Dubai's evolving destination offering, driven by impactful public-private partnerships and amplified through a robust global marketing strategy, resulted in the city welcoming 9.88 million international overnight visitors from January to June 2025 – a 6% increase compared to the same period in 2024, according to data published by the Dubai Department of Economy and Tourism (DET).
Partnerships, global campaigns, events, and a series of new openings showcased Dubai to both new and returning international visitors, while DET's bespoke market strategy, working in collaboration with more than 3,000 global and domestic partners, led to growth in key regions.
Australasia saw a 14% YoY increase with 176,000 visitors from the region in H1 2025. This makes Australasia the second biggest region of growth, with only the Gulf Cooperation Council (GCC) showing a higher YoY increase in visitors at 19%.
Issam Kazim, CEO of Visit Dubai, said: "Our residents, businesses and visitors have played a supporting role in our tourism success, with their authentic voices and genuine advocacy promoting the city and its unique experiences. Dubai has become even more accessible, with a robust infrastructure and a business-friendly environment that fosters collaboration, while a year-round calendar of leisure, trade and MICE events have further diversified the city's visitor base and generated significant economic impact. In collaboration with our key stakeholders, we remain committed to enhancing quality of life for visitors and residents through infrastructure development and sustained investment in capacity to attract new international audiences."
Hospitality
With unique offerings, safety and connectivity, Dubai has sustained its status as a preferred travel destination for visitors from both traditional and emerging markets. Adding to its appeal for international audiences, Dubai's accommodation portfolio continues to evolve, offering quality at every price point. In the first six months of 2025, the city expanded its hotel inventory with new openings across all segments and in various locations, including Jumeirah Marsa Al Arab in Umm Suqeim, Cheval Maison in Expo City, The Biltmore Hotel Villas in Al Barsha, and Vida Dubai Mall in Downtown Dubai.
DET's data revealed that the emirate's hotel sector achieved impressive results across all hospitality metrics. From January to June 2025, average occupancy for hotels in Dubai stood at 80.6%, up from 78.7% compared to the same period in 2024.
Occupied room nights increased by 4%, with 22.24 million at the end of H1 2025, compared to 21.35 million in H1 2024, with guests' length of stay averaging 3.71 nights.
Campaigns and partnerships
Showcasing Dubai's ever-evolving and diverse destination offering, Visit Dubai launched a series of campaigns in H1 2025, including 'Find Your Story', with Millie Bobby Brown and Jake Bongiovi; alongside targeted campaigns with Indian and South Korean celebrities for other markets. These dynamic global marketing campaigns continue to be a key driver of visitation by promoting Dubai to new international audiences.
Further enhancing the visitor experience and elevating the city's global appeal, DET signed strategic partnerships in the first half of the year with hospitality companies Marriott International, Hyatt, and Premier Inn. Dubai's accommodation portfolio will also continue to grow with upcoming high-profile openings such as the Mandarin Oriental Downtown; ZUHHA Island on The World Islands; and Ciel Dubai Marina, which is set to be the world's tallest all-hotel tower.
Global recognition and trade events
Dubai received numerous global accolades in the first half of 2025. Reinforcing the city's commitment to accessible travel, one of the major milestones of the year so far came in April when Dubai was recognised as the first Certified Autism Destination™ in the Eastern Hemisphere. In terms of global tourism recognition, Dubai continues to garner top rankings as one of the 'best of the best' destinations in the 2025 Tripadvisor Travelers' Choice Awards, while in a study by travel insurance company InsureMyTrip, Dubai was named the world's best city for solo female travellers, receiving the highest scores across the 62-city survey for 'feeling safe' and for 'feeling safe walking alone at night'.
Gastronomy
Gastronomy continues to be a key attraction for international visitation and investment to Dubai, with the city's diverse culinary scene consistently recognised globally. The fourth edition of the MICHELIN Guide Dubai was unveiled in May and it featured a total of 119 restaurants across 35 cuisines, including the city's first three-starred restaurants: FZN by Björn Frantzén and Trèsind Studio.
Trèsind Studio, a homegrown concept led by Indian chef Himanshu Saini, became the world's first Indian MICHELIN three-starred restaurant. The 2025 Guide also included three two-starred restaurants, 14 one-starred, 22 Bib Gourmands, and three MICHELIN Green Stars.
On The World's 50 Best Restaurants 2025 list, announced in June, two Dubai restaurants were included in the top 50. Trèsind Studio was ranked at No.27, and named the best restaurant in the Middle East, while Orfali Bros re-entered the top 50, ranking at No.37.
