Dubai DET Briefing Spotlights 2025 Growth, New Campaigns and Community Initiatives Driving Tourism Momentum

Dubai DET Briefing Spotlights 2025 Growth, New Campaigns and Community Initiatives Driving Tourism Momentum

Dubai’s Department of Economy and Tourism (DET) kicked off 2025 with its first City Briefing, gathering more than 1,300 stakeholders from across tourism, hospitality, retail, aviation, and government sectors. Held at the Coca-Cola Arena, the event serves as DET’s bi-annual platform to synchronize public and private sector efforts, sustaining Dubai’s momentum as a premier global destination. Reflecting the UAE’s Year of Community theme, the briefing underscored the critical role of collaboration in driving sustained tourism growth for the city. Attendees exchanged insights to support DET’s strategic roadmap, with a clear aim to reinforce Dubai’s global appeal as both a leisure and business hub. Led by Holal Saeed Almarri, the Director General of DET, the session provided updates on Dubai’s tourism performance, upcoming campaigns, and citywide initiatives aligned with the Dubai Economic Agenda and D33.

Overview of the City Briefing and DET’s Bi-annual Platform

The City Briefing of 2025 marked a continuation of DET’s commitment to a holistic, integrated approach to Dubai’s tourism strategy. This bi-annual platform is designed to align public and private sector efforts by bringing together diverse stakeholders who can influence and shape the city’s tourism trajectory. By convening hotel groups, airlines, retailers, event organizers, and government agencies in a single forum, DET aims to create a cohesive narrative that can propel Dubai to new levels of recognition and visitation. The event’s cadence—set in motion as part of the organization’s long-standing platform—emphasizes continuity and ongoing collaboration, ensuring that initiatives launched in one year can be refined and scaled in the next. The 2025 briefing emphasized the UAE’s Year of Community as a guiding lens, reinforcing the belief that collective action and shared responsibility are essential to sustaining Dubai’s momentum as a leading global tourism and business destination.

Key discussions during the session addressed Dubai’s tourism performance, the evolution of market dynamics, and the alignment of campaigns with broader strategic objectives such as the Dubai Economic Agenda and D33. Stakeholders engaged in candid conversations about how to accelerate visitor demand, optimize the visitor experience, and ensure that the city’s growth is sustainable and inclusive. The gathering also served as a platform to showcase new initiatives and campaigns designed to enhance Dubai’s appeal across segments and markets. In particular, attendees examined how collaboration across sectors could deliver compelling narratives that position Dubai as a premier destination for both leisure travelers and corporate visitors. The session was characterized by a forward-looking tone, with a focus on practical steps, measurable outcomes, and accountability for delivering on promised commitments.

A focal point of the briefing was reinforcing Dubai’s global appeal while maintaining a robust, resilient tourism ecosystem. The event highlighted the importance of updating stakeholders on current performance metrics, sharing insights about citywide initiatives, and outlining upcoming campaigns that resonate with a diverse, international audience. Attendees left with a clearer understanding of how DET plans to leverage partnerships to accelerate growth, optimize visitor experiences, and sustain momentum in the face of evolving market conditions. The briefing also underscored the UAE’s broader economic strategy, linking Dubai’s tourism trajectory to national priorities and encouraging cross-sector collaboration to maximize impact.

Tourism Performance and Milestones

Dubai’s tourism momentum continues to set notable milestones, reflecting robust demand from international travelers and a resilient local ecosystem. For the period from January to April 2025, the emirate welcomed 7.15 million international overnight visitors, representing a 7 percent increase compared with the same timeframe in 2024. This growth illustrates Dubai’s successful execution of its marketing and product strategies, as well as the effectiveness of collaborations among industry players and public institutions in driving demand across source markets. The year-to-date figure signals not only sustained interest but also an improving trajectory as air connectivity, product diversification, and hospitality capacity expand in tandem with global travel recovery.

Looking back at 2024, Dubai achieved a record-breaking milestone with 18.72 million visitors, marking a second consecutive year of unprecedented tourism performance. The city’s ability to attract visitors at scale underscores the strength of its value proposition as a destination that blends luxury, innovation, culture, and accessibility. The hotel sector, a critical barometer for tourism health, reported 153,534 available rooms by the end of April, with all key performance metrics showing year-on-year gains. These metrics reflect improvements in occupancy, average daily rate, revenue per available room, and other indicators, signaling a healthy demand environment and effective yield management across the city’s hotel portfolio.

