Dubai has successfully transitioned into a year-round destination, with its appeal soaring even during the traditionally quieter summer months. The city’s tourism sector has seen a significant uptick in visitors, especially over the past two years, reflecting a change in travel trends that have reshaped Dubai’s reputation as a global getaway.
Hoor Al Khaja, Senior Vice-President of International Operations at the Dubai Department of Economy and Tourism, highlighted the UK as the largest source of tourists from Western Europe. From January to September this year, nearly a million British travelers—922,000 to be exact—visited Dubai, marking a 12% increase compared to the same period last year.
At the World Travel Market in London, Hoor shared her excitement over the robust demand for Dubai, noting that its popularity continues to grow. “Dubai is becoming an all-year-round destination, with an especially strong showing in the summer,” she said, emphasizing that the summer months have seen increasing demand since the pandemic, particularly since 2022.
Hoor explained that more travelers are discovering the unique experiences Dubai offers during the summer. With a blend of family-friendly attractions, top-tier safety standards, and comfortable air-conditioned spaces, the city provides an attractive escape from the heat. While Dubai has historically targeted families, the summer season is now also a draw for couples looking for a getaway. “We’re seeing a more diverse mix of visitors,” she added.
What sets Dubai apart from other well-established tourist destinations is its rapid expansion in response to growing demand. Unlike cities that may struggle with limited capacity, Dubai continues to expand its offerings. The city’s tourism infrastructure is constantly evolving, with exciting new developments. This year, for instance, saw the launch of the Real Madrid World theme park in April, and the much-anticipated Jumeirah Marsa Al Arab is set to open in February 2025.
Further reinforcing the city’s allure, 25% of Dubai’s visitors are repeat guests, a testament to its lasting appeal. To tap into this loyal customer base and attract new travelers, the Dubai Department of Economy and Tourism is collaborating with Emirates on a new stopover campaign set for the second quarter of 2025. This campaign, expected to feature a prominent global celebrity with strong ties to the UK, aims to increase Dubai’s visibility even further.
The momentum behind Dubai’s tourism boom is reflected in recent data. According to flight analysts Cirium, Dubai has become the top destination for flights departing from the UK, with a record number of seats booked in the third quarter of this year.
With its evolving attractions and a steady influx of visitors, Dubai has firmly positioned itself as a global hotspot that offers something for every traveler, no matter the season.
