Dubai has long been a bucket-list destination — a city of superlatives, a stopover turned spectacle. But according to Aida Al Busaidy, Vice President of Consumer Advocacy for Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of the Dubai Department of Economy and Tourism, the city is in the middle of a profound identity shift.
"Our core mission has evolved from encouraging people to visit Dubai to inviting them to live, work and visit," she said during a conversation at the Arabian Travel Market. "Building trust is our primary currency."
Aida Al Busaidy, Vice President of Consumer Advocacy for Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of the Dubai Department of Economy and Tourism (Photo Credit: Janeen Christoff)
That trust-first philosophy is at the heart of the D33 strategy — Dubai's sweeping economic and tourism blueprint targeting 2033 — and it's already translating into impressive numbers.
Year-to-date visitation has reached nearly 7 million, with August alone drawing 869,000 visitors, a recovery and the highest monthly total since February. Key growth markets are spreading wide. When it comes to total visitation, Western Europe is at 20%, CIS and Eastern Europe represent 14% of Dubai visitation, and the Americas hold steady with 7%. With approximately 149,000 available rooms, Dubai is one of the top destinations when it comes to occupied room nights, totaling 21.61 million.
The accolades are piling up, too.
Brand Finance named Dubai the world's fifth best city brand for 2025. TripAdvisor has recognized it as the No. 1 global destination from 2022-2024 and the city ranked third in 2025. And in a milestone that speaks to a broader commitment to inclusion, Dubai became the first certified autism destination in the Eastern Hemisphere — a reflection of the city's philosophy around what it calls "people of determination," a reframing that centers on capability rather than limitation.
From Stopover to Repeat Destination
For Al Busaidy, one of the most exciting challenges is converting the U.S. market.
Dubai has long captured American imaginations as that "dream vacation spot" — someplace dazzling but distant, visited once and checked off the list. Her team's goal is to change that dynamic.
"We're really focused on repeat visitation," she said. "We want to move into come back more than once."
That push requires creativity, given the scale of the American market and the reality that Emirates has only 12 U.S. gateways — hardly enough to reach all 50 states. Al Busaidy's answer: Go big or go granular.
Earlier this year, DCTCM partnered with Amazon Prime and Tom Clancy's production team to bring the stars of the latest John Clancy movie, filmed in Dubai, including John Brzezinski, Sienna Miller and Michael Kelly to the city. The film gave Dubai a global audience and, she noted, served as an organic trust signal.
"Movies and films are one of the best ways to reinstate a sense of security and encourage visitors," she said. When traditional marketing can't reach every corner of a continent, a globally streamed blockbuster can.
Dubai Frame (Photo Credit: Janeen Christoff)
Building the City of the Future
The infrastructure being laid today is designed for a Dubai that doesn't yet exist — one that will welcome more than 200 million travelers through the expansion of the Al Maktoum International Airport airport. The first phase is on course for 2032, ultimately designed for 260 million-plus passengers annually, with transfer of operations from DXB expected after 2032.
With the growth of Etihad Rail and metro expansion continues across the city, the city gets even more connected. Most futuristically, Dubai is piloting Joby — an electric vertical takeoff and landing (eVTOL) aircraft — for airport-to-hub transfers, with a launch targeted before year's end.
Future developments on the horizon include Therme Dubai – Islands in the Sky, the Dubai Exhibition Center and the Museum of Art, Palm Jebel Ali — all slated for completion within the next few years. Beyond city limits, the Hatta region is emerging as a nature escape offering glamping, kayaking and hiking, solidifying Dubai's tourism ecosystem extends well past its famous skyline.
A City That Keeps Surprising
The destination pillars Al Busaidy highlighted paint a picture of a city that refuses to rest on its laurels. Gastronomy is thriving — Michelin-starred restaurants now include a homegrown three-star Indian restaurant, Trèsind Studio.
Wellness has become a citywide pursuit, anchored by the Dubai Longevity Authority and a fitness challenge held every November.
Sustainability initiatives such as the "Dubai Can" program carry forward lessons from Expo 2020, which took place October 2021 through March 2022.
What ties it all together, Al Busaidy suggests, is trust — in the infrastructure, in the experience and in the city's ambition. Dubai isn't just asking visitors to come. It's asking them to come back.
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