Image: Dubai Media Office
The Department of Economy and Tourism (DET) in Dubai conducted its inaugural City Briefing of 2025 on Monday, attracting over 1,300 participants from various sectors including tourism, hospitality, retail, aviation, and government.
This event, hosted at the Coca-Cola Arena, is part of DET’s regular initiative to synchronize the efforts of both public and private sectors to maintain the city’s tourism momentum.
In line with the UAE’s Year of Community theme, the briefing emphasized the importance of collaboration in fostering Dubai’s tourism development.
Participants exchanged valuable perspectives to support DET’s strategic plans, aimed at enhancing Dubai’s status as a premier destination for leisure and business.
Helal Saeed Almarri, the Director General of DET, spearheaded the session, which included updates on Dubai’s tourism performance, future marketing campaigns, and citywide initiatives consistent with the Dubai Economic Agenda, D33.
Tourism Achievements
Between January and April 2025, Dubai recorded 7.15 million international overnight visitors, representing a 7 percent increase compared to the same timeframe in 2024.
Last year, the city welcomed 18.72 million visitors, marking a second straight year of record tourism performance. By the end of April, Dubai’s hotel sector reported 153,534 available rooms, with all key performance indicators showing year-on-year improvements.
“The outstanding results attained by the industry in 2025 highlight the resilience and unwavering support from our stakeholders and partners,” remarked Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM). “By coming together as a community, we successfully navigated challenges, crafted compelling narratives about our city, and influenced global trends.”
Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), noted that the city’s array of year-round events plays a crucial role in driving economic growth, attracting visitors, and bolstering sectors like retail and hospitality. “These premier experiences are essential for supporting our economy and embody Dubai’s ambitious vision on a global scale,” he added.
DET: New Initiatives and Campaigns
The briefing showcased Dubai’s recognition as the first Certified Autism Destination in the Eastern Hemisphere. In partnership with the International Board of Credentialing and Continuing Education Standards (IBCCES), DET has trained over 70,000 individuals at the Dubai College of Tourism, and more than 300 hotels have made efforts to improve accessibility for neurodivergent guests.
The ‘MyDubai Communities’ initiative, launched by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum in April, was also featured. This digital platform aims to foster social cohesion by connecting locals through more than 100 interest-based groups.
DET introduced its new summer campaign, ‘Dubai. That’s How You Summer’, during the briefing, presenting the city as an exciting seasonal destination.
Another campaign, ‘Find Your Story’, which began earlier this year, stars Millie Bobby Brown and Jake Bongiovi as they explore the blend of desert adventures and modern architecture that Dubai offers.
Growth in Culinary Scene and Upcoming Events
Dubai’s culinary landscape serves as a catalyst for tourism growth. The MICHELIN Guide Dubai 2025, released in May, features 119 restaurants spanning 35 different cuisines—a 12.3 percent rise from 2024—and includes the city’s first three-star establishments: FZN by Björn Frantzén and Trèsind Studio.
Looking ahead, Dubai Summer Surprises (DSS) will return from June 27 to August 31. This event is organized into three phases: Summer Holiday Offers, The Great Summer Sale, and Back to School, and is anticipated to enhance retail engagement and foot traffic throughout the summer months.
The retail calendar for Dubai will also include the Dubai Home Festival, Dubai Fitness Challenge, and Dubai Shopping Festival later in the year, along with an expanding array of international business events.
The City Briefing concluded with a call for ongoing engagement among stakeholders to maintain Dubai’s status as a premier global destination for tourism and business.