From the perspective of industry leadership, Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), framed the performance as a testament to resilience within the sector. He emphasized that the exceptional results achieved thus far in 2025 demonstrate the steadfast support of stakeholders and partners. He noted that collective action—through collaboration within the community—has allowed Dubai to navigate challenges, craft compelling city narratives, and influence global travel trends. Kazim’s assessment highlights the importance of shared purpose and coordinated messaging in sustaining growth, especially in a competitive global tourism landscape where destination branding can be a decisive factor for travelers choosing among multiple options.

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), underscored the significance of year-round events in reinforcing Dubai’s economic engine. He described these events as key drivers of revenue and visitation, while supporting adjacent sectors such as retail and hospitality. Al Khaja framed the calendar of world-class experiences as vital to nurturing the pillars of Dubai’s economy and indicative of the city’s bold vision and global ambition. This perspective aligns with a broader narrative in which events serve not only as attractions but also as catalysts for investment, employment, and community engagement, contributing to a virtuous cycle of tourism-led economic development.

Implications for the broader strategy

The tourism performance metrics, when viewed through the lens of DET’s strategic roadmap, signal alignment with the goals of sustaining momentum and expanding Dubai’s reach across markets. The positive year-on-year gains across key metrics indicate that the city’s underlying value proposition—encompassing safety, convenience, hospitality excellence, and strategic positioning—continues to resonate with travelers and business visitors alike. In addition, the growth trajectory reinforces the importance of maintaining a diverse and resilient tourism mix that encompasses leisure, business events, conventions, and family-friendly experiences. The numbers also suggest a favorable environment for investment in hospitality capacity, retail ecosystems, and cultural offerings, all of which contribute to the city’s ability to attract higher-spending visitors and longer stays.

From a policy and governance standpoint, the Dubai Economic Agenda and D33 remain central to sustaining momentum. The City Briefing’s emphasis on these frameworks reflects a deliberate effort to tie industry performance to long-term development plans. By aligning marketing campaigns, large-scale events, and citywide initiatives with the broader agenda, DET and its partners aim to create a coherent growth narrative that supports diversification, innovation, and sustainable tourism. In practice, this means cultivating competitive advantage through a combination of product development, digitalization, accessibility improvements, and stakeholder collaboration that can weather market fluctuations and regional trends.

Leadership Insights and Economic Implications

The leadership voices at the briefing emphasized not only the numbers but the story behind them. The exceptional performance of Dubai’s tourism sector in 2025 to date is framed as a result of resilience, collaboration, and a shared sense of purpose among stakeholders. Kazim’s remarks highlighted the importance of a united community in overcoming challenges and in crafting narratives that position Dubai at the forefront of global travel trends. This perspective resonates with a broader principle in modern destination management: that the sustained appeal of a city hinges on consistent, high-quality experiences, coordinated messaging, and the capacity to adapt quickly to evolving consumer preferences.

Al Khaja’s emphasis on year-round events as economic engines aligns with a strategy of leveraging immersive, experiential offerings to drive visitation, extend stays, and stimulate ancillary sectors. The emphasis on retail, hospitality, and entertainment as interconnected pillars reflects an integrated approach to economic development that prioritizes cross-sector synergies. By connecting events to retail and dining ecosystems, Dubai can create a comprehensive visitor experience that maximizes economic impact and fosters long-term loyalty among residents and visitors alike. This approach also reinforces the city’s brand as a dynamic, multi-faceted destination capable of delivering consistent value across seasons and markets.

Industry leaders also pointed to the importance of accessibility and inclusivity in shaping Dubai’s tourism appeal. Initiatives highlighted at the briefing—such as the Elevated accessibility measures for neurodivergent travelers and the diversification of cultural experiences—target a broader audience, enhancing the city’s reputation as an inclusive, welcoming destination. In aggregate, these efforts contribute to a more resilient tourism infrastructure that can accommodate a wider range of traveler needs, preferences, and budgets, while reinforcing Dubai’s status as a global leader in hospitality and events.

New Initiatives and Campaigns

A centerpiece of the briefing was the unveiling of several strategic initiatives and campaigns designed to diversify Dubai’s offering and deepen engagement with residents and visitors alike.

Acknowledging Dubai as the Eastern Hemisphere’s Certified Autism Destination

Dubai’s designation as the first Certified Autism Destination in the Eastern Hemisphere was highlighted as a landmark achievement. In collaboration with the International Board of Credentialing and Continuing Education Standards (IBCCES), DET has pursued a comprehensive program to advance accessibility and inclusive travel experiences. The initiative is supported by the Dubai College of Tourism, through which the city has trained more than 70,000 individuals. This breadth of training underscores a commitment to building capacity across the hospitality and tourism ecosystem to welcome neurodivergent visitors and to provide them with high-quality, inclusive experiences.

