DUBAI — Dubai welcomed 18.72 million international overnight visitors from January to December 2024, a 9% year-over-year increase that surpasses the previous record of 17.15 million in 2023, according to data from the Dubai Department of Economy and Tourism (DET).
Impactful local and international partnerships, creative and targeted global campaigns, and major events were among the key contributing factors that drove Dubai’s tourism sector to another record-breaking year in 2024.
Key infrastructure projects include the expansion of the Al Maktoum International Airport (DWC).
“Dubai’s remarkable tourism performance in 2024 reflects the sustained commitment and strategic efforts of our extensive network of partners and stakeholders,” said His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai). “Our market strategy, built on bespoke and diversified campaigns, has been pivotal in showcasing Dubai’s diverse tourism offerings to the world, and we have leveraged strong partnerships with private and public sector organizations and individuals to enhance our global reach and promote Dubai as a leading hub for business, leisure, and innovation.”
He added: “As we aim to build on this momentum throughout 2025, we are committed to maintaining the highest standards of service and continuously innovating to exceed expectations, whether for tourists visiting for the first time, or for loyal repeat guests and residents exploring the city and enjoying its lifestyle offerings.”
NEW OPENINGS SPUR HOTEL SECTOR PERFORMANCE
Dubai’s hotels contributed significantly to the city’s performance. Spurred by a series of high-profile new openings – including, but not limited to, One&Only One Za’abeel, SIRO One Za’abeel, and The Lana Dorchester Collection – Dubai’s hotel inventory at the end of December 2024 comprised 154,016 total available rooms across 832 establishments, compared to 150,291 rooms at 821 establishments in 2023.
The pipeline of new properties includes the upcoming Jumeirah Marsa Al Arab and the Mandarin Oriental Downtown.
Performance on key hotel metrics remained strong in 2024, with average occupancy for the hotel sector growing to 78.2%, up from 77.4% in 2023, and occupied room nights rising to a high of 43.03 million, representing 3% growth compared to 41.70 million in 2023.
PROMOTIONAL CAMPAIGNS & EVENTS
Supported by key stakeholders and partners, DET’s creative global campaigns and in-market activities highlighted the city’s multi-faceted touristic appeal and kept Dubai top-of-mind for international tourists.
Global campaigns in 2024 included ‘Dubai, What’s Not To Love?’, which positioned the city as a destination of choice for winter. The latest campaign, ‘If You Go, You Know’, featured Dubai’s residents showcasing their favourite parts of the city.
Dubai’s unique gastronomy scene is a big driver for tourism, with thousands of establishments, from local hidden gems to internationally renowned brands.
Also of note, Dubai is among the top five safest cities in the world with a safety index of 83.7, according to findings revealed by Numbeo’s mid-2024 Safety Index by City rankings.
Some of the city’s biggest events in 2024 included the eighth edition of the Dubai Fitness Challenge, which attracted a best-ever 2.7 million participants, and the Dubai Shopping Festival, which celebrated its 30th edition.
Trade shows, industry exhibitions and MICE sector events attracting thousands of visitors and exhibitors in 2024 included GITEX Global, with 200,000 attendees, the highest in its 44-year history, as well as and Arabian Travel Market (46,000 attendees). Consolidating the city’s position as the world’s leading meetings destination, Dubai last year secured the hosting of 437 future events, driven by Dubai Business Events (DBE), part of DET and the city’s official convention bureau.
WHAT’S NEXT
Work has started on the new AED128 billion passenger terminal at Al Maktoum International Airport (DWC), which will be the largest in the world when fully operational and will ultimately enable the airport to handle a passenger capacity of 260 million annually.
Aligned with the Dubai 2040 Urban Master Plan and supporting initiatives to transform Dubai into a ‘20-Minute City’, Dubai Metro’s Blue Line extension will stretch 30 kilometres, connect 14 stations and serve an expected population of about one million people.
DET is also actively engaging with investors and operators in the hospitality space, to explore opportunities to bring more brands and offerings into the city, further diversifying the range of options available to visitors and residents, and across new and developing districts, including Palm Jebel Ali and Dubai South.
Dubai will also continue to leverage innovation and new technologies like AI and VR to create personalized and immersive experiences for new and repeat visitors. The Visit Dubai mobile app uses AI to offer tailored recommendations, while virtual tours allow tourists to explore attractions before their trip. AI is also being used for biometric hotel check-ins and automated immigration processes at DXB.
The Ministry of Tourism, in partnership with the Zambia Institute for Policy Analysis and Research (ZIPAR), has launched a groundbreaking study titled “Harnessing Meetings, Incentives, Conferences and Exhibitions (MICE) for Zambia’s Tourism Sector Growth.”
This research explores the vast potential of MICE tourism in driving economic growth, creating jobs, and positioning Zambia as a leading business tourism destination in Africa.
