ATM 2025: Dubai welcomes more tourists; soars 3% in Q1 2025

Dubai: Despite global economic uncertainties, Dubai's tourism sector has demonstrated better-than-expected performance in the first quarter of 2025, welcoming 5.31 million international visitors from January to March. The numbers represent a 3 per cent increase compared to the same period in 2024, Dubai Department of Economy and Tourism (DET) revealed ahead of the 32nd edition of the Arabian Travel Market (ATM).

According to DET, Dubai’s Q1 growth numbers signal a positive trajectory for the emirate building on two consecutive record-breaking years. It also builds on the overall 9 per cent growth in 2024 to 18.72 million overnight visitors.

Issam Kazim, the CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, said, “The sustained growth of the tourism sector continues to be vital not only through its direct economic impact, but as a pathway to investment, talent and businesses into the city.”

Kazim said his department plans to adopt a multi-pronged approach to Dubai Tourism goals. DET plans to do this by enhancing global visibility with dynamic marketing campaigns, and strengthening collaborations with key domestic stakeholders and international partners. “As we look ahead, we remain committed to making Dubai the world’s best city to visit, live, and work in – a vision that will guide us through 2025 and beyond,” he said.

Dubai's diversified market strategy targets over 80 markets. Western Europe remained the leading source market with 1.15 million visitors, accounting for 22 per cent of the total. CIS and Eastern Europe followed with 891,000 visitors (17 per cent), and the GCC contributed 772,000 visitors (15 per cent).

Other significant regions included South Asia (752,000 visitors, 14 per cent), MENA (620,000 visitors, 12 per cent), North-East Asia and South-East Asia (474,000 visitors, 9 per cent), the Americas (374,000 visitors, 7 per cent), Africa (197,000 visitors, 4 per cent), and Australasia (78,000 visitors, 1 per cent).

Kazim said, “Looking forward, we are focused on further accelerating momentum across our key markets and leveraging the significant potential of emerging markets.”

In Q1 2025, DET signed strategic partnership deals with travel technology giant Amadeus and hospitality groups Premier Inn Middle East and Hyatt Hotels, building on previously-signed agreements with other hotel groups, while the Dubai College of Tourism, part of DET, has collaborated with Marriott International to launch a new Hospitality Apprenticeship Programme for Emiratis. This last initiative aligns with the emirate’s D33 strategy to integrate 65,000 young Emiratis into the private sector.

Dubai’s hospitality sector also continued to register a strong performance, said DET. During the period, the Average Daily Rate (ADR) rose 2 per cent year-on-year to Dh647, while occupied room nights at 11.19 million, and Revenue Per Available Room (RevPAR) at Dh528, were in line with the corresponding results delivered in 2024.

Tourism and hospitality continue to be key drivers for Dubai’s gross domestic product (GDP) growth, with the accommodation and food services sector achieving a 3.7 per cent increase in the first nine months of 2024, reaching a value of Dh11.5 billion.

Kazim, “Working with our partners, our marketing strategy continues to evolve to reach highly targeted audiences, and the city is consistently registering strong growth to maintain our upward trajectory.”

These sectors have also been key in attracting foreign direct investment (FDI) to the emirate. In 2024, Dubai was ranked as the world’s top destination for attracting Greenfield FDI projects for a fourth successive year, with the city No.1 globally in the food and beverages (F&B) and tourism sectors.