Dubai City Briefing 2025: Big Plans, Big Wins for Tourism

Photo : Dubai Government Media Office

The Dubai Department of Economy and Tourism (DET) hosted its first City Briefing of the year on June 10, 2025. This important event took place at the Coca-Cola Arena and brought together over 1,300 people from different industries like hotels, airlines, shopping, and food and drink, as well as government officials. It was a chance for all these groups to come together, share ideas, and discuss how to keep growing Dubai’s tourism.

The event reflected the theme of the UAE’s Year of Community, which focuses on creating a strong and united society. People at the event spoke about how both the government and private companies have worked hand in hand to keep Dubai’s tourism strong. The briefing was more interactive than usual, and many guests shared their thoughts to help shape future tourism plans.

His Excellency Helal Saeed Almarri, Director General of DET, was present during the event. He gave updates on how Dubai’s tourism is doing, upcoming festivals and events, and the city’s big plans for the rest of the year. These plans are part of the Dubai Economic Agenda, known as D33, which aims to make Dubai one of the top cities in the world to visit and live in.

Stay informed with the latest news. Follow DXB News Network on WhatsApp Channel

Dubai’s Tourism is Growing Fast

His Excellency Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said Dubai’s success is thanks to the leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum. He mentioned that 2024 was a record-breaking year and that 2025 has already seen great progress. The tourism growth is a result of teamwork between different sectors – hotels, airlines, shopping, and food.

He explained that Dubai is working to make the city future-ready by using new ideas, improving quality of life, and creating more chances for people to work and learn. As 2025 continues, DET will keep focusing on strong marketing, working closely with partners, and offering new and exciting things to visitors.

Festivals and Events Bring People Together

His Excellency Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), also spoke at the event. He said Dubai’s many events and festivals are very important for the city’s economy and help attract more tourists. These events also give residents and visitors a chance to enjoy the city and connect with its culture. He promised that Dubai will keep offering amazing events throughout 2025, which also supports the D33 goals.

Tourism by the Numbers

From January to April 2025, Dubai welcomed 7.15 million international overnight visitors – 7% more than the same period last year. This follows the success of 2024, when 18.72 million people visited the city. At the end of April 2025, Dubai had over 153,000 hotel rooms, and most hotels showed strong performance.

Dubai Leads in Accessibility and Inclusion

A major highlight of the event was Dubai’s achievement in becoming the first Certified Autism Destination™ in the Eastern Hemisphere. DET worked with the International Board of Credentialing and Continuing Education Standards (IBCCES) to make this happen. So far, over 70,000 people have been trained through the Dubai College of Tourism’s autism awareness course, and more than 300 hotels are working toward certification. This effort fits with the D33 goal of building a more inclusive and caring society.

Another big initiative that was talked about was the launch of the ‘MyDubai Communities’ platform in April. Launched by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, this digital platform helps people join over 100 different communities based on shared interests. It helps people make friends and feel a stronger connection to the city.

Issam Kazim said both the autism-friendly programme and the MyDubai Communities project show Dubai’s commitment to being a city where everyone feels welcome and valued.

Global Campaigns Show Dubai’s Attractions

DET also introduced new global marketing campaigns during the event. One of them, called “Dubai. That’s How You Summer”, is aimed at promoting the city as a great place to enjoy the summer. The campaign is fun and focuses on how people can relax while still enjoying everything Dubai has to offer.

Another campaign, “Find Your Story”, features celebrities Millie Bobby Brown and Jake Bongiovi. It shows the exciting experiences travelers can have in Dubai, even if they’re just stopping by for a short time. The video highlights the city’s beautiful desert and modern buildings.

Dubai Summer Surprises is Back

Ahmed Al Khaja also talked about the return of Dubai Summer Surprises (DSS), which will take place from June 27 to August 31, 2025. The event will include big sales, prize draws, shows, and fun activities for all age groups. DSS will be divided into three parts: Summer Holiday Offers, The Great Summer Sale, and Back to School. This plan will help keep people excited and engaged all summer long.

Other events expected later this year include the Dubai Home Festival, the Dubai Fitness Challenge, and the famous Dubai Shopping Festival. Business events will also play a big part, as many international conferences are coming to the city.

Dubai Becomes a Top Food Destination

Dubai’s food scene is also growing fast. In 2024, around 1,200 new restaurant licenses were given out. According to the Dubai Gastronomy Industry Report, the number of restaurants featured in the MICHELIN Guide Dubai 2025 grew to 119, covering 35 types of cuisine. The guide now includes:

• 1 Three-Star restaurant: FZN by Björn Frantzén and Trèsind Studio
• 3 Two-Star restaurants
• 14 One-Star restaurants
• 22 Bib Gourmand restaurants
• 3 Green Star restaurants for sustainability
• This growth shows that Dubai is becoming a major hub for food lovers from all over the world.

Looking Ahead

The City Briefing ended with DET asking all its partners to continue their efforts and keep working together. The feedback from the event will be used to help plan future steps in Dubai’s tourism journey. With strong partnerships, new ideas, and exciting campaigns, Dubai is ready for more success in the months ahead.