Dubai welcomes 7.15 million visitors in first third of 2025 as tourism sector powers ahead

Dubai welcomed 7.15 million international overnight tourists between January and April 2025 - a 7% annual increase - growth that builds on the 18.72 million people who visited in 2024, the second consecutive year of record-setting growth for the city.

The first four months of the year saw Dubai attract record visitation from Australia and New Zealand with over 111,000 visitors travelling to the city, a 14% YoY increase.

During its first City Briefing of 2025, the Dubai Department of Economy and Tourism (DET) also revealed that the city’s hotel sector offered 153,534 rooms at the end of April, with all key performance indicators demonstrating strong annual growth.

Commenting on the figures, Issam Kazim, Chief Executive of Corporation for Tourism and Commerce Marketing (DCTCM), stated “building on yet another record-breaking performance in 2024, the exceptional results achieved by the industry so far in 2025 is a testament to the resilience and steadfast support of our stakeholders and partners.

"From hospitality and aviation to retail and gastronomy, every sector has played a critical role in solidifying Dubai’s position as a global tourism leader. It is by coming together as a community that we have been able to navigate challenges, create compelling narratives about the city, and drive global trends”.

Campaigns Showcase Dubai’s Diverse Offering
Aligned with the long-term objectives of the D33 Agenda, DET’s dynamic global marketing campaigns continue to be a key driver of visitation by showcasing Dubai to new international audiences and promoting the city’s diverse tourism offerings.

During the City Briefing, the new ‘Dubai. That’s How You Summer’ campaign was presented; promoted across various media channels and told through the stories of a wide range of advocates, the campaign positions Dubai as a must-visit summer destination where ‘everyone can master the art of doing nothing - while doing everything’.

Another major global campaign launched by DET in 2025 was ‘Find Your Story’, starring Millie Bobby Brown and Jake Bongiovi. In the captivating brand film, the story reveals the exciting adventures that travellers can enjoy in the city, even during a brief stopover, and highlights Dubai’s desert landscapes and futuristic architecture.

Kazim added "as we look ahead to the second half of this year and beyond, we will harness the key elements that have driven the industry’s steady growth – a robust and diversified market strategy, a solid collaboration model between the government and private sectors, and global campaigns showcasing the ever-evolving diverse destination offering.

DET is driving efforts to further enhance Dubai’s diversified, innovative service-based economy to attract top global talent, deliver a world-class business environment and accelerate productivity growth. Additionally, DET is supporting Dubai’s vision to become the world’s best city to visit, live and work in by promoting its diverse destination proposition, unique lifestyle and outstanding quality of life.

Image: Dubai welcomed 7.15 million visitors in the first four months of 2025.