Dubai welcomed 18.72 million international overnight visitors from January to December 2024, a 9 percent year-over-year (YoY) increase that surpasses the previous record of 17.15 million in 2023, according to data from the Dubai Department of Economy and Tourism (DET).
As a well-connected global destination strategically located at the crossroads of East and West, Dubai continued to attract visitors from across the globe. From a regional perspective, North East & South East Asia combined delivered the highest rate of growth of 24 percent, followed by Africa (+20 percent) and CIS & Eastern Europe (+16 percent). Visitors from Western Europe also grew significantly, up 14 percent, while maintaining its position as the number one source region for international visitors to Dubai.
Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence, and Chairman of The Executive Council of Dubai, said Dubai’s record-breaking tourism growth reflects the strategic vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, embodied in the Dubai Economic Agenda D33, to consolidate the city’s status as a global hub for business and leisure and one of the world’s best cities to visit, live and work in.
“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. Through strategic innovation, infrastructure development, talent acquisition, and market diversification, we will continue to enhance Dubai’s competitiveness, attract more international visitors, and enhance tourism’s role as a key driver of economic growth,” Sheikh Hamdan said.
As a core element of the destination experience, hotels contributed significantly to Dubai’s performance, with the steady growth in inventory balancing the respective demands of both guests and hospitality stakeholders. Spurred by a series of high-profile new openings, Dubai’s hotel inventory at the end of December 2024 comprised 154,016 total available rooms across 832 establishments, compared to 150,291 rooms at 821 establishments in 2023.
Sheikh Hamdan highlighted the city’s strategic focus on expanding foreign investment, and attracting global talent to further accelerate growth. “By continuing to create new opportunities and value-driven offerings for the global traveller, 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.
Impactful local and international partnerships, creative and targeted global campaigns, and major events were among the key contributing factors that drove Dubai’s tourism sector to another record-breaking year in 2024.
Guided by the visionary leadership of HH Sheikh Mohammed the increase in international visitation aligns with the goals of the Dubai Economic Agenda, D33, to double the size of Dubai’s economy by 2033.
It also builds on Dubai’s ranking as the number one city globally for FDI into tourism, among other sectors, according to the Financial Times Ltd’s ‘fDi Markets’ data for H1 2024, and the announcement of key infrastructure projects, such as the expansion of the Al Maktoum International Airport (DWC), that will provide the platform for strategic growth, further optimising the destination experience for all visitors and residents.
DET continued to work closely with partners across the public and private sectors to develop and enhance Dubai’s diverse offerings, ensuring the city delivered world-class infrastructure, exceptional service at all touchpoints, and experiences catering to all budgets and preferences.
This was complemented by a highly successful diversified market strategy in more than 60 countries, propelling Dubai’s outstanding industry performance in 2024. Maintaining continuous dialogue with domestic stakeholders and more than 3,000 international partners, DET’s year-round marketing activities showcased the city as not only a must-visit destination, but also one that continues to attract permanent residents from around the world.
Helal Saeed Almarri, Director-General of the Dubai Department of Economy and Tourism (DET), said: “Dubai’s exceptional performance in the tourism sector for 2024 is a powerful testament to the visionary leadership of HH Sheikh Mohammed bin Rashid Al Maktoum.
“Through careful planning and dynamic, agile policy implementation, Dubai has successfully navigated global economic and geographic headwinds to achieve record-setting growth in tourism for a second consecutive year, having long resumed its pre-pandemic upward trajectory. This achievement is not an isolated milestone but a foundational pillar of Dubai’s diversified growth strategy, one that fuels interconnected D33 objectives—spanning talent acquisition, FDI inflow, and the global competitiveness of businesses operating within Dubai’s ecosystem.
“Dubai’s economic trajectory is driven by its ability to adapt and innovate. This is supported by a diversified portfolio of industries, enhanced global connectivity, and an increasingly business-friendly environment. World-class infrastructure development and sustained investment in capacity have further solidified Dubai’s standing as a global leader across all critical segments.
“As we move forward into 2025, Dubai will continue charting new avenues for growth. By transcending traditional tourism, fostering high-impact investment opportunities, nurturing entrepreneurship, and magnetising global talent, we will reinforce Dubai’s position as not only a preferred destination but also as a cornerstone of global economic leadership and innovation.”
