According to data published by the Dubai Department of Economy and Tourism (DET), Dubai welcomed 9.88 million international overnight visitors in the January-June period of 2025, achieving a 6% increase compared to the same period in 2024. This growth is attributed to the destination's presentation, shaped by public-private sector collaborations supported by a strong global marketing strategy.

New openings, events, campaigns, and global partnerships introduced Dubai to both new and returning international visitors. DET's special market strategy, carried out in collaboration with over 3,000 national and international partners, drove growth in key regions.

According to DET data, visitors from nearby markets such as the Gulf Cooperation Council (GCC) and MENA (Middle East-North Africa) accounted for 26% of total visitors in the first half of 2025. 1.51 million visitors from the GCC (15%) and 1.12 million visitors from the MENA region (11%) came to Dubai. Western Europe remained the largest source market with 2.12 million visitors (22%), followed by the CIS and Eastern Europe with 15% (1.52 million), South Asia with 15% (1.44 million), Northeast and Southeast Asia with 9% (894,000), the Americas with 7% (689,000), Africa with 4% (404,000), and Australia with 2% (176,000).

Issam Kazim, CEO of the Dubai Tourism and Commerce Marketing Authority, part of the Dubai Department of Economy and Tourism (DET), said in a statement on the matter: "Dubai's tourism performance is a reflection of public-private partnerships and community strength. Our residents, businesses, and visitors played an important role in this success in promoting our city to the world. Thanks to their authentic voices and sincere support, they have helped promote Dubai's unique experiences. With its robust infrastructure and business-friendly environment, Dubai has further enhanced its accessibility. Year-round entertainment, trade, and MICE events have added diversity to the visitor profile, amplifying the economic impact. Together with our key stakeholders, we continue our infrastructure investments and capacity expansions aimed at enhancing the quality of life for both visitors and residents.

According to DET data, Dubai's hotel sector achieved impressive results across all performance metrics. Hotels had an occupancy rate of 78.7% in 2024, which rose to 80.6% in the January-June 2025 period. The number of occupied nights increased by 4% to 22.24 million. The average length of stay for visitors was 3.71 nights. The average daily room rate increased by 5% to 584 AED, while revenue per available room rose by 7% from 439 AED to 471 AED compared to the previous year. As of the end of June 2025, the total number of rooms in the city reached 152,483, while the number of hotels reached 822.