Dubai Hosts 2025 City Briefing to Boost Tourism Growth

Post by : Bianca Suleiman

Photo: Dubai Government Media Office 

On June 10, 2025, the Dubai Department of Economy and Tourism (DET) held its first City Briefing of the year at Coca-Cola Arena. This important event brought together more than 1,300 people from different fields such as hotels, airlines, shopping, and food businesses. People from the government also attended. This meeting happens twice a year and helps everyone work together to make Dubai’s tourism even better.

This year’s City Briefing followed the UAE’s theme for the year – the “Year of Community.” The goal is to build a society where people feel connected and have a shared purpose. The event was more interactive than ever before, with many guests sharing their ideas and opinions. These suggestions will help DET improve their plans and bring more tourists to Dubai, both for fun and business.

The event was led by His Excellency Helal Saeed Almarri, Director General of DET. It gave updates on how Dubai’s tourism is doing, new campaigns, festivals, events, and goals for the future. The City Briefing also supports the Dubai Economic Agenda D33, which is a big plan to make Dubai a top city in the world to live, visit, and do business.

Tourism Success and Future Plans

His Excellency Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, praised the leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum. He said Dubai’s tourism is growing fast because of the strong teamwork between businesses and the government. In 2024, the city broke tourism records, and 2025 is already off to a great start.

From hotels to airlines to restaurants, every part of the tourism industry has helped Dubai become a top travel destination. Mr. Kazim said they are working together to create new and exciting experiences for visitors while also focusing on innovation, community values, and talent development.

Festivals and Events Drive Growth

His Excellency Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment, said Dubai’s events and festivals are a big reason why tourists love coming here. These events help grow the economy and give both residents and visitors fun things to enjoy.

He announced the return of Dubai Summer Surprises (DSS), happening from June 27 to August 31, 2025. DSS will offer great sales, contests, entertainment, and cultural shows. It will be divided into three shopping periods – Summer Holiday Offers, The Great Summer Sale, and Back to School.

Other big events coming later this year include the Dubai Home Festival, Dubai Fitness Challenge, and Dubai Shopping Festival. Dubai is also planning more international business events to attract professionals from around the world.

Tourism Numbers Are Up

Between January and April 2025, Dubai welcomed 7.15 million international overnight visitors – a 7% increase compared to the same time in 2024. Last year, the city saw a record of 18.72 million visitors. By the end of April, there were 153,534 hotel rooms available in Dubai, and all hotel performance numbers showed strong growth.

Dubai’s Commitment to Community and Accessibility

Dubai is working hard to make the city welcoming for everyone. One major success is that Dubai became the first Certified Autism Destination™ in the Eastern Hemisphere. This was done with the help of IBCCES and the Dubai College of Tourism. Over 70,000 people have taken special training in autism and sensory awareness, and more than 300 hotels are working to be more accessible.

Another new project is the launch of the ‘MyDubai Communities’ digital platform, introduced in April 2025 by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum. It helps people join over 100 groups based on shared interests and hobbies. This makes it easier for residents and visitors to feel connected and build friendships.

Marketing Dubai to the World

DET also talked about two global marketing campaigns. One is ‘Dubai. That’s How You Summer,’ which shows the fun people can have in the city during summer – doing everything while doing nothing. Another campaign, ‘Find Your Story,’ stars Millie Bobby Brown and Jake Bongiovi. It shows exciting adventures visitors can enjoy even on a short trip, including the desert and futuristic city views.

Food Scene is Growing Too

Dubai is becoming famous for its amazing food. In 2024, about 1,200 new restaurants opened. The MICHELIN Guide Dubai 2025 now features 119 restaurants offering 35 types of cuisines. This includes Dubai’s first-ever three-star MICHELIN restaurants – FZN by Björn Frantzén and Trèsind Studio.

The 2025 City Briefing ended by asking everyone to continue working together to make Dubai even better. DET collected ideas from many attendees and will use them to plan future actions. Dubai aims to remain a top choice for travelers from around the world while also building a strong and welcoming community for everyone.