Dubai has said it welcomed 9.88m international visitors in the first half of 2025, a 6% y-o-y increase. Western Europe was the largest source market to Dubai, with 2.12m visitors (22%).
The UK market was particularly strong, with a 13% increase in UK visitors in H1 compared to H1 2024 (711,000 visitors from the UK came to the city in the first six months), according to data published by the Dubai Department of Economy and Tourism (DET). DET says its bespoke market strategy, working in collaboration with more than 3,000 global and domestic partners, has led to visitor growth from key regions.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), part of DET, said: “Dubai’s tourism performance reflects the strength of public-private partnerships and the power of community, which have been instrumental in showcasing Dubai’s destination offering to the world.”
He added that Dubai has become even more accessible, with a robust infrastructure and a business-friendly environment. “In collaboration with our key stakeholders, we remain committed to enhancing quality of life for visitors and residents through infrastructure development and sustained investment in capacity to attract new international audiences,” he said.
In the first six months of 2025, the city expanded its hotel inventory with new openings across all segments and in various locations, including Jumeirah Marsa Al Arab in Umm Suqeim, Cheval Maison in Expo City, The Biltmore Hotel Villas in Al Barsha, and Vida Dubai Mall in Downtown Dubai.
From January to June 2025, average occupancy for hotels in Dubai stood at 80.6%, up from 78.7% compared to the same period in 2024. Occupied room nights increased by 4% and the average daily rate (ADR) rose to AED584 (US$159) during H1, an increase of 5% over 2024, while revenue per available room (RevPAR) increased by 7% compared to last year.
Visit Dubai launched a series of campaigns in H1 2025, including ‘Find Your Story’, with Millie Bobby Brown and Jake Bongiovi. DET also signed strategic partnerships in the first half of the year with hospitality companies Marriott International, Hyatt, and Premier Inn.
Dubai’s accommodation portfolio will continue to grow with upcoming high-profile openings such as the Mandarin Oriental Downtown, Dubai; ZUHHA Island on The World Islands; and Ciel Dubai Marina, Vignette Collection, which is set to be the world’s tallest all-hotel tower.
Dubai Business Events (DBE), the city’s official convention bureau and part of DET, also helped the emirate rank No.1 in the Middle East for the total number of association meetings hosted in 2024 (according to ICCA statistics). And DBE reports securing 249 bids in the first half of 2025 to host international conferences, congresses and incentive programmes, with these events set to attract over 127,000 delegates to Dubai in the coming years.
To see the full January-June 2025 Tourism Performance Report, visit: www.dubaidet.gov.ae
