According to data released by the Dubai Department of Economy and Tourism (DET), Dubai saw 9.31 million foreign overnight visitors from January to June 2024, a 9% increase over the 8.55 million tourist arrivals in the first half of 2023.
After welcoming 17.15 million foreign overnight visitors in 2023—a historic year—Dubai has maintained its strong tourism momentum. The city is expected to set a record in 2024 based on its growth in the first half of this year.
The increase in foreign visitor numbers aligns with the ambitious objective of the Dubai Economic Agenda D33, which is to solidify further Dubai’s position as a top international business and leisure destination. It is spearheaded by the visionary leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai, and is propelled by DET’s efforts in partnership with stakeholders.
H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence, and Chairman of The Executive Council of Dubai, said, “Guided by His Highness Sheikh Mohammed bin Rashid Al Maktoum’s strategic vision, Dubai’s tourism sector continues to demonstrate its robust growth potential and attractive proposition for global travellers. With its sustained growth, Dubai is setting the standard for cities worldwide, in line with the objective of the Dubai Economic Agenda D33 to establish Dubai as one of the world’s top urban economies. His Highness urged all industry stakeholders to expand partnerships with key markets, explore new opportunities and work to enhance Dubai’s value offering by creating rich and memorable experiences.”
“Dubai’s robust tourism growth in the first half of 2024 is evidence of the city’s capacity to develop successful public-private partnerships and create extensive international networks of cooperation. Dubai is becoming a more well-liked international travel destination each year, solidifying its position as a leader in the world of tourism. We are still dedicated to continuing on this prosperous path and increasing the tourism industry’s GDP contribution to Dubai. We want to break records and establish new standards in 2024 by improving our infrastructure and offering visitors first-rate services, Sheikh Hamdan continued.
Global accolades and industry events
The increase in foreign travel during H1 2024 is the outcome of comprehensive citywide plans developed in collaboration with stakeholders from the public and private sectors, encompassing important tourism pillars. In addition to the development exhibited by the performance, these efforts resulted in recognition on a global scale.
Dubai began 2024 on a positive note when it was named the top travel destination worldwide in the Tripadvisor Travelers’ Choice Awards for an unprecedented third year in a row in January. It is the first city to receive this special recognition. The World Travel Awards also named Dubai the top destination in the Middle East for the first half of the year, and Mina Rashid and Dubai International Airport were named the top cruise port and airport in the Middle East for 2024, respectively.
Helal Saeed Almarri, Director-General of DET, said, “The significant increase in visitation numbers in the first half of 2024 reflects the vision and leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, and aligns with the D33 Agenda’s objective to make Dubai the world’s best city to visit, live, and work in. This robust performance, reinforced by global recognition, validates the ambition and agility driving Dubai’s tourism and wider economy. Our success stems from a diversified market approach, strong public-private partnerships, liberal visa policies, and alternative growth pathways, all catalysts for the continued surge in both leisure and business visitation, along with increasing levels of investment and inflows of global talent. Looking ahead, we are committed to sustaining and building upon this trajectory, leveraging diverse source markets to enhance tourism’s contribution to Dubai’s GDP.”
Key source markets
Dubai achieved remarkable growth in important markets in the first half of 2024 thanks to DET’s targeted campaigns, which were carried out in cooperation with local stakeholders and more than 3,000 global partners in 80 markets. By implementing customized tactics and initiatives that showcase the city’s distinct features, vibrant allure, and interconnectivity, Dubai has successfully preserved its standing as a top choice for travelers from both established and emerging markets.
From January to June 2024, proximity markets in GCC and MENA had a combined 26 percent share of overall visitors, with 1.27 million (14 percent) and 1.09 million (12 percent) arrivals respectively. Western Europe accounted for 20 percent of visitors to Dubai, with 1.89 million in total. South Asia was another major source market, with 1.62 million visitors (17 percent), as was CIS, and Eastern Europe with 1.37 million (15 percent). North-East and Southeast Asia grew from an 8 percent share at the beginning of the year to a 10 percent share (896,000) of total visitors by the end of H1 2024, driven by a strong recovery from China. Other regions also saw a rise in visitation to Dubai, including the Americas with 617,000 (7 percent), Africa with 404,000 (4 percent) and Australasia with 154,000 (2 percent).
