Post by : Badri Ariffin

On 9 December, Dubai’s thriving tourism and hospitality sector was in the spotlight as the Dubai Department of Economy and Tourism (DET) held its second and final City Briefing of 2025. The event took place at Global Village, courtesy of Dubai Holding Entertainment, bringing together more than 1,200 stakeholders from diverse sectors including hospitality, aviation, retail, F&B, government, and media, as they discussed the city's successes and future plans for 2026.

Rising Visitor Numbers and Hotel Success

Dubai continues to thrive, with 15.7 million international visitors recorded from January to October 2025, marking a 5% increase from the previous year. Hotel performance was notably strong, achieving an average occupancy of 79.4% and a 6% increase in average daily rates to AED 531. Revenue per available room also saw a 9% year-on-year growth, showcasing strong demand across all market segments. Currently, Dubai boasts 152,875 rooms across 820 establishments.

Focus on Innovation and New Ventures

A major highlight was the introduction of the Hotel Incentive Programme in October, aimed at boosting hotel investments in prime areas like Dubai South, Palm Jebel Ali, and Dubai Parks. This initiative offers 100% reimbursement of Dubai Municipality fees and the Tourism Dirham for two years following a hotel's launch.

The briefing also showcased exciting upcoming projects such as Ciel Dubai Marina, Mandarin Oriental Downtown, Therme Dubai resort, Dubai Museum of Art (DUMA), Dubai Exhibition Centre, and the expansion of Al Maktoum International Airport. Infrastructure improvements, including the Dubai Metro Blue Line and 226 km of new roads, are designed to accommodate a growing population and rising tourism, while the Dubai Walk Master Plan aims to add 3,300 km of walkways by 2040.

Global Campaigns and Cultural Achievements

Dubai’s international reputation continues to expand, with Lonely Planet highlighting cultural food tours in Old Dubai as a must-try experience for 2026. The MICHELIN Guide Dubai 2025 recognized 119 restaurants, featuring FZN by Björn Frantzén and Trèsind Studio, the first MICHELIN three-star Indian restaurant in the city. DET’s global marketing campaigns, such as “Dubai, What’s Not To Love?” and “Find Your Vibe, Find Your Dubai,” solidify the city’s image as a culturally rich, digitally adept, and adventure-ready destination.

Sustainability, Accessibility, and Community Engagement

Sustainability efforts, including the Dubai Sustainable Tourism Stamp and the DUBAI REEF project, are steadily gaining popularity. Dubai also prides itself on being the first Certified Autism Destination™ in the Eastern Hemisphere, with ongoing improvements in accessibility for hotels. Through the #MyDubai initiative, community engagement has increased, with over 1,500 advocates reaching more than 3.1 million users online.

With numerous events scheduled, such as the Dubai Fitness Challenge and Dubai Shopping Festival, Dubai effectively merges innovation, growth, and cultural depth to attract residents, tourists, and investors alike. The city's ambitious plans for future developments, worldwide initiatives, and sustainable practices chart a promising course toward cementing Dubai's status as a leading global hub for business, leisure, and lifestyle.

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