Image: Dubai Media Office
On Monday, the Dubai Department of Economy and Tourism (DET) conducted its inaugural City Briefing of 2025, uniting over 1,300 representatives from various sectors including tourism, hospitality, retail, aviation, and government.
This gathering, held at the Coca-Cola Arena, serves as part of DET’s bi-annual initiative designed to synchronize efforts between public and private sectors in order to maintain and enhance the tourism vitality of the city.
In line with the UAE’s Year of Community theme, the briefing emphasized the significance of collaboration in driving the growth of tourism in Dubai.
Participants shared valuable insights to assist DET in furthering its strategic objectives, aiming to bolster Dubai’s status as a premier destination for both leisure and business.
Helal Saeed Almarri, Director General of DET, oversaw the session, which included updates on Dubai’s tourism metrics, forthcoming campaigns, and city initiatives aligned with the Dubai Economic Agenda, known as D33.
Tourism Achievements
From January to April 2025, Dubai recorded the arrival of 7.15 million international overnight visitors, marking a 7 percent increase from the same timeframe in 2024.
In 2024, the city welcomed 18.72 million visitors, achieving a record tourism performance for the second consecutive year. By the end of April, Dubai’s hotel industry reported 153,534 available rooms, with all key performance indicators showing growth compared to previous years.
“The outstanding results the industry has achieved in 2025 are a reflection of the dedication and unwavering support from our stakeholders and partners,” stated Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM). “It is through collaboration as a community that we have been able to overcome obstacles and promote compelling narratives about the city, influencing global trends.”
Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), highlighted that the city’s continuous events serve as crucial drivers of the economy, attracting visitors while bolstering retail and hospitality sectors. “These top-tier experiences are essential for supporting our economic foundations and demonstrate Dubai’s ambitious vision on a global scale,” he remarked.
DET: New Initiatives and Campaigns
The briefing announced Dubai’s recognition as the first Certified Autism Destination in the Eastern Hemisphere. Together with the International Board of Credentialing and Continuing Education Standards (IBCCES), DET has successfully trained over 70,000 individuals through the Dubai College of Tourism, and over 300 hotels have improved their accessibility for neurodivergent guests.
Additionally, the ‘MyDubai Communities’ platform was introduced, initiated by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum in April. This digital program aims to improve social cohesion by linking residents through various interest-based groups.
The newly launched summer campaign, ‘Dubai. That’s How You Summer’, was revealed during the briefing, promoting the city as a dynamic seasonal destination.
Another campaign, ‘Find Your Story’, which launched earlier this year, features personalities Millie Bobby Brown and Jake Bongiovi as they explore the blend of desert adventures and futuristic architecture in Dubai.
Culinary Expansion and Events Schedule
Dubai’s gastronomy scene continues to act as a catalyst for tourism growth. The recently published 2025 MICHELIN Guide Dubai lists 119 restaurants representing 35 different cuisines—a 12.3 percent rise from the previous year—and introduces the city’s first two three-star restaurants: FZN by Björn Frantzén and Trèsind Studio.
Looking forward, the much-anticipated Dubai Summer Surprises (DSS) is confirmed to take place from June 27 to August 31. This event will unfold in three phases: Summer Holiday Offers, The Great Summer Sale, and Back to School, designed to enhance retail engagement and foot traffic during the summer months.
Furthermore, Dubai’s retail calendar will feature the Dubai Home Festival, Dubai Fitness Challenge, and Dubai Shopping Festival in the latter half of the year, alongside a growing array of international business events.
The City Briefing concluded with a reiteration of the importance of continued engagement among stakeholders to sustain Dubai’s momentum as a premier global tourism and business destination.