Dubai welcomed about 9.31 million international overnight visitors in the first six months of 2024 as per DET

According to figures released by the Dubai Department of Economy and Tourism (DET), Dubai registered 9.31 million foreign overnight visitors in the first half of 2024, a 9 percent increase over the 8.55 million tourist visits during the same time in 2023. Dubai has maintained its strong tourist momentum in the wake of a historic 2023, during which the city welcomed 17.15 million overnight guests from outside. 

The city is expected to set a record in 2024 based on its growth in the first half of this year. Driven by DET's efforts in partnership with stakeholders and inspired by the visionary leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, the increase in foreign visitor numbers is in line with the ambitious goal of the Dubai Economic Agenda D33, which is to further solidify Dubai's position as a top global business and leisure destination.

In the first half of 2024, Dubai's Department of Economy and Tourism (DET) worked closely together to promote growth in important areas. In collaboration with more than 3,000 international partners in 80 markets and with local stakeholders, DET executed focused marketing initiatives that yielded remarkable visitor figures. 

The primary factor attracting tourists from around the world to Dubai is still its accomodation options. Several high-profile hotel debuts in the first half of 2024 have expanded Dubai's varied hospitality portfolio. These include Hilton Dubai Creek Hotel & Residences, SIRO One Za'abeel (Dubai's first fitness-focused hotel), and The Lana, the first Dorchester Collection property in the Middle East.

To guarantee that the city continues to be a centre of innovation, creativity, and technical growth, this involves emphasizing investment, entrepreneurship, and luring talent from around the world. 

Strategic alliances and international marketing initiatives are top priorities for Dubai. One of the ongoing projects is the music-driven "Where will Dubai take you now?" marketing, which highlights the variety of activities available around the emirate and is directed by Michael Gracey of The Greatest Showman fame. "Drop by Dubai" is another noteworthy initiative that highlights the city as a great place to make a layover.

Real Madrid World at Dubai Parks and Resorts, the first theme park in the world to run under the famed Spanish football club's trademark, was one of the key new attractions set to debut in the first half of 2024. This is in line with broader joint ventures between Real Madrid and Dubai, including as a multi-year contract that DET and the team inked in October 2023. 

Additionally, Dubai has forged alliances with well-known names in the entertainment and music sectors, like Academy Award–winning composer Hans Zimmer, who has turned into a vociferous advocate for the emirate. The city's gastronomic offerings have also attracted attention from throughout the world; Dubai was highlighted in a 50-minute episode of Phil Rosenthal's Netflix food travel series Somebody Feed Phil.

These strategic moves, alliances, and the creation of brand-new tourist destinations show Dubai's dedication to expanding its tourism portfolio, encouraging creativity, and establishing the city as a worldwide centre of innovation and technology development. 

Dubai has so far played host to several significant industry events this year that have drawn thousands of attendees and exhibitors. These events include the historic 30th Dubai International Boat Show (which featured more than 1,000 brands and 200 boats), Arabian Travel Market (which drew 46,000 attendees), and Gulfood (which drew 150 000 attendees).

Seventy hotels received the Dubai Sustainable Tourism Stamp in January 2024 as part of DET's continuous initiative to promote Dubai sustainable tourism; further hotels will be announced in the next several months. Hotels that meet DET's "19 Sustainability Requirements" at the Gold, Silver, and Bronze levels are acknowledged with this stamp. 

Dubai Can is another significant citywide sustainability program that supports the emirate's ambitions to become the world's most visited, work, and live destination. 

The inauguration of the Dubai Reef project's pilot reef modules in April of 2024 marked a major turning point for Dubai's sustainability efforts. As a component of the Dubai Can program, Dubai Reef aims to establish 20,000 modules over 600 square kilometres of Dubai's seas by 2027, making it the largest marine reef development project globally.