Dubai has achieved a new milestone in international tourism, with 18.72 million overnight visitors in 2024, reflecting a 9 per cent year-on-year growth. This figure surpasses the previous record of 17.15 million set in 2023, as per the Dubai Department of Economy and Tourism (DET).
The robust tourism growth is attributed to impactful local and international partnerships, innovative global campaigns, and major events. These initiatives are aligned with the D33 goals, aiming to double Dubai’s economy by 2033.
Dubai’s exceptional performance underscores its status as the top city globally for foreign direct investment (FDI) in tourism, according to the Financial Times Ltd’s ‘fDi Markets’ data for H1 2024. Key infrastructure projects, including the expansion of Al Maktoum International Airport, enhance the visitor experience and support future tourism growth.
Tourism growth was bolstered by DET’s global marketing efforts targeting over 60 countries. Dubai’s extensive partnerships and year-round campaigns showcased the city’s diverse offerings, leading to increased visitor numbers and more people relocating to Dubai.
Regionally, Dubai saw the highest visitor growth from North East and South East Asia (24 per cent), followed by Africa (20 per cent), and CIS and Eastern Europe (16 per cent). Western Europe remained the largest source region, with a 14 per cent increase in visitors.
Dubai’s hotel sector significantly contributed to the tourism success. By December 2024, the hotel inventory expanded to 154,016 rooms across 832 establishments, compared to 150,291 rooms in 2023. The hotel occupancy rate rose to 78.2 per cent, up from 77.4 per cent in 2023. The average daily rate (ADR) for 2024 was Dhs538, slightly higher than Dhs536 in 2023. Revenue per available room (RevPAR) also increased by 2 per cent, reaching Dhs421, compared to Dhs415 in 2023.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), acknowledged the contributions of Dubai’s partners and stakeholders in driving the city’s tourism growth. Kazim highlighted the importance of bespoke campaigns in promoting Dubai’s diverse tourism offerings.
In 2024, Dubai gained international recognition as the world’s leading shopping and exhibition destination at the 31st World Travel Awards. Dubai International Airport (DXB) was named the world’s leading airport, with 92.3 million passengers in 2024. The city ranked among the top five safest cities globally and retained its position as the top destination for long-term remote workers.
Dubai’s tourism appeal was further enhanced by high-profile events such as the Dubai Fitness Challenge, with 2.7 million participants, and the 30th edition of the Dubai Shopping Festival. Trade shows like GITEX Global, Gulfood, and Arabian Travel Market attracted thousands of visitors and exhibitors.
Looking ahead, Dubai is committed to sustaining its tourism momentum with extensive infrastructure developments. The new Dhs128bn terminal at Al Maktoum International Airport will be the largest in the world upon completion, and the Dubai Metro’s Blue Line extension will further improve connectivity.