In parallel, more than 300 hotels have undertaken measures to enhance accessibility for neurodivergent travelers, reflecting a proactive stance toward universal design and inclusive service delivery. These steps collectively signal a broader movement toward accessibility as a core competitive differentiator for Dubai’s tourism offering. They also align with global trends toward more inclusive, accessible travel ecosystems that recognize and respond to diverse guest needs. The sustained focus on training, policy alignment, and practical infrastructure improvements demonstrates Dubai’s intent to lead by example in inclusive travel.

MyDubai Communities: Strengthening Social Cohesion

In April, Dubai launched the MyDubai Communities platform, an initiative introduced by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum. The digital platform is designed to reinforce social cohesion by connecting Dubai residents through more than 100 interest-based groups. By fostering closer ties among residents, the platform enhances the city’s social fabric, which in turn supports a vibrant tourism environment. A strong, engaged local community can amplify word-of-mouth recommendations, serve as ambassadors for the city, and contribute to a welcoming atmosphere for visitors.

Summer Campaigns: Dubai. That’s How You Summer and Find Your Story

DET announced its new summer campaign, Dubai. That’s How You Summer, intended to position the city as a dynamic, seasonal destination inviting visitors to experience a broad spectrum of activities, events, and venues during the warmer months. This campaign complements Dubai’s year-round appeal and serves to boost both hotel occupancy and ancillary spending in the hospitality and retail sectors.

Another high-profile campaign introduced earlier in the year—Find Your Story—features Millie Bobby Brown and Jake Bongiovi exploring Dubai’s unique juxtaposition of desert adventure and futuristic architecture. The collaboration is designed to captivate global audiences by highlighting the city’s distinctive blend of tradition and innovation, appealing to families, young travelers, and travel enthusiasts who seek immersive experiences and photogenic attractions.

Culinary Growth and Events Calendar: A Food-Driven Growth Engine

Dubai’s culinary scene continues to be a central growth engine for tourism. The 2025 MICHELIN Guide Dubai, published in May, included 119 restaurants across 35 cuisines, marking a substantial evolution from 2024. The guide also celebrated Dubai’s first three-starred restaurants: FZN by Björn Frantzén and Trèsind Studio, signaling Dubai’s emergence as a global destination for haute cuisine and innovative gastronomy. This recognition reinforces the city’s appeal to discerning food lovers and contributes to longer stays, repeat visits, and positive media coverage.

Looking ahead, Dubai Summer Surprises (DSS) was confirmed to return from June 27 to August 31. The event unfolds in three phases—Summer Holiday Offers, The Great Summer Sale, and Back to School—designed to sustain retail engagement and footfall throughout the summer season. In addition to DSS, the annual retail calendar will feature the Dubai Home Festival, Dubai Fitness Challenge, and Dubai Shopping Festival, alongside a growing slate of international business events. The coordinated calendar of culinary offerings, festivals, and shopping events is intended to keep Dubai top-of-mind as a year-round destination.

The Role of Campaigns in Economic and Visitor Experience Strategy

The new campaigns are not standalone marketing efforts; they are integrated into Dubai’s broader strategy to attract diverse visitor segments, extend length of stay, and drive cross-sector economic activity. By showcasing a wide range of experiences—culinary excellence, inclusive travel, cultural and entertainment events, and dynamic shopping opportunities—Dubai positions itself as a destination that offers both breadth and depth. The emphasis on partnerships with global brands and personalities further amplifies reach and resonance across international markets, contributing to a more robust, diversified visitor pipeline.

Culinary Growth and Events Calendar

Dubai’s food scene is not merely a backdrop for tourism; it is a growth engine that strengthens the city’s overall appeal and competitiveness. The MICHELIN Guide Dubai’s 2025 edition, with 119 restaurants spanning 35 cuisines, demonstrates the city’s expanding culinary landscape and its ability to attract award-winning concepts from around the world. The presence of two newly awarded three-star restaurants—FZN by Björn Frantzén and Trèsind Studio—highlights Dubai’s status as a destination for ambitious, world-class dining experiences. This culinary prestige supports longer visitor stays, boosts higher-value tourism, and adds to the city’s credibility as a serious player in global gastronomy.