According to STR data, Dubai is significantly ahead of other major global peer cities such as New York, Bangkok, Paris and Singapore, and nearly on par with London, in terms of total room inventory. Furthermore, a robust pipeline of new properties, such as the upcoming Jumeirah Marsa Al Arab and the Mandarin Oriental Downtown, will ensure the city is able to cater to ever-growing demand from both visitors and residents. The high quality of hospitality establishments in Dubai also continues to be recognised; in its first year of operations, The Lana was ranked at No.23 on The World’s 50 Best Hotels 2024 list, while Atlantis The Royal, in its second year of operations, was No.9.
Performance on key hotel metrics remained strong in 2024, with average occupancy for the hotel sector growing to 78.2 percent, up from 77.4 percent in 2023, and occupied room nights rising to a high of 43.03 million, representing 3 percent growth compared to 41.70 million in 2023.
Reflecting the hospitality sector’s commitment to cater to all budgets and preferences, the Average Daily Rate (ADR) of AED538 only rose marginally against the ADR of AED536 in 2023, and according to STR Data, Dubai provided guests with more attractive average rates than global peers including Paris, New York, London and Singapore.
Meanwhile, the Revenue Per Available Room (RevPAR) of AED421 in 2024 was a 2 percent increase on the AED415 the previous year.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said: “Dubai’s remarkable tourism performance in 2024 reflects the sustained commitment and strategic efforts of our extensive network of partners and stakeholders, and the guidance of our city’s visionary leadership. Our market strategy, built on bespoke and diversified campaigns, has been pivotal in showcasing Dubai’s diverse tourism offerings to the world, and we have leveraged strong partnerships with private and public sector organisations and individuals to enhance our global reach and promote Dubai as a leading hub for business, leisure, and innovation.
“These collaborations have not only intensified our international efforts, but also made Dubai the destination of choice for new and returning visitors, with an increasing number of them finding the city appealing to relocate to, on a more permanent basis. A powerful sense of community among the almost 200 nationalities living in Dubai is also seeing more residents advocate for the city, inviting and hosting their friends and family to experience it for themselves.
“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, whether for tourists visiting for the first time, or for loyal repeat guests and residents exploring the city and enjoying its lifestyle offerings.”
Supported by key stakeholders and partners, DET’s creative global campaigns and in-market activities highlighted the city’s multi-faceted touristic appeal and kept Dubai top-of-mind for international tourists. Notable global campaigns in 2024 included ‘Dubai, What’s Not To Love?’, which positioned the city as a destination of choice for winter, while the latest campaign, ‘If You Go, You Know’, took a fresh approach, with Dubai’s residents showcasing their favourite parts of the city to encourage their compatriots to experience all it has to offer.
Tailored campaigns for specific market activations included ‘Dubai: A Whole New You’, featuring father-daughter Bollywood duo Saif and Sara Ali Khan, and ‘Dubai: Who’s Ready?’, starring Korean actors Park Shin-Hye and Park Hyung-Sik from the Netflix series, Doctor Slump.
Extensive infrastructure developments and strategic plans will enhance Dubai’s tourism sector in 2025 and beyond, creating pathways for further growth, and ensuring both residents and visitors continue to enjoy an unrivalled experience in the city.
Work has started on the new AED128 billion passenger terminal at Al Maktoum International Airport (DWC), which will be the largest in the world when fully operational and will ultimately enable the airport to handle a passenger capacity of 260 million annually. Aligned with the Dubai 2040 Urban Master Plan and supporting initiatives to transform Dubai into a ‘20-Minute City’, Dubai Metro’s Blue Line extension will stretch 30 km, connect 14 stations and serve an expected population of about one million people.
DET is also actively engaging with investors and operators in the hospitality space, to explore opportunities to bring more brands and offerings into the city, further diversifying the range of options available to visitors and residents, and across new and developing districts, including Palm Jebel Ali and Dubai South. This will build on Dubai’s existing status as a magnet for investments, with the city ranking number one globally for attracting greenfield FDI projects into the tourism sector in H1 2024, according to the Financial Times Ltd’s ‘fDi Markets’ data.
