Dubai, UAE – The Dubai Department of Economy and Tourism (DET) convened its first City Briefing of 2025 on Tuesday at Coca‑Cola Arena, marking a major milestone in its bi‑annual industry engagement calendar. Over 1,300 stakeholders from hospitality, aviation, retail, food & beverage, and government entities convened to align on Dubai’s tourism strategy, performance, and year‑ahead priorities — all underpinned by the UAE’s Year of Community ethos.
Aligned with the Year of Community’s mission to cultivate belonging and shared purpose, the briefing emphasised how public–private collaboration continues to underpin Dubai’s meteoric tourism growth. Through interactive discussions, expert presentations, and data‑driven strategy sessions, DET reinforced its collaborative approach to strengthening Dubai’s global leisure and business appeal.
Strategic Focus & Industry Insights at Coca‑Cola Arena
In his opening remarks, Helal Saeed Almarri, Director‑General of DET, set the tone for a forward‑looking discussion—detailing tourism performance updates, major campaigns, and the strategic direction ahead.
Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), celebrated record results in Q1 2025, building on strong 2024 performance:
“Building on yet another record‑breaking performance in 2024, the exceptional results achieved by the industry so far in 2025 is a testament to the resilience and steadfast support of our stakeholders and partners.”
Kazim outlined Dubai Economic Agenda D33, which focuses on partnership, innovation, and future‑ready experiences — critical ingredients underpinning Dubai’s positioning as the world’s top city to visit, live, and work in.
Eye‑Catching Statistics: Tourism Said & Done
Key figures showcased during the briefing include:
7.15 million international overnight visitors between January–April 2025 (+7 % YoY)
18.72 million total visitors in 2024— marking the second consecutive record year
Strong performance in leisure and business travel, driven by festivals, retail, and food trends
These data points signal continued momentum in Dubai’s tourism trajectory — powered by a broad campaign ecosystem, multi‑sector partnerships, and global visibility.
Festivals, Accessibility & Sustainability Initiatives
Highlighting Dubai’s commitment to community and inclusivity, the briefing covered key initiatives:
1. Certified Autism Destination™
Dubai has become the first autism‑certified destination in the Eastern Hemisphere. In partnership with the International Board of Credentialing and Continuing Education Standards (IBCCES), DET has:
Trained 70,000+ frontline employees via the Dubai College of Tourism’s autism and sensory awareness program
Enabled 300+ hotels to earn certification for accessible experiences
This effort reinforces Dubai’s mission to provide tourism that is inclusive for everyone.
2. “MyDubai Communities” Digital Platform
Launched in April, this digital platform aims to strengthen community bonds and promote tolerance and coexistence. It offers residents and visitors access to 100+ interest‑based communities — from sustainability groups to cultural forums.
3. “Dubai. That’s How You Summer” Campaign
The new summer campaign positions Dubai as a must‑visit summer destination, sharing vibrant narratives across social and traditional media. WHO promos, influencer collabs, and storytelling strategies highlight seasonal attractions, entertainment, and hospitality.
Global Brand Campaign: “Find Your Story”
DET showcased its 2025 global brand film, “Find Your Story”, starring Millie Bobby Brown and Jake Bongiovi. The cinematic video:
Evokes storytelling around desert adventure, urban architecture, and culture
Drives emotional connection to Dubai through immersive short‑form visual content
Targets global audiences, including transient travellers and tourists
This campaign strengthens Dubai’s brand equity and contributes to growing international tourism visibility.
Dubai Summer Surprises (DSS): Return of a Festival Phenomenon
The briefing announced the return of Dubai Summer Surprises (DSS), scheduled from 27 June to 31 August 2025. DSS will feature:
Three retail phases: Summer Holiday Offers, The Great Summer Sale, and Back to School
Prize draws, family entertainment, and cultural events
A strategic approach to maintain visitor momentum during peak summer months
DSS plays a key role in retail, entertainment, and hotel occupancy strategy — complementing broader summer visitation targets.
Dubai Gastronomy Momentum & MICHELIN Guide Insights
The briefing spotlighted Dubai’s booming food sector:
Approximately 1,200 new restaurant licences issued in 2024
Release of the 2025 MICHELIN Guide Dubai, featuring:
119 restaurants across 35 cuisines (+12.3% YoY)
Dubai’s first MICHELIN three‑star establishments: FZN by Björn Frantzén and Trèsind Studio
3 two‑star, 14 one‑star, 22 Bib Gourmand, and 3 Green Star venues
This underlines Dubai’s emergence as a diversified, world‑class culinary destination — a powerful tourism magnet.
Public‑Private Partnership: The Core of D33 Strategy
Officials emphasized Dubai’s reliance on public–private synergy to deliver seamless tourism offerings. The collaboration model rests on:
Shared strategy development
Innovative tourism solutions
Community-inclusive campaigns
Stakeholder-driven feedback loops
DET’s City Briefing embodies this model by inviting practical input from diverse industries, encouraging cooperative problem-solving and policy development.
2025 and Beyond: Strategic Priorities
As outlined at the briefing, Dubai’s tourism roadmap includes:
Diversification of source markets, targeting new international segments
Tech‑led visitor experience enhancements, including AI, AR, and mobile services
Accessibility-first initiatives, expanding autism‑friendly access and inclusive tourism
Sustainable strategies, promoting low-impact tourism, green hotels, and eco‑certification
Community‑led storytelling, showcasing local narratives via campaigns like MyDubai & Find Your Story
These elements reinforce Dubai’s vision to lead global tourism through innovation, inclusivity, and resilience.
Stakeholder Engagement & Next Steps
Delegates participated in:
Interactive Q&A panels
Break-out sector-specific roundtables
Workshops on digital campaigns, inclusive tourism, and community storytelling
The insights collected will feed into:
DET’s mid‑year strategy refinement
Content planning for DSS and summer campaigns
Cross-sectoral collaboration mechanisms
Participants were encouraged to maintain “momentum and continued partnership” as the year progresses.
Conclusion: Dubai DET’s First City Briefing of 2025 Sets the Vision
The first City Briefing of 2025 reflects Dubai’s cohesive tourism strategy, anchored in measurable data, inclusive accessibility, industry innovation, and global campaigns. By mobilising public and private partners, DET positions the city to reach new visitor benchmarks, enhance brand narratives, and cultivate community-first destination stewardship.
As 2025 unfolds — with campaigns like DSS, Find Your Story, and Dubai. That’s How You Summer — Dubai reaffirms its reputation as a diverse, inclusive, and future-proof tourism powerhouse.