In addition to the culinary narrative, Dubai’s events calendar is dense with activities designed to attract diverse traveler profiles. Dubai Summer Surprises (DSS) returns later in the year, with a structured three-phase program to maximize consumer engagement and retail activity during the hottest months. The campaign’s phases—Summer Holiday Offers, The Great Summer Sale, and Back to School—are designed to sustain foot traffic, promote positive sentiment, and anchor consumer confidence during the summer lull. The subsequent half-year calendar includes major initiatives like Dubai Home Festival, Dubai Fitness Challenge, and Dubai Shopping Festival, all of which contribute to a continuous cycle of events that enhance Dubai’s global profile and keep it attractive to both international visitors and local residents.

This multi-faceted strategy aims to create a cohesive experience that blends dining, culture, sports, shopping, and entertainment. The synergy between these elements is intended to amplify the impact of each sector, so that visitors are drawn into a seamless, immersive Dubai experience. The emphasis on events as catalysts for economic activity aligns with the broader goal of sustaining momentum across sectors, fostering innovation, and supporting long-term growth in tourism and related industries.

Strategic Outlook and Long-Term Vision

The City Briefing underscored the alignment between Dubai’s tourism strategy and the Dubai Economic Agenda, as well as the D33 initiative, underscoring a holistic approach to economic development. The concerted effort to synchronize public and private sector activities is intended to generate a unified growth narrative—one that leverages Dubai’s strengths in innovation, accessibility, hospitality excellence, and cultural richness to attract a broad spectrum of travelers and investors. By integrating marketing campaigns, event calendars, infrastructure improvements, and inclusive practices, Dubai aims to maintain its competitive edge in a rapidly evolving global market.

This strategic alignment also highlights a commitment to inclusivity, sustainability, and resilience. Initiatives such as the Certified Autism Destination designation and expansions in accessible travel reflect a broader determination to create a city that welcomes a diverse audience. In parallel, investments in education and training through initiatives like the Dubai College of Tourism support the development of a skilled workforce capable of delivering exceptional service across a wide range of experiences. The emphasis on training and capacity-building ensures that as visitor numbers grow, the city’s human capital remains capable of maintaining high standards of service, safety, and hospitality.

The City Briefing’s emphasis on collaboration with stakeholders further reinforces the importance of shared accountability. By engaging industry operators, government agencies, and community leaders in a continuous dialogue, DET aims to refine its strategic plan, respond to market signals, and implement adjustments swiftly. The intention is not merely to sustain momentum but to elevate it by capturing emerging opportunities, such as new markets, evolving travel preferences, and the growing emphasis on culturally rich, experience-driven travel.

Implications for stakeholders

For hotels, airlines, retailers, and event organizers, the briefing signals a continued environment of support and collaboration. Stakeholders are invited to align with the city’s priorities, contribute to cohesive branding, and participate in campaigns designed to maximize impact. For residents, the MyDubai Communities initiative suggests that Dubai is actively investing in its social fabric—an ecosystem that can enhance the visitor experience through vibrant, well-connected neighborhoods, cultural programming, and community-led initiatives. For policymakers, the briefing reinforces the need to balance growth with sustainable practices, ensuring that Dubai’s tourism development remains responsible, inclusive, and adaptable to future shifts in demand.

Conclusion

Dubai’s first City Briefing of 2025 brought a clear, unified message: the city’s tourism strategy is built on collaboration, inclusivity, and a robust calendar of experiences that span dining, culture, events, and shopping. The numbers to date—7.15 million international overnight visitors from January to April 2025, a 7 percent increase over 2024, and a record 18.72 million visitors in 2024—underscore Dubai’s ability to attract a broad, global audience while maintaining momentum across sectors. Leadership remarks from Issam Kazim and Ahmed Al Khaja highlighted resilience, partnership, and the centrality of year-round experiences in sustaining economic vitality. The introduction of new initiatives—such as Dubai’s status as the Eastern Hemisphere’s Certified Autism Destination, the MyDubai Communities platform, and the high-profile campaigns Find Your Story and Dubai. That’s How You Summer—alongside a vibrant culinary scene highlighted by the MICHELIN Guide Dubai—reinforce Dubai’s position as a dynamic, multi-faceted destination capable of delivering exceptional value to visitors and residents alike.

Together, these elements create a cohesive pathway for ongoing growth, anchored by the Dubai Economic Agenda and D33. The City Briefing’s call for continuous stakeholder engagement reflects a commitment to maintaining and accelerating momentum—ensuring that Dubai remains a leading global tourism and business hub well into the future. The integrated approach—combining performance insights, inclusive initiatives, strategic campaigns, and a rich calendar of events—sets a high bar for how a modern city can attract, satisfy, and inspire travelers while empowering its local communities and economy.

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