At the 32nd edition of Arabian Travel Market (ATM), held in Dubai from 28 April to 1 May 2025, the Dubai Department of Economy and Tourism (DET) showcased how building connections with the global travel trade community has continued to deliver impressive results across the city’s tourism and hospitality sectors. DET’s headline participation in the event as Destination Partner took place amid sustained tourism growth for the city, guided by its visionary leadership and aligned with the goals of the Dubai Economic Agenda, D33.
Following back-to-back record-breaking years in 2023 and 2024, Dubai welcomed 5.31 million international visitors from January to March 2025—a 3% year-on-year increase compared to the same period in 2024—according to data released by DET during the event. This robust growth reaffirmed Dubai’s global appeal, building on the 9% overall increase in 2024, which brought the city to 18.72 million international overnight visitors and set the stage for new benchmarks in 2025.
His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, said:
“Consolidating the growth registered in back-to-back record years and solidifying Dubai’s ascent as a global tourism leader, the robust performance of the city’s tourism sector in the first quarter of 2025 is a testament to the visionary leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and the commitment of all stakeholders across the tourism ecosystem. The sustained growth of the tourism sector, highlighted at ATM, has been vital not only through its direct economic impact, but also as a pathway to investment, talent, and business development in the city. Strategically aligned with the long-term objectives of the Dubai Economic Agenda, D33, we have worked to achieve our goals through a multi-pronged approach—enhancing global visibility with dynamic marketing campaigns and strengthening collaborations with key domestic stakeholders and international partners. As we move forward through 2025, we remain committed to making Dubai the world’s best city to visit, live, and work in.”
Held under the theme of “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity,” ATM 2025 featured DET at the heart of the Dubai stand (ME1120/ME1150), alongside more than 125 key local partners and representatives from government entities, including the General Directorate of Residency and Foreigners Affairs (GDRFA-Dubai), Dubai Civil Aviation Authority, Dubai Culture, Dubai Holding, and Dubai Health, as well as hotels, destination management companies, tour operators, and attractions.
DET also organised its ATM Hosted Buyers Programme during the show, promoting Dubai’s unparalleled hospitality and offerings to more than 300 international travel trade professionals from 39 markets. These professionals market and sell Dubai travel packages globally.
In line with the Dubai Economic Agenda, D33—which aims to double the size of Dubai’s economy by 2033 and position the city as a leading global hub for business and leisure—DET continued to build strategic connections with the global travel trade throughout Q1 2025. Partnerships announced and developed during this period included collaborations with travel technology leader Amadeus, Premier Inn Middle East, and Hyatt Hotels. DET also expanded upon previously signed agreements with other major hospitality groups. In addition, the Dubai College of Tourism (part of DET) partnered with Marriott International to launch a Hospitality Apprenticeship Programme for Emiratis, aligning with D33’s goal of integrating 65,000 young Emiratis into the private sector.
Regional Growth and Hospitality Performance
Dubai’s diversified global tourism strategy—tailored to more than 80 markets—has continued to secure its position as a preferred destination among both traditional and emerging source markets. From January to March 2025, Western Europe remained the top source market with 1.15 million visitors (22% share), followed by CIS and Eastern Europe (891,000 visitors, 17%) and the GCC region (772,000 visitors, 15%). South Asia and MENA followed with 752,000 (14%) and 620,000 (12%) visitors respectively. The North-East and South-East Asia region accounted for 474,000 visitors (9%), while the Americas contributed 374,000 (7%), Africa 197,000 (4%), and Australasia 78,000 (1%).
Dubai’s hotel sector also continued its strong performance, supported by a focused hotel development strategy. From January to March 2025, the Average Daily Rate (ADR) rose 2% year-on-year to AED 647, balancing strong investor returns with guest value. Occupied room nights reached 11.19 million, and Revenue Per Available Room (RevPAR) stood at AED 528—figures that were in line with results from the same period in 2024.
Tourism and hospitality have remained major contributors to Dubai’s GDP growth. The accommodation and food services sector grew by 3.7% during the first nine months of 2024, reaching AED 11.5 billion. These sectors also helped attract foreign direct investment (FDI), with Dubai ranking as the world’s top destination for Greenfield FDI projects in 2024 for the fourth consecutive year—leading globally in both the F&B and tourism sectors.
His Excellency Issam Kazim added,
“By working closely with stakeholders within Dubai and our global partners, we are not only enhancing the visitor experience, but also driving economic growth, innovation, and entrepreneurship in the sector. Our marketing strategy continues to evolve to reach highly targeted audiences, and Dubai is consistently registering strong growth to maintain our upward trajectory. We remain focused on accelerating momentum across key and emerging markets while ensuring exceptional quality, accessibility, and diversity in our tourism offerings.”
Key Highlights from Q1 2025
The first quarter of 2025 featured numerous milestones that contributed to Dubai’s tourism momentum. In February, DET announced the second cycle of its Dubai Sustainable Tourism (DST) initiative. A total of 153 hotels were awarded the DST Stamp for achieving the highest level of compliance with DET’s 19 Sustainability Requirements—marking a 118% increase compared to the 70 hotels recognized in the programme’s 2024 launch.
A new global marketing campaign, Find Your Story, launched in April, further amplified the city’s visibility. Featuring Millie Bobby Brown and Jake Bongiovi, the campaign’s brand film highlighted the range of experiences Dubai offers—from desert adventures to futuristic cityscapes—even for short-stay visitors.
Dubai’s thriving year-round events calendar reinforced its appeal as a premier destination for international conferences and events. In Q1 2025, the city hosted global exhibitions such as Gulfood and Arab Health, cultural festivities for Ramadan and Eid, and major sporting events like the Hero Dubai Desert Classic, the Dubai World Cup horse race, and the Dubai Duty Free Tennis Championships.
ATM Buyer Engagement and City Activation
Through the ATM Hosted Buyers Programme, DET provided visiting travel trade professionals with the chance to engage directly with Dubai stakeholders and explore the city via curated itineraries that blended iconic attractions with new experiences. The return of the interactive ‘Dubai, Always’ game also attracted strong engagement. The gamified experience allowed players to match attractions on a digital map, competing for leaderboard positions. Top scorers each day won two-night stays at Atlantis, The Palm, while additional prizes included tickets to House of Hype and AYA Universe.
ATM 2025 successfully reinforced Dubai’s global tourism leadership and strategic vision. With Q1 results indicating sustained growth, DET and its partners are well-positioned to continue delivering world-class experiences and progress toward the long-term goals of the D33 agenda.
