Dubai – Dubai welcomed 18.72 million international visitors from January to December 2024. This is a 9% increase from the previous year, surpassing the previous record of 1715 million in 2023, according to data from the Dubai Economic and Tourism Authority (Det).
Impact local and international partnerships, creative and targeted global campaigns, and major events were one of the key factors that drove Dubai's tourism sector in another record year of 2024.
Major infrastructure projects include the expansion of Al Maktoum International Airport (DWC).
“The incredible tourism performance in Dubai in 2024 reflects the sustainable commitment and strategic efforts of our broad network of partners and stakeholders,” said His Excellency Isamu Kazim, CEO of Tourism and Commercial Marketing (Visiting Dubai) in Dubai. “Built on a bespoke campaign, our market strategy is crucial in introducing Dubai's diverse tourism products to the world, leveraging strong partnerships with private and public sector organisations and individuals to enhance global reach and promote Dubai as a major hub for business, leisure and innovation.”
He added: “We aim to build on this momentum throughout 2025, so we are committed to continuing to innovate to maintain the highest standards of service and exceeding expectations for our loyal repeat guests and residents who enjoy exploring the city and offering its lifestyle, even if it's their first visit.”
The new opening will drive performance in the hotel sector
The Dubai hotels have made a significant contribution to the city's performance. It has spurred a series of high-profile new openings, including, but not limited to, one Zaabee, Shirowanzaaee and the Ranadorchester collection, including hotel inventory in Dubai at the end of December 2024.
The new property pipeline includes the upcoming Jumeiramarsa Al Arab and Mandarin Oriental downtown.
Key hotel metric performance was strong in 2024, with the average occupancy of the hotel sector increasing to 78.2%, up from 77.4% in 2023, accounting for a 3% growth rate compared to 41.70 million in 2023.
Promotional campaigns and events
Supported by key stakeholders and partners, Det's creative global campaign and within-market activities highlighted the city's multi-faceted tourism appeal, making Dubai the best for international tourists.
The 2024 global campaign included “Dubai, what do you like?” In its latest campaign, “If You Go,” Dubai residents introduced their favorite parts of the city.
Dubai's unique gastronomy scene is a major driver for tourism with thousands of facilities, from hidden local gems to internationally renowned brands.
Dubai is also one of the safest cities in the world with a safety index of 83.7, according to a survey found by the mid-2024 Safety Index by Numbeo City Rankings.
Some of the city's biggest events in 2024 included the 8th edition of the Dubai Fitness Challenge, which attracted 2.7 million top attendees, and the Dubai Shopping Festival, which celebrated the 30th edition.
The exhibition, industry exhibition and Mouse Sector event, which attracted thousands of visitors and exhibitors in 2024, included 200,000 participants and the Arabian travel market (46,000 participants), the highest in its 44-year history. Last year, Dubai consolidated the city's status as a major conference destination in the world, securing hosts of 437 future events driven by the DET and Dubai Business Events (DBE), part of the city's official treaty agency.
What's next?
Work has begun at the new AED128 billion passenger terminal at Al Maktoum International Airport (DWC).
Supporting the Dubai 2040 Centre Master Plan and the initiative to support the initiative to turn Dubai into a “20-minute city” Dubai Metro's Blue Line Extension extends 30km, connects 14km, and serves a population of around 1 million people.
Det is also actively involved with investors and operators in the hospitality field, exploring opportunities to bring more brands and products into the city, further diversifying the range of options available to visitors and residents, and further diversifying the entire new and developing district, including Palm Jebel Ali and Dubai South.
Dubai will also continue to leverage innovations such as AI and VR and new technologies to create personalized, immersive experiences for new and recurring visitors. The Visit Dubai Mobile App uses AI to provide tailored recommendations, but virtual tours allow tourists to explore the attractions before their trip. AI is also used in the check-in and automated immigration processes of biometric hotels at DXB.
Source: Travel Week
