The city’s strategic diversification of its tourism offerings—encompassing cultural, adventure, business, culinary, and wellness experiences—has played a key role in this positive trend. Combined with ongoing infrastructure and technology upgrades, these efforts have significantly enhanced visitor satisfaction in 2024, the report noted.
Excellence in Hospitality
The findings revealed that 94 per cent of tourists were pleased with their hotel experience in Dubai over the past year, a slight increase from 92 per cent the previous year. Additionally, 80 per cent expressed an intention to return, indicating continued strong demand. Hotel occupancy also saw a marginal rise, from 77.1 per cent to 77.7 per cent, alongside an increase in the Average Daily Rate (ADR) from AED 654.4 to AED 666.
Government strategies such as the Dubai Economic Agenda D33 are shaping the emirate’s aim to become one of the world’s top three tourism destinations by 2033. A notable boost has come from extended tourist visa policies for Indian nationals, with 70 per cent of respondents stating they are more inclined to visit due to this development.
Evolving preferences and future outlook
Demand is growing for personalised stays, boutique hospitality, and culturally immersive experiences. Hotels are responding by offering curated options such as desert safaris, traditional dining, and heritage tours. Travellers are also increasingly seeking eco-conscious and sustainable experiences.
Sidharth Mehta of KPMG Lower Gulf highlighted the UAE’s substantial investments in tourism infrastructure and a shift toward more meaningful, sustainable travel. The report emphasised the increasing importance of technology, with 88 per cent of guests citing it as a key component of their hotel stay.
Looking ahead, the sector must focus on innovation, sustainability, and authenticity to maintain global competitiveness.