There was an increase in visitors to Dubai from other regions as well, such as the Americas (617,000/7%), Africa (404,000/4%) and Australasia (154,000/2%).
Hotels and hospitality
World-class hotels and accommodation continue to be one of the core pillars of Dubai’s destination offering. Adding to the city’s appeal for global visitors, the first half of the year saw several high-profile openings including The Lana, Dorchester Collection’s first Middle East property; SIRO One Za’abeel, Dubai’s first fitness hotel; and Hilton Dubai Creek Hotel & Residences. The city’s accommodation portfolio will continue to grow with new openings planned throughout the rest of the year, as part of a strategic approach to expanding inventory to meet demand and ensure Dubai offers visitors a wide range of options across different categories and price points.
The hotel industry in the emirate performed admirably from January to June, according to the most recent data from DET. These metrics included occupancy, average daily rate (ADR), revenue per available room (RevPAR), and duration of stay for visitors. Dubai hotels have some of the highest occupancy rates in the world, averaging 78.7%, which is 1.0 percentage points higher than the 77.7% occupancy recorded for the same period in 2023.
From 20.73 million at the end of H1 2023 to 21.35 million at the end of H1 2024, there was a 3% increase in occupied room nights. ADR increased by 4% to AED558 in H1 2023 when compared to the same period in 2023, while RevPAR increased by 6% from AED415 to AED439 in H1. By the end of June 2024, the total number of rooms available in Dubai was 150,879, up from 148,689 in June 2023. The number of establishments was 823, up from 810 at the same time the previous year.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said: “Inspired by the city’s visionary leadership and guided by the objectives of the D33 Agenda, Dubai has continued to stay ahead of the curve by further elevating standards with innovative and distinctive world-class infrastructure, experiences and attractions.
An exceptional quality of life, safety, and accessibility have been consistently recognised across multiple global indices and we are committed to leveraging partnerships between the public and private sectors to showcase Dubai as a must-visit destination. The unwavering support of our partners and stakeholders will be crucial in driving our strong global and market-specific campaigns this summer, as we look to build on this positive growth throughout the rest of 2024.”
Partnerships, collaborations, and campaigns
In collaboration with its stakeholders and partners, DET continues to create new growth pathways beyond traditional tourism, through investment, entrepreneurship, and attracting global talent, ensuring the city remains a hub of creativity, innovation, and technological advancement. Global campaigns and partnerships also continue to be a key focus for the city, with ongoing initiatives including ‘Where will Dubai take you now?’, a music-led promotion by The Greatest Showman director Michael Gracey which takes viewers to every corner of the emirate, and the ‘Drop by Dubai’ programme, which promotes Dubai as the perfect stopover destination.
Real Madrid World at Dubai Parks and Resorts, the first theme park in the world to operate under the famous Spanish football club’s branding, was one of the main attractions to open in the first half of the year. The opening is in line with the club’s broader efforts to collaborate with Dubai, including a multi-year contract that Real Madrid and DET signed in October 2023.
Additionally, Dubai has maintained relationships with well-known figures in the entertainment and music industries, such as Academy Award-winning composer Hans Zimmer, who has come to openly support the emirate. In the meantime, Dubai was featured in a 50-minute episode of season seven of Somebody Feed Phil, a Netflix series that follows Phil Rosenthal as he visits restaurants in significant cities throughout the world.
A global culinary and cruise hub
Dubai’s position as a world gastronomy capital was further reinforced after the third edition of the MICHELIN Guide Dubai was unveiled in July. The guide featured 106 restaurants, up from 90 in 2023, including four that were awarded two stars, 15 with one star, three with a green star, 18 Bib Gourmands, and 69 MICHELIN-selected restaurants. On the World’s 50 Best Restaurants 2024 list, Trèsind Studio was ranked at No.13 and named the best restaurant in the Middle East, while Orfali Bros Bistro was ranked at No.64 on the extended list. Dubai is also placed at No.9 on Time Out’s 2024 ranking of ‘the world’s 20 best cities for food right now’.
