Tourism in Dubai is a major part of the economy of Dubai. Dubai is one of the top 10 most visited cities in the world recording more than 19 million international visitors in 2025 according to Euromonitor International. Dubai hosts 800 hotels with around 150,000 rooms.
History The discovery of oil in 1966 kick-started the development of present Dubai, however Sheikh Hamad bin Maktoum (ruler from 1958 till 1990) realised one day Dubai would run out of oil and started building an economy that would outlast it. A quote commonly attributed to Sheikh Rashid reflected his concern that Dubai's oil, which was discovered in 1966 and which began production in 1969, would run out within a few generations. Sheikh Rashid stated "My grandfather rode a camel, my father rode a camel, I drive a Mercedes, my son drives a Land Rover, his son will drive a Land Rover, but his son will ride a camel". Sheikh Rashid realized early he needed to diversify the emirate of Dubai's economy by building on the city's trading history and therefore he set out to establish Dubai as the region's trade and service hub. By 1979, he was successful in establishing the Jebel Ali Port, which became the logical shipping centre for the entire United Arab Emirates and the world's largest man-made port. He also upgraded Dubai International Airport and built the Dubai World Trade Centre, which was then the tallest building in the Middle East. By the end of the 1970s, the stage was set for the diversification of Dubai's economy away from oil and into other areas such as tourism.
In 1989 the Dubai Commerce and Tourism Promotion Board was established, to promote Dubai as a luxury destination for the up-tier market and influential business sectors. In January 1997, it was replaced with the Department of Tourism and Commerce Marketing (DTCM).
In May 2013, the government of Dubai launched the Dubai Tourism Strategy 2020, with the key objective to attract 20 million visitors a year by 2020 and making Dubai a first choice destination for international leisure travellers as well as business travellers. In 2018, the strategy was expanded by setting new goals of attracting 21-23 million visitors in 2022 and 23-25 million visitors by 2025. The key objectives from 2013 and 2018 were not met due to the COVID-19 pandemic.
In November 2022, Sheikh Mohammed bin Rashid announced a national tourism strategy until 2031. The goal of the strategy is to attract Dh 100 billion in additional tourism investments (so that the tourism sector's contribution will be Dh450bn of UAE's GDP in 2031) and receive 40 million hotel guests in 2031. The strategy includes 25 initiatives and policies to support the development of the tourism sector in the country.
In January 2023, the government of Dubai launched the Dubai Economic Agenda, known as D33, as its overarching economic agenda for the following decade. D33 aims to double the size of Dubai's economy over ten years and includes 100 transformative projects, with targets of AED 32 trillion in economic activity and AED 650 billion in foreign direct investment over the decade.
Visitors and visitor spending
Dubai has experienced sustained growth in international tourism since the early 1980s, evolving from a regional trading centre into one of the world's most visited cities. In the early 2000s, travellers from the Gulf Cooperation Council (GCC) states accounted for more than one-third of total arrivals, while South Asia, Europe and Africa were significant secondary source markets. Tourism receipts surpassed US$1 billion in 2003, highlighting the early expansion of the sector.
By the late 2010s, Dubai had become a global leader both in visitor numbers and visitor spending. According to Mastercard's Global Destination Cities Index 2018, Dubai ranked first worldwide in international visitor spending for the fourth consecutive year, generating US$30.82 billion, a 3.8% increase compared to 2017. Average daily spending by international tourists in 2018 reached US$553, among the highest of any major global destination.
In 2019, Dubai welcomed 16.73 million international visitors, a 5.09% increase over 2018, maintaining its position as one of the world's fastest-growing major tourism markets. The global COVID-19 pandemic significantly impacted international mobility the following year, and Dubai's visitor numbers dropped to 5.51 million in 2020.
A rapid recovery began in 2021, supported by extensive reopening measures and marketing initiatives. In 2022, Dubai recorded 14.36 million international overnight visitors, returning to 86% of pre-pandemic levels, while total visitor spending exceeded US$29 billion, once again placing the city among the highest-earning destinations globally.
In 2023, the emirate achieved a new annual record with 17.15 million international visitors, driven by increased air capacity, major events, and continued investment in leisure infrastructure.
This growth continued into 2024 and 2025, culminating in another unprecedented year in 2025. According to the Dubai Department of Economy and Tourism (DET), the emirate hosted 19.59 million international overnight visitors in 2025, a 5% increase compared with 2024 — the highest annual total ever recorded. Visitor spending also reached new highs, with increases recorded across leisure, business and premium segments. December 2025 marked one of the strongest months in nearly two decades, with hotel occupancy exceeding 84% and room rates reaching multi-year highs.
In 2026, the Dubai Department of Economy and Tourism launched 'A Dubai Invite', a program encouraging UAE residents to invite family and friends from overseas to visit Dubai. The initiative was open to UAE residents and citizens aged 18 and over, with nominated visitors eligible to receive benefits including savings on hotel stays, dining experiences and attraction tickets of up to AED 3,000. The program received more than 90,000 nominations from residents across almost 200 nationalities, substantially exceeding the level of participation anticipated by the program. Nominations were subsequently closed, with visitors whose nominations had been submitted remaining eligible to arrive in Dubai until 31 October 2026.
Dubai's top source markets in the mid-2020s included Western Europe, the GCC, South Asia, and CIS/Eastern Europe, supported by expanded global connectivity through Dubai International Airport and Al Maktoum International Airport.
