Dubai welcomed 17.55 million overnight visitors between January and November 2025, an increase of five per cent from the same period last year, according to the Dubai Economic and Tourism Department numbers.
The steady rise comes despite a more cautious global travel environment, reflecting Dubai’s ability to capture demand across leisure, business and increasingly, healthcare-related travel.
Tourism officials and analysts attribute the gains to a more diversified visitor profile. According to Emirates NBD’s latest economic outlook, alongside traditional leisure demand, Dubai has expanded its appeal through large-scale business events, exhibitions and a growing pipeline of cultural and lifestyle attractions.
Improved air connectivity has played a key role, with airlines adding routes and capacity that funnel travellers from Europe, Asia and Africa directly into the city. A calmer regional backdrop has also helped reinforce confidence among international visitors planning longer stays.
The hospitality sector has continued to scale in response. New hotels and restaurant concepts are opening across key districts, supported by policy measures aimed at lowering early-stage operating costs.
Chief among them is the Dubai Hotel Incentive Scheme, which reimburses municipality fees on hotel rooms for the first two years of operation. Analysts say the initiative is already encouraging new entrants and helping developers fast-track projects, particularly in mid-scale and lifestyle-focused segments.
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