Dubai welcomed 18.72 million international overnight visitors in 2024, marking a 9% year-over-year (YoY) increase from 2023’s record of 17.15 million, according to the Dubai Department of Economy and Tourism (DET). This milestone underscores Dubai’s continued dominance as a global tourism hub.
His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, attributed this success to the strategic vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai. “This achievement is the result of visionary leadership and strong collaboration between the public and private sectors. We are committed to maintaining this exceptional growth momentum,” Sheikh Hamdan said.
Strategic Vision Driving Success
Dubai’s tourism growth aligns with the Dubai Economic Agenda D33, which aims to double the city’s economy by 2033. Sheikh Hamdan emphasized the role of foreign investment, talent acquisition, and global market diversification in sustaining this momentum. “By continuing to create new opportunities and value-driven offerings for the global traveler, Dubai will not only maintain its status as a preferred destination but also strengthen its position at the forefront of global growth in the sector,” he added.
Helal Saeed Almarri, Director-General of DET, highlighted Dubai’s resilience amid global economic challenges. “Dubai has successfully navigated global economic and geographic headwinds to achieve record-setting growth in tourism for a second consecutive year,” he said. Almarri noted that this success supports interconnected D33 objectives, including talent acquisition and foreign direct investment (FDI).
Tourism Sector’s Impact On Economy
Dubai’s global standing in tourism was reinforced by its ranking as the top city for FDI in the sector, according to Financial Times Ltd’s ‘fDi Markets’ data for H1 2024. The expansion of Al Maktoum International Airport (DWC) and other key infrastructure projects have further enhanced Dubai’s appeal to visitors and residents alike.
Dubai’s diversified market strategy played a crucial role, with DET’s outreach spanning over 60 countries. A steady increase in visitation from North East & South East Asia (+24%), Africa (+20%), and CIS & Eastern Europe (+16%) showcased the city’s broad appeal. Western Europe also saw a 14% rise in visitors, maintaining its position as the top source region.
Hospitality Sector’s Strong Performance
Dubai’s hotel industry continued its upward trajectory, with total room inventory reaching 154,016 across 832 establishments by the end of 2024. New high-profile openings, including One&Only One Za’abeel and The Lana Dorchester Collection, contributed to the sector’s expansion.
Performance metrics remained robust, with hotel occupancy rising to 78.2%, up from 77.4% in 2023. Occupied room nights increased to 43.03 million, and the Average Daily Rate (ADR) saw a slight rise to AED 538, making Dubai’s hospitality sector more competitive than global peers such as Paris, New York, and London.
Award-Winning Tourism Strategies
Dubai’s global campaigns, such as ‘Dubai, What’s Not To Love?’ and ‘If You Go, You Know,’ played a key role in attracting visitors. High-profile collaborations with celebrities like J. Balvin and Mr. Beast further boosted Dubai’s global presence.
At the 31st annual World Travel Awards, Dubai received multiple accolades, including World’s Leading Shopping Destination and World’s Leading Exhibition Destination. Dubai International Airport (DXB) maintained its status as the world’s busiest international airport for the tenth consecutive year, welcoming 92.3 million passengers in 2024.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), reiterated Dubai’s commitment to innovation and service excellence. “As we aim to build on this momentum throughout 2025, we are committed to maintaining the highest standards of service and continuously innovating to exceed expectations,” he said.
