Dubai’s rebound in travel gathered pace in 2025 as the city welcomed 19.59 million international overnight visitors, a 5% rise on 2024. The milestone shows how policy, events, and greater connectivity are translating into jobs, visitor spending, and stronger tourism revenues.
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Dubai tourism 2025 in figures
- Total international overnight visitors (2025): 19.59 million (record).
- Year-on-year growth: +5% vs 18.72 million in 2024.
- Record single month: December 2025 — 2.04 million international visitors (first time a month passed 2M).
- Hotel inventory (end-Dec 2025): 154,264 rooms across 827 establishments.
- Average hotel occupancy (2025): 80.7%, up from 78.2% in 2024.
Dubai’s milestones and drivers behind the growth
Policy push under D33
The D33 economic agenda kept tourism front and centre. Visa tweaks, targeted incentives, and steady infrastructure spending made travel easier and investment more attractive. Put simply, policy nudged the market in the right direction.
Marketing, partnerships, and campaigns
The results can be seen in ad slots, sponsored events, and travel-trade deals. Big campaigns and a few well-timed partnerships broadened Dubai’s pull across Europe and Asia. It wasn’t accidental — the outreach was deliberate and sustained.
Events, openings, and retail
From festivals to conferences, the calendar stayed busy. New hotels opened, retail attractions expanded, and that helped spread visitors across the year. Higher ADR and RevPAR suggest people were spending, not just stopping by.
Visitor source markets in 2025
- Western Europe: ~4.1 million (21%) — largest source market.
- CIS & Eastern Europe: 2.89 million (15%).
- South Asia: 2.89 million (15%).
- North East & South East Asia: 1.85 million (9%).
- GCC & wider MENA: c. 26% combined.
Hotel performance and key revenue indicators
- Occupied room nights: 44.85 million (up 4% vs 2024).
- Average length of stay: 3.7 nights.
- ADR: AED 579 (up 8% vs AED 538 in 2024).
- RevPAR: AED 467 (up 11% vs AED 421).
Rising occupancy, together with higher ADR and RevPAR, points to better revenue per room — not just more heads through the door.
Aviation, connectivity, and capacity
Dubai International kept its role as a major global hub. More seat capacity and route options helped bring visitors in. For a city like this, airport throughput and tourism demand are tightly linked.
Leadership response and official remarks
His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum praised the outcome as the fruit of “visionary leadership” and targeted investment. DET officials stressed that public-private work remains central to sustainable growth.
