More than 1,300 tourism industry...

DET highlights record growth in visitor numbers and celebrity-powered campaigns

The Dubai Department of Economy and Tourism (DET) hosted its first City Briefing of 2025 on 10 June at Coca-Cola Arena, welcoming more than 1,300 professionals from across the tourism ecosystem.

The event provided a comprehensive update on Dubai’s record-setting tourism performance, major marketing efforts, such as the new Millie Bobby Brown and Jake Bongiovi-led campaign, and strategic initiatives aimed at further strengthening the city’s global position.

DET's Hoor Al Khaja highlights key campaigns

In the presence of His Excellency Helal Saeed Almarri, Director General of DET, proceedings began with all guests being invited to scan a QR code to receive two complimentary tickets to Dubai’s new football theme park, Real Madrid World.

His Excellency Issam Kazim (lead picture), CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), then hosted a live open poll related to the UAE’s annual government-designated theme; 2025 is the country’s Year of Community, and the poll asked attendees what community means to them.

The results showed that the majority of attendees, 68%, feel collaboration is the basis of community.

Underscoring the importance of the tourism community, Kazim said: “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.”

Tourism on a Record-Setting Trajectory
Dubai welcomed 7.15 million international overnight visitors between January and April 2025, a 7% increase year-on-year, building on 2024’s milestone of 18.72 million visitors. Hotel capacity also expanded to 153,534 rooms by April, with key performance indicators showing strong year-on-year growth.

Kazim attributed the success to “the resilience and steadfast support of stakeholders and partners” across all sectors.

Accessibility and Sustainability
Other milestones celebrated included Dubai being recognised as the first Certified Autism Destination in the Eastern Hemisphere. More than 70,000 individuals have undergone autism and sensory awareness training, and 300-plus hotels have joined the certification programme, enhancing accessibility across the city.

Sustainability efforts, from creating a solar farm to building coral reefs, were also flagged.

Key Events
Dubai’s packed events calendar remains a cornerstone of its tourism strategy. His Excellency Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), announced the return of Dubai Summer Surprises from 27 June to 31 August, structured into three retail periods: Summer Holiday Offers, The Great Summer Sale and Back to School.

Ahmed Al Khaja, CEO of DFRE

“These world-class experiences are not only a key driver of visitation but also vital to nurturing the pillars of our economy,” said Al Khaja.

Other upcoming events include Dubai Home Festival, Dubai Fitness Challenge and Dubai Shopping Festival.

Culinary Achievements
The city’s gastronomy sector continues to flourish, with around 1,200 new restaurant licences issued in 2024. The fourth Michelin Guide Dubai, released last month, featured 119 restaurants representing 35 cuisines, including Dubai’s first-ever three-starred venues: Trèsind Studio – notable for also being the world’s first-ever three-Michelin-starred Indian restaurant – and Atlantis, The Palm’s new FZN by Björn Frantzén.

Trèsind Studio

High-profile Campaigns
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”.

Other high-impact marketing campaigns running this year include ‘Find Your Story’ starring Millie Bobby Brown and Jake Bongiovi, showcasing the city as a perfect stopover destination for international travellers, and ‘Dubai: Ready for a Surprise’ featuring Indian cricketer Virat Kohli and his wife, actress Anushka Sharma, which aims to attract more Indian travellers to the emirate.

In addition, Hans Zimmer’s soundtrack for Dubai, Diamond in the Desert – now available on major streaming platforms, including Apple Music – was aired. Though the composer has been commissioned to reimagine Saudi Arabia’s national anthem this year, Diamond in the Desert is his first work dedicated to a destination.

“Always becoming better than we were yesterday, that’s the goal,” Kazim concluded.

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