DUBAI, February 2026 – Dubai has welcomed 19.5 million international overnight visitors in 2025, a 5% increase from 2024 and the city’s third consecutive record-breaking year.
The Dubai Department of Economy and Tourism says for the first time, the city surpassed two million international overnight visitors in December 2025, showing a 6% year-on-year increase from 2024.
“Guided by visionary leadership, Dubai’s record international visitation is a testament to global confidence in the destination and the effectiveness of policies aligned with the Dubai Economic Agenda, D33, as well as the collective strength of partnerships across sectors and communities that defines our city,” said His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing. “As we look forward, our priorities will be to enhance Dubai’s global competitiveness through digital innovation and exceptional guest experiences while continuing to invest in capacity and infrastructure to make Dubai the world’s best city to visit, live and work in.”
Diversified demand and African flows
In 2025, Western Europe remained Dubai’s largest source region, contributing 4.1 million visitors (21%). Proximity markets in the Gulf Cooperation Council (GCC) and the Middle East and North Africa (MENA) region delivered a combined 26% share, with 2.9 million (15%) and 2.1 million (11%) visitors respectively.
Other key regions included the Commonwealth of Independent States (CIS), Eastern Europe and South Asia with 2.8 million visitors each (15%). North East and South East Asia (1.8 million; 9%), the Americas (1.4 million; 7%) and Australasia (401 000; 2%).
Visitors from Africa totaled 897 000 (5%), reflecting growing demand supported by improved air connectivity and targeted promotion. For African destinations working to grow inbound and intra African tourism, Dubai’s regional strategy highlights how aviation, market diversification and consistent promotion can sustain visitor growth even in a competitive global environment.
For South Africa and other African countries, Dubai’s sustained tourism performance underscores the impact of a clear long term economic agenda (D33) backed by investment in infrastructure, diversified tourism products, digital innovation and strong public private partnerships.
Hospitality performance and investment
Dubai’s hotel sector continued to expand in 2025, with 154 264 rooms across 827 establishments by year end – ahead of many global peer cities in total room inventory.
Key performance indicators were strong:
- Average occupancy reached 80.7% in 2025 (2024: 78.2%)
- Occupied room nights rose 4% to 44.85 million
- Average daily rate (ADR) increased 8% to AED579 (R2 510)
- Revenue per available room grew 11% to AED467 (R2 025) year on year.
Alongside new openings across different segments, DET introduced a Hotel Incentive Programme to encourage developments in future high growth areas such as Dubai South, Palm Jebel Ali, Dubai Parks and Dubai Islands. To streamline arrivals, the programme began rolling out a citywide contactless guest check in solution.
For African markets with ambitious tourism plans, Dubai’s strategy shows the value of aligning capacity growth and investment incentives rather than relying on marketing alone.
Lessons for African destinations
With nearly 20 million international visitors a year, rising hotel performance and growing recognition for safety, accessibility and sustainability, Dubai offers a practical case study for South Africa and other African countries seeking to unlock their own tourism potential.
Key takeaways include:
- The impact of a clear, long term economic and tourism agenda.
- Consistent investment in infrastructure, safety, sustainability and skills.
- Building a diverse product mix across leisure, business, events and gastronomy.
- Close public private collaboration to deliver reliable, high quality visitor experiences.
For African economies rich in natural and cultural assets but still under realising their tourism potential, Dubai’s trajectory shows how smart planning, focused execution and ongoing reinvestment can translate tourism ambition into sustained, measurable growth in visitors and jobs.
To see the full 2025 Tourism Performance Report, visit: www.dubaidet.gov.ae