MICE tourism plays a crucial role in diversifying Zambia’s tourism beyond leisure travel. Its ability to attract high-value business travelers, stimulate infrastructure development, and enhance global visibility presents a strategic opportunity for Zambia’s economic advancement.
The study highlights the potential for Zambia to tap into a sector that is projected to reach $1.44 trillion globally by 2025. In the past two years alone, Zambia has seen a 67.5% revenue increase from MICE activities.
At the study launch, Minister of Tourism, Rodney Sikumba, expressed the government’s commitment to unlocking the full potential of MICE tourism in Zambia. “Zambia has the capacity to become a preferred destination for international conferences and business events.
This study provides a blueprint for improving infrastructure, streamlining policies, and attracting investment to strengthen our competitiveness in the global MICE market,” Sikumba said.
He urged stakeholders, including government agencies, the private sector, and development partners, to collaborate in implementing the study’s recommendations. By harnessing MICE tourism, Zambia can achieve sustainable growth, boost foreign direct investment, and create a more resilient tourism sector.
Zambia Institute for Policy Analysis and Research (ZIPAR) Interim Executive Director, Mr. Zali Chikumba, emphasized that the study serves as a roadmap for the nation’s tourism strategy. It offers clear guidelines for attracting more MICE activities and boosting economic growth.
Chikumba noted the importance of aligning Zambia’s natural assets with global MICE trends to position the country as a premier business tourism destination in Africa.
The increased duty-free import limit to Sh250,000 from Sh50,000 aims to enhance passenger experience at JKIA
Previously, travellers complained about having their goods seized for exceeding the Sh50,000 threshold.
Changes also include exempting all African citizens from Electronic Travel Authorisation (ETA) requirements and easing intra-African travel.
The Cabinet has endorsed a plan to allow travelers entering Kenya to enjoy an increased duty-free import limit of up to Sh250,000 from Sh50,000.
Previously, travelers complained about having their goods seized for exceeding the Sh50,000 threshold.
Under the plan, passengers bringing goods for personal use valued at up to Sh250,000 will no longer be required to pay customs duties.
A dispatch said the Cabinet endorsed a comprehensive plan to enhance passenger experience at Jomo Kenyatta International Airport (JKIA) by streamlining operations and bolstering security.
“Security screening at JKIA will be enhanced through risk-based profiling, ensuring only flagged bags undergo manual inspection in a dedicated screening room, reducing delays and improving efficiency,” the dispatch said.
It said changes also include exempting all African citizens from Electronic Travel Authorisation (ETA) requirements and easing intra-African travel.
To further expedite travel, the Cabinet announced that the number of immigration booths and staff will be doubled, while E-Gates will be introduced to eliminate long queues and speed up clearance.
“Accountability measures will also be strengthened with new monitoring technology deployed to oversee airport staff and mandatory uniforms with visible name tags required for all agency employees and retail concessionaires,” the dispatch added.
The Cabinet further announced that JKIA infrastructure will also undergo major upgrades, including modernised baggage handling systems, improved stormwater drainage and access roads, the installation of covered walkways, enhanced air conditioning, and clearer signage.
“Meet-and-greet services will be strictly regulated, ensuring only licensed facilitators operate within the airport to enhance security and order. These measures take immediate effect, reinforcing JKIA’s position as a leading aviation hub by improving efficiency, security, and overall passenger experience,” the statement added.
Cabinet also approved several host country agreements, reinforcing Kenya’s role as a regional hub for international organisations.
These include agreements with the International Institute for Democracy and Electoral Assistance, Save the Children International, Shelter Afrique Development
Bank, Oxfam International, Norwegian Refugee Council, and Population Services International, among others.
Additionally, Cabinet approved the ratification of an agreement with Singapore to eliminate double taxation and prevent fiscal evasion, further strengthening Kenya’s global trade and investment ties.
Cabinet also endorsed Kenya’s hosting of the International Air Transport Association (IATA), underscoring the country’s commitment to enhancing international cooperation and economic diplomacy.
Dubai has continued to consolidate its standing as a top choice for prominent international business conferences, events, congresses, corporate meetings and incentives in 2024, with the city securing the opportunity to host a record 437 events from a range of sectors and professions.
Driven by Dubai Business Events (DBE), the city’s official convention bureau and part of the Dubai Department of Economy and Tourism, this marked a 20 percent year-on-year increase in the number of successful bids, further elevating Dubai’s status as a globally competitive hub for events, powered by innovation, infrastructure development and rising global economic influence.
“The healthy increase in successful bids in 2024 is further proof of Dubai’s rising prominence as a destination that delivers not only world-class business events infrastructure and capabilities but also provides unrivaled, memorable experiences for all organizers and delegates,” stated Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment.
