The CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), Essa Kazim, stated that Dubai's tourism sector is heading towards another record year for international tourist arrivals in 2025, based on the results achieved in the first nine months of the year, with the emirate receiving 13.95 million international tourists.
Kazim explained to "Emirates Today" on the occasion of the Dubai Department of Economy and Tourism's participation in the World Travel Market exhibition in London, that the current focus is on enhancing the overall tourist experience, starting from the moment a tourist considers Dubai as a destination they want to visit, to their arrival, exploration of diverse attractions, and finally their departure.
In detail, the CEO of DCTCM said that the department's participation this year at the World Travel Market in London is part of its continuous efforts to enhance Dubai's position as a leading global tourist destination and attract more visitors from key international markets. He added that this participation is also in line with Dubai's strategy to strengthen its presence on the global tourism map by promoting its diverse offerings and presenting a comprehensive picture of the exceptional tourist experience the emirate provides to visitors throughout the year.
Kazim further mentioned that the department is participating this year with an expanded delegation comprising over 70 partners, including government entities, alongside a select group of private sector partners such as hotels, hospitality companies, leisure facilities, and service providers. He noted that this participation aims to showcase the synergy of Dubai's tourism ecosystem and confirm its readiness to offer a complete experience that combines hospitality, shopping, entertainment, culture, adventure, advanced infrastructure, and smart transport services.
Record Year
Kazim pointed out that Dubai received 13.95 million international tourists between January and September 2025, representing a 5% growth compared to the same period in 2024. This growth is a culmination of the remarkable development in Dubai's offerings as a tourist destination, driven by the emirate's effective global marketing strategy and the strong partnerships between the public and private sectors.
He confirmed that based on the results achieved in the first nine months of the current year, Dubai's tourism sector is on track to achieve another record year in international tourist arrivals in 2025.
Kazim explained that the current focus is on improving the comprehensive tourist experience, from the moment a tourist thinks of Dubai as a destination they want to visit, to their arrival, exploration of diverse attractions, and until their departure.
He added that Dubai's tourist experience ensures a complete journey through all its stages, from the inspiration and planning phase to post-departure. In this context, the Dubai Department of Economy and Tourism is launching smart, multi-channel marketing campaigns targeting various markets worldwide, offering innovative visual content that attracts different tourist segments. These campaigns rely on a narrative that highlights Dubai's cultural and entertainment diversity and portrays the emirate as an inspiring year-round destination with continuous events and the ability to renew its tourism landscape.
Strong Growth
Kazim stated that Dubai's tourism sector continues to achieve strong and rapid growth under the wise vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai, supported by a comprehensive strategy based on four main pillars: increasing tourist flow, lengthening guest stays, boosting tourism expenditure, and raising the rate of repeat visitors.
He noted that nearly a quarter of Dubai's visitors come to the emirate twice a year, reflecting the city's sustainable appeal and its ability to maintain visitor loyalty.
Kazim confirmed that there are significant opportunities for expansion into new and promising markets, in addition to strengthening presence in traditional markets that form a solid base for the sector.
Innovative Experiences
Kazim reiterated that the Dubai Department of Economy and Tourism works in partnership with various government and private entities to develop innovative tourist products and experiences that reflect Dubai's diversity and highlight its features as a modern destination combining entertainment, culture, and business. The corporation also aims to diversify tourist markets through global promotional campaigns that showcase Dubai's appeal and competitiveness in terms of services and infrastructure.
He explained that the increase in international visitors aligns with the ambitious goals of Dubai's economic agenda "D33", which aims to double the emirate's economy by 2033 and cement its position as a leading global destination for business and leisure. This growth is closely linked to the economic progress made by the emirate, contributes to creating new job opportunities, attracting more investments, and significantly supporting Dubai's GDP.
Kazim noted that access to Dubai has become easier thanks to its outstanding infrastructure and business-friendly environment that fosters collaboration. Moreover, its annual program rich in entertainment, commercial activities, events, conferences, and exhibitions has enabled it to attract a new segment of audiences from around the world and create a significant economic impact.
Business Tourism
Kazim confirmed that Dubai continues to enhance its global leadership in business tourism, incentives, conferences, and exhibitions, based on a strategic vision that combines advanced infrastructure, service innovation, and strong institutional support from government entities. Dubai Business Events, the official office for attracting business events and conferences in the city and part of the Dubai Department of Economy and Tourism, played a pivotal role in establishing the emirate's position as a strategic destination for influential business events in the region and worldwide.
He said that Dubai ranked first in the Middle East for 2024 in terms of the number of international association conferences it hosted, according to the International Congress and Convention Association (ICCA) classification, which confirms the great trust of major international organizations in Dubai's organizational and logistical capabilities and its high flexibility in hosting global events.
Kazim explained that in the first half of 2025, Dubai Business Events achieved a record by winning bids to host 249 events, including conferences, meetings, international seminars, and incentive programs. This achievement confirms the advanced position Dubai now holds on the global business tourism map. He added that these events are expected to attract more than 127,000 participants and international delegates to Dubai in the coming years.
Platform for Innovation
The CEO of DCTCM, Essa Kazim, stated that Dubai is distinguished as a platform for innovation and knowledge, hosting hundreds of economic, scientific, and technological events annually, which makes it an ideal environment for networking, exchanging experiences, and forging international partnerships.
He added that Dubai's International Events program supports the efforts to attract major conferences by providing incentives and facilities for global corporations and associations wishing to organize their events in the emirate.
• 13.95 million international tourists visited Dubai in the first 9 months of 2025.
