Dubai’s extraordinary tourism growth continues unabated, with the destination’s international visitor numbers continuing to outpace those of previous years.
“We’ve managed to grow year over year every single year,” said His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, at a media briefing during the 31st Arabian Travel Market (ATM), which was held May 6-9 at the Dubai World Trade Centre. “In 2012, we hosted 10 million visitors and saw growth all the way until we reached 16.73 million tourists in 2019.”
Last year was also a noteworthy record breaker, with the destination hosting 17.15 million international overnight visitors, which translates to a 19.4 percent year-over-year increase over 2019 figures,
If this year’s first-quarter numbers are any indication, 2024 is also shaping to be another record breaker. Dubai welcomed 5.18 million international overnight visitors in the first quarter, representing an 11 percent increase during the same period in 2023.
Hotel Occupancy and Growth
Average hotel occupancy for the first quarter of 2024 stood at 83 percent, while the average for 2023 was 77 percent, which represents a 2 percent increase over 2019 occupancy figures.
Dubai arguably boasts a formidable inventory of hotels. At the end of last year, the destination had 821 properties and 150,291 rooms compared to 741 properties and 126,120 rooms in 2019.
The dazzling Grand Lobby inside the Atlantis The Palm resort. (Photo Credit: Kerzner Communications)
And new properties continue to open at a rapid-fire pace, which is nothing new for Dubai. Recent openings include The Lana, Dorchester Collection’s first Middle East hotel; Banyan Tree Dubai; One&Only One Za’abeel and SIRO One Za’abeel,
Dubai’s first fitness and recovery hotel; Marriott Marquis Dubai; and Hilton Dubai Creek Hotel & Residences.
Affordable Vacation Options
One misperception that tourism officials are working to debunk is that Dubai is a destination catering only to affluent travelers. “While Dubai is famous for high-end luxury, unfortunately for a lot of people they think it is unattainable,” Kazim said. “What they don’t realize is that Dubai has a lot to offer for every budget.
“Three- and four-star hotels have seen massive growth. I encourage anyone to stay in a three-star hotel in Dubai, and they will see that they actually compete with a lot of five-star hotels around the world.”
Dubai is also promoting the destination to families, Kazim said, noting that it offers a considerable number of experiences that cater to that segment.
Dubai International Airport. (Photo Credit: Grigory Bruev / Adobe Stock)
A major selling point for all types of travelers is Dubai’s reputation as a safe destination. “You can get completely lost in the city and not be worried about safety,” Kazim said, “and I think that’s magic.”
Partnering With Advisors
While the Americas market currently represents just 7 percent of Dubai’s overnight visitors, tourism officials are working toward increasing that percentage. And one way in which it is doing so is through the travel advisor community.
“When it comes to travel advisors, it’s on us to make sure that we bring them into the city to really experience it firsthand,” Kazim said, adding that he is a firm believer that first-hand experiences are what will bring the destination to life for advisors and their clients.
“I think that’s it’s very important for us to create trade fams to bring advisors to Dubai and let them genuinely go out and explore,” he said.
Dubai offers advisors an arsenal of sales and marketing tools to help them sell the destination. To start, travel advisors would be well-served to enroll in the Dubai Expert learning platform, which features an entertaining, interactive training game that enables them to boost their destination knowledge.
Dubai downtown at the sunset (Photo Credit: Rastislav Sedlak SK/Adobe Stock)
The destination is also a preferred supplier with Virtuoso, Signature Travel Network and Travel Leaders.
The Arabian Travel Market
The 2024 event, whose theme was “Empowering Innovation – Transforming Travel Through Entrepreneurship,” drew more than 600 exhibitors from 160 countries and upward of 46,000 attendees, breaking all previous records.
During the event, Dubai unveiled its 2024 Sustainability Report, which details, among many other things, the Dubai Reef project. “As part of the initiative, 20,000 purpose-built reef modules will be deployed across Dubai waters over the course of four years, leaving a lasting legacy by supporting fish populations and environmental stewardship,” said tourism officials.
“The 31st edition of Arabian Travel Market was the most successful yet for Dubai Department of Economy and Tourism, yielding strong outcomes as we connected with industry leaders to discuss the future of travel and the latest trends transforming our sector,” Kazim said.
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