet the needs of all types of travellers, whilst maximising its tourism revenue.
A rapidly expanding range of hotels
One of the key strengths of Dubai’s tourism strategy is its ability to anticipate growth in demand. By the end of 2025, the emirate plans to open 19 new hotels, representing approximately 5,000 additional rooms. These new capabilities will further strengthen the existing range, which is already one of the most diverse in the world.
The projects include luxury establishments managed by international chains, as well as innovative concepts aimed at a younger, tech-savvy clientele. This expansion helps to ensure a balance between supply and demand, whilst maintaining high standards of quality and service. Dubai is thus demonstrating its commitment to staying ahead of global trends in the hospitality sector.
The drivers of tourist appeal
There are several factors behind these exceptional results. Firstly, Dubai benefits from a unrivalled air connectivity, thanks to Emirates and flydubai, which connect the city to more than 200 destinations worldwide. Dubai International Airport remains the world’s leading hub in terms of passenger numbers, facilitating access for millions of visitors every year.
Furthermore, the emirate continues to diversify its tourism offering by developing both cultural projects such as the Museum of the Future, and natural experiences such as the Ras Al Khor nature reserve and international events such as economic conferences, trade fairs and major sporting events. This wide range of attractions helps to draw in a diverse range of visitors, whether families, business travellers or luxury tourists.
A positive impact on the local economy
The growth in tourism generates considerable economic benefits. In addition to direct revenue from the hotel and catering sectors, it boosts other key sectors such as the retail trade, the transport, the’property and the leisure. Dubai’s shopping centres, renowned for their diversity and appeal, benefit directly from the influx of visitors, as do leisure operators such as theme parks and cruise operators.
In the longer term, this growth supports the job creation and strengthens Dubai’s position as a regional economic hub. The emirate’s tourism strategy is aligned with the United Arab Emirates’ economic diversification objectives, which aim to reduce dependence on hydrocarbons and build a sustainable and resilient economy.
Conclusion: Dubai reaffirms its status as the world’s tourism capital
With 10 million visitors in the first half of 2025, a record hotel occupancy rate of 81 in Q1–Q3 and a a steady rise in the average price per night, Dubai is cementing its position as one of the world’s leading tourism destinations. The forthcoming opening of 19 hotels and 5,000 new rooms demonstrates the emirate’s commitment to keeping pace with growing demand and anticipating market trends.
More than just a destination, Dubai is establishing itself as a overall experience, combining modernity, hospitality and connectivity. These results reflect the success of an ambitious strategy, which has made tourism a major pillar of the economy and an international showcase for the emirate’s dynamism.