Year Totalinternationalvisitors Increase/decrease1982374,4001990632,903 69.04%1991716,642 13.23%1992944,350 31.77%19931,088,000 15.21%19941,239,000 13.88%19951,601,000 29.22%19961,768,000 10.43%19971,792,000 1.36%19982,184,000 21.88%19992,481,000 13.60%20003,027,000 22.01%20013,626,625 19.81%20024,756,280 31.15%20034,980,228 4.71%20045,420,000 8.83%20056,160,003 13.65%20066,441,670 4.57%20076,951,798 7.12%20086,996,449 0.64%20097,580,000 8.34%20108,410,000 10.95%20119,910,000 17.84%201210,950,000 10.49%201312,900,000 17.81%201413,200,000 2.33%201514,200,000 7.58%201614,870,000 4.72%201715,790,000 6.19%201815,920,000 0.82%201916,730,000 5.09%20205,510,000 -67.07%20217,280,000 32.12%202214,360,000 97.25%202317,150,000 19.4%202418,720,000 9.2%202519,590,000 5%
Accommodation
In the mid-2020s, Dubai's hospitality and accommodation sector expanded significantly alongside sustained growth in tourism. According to the Dubai Department of Economy and Tourism (DET), Dubai recorded a third consecutive year of record international visitation in 2025, welcoming 19.59 million overnight international visitors, an increase of 5 % compared to 2024. This marked the highest annual visitor count in the city's history and highlighted robust global demand for Dubai's accommodation offerings.
In October 2025, Dubai launched a Hotel Incentive Program to encourage new hotel development in future high-growth areas. It applies to new hotels, resorts and hotel apartments in Dubai South, Palm Jebel Ali, Dubai Parks and Dubai Islands. The incentive includes reimbursement of the Dubai Municipality fee on room sales and Tourism Dirham for two years after opening.
By the end of 2025, the emirate's hotel inventory comprised 154,264 rooms across 827 establishments, positioning Dubai among the world's largest hospitality markets in terms of total available rooms. This inventory expansion was supported by a wave of new openings across different segments, including Ciel Dubai Marina (noted as one of the world's tallest hotels), Jumeirah Marsa Al Arab, Mandarin Oriental Downtown, Cheval Maison at Expo City, and Vida Dubai Mall. The average hotel occupancy rate in 2025 reached 80.7 %, up from 78.2 % in 2024, reflecting strong and sustained demand across leisure and business travel segments. Occupied room nights increased to 44.85 million, with the average length of stay at approximately 3.7 nights.Hotels also achieved higher pricing performance, with the Average Daily Rate (ADR) rising to AED 579 (approximately US $157.7) — an 8 % increase — and Revenue per Available Room (RevPAR) increasing to AED 467 (+11 %).
The sector's performance peaked in December 2025, when hotels experienced record occupancy and revenue metrics. In that month alone, occupancy rates reached above 84 % and the Average Daily Rate exceeded AED 1,000 in some segments, contributing to one of the strongest year-end hotel performances in nearly two decades. Suited to Dubai's broader tourism strategy, the hotel market's growth has been supported by major global marketing campaigns, expansive infrastructure investment, and strategic public-private partnerships, which have diversified demand sources and reinforced year-round visitation. Source market analysis shows Western Europe as the largest contributor of international visitors, with significant contributions from the GCC, South Asia, CIS/Eastern Europe, and other regions.
+Hotel inventory numbers 2015-2026 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 20252026 Total 5 star hotels 91 96 103 113 128 134 143 151 157 168 173163 Total 5 star hotel rooms 31,551 33,122 35,853 38,543 43,133 44,067 47,035 49,585 51,809 54,083 56,04851,846 Total 4 star hotels 106 112 122 146 158 161 181 189 194 198 195194 Total 4 star hotel rooms 21,208 22,990 25,289 29,908 33,120 34,905 40,377 42,505 43,283 43,846 43,50043,464 Total 1-3 star hotels 264 267 260 260 258 225 243 270 274 277 280263 Total 1-3 star hotel rooms 19,714 21,767 21,591 22,634 24,491 21,732 25,384 28,512 28,789 29,718 29,52328,331 Total hotel apartments (deluxe/superior) 66 66 65 68 68 74 80 82 85 81 8182 Total deluxe/superior rooms 9,641 9,519 9,786 10,522 10,520 11,845 12,606 13,113 13,842 13,955 13,88813,591 Total hotel apartments (standard) 150 140 131 129 129 117 108 112 111 108 9893 Total standard rooms 16,219 15,447 14,930 14,360 14,856 14,398 12,548 12,781 12,568 12,414 11,30511,564 Total establishments 677 681 681 716 741 711 755 804 821 832 827794 Total available rooms 98,333 102,845 107,431 115,967 126,120 126,947 137,950 146,496 150,291 154,016 154,264148,796 Average occupancy 77% 78% 78% 76% 75% 54% 67% 73% 77% 78% 81%60%
Cultural sensitivity
Dubai has a diverse population comprising residents and visitors of different nationalities and faiths. During Ramadan, non-Muslim residents and visitors are not required to fast, and eating and drinking during daylight hours are permitted. Restaurants and other dining establishments generally continue to operate, although some may adjust their hours or services during the month. Dubai does not have a general dress code for visitors, although more conservative attire is customary and may be expected at religious, cultural or government sites.https://www.visitdubai.com/en/articles/ramadan-local-guide