By Kavita Mistry 
The Dubai Department of Economy and Tourism (DET) is set to reinforce its connections with the global travel trade community at the 32nd edition of the Arabian Travel Market (ATM), as the city records impressive growth in international visitor numbers. Dubai welcomed 5.31 million international tourists from January to March 2025, marking a 3% year-on-year increase compared to Q1 2024, reflecting sustained momentum after back-to-back record-breaking years.
Speaking ahead of ATM 2025, Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), emphasized the strategic importance of tourism to Dubai’s economic vision. “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,” he said. The event, taking place at the Dubai World Trade Centre from 28 April to 1 May, features over 125 stakeholders on the Dubai stand, including major hotels, destination management companies, and key government entities.
DET’s presence at ATM aligns with the goals of the Dubai Economic Agenda D33, which seeks to double the size of the city’s economy by 2033. In Q1 2025, Dubai expanded strategic partnerships with global players such as Amadeus, Premier Inn Middle East, and Hyatt Hotels, alongside initiatives like the Dubai College of Tourism’s collaboration with Marriott International to enhance Emirati workforce participation. These efforts bolster Dubai’s strategy of maintaining strong performance across more than 80 source markets.
Regional visitor data from Q1 reveals Western Europe as the top contributor, accounting for 22% of arrivals, followed by CIS and Eastern Europe (17%) and the GCC (15%). South Asia and MENA also contributed significantly. Dubai’s hospitality sector mirrored this positive trend, with the average daily rate (ADR) rising 2% year-on-year to AED 647, and room occupancy maintaining robust levels.
Dubai welcomed a total of 9.31 million international overnight visitors in H1 2024, marking a 9 per cent year-on-year increase. The South Asian market alone contributed 1.62 million visitors, up slightly from 1.60 million during the same period in 2023. This growth reflects the success of DET’s efforts in making Dubai an attractive destination for a diverse range of travellers.
In addition to tourism growth, Dubai’s accommodation and food services sector grew by 3.7% during the first nine months of 2024, reinforcing its role in driving the emirate’s GDP and solidifying its top global ranking for attracting Greenfield FDI projects in tourism and F&B sectors for the fourth consecutive year. Further contributing to this success, Dubai’s sustainable tourism initiatives made notable progress, with 153 hotels awarded the Dubai Sustainable Tourism Stamp in 2025, a 118% increase over the previous year. Meanwhile, DET’s global marketing campaigns, including the latest ‘Find Your Story’ campaign featuring Millie Bobby Brown and Jake Bongiovi, continue to strengthen the city’s appeal across key international markets.
As Dubai builds on this momentum, its commitment to innovation, strategic collaboration, and offering diverse, world-class experiences remains central to its goal of becoming the world’s best city to visit, live, and work.