Dubai is benefiting greatly from the cruise industry’s continued growth. During the winter season of 2023–2024, which runs from October to April, the emirate received over 132 ship calls between Mina Rashid and Dubai Harbour. To promote the Arabian Gulf as a cruise ship destination worldwide, Dubai and other regional maritime and tourism authorities formalized the strategic Cruise Arabia alliance in March at ITB in Berlin.
International events destination
International tourists are drawn to Dubai’s year-round calendar of business, leisure, and sporting events, which contribute to the city’s reputation as a global center of entertainment. Some of Dubai’s largest annual events, such as the Great Online Sale, the Dubai Food Festival, Ramadan in Dubai, Eid in Dubai, the Dubai Shopping Festival, and Chinese New Year, were organized by Dubai Festivals and Retail Establishment (DFRE) and took place in the first half of the year.
One of Dubai’s biggest shopping and entertainment events, Dubai Summer Surprises, is currently taking place. It makes the city just as lively and vibrant during the summer as it is throughout the year, further solidifying Dubai’s standing as a top summer destination for families. Events like UAE Union Day, Dubai Fitness Challenge, and Dubai Fashion Season Fall/Winter are scheduled for the remainder of 2024.
Business events were also very important; these included the large domestic trade exhibitions that the city organizes every year, as well as the conferences and meetings that come to town as a result of the bidding process led by Dubai Business Events, a division of DET and the official convention bureau of the city. Dubai has so far played host to several significant industry events this year that have drawn thousands of attendees and exhibitors. These events include the historic 30th Dubai International Boat Show (which featured more than 1,000 brands and 200 boats), Arabian Travel Market (which drew 46,000 attendees), and Gulfood (which drew 150 000 attendees).
Inclusivity and accessibility
Dubai is dedicated to improving the standard of living for People of Determination through the pursuit of the D33 Agenda’s objectives. Resizeable menus, ramps, elevators, hearing loops, and designated areas are just a few of the many accessibility features found in popular tourist destinations like the Burj Khalifa, Dubai Mall, and Jumeirah Beach.
With efforts throughout the city, led by DET, Dubai is on track to become the first Certified Autism DestinationTM in the Eastern Hemisphere, according to an announcement made in April that the city is moving at a record pace to become a Certified Autism DestinationTM. IBCCES has granted Certified Autism CenterTM (CAC) status to attractions like Dubai Aquarium, Dubai Ice Rink, The Green Planet, Motiongate, Woo-hoo, and Atlantis Aquaventure. Important hotel groups like Emaar Hospitality and Atlantis have also proven their dedication to the cause by investing in workforce training to earn their CAC status.
Sustainability initiatives
The United Arab Emirates “Year of Sustainability” was prolonged until 2024, and Dubai’s tourism and hospitality industries remained at the forefront of the city’s eco-tourism agenda. The first-ever “Dubai Sustainability Report,” published by DET in May, showcased national initiatives like the UAE’s Net Zero 2050 project as well as development plans and accomplishments that support international goals like the Sustainable Development Goals 2030 of the United Nations.
Seventy hotels received the Dubai Sustainable Tourism Stamp in January as part of DET’s ongoing initiative to promote Dubai sustainable tourism; more hotels will be announced in the upcoming months. Through a three-tiered system with Gold, Silver, and Bronze categories, the stamp honors hotels that have demonstrated the highest level of adherence to DET’s “19 Sustainability Requirements.”
Dubai Can is a significant citywide sustainability initiative that supports the emirate’s ambitions to become the world’s most sustainable travel destination and the greatest place to live, work, and visit. Through its “Refill for Life” campaign, Dubai Can has reduced the amount of 500 ml single-use plastic water bottles and 10.5 million litres of water dispensed via 50 water fountains spread throughout the city since its founding in February 2022 by H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.
The April launch of Dubai Reef’s pilot reef modules was another significant step forward for Dubai’s sustainability drive in H1 2024. The world’s largest marine reef development project, Dubai Reef, is a component of Dubai Can and is expected to cover 600 square kilometers of Dubai’s waters with 20,000 modules by 2027.
