Dubai is once again taking centre stage in the world of travel and tourism. At the 32nd edition of the Arabian Travel Market (ATM) 2025, the Dubai Department of Economy and Tourism (DET) is set to showcase how forging deeper ties with the international travel trade community is driving remarkable results for the emirate’s thriving tourism and hospitality industries.

DET’s role as the Destination Partner at ATM this year comes as it continues to ride the wave of impressive tourism growth, bolstered by the city’s forward-looking leadership and in line with the ambitious Dubai Economic Agenda, D33, which aims to double the size of its economy by 2033.

Dubai’s Tourism Success Story Continues to Soar

Dubai has set an impressive precedent with consecutive record-breaking years in 2023 and 2024. According to newly released data from DET, the emirate welcomed 5.31 million international visitors between January and March 2025, marking a 3% increase compared to the same period last year. This growth follows a stellar 2024, where it saw a 9% annual rise, attracting 18.72 million overnight visitors, reinforcing its position as a global tourism powerhouse.

His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), emphasized that this momentum is not by chance but the result of a strategic, multi-layered approach. He credited the visionary leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, along with collaborative efforts across all sectors of the tourism ecosystem.

Kazim noted, “The consistent growth of our tourism sector plays a dual role — it delivers a direct economic boost and also acts as a gateway for attracting investments, global talent, and businesses into the city. With initiatives aligned to the D33 agenda, we remain dedicated to making it the world’s best city to visit, live, and work.”

Strategic Partnerships and Expanding Global Reach

Under the ATM 2025 theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”, DET will be joined at its Dubai stand by over 125 partners, including government bodies like the General Directorate of Residency and Foreigners Affairs (GDRFA-Dubai), Dubai Civil Aviation Authority, Dubai Holding, and Dubai Health, as well as leading hotels, tour operators, and attractions.

Key initiatives this year include DET’s ATM Hosted Buyers Programme, which brings over 300 international travel trade professionals from 39 global markets to Dubai. This program offers an opportunity to promote. Its renowned hospitality and attractions directly to travel decision-makers worldwide.

To maintain and accelerate this trajectory, DET has recently forged partnerships with global industry leaders like Amadeus, Premier Inn Middle East, and Hyatt Hotels. Additionally, the Dubai College of Tourism has collaborated with Marriott International to introduce a Hospitality Apprenticeship Programme aimed at integrating young Emiratis into the private sector — a key goal of the D33 strategy, which targets the integration of 65,000 Emiratis into the private workforce.

Diverse Visitor Markets and Strong Hospitality Performance

Its diverse, market-specific strategies spanning 80+ countries have ensured the emirate remains a magnet for both traditional and emerging visitor segments.

Between January and March 2025, the top source regions were:

• Western Europe (1.15 million visitors, 22%)
• CIS & Eastern Europe (891,000 visitors, 17%)
• GCC (772,000 visitors, 15%)
• South Asia (752,000 visitors, 14%)
• MENA (620,000 visitors, 12%)

Other regions included North-East & South-East Asia (9%), the Americas (7%), Africa (4%), and Australasia (1%).

Its hospitality sector mirrored this robust demand. In Q1 2025, Average Daily Rate (ADR) increased by 2% year-on-year to AED 647, while occupied room nights reached 11.19 million, and Revenue Per Available Room (RevPAR) stood at AED 528, maintaining healthy returns for investors while offering value to guests.

Sustainability and Innovation Lead the Way

Its focus isn’t limited to growth alone — sustainability and innovation remain pivotal. The Dubai Sustainable Tourism (DST) initiative awarded 153 hotels the DST Stamp in February 2025, a significant 118% increase from last year’s inaugural cycle. These hotels met DET’s 19 Sustainability Requirements, raising the bar for environmental stewardship across the emirate.

Marketing efforts have also intensified, with DET launching the ‘Find Your Story’ global campaign in April. Featuring celebrities Millie Bobby Brown and Jake Bongiovi, the campaign spotlights Dubai’s blend of desert beauty, vibrant cityscapes, and futuristic architecture — even during short stopovers.

It has also reinforced its credentials as a leading global events hub. In Q1 alone, it hosted major international events such as Gulfood, Arab Health, the Hero Dubai Desert Classic, the Dubai World Cup, and the Dubai Duty Free Tennis Championships, alongside cultural festivities for Ramadan and Eid.

An Engaging Arabian Travel Market Experience

Visitors to DET’s stand at ATM 2025 will experience a curated itinerary blending its iconic landmarks with new attractions. DET is also bringing back the interactive ‘Dubai, Always’ game, where players compete daily for prizes like two-night stays at Atlantis, The Palm, and tickets to immersive attractions like House of Hype and AYA Universe.

As DET continues to strengthen ties with global travel partners, its sights are firmly set on sustaining Dubai’s evolution as a city of unparalleled opportunity and experiences.