Events to attract over 200,000 delegates
The events captured in 2024 are set to attract around 210,731 delegates to Dubai over the coming years, making a direct impact on the city’s economy and travel and tourism ecosystems, and bringing talent and expertise from around the world to enjoy the platform Dubai provides for knowledge sharing, professional development and networking.
The city’s success, driven by collaborative efforts across the public and private sectors, underlines Dubai’s unrelenting draw as a go-to, accessible, safe and welcoming global MICE destination. This growth feeds into Dubai’s wider economic growth by attracting more visitors, positioning Dubai in the global business events arena, and shedding light on its thriving knowledge economy.
Furthermore, it cements the important role business events are playing in achieving the goal of the Dubai Economic Agenda, D33, to consolidate Dubai’s position as a leading global city for business and leisure.
“To build on this momentum, we are engaging with all stakeholders, trusted partners and service providers, to elevate Dubai’s position as a leader in the competitive business events landscape – aiming for sustainable economic growth, in line with the Dubai Economic Agenda, D33. We look forward to harnessing the power of opportunity to create further impact for the benefit of everyone, and demonstrate what sets Dubai apart to a global audience,” added Al Khaja.
Key wins propelling growth
Among the most noteworthy wins last year were the 2025 WFNS World Congress of Neurosurgery, with 4,000 delegates; the 2025 Asia Pacific Cities Summit & Mayor Summit, with 1,200 delegates; the 2025 Pan Arab Radiology Conference, with 1,500 delegates; and the 2026 Global Symposium on Health System Research, with 3,000 delegates.
Dubai also secured the 2026 FIP World Stamp Exhibition, with 1,000 delegates, and the 2028 Scientific Assembly and Associated Events of the Committee on Space Research, with 3,000 delegates.
In addition, Dubai won bids for several prestigious corporate and incentive events in 2024, including the 2025 Oppo Guangdong Incentive, with 4,000 delegates; the 2025 Loyal Connect Global, with 3,000 delegates; the 2025 GLA Global Logistics Conference, with 1,500 Delegates; the 2026 Forever Living Global Rally, with 12,000 delegates; the 2026 Emerson Exchange, with 2,500 delegates; and the 2026 Herbalife China Incentive, with 1,200 delegates.
Further supporting Dubai’s growing business events landscape, DBE engaged with industry professionals around the world at trade shows including IMEX Frankfurt, The Meetings Show, IBTM World, and IMEX America, as well as through a year-round calendar of sales missions, study missions and site inspections.
Other key initiatives included the Al Safeer Congress Ambassador Program, which engaged its locally-based subject matter experts and members from various professional fields to secure more events and welcome more delegates to Dubai in the coming years. Partnerships with key industry bodies including the BestCities Global Alliance, the International Association of Professional Congress Organisers (IAPCO), the Professional Convention Management Association (PCMA) and the International Congress and Convention Association (ICCA) further boosted growth.
This performance follows key milestones achieved in 2024, including ICCA ranking Dubai the top city in the Middle East for the number of association meetings hosted, and events crowning it number one in its ‘Top Meeting Destinations in the Middle East and Africa’.
The Henley Passport Index, a global authority on passport rankings, has revealed its 2025 list of the most powerful passports worldwide.
Drawing on exclusive data from the International Air Transport Association (IATA) and extensive research, the index ranks 199 passports based on the number of destinations their holders can access without a prior visa.
While African nations like Seychelles and Mauritius perform exceptionally well, a stark contrast remains between the continent’s most and least powerful passports.
For example, war-torn nations such as Somalia and Sudan rank near the bottom, highlighting the impact of geopolitical instability on mobility.
Here’s a look at the top-performing African passports on the Index this year:
Mauritius secures second place among African countries with its 151 visa-free destinations making it a standout performer.
3. South Africa – Rank 48 (106 Visa-Free Destinations)
South Africa is ranked 48th globally. Its passport holders can access 106 destinations without a visa.
4. Botswana – Rank 57 (88 Visa-Free Destinations)
Botswana’s passport grants its holders access to 88 destinations.
5. Namibia – Rank 62 (81 Visa-Free Destinations)
Namibia ranks among the top five African countries, offering access to 81 destinations.
Other Notable Mentions:
Kenya – Rank 68 (74 Visa-Free Destinations): East Africa’s leading passport.
Ghana – Rank 74 (68 Visa-Free Destinations): Ghana maintains its reputation as a gateway to West Africa with improved access.
Nigeria – Rank 94 (46 Visa-Free Destinations): Despite challenges, Nigeria’s passport holds significance due to its strategic importance in the region.
Tourism stakeholders operating at Kenya’s Coast have said that 2024 has been a remarkable year for them.
They said despite the year having witnessed Gen Z-led protests, it has still recorded a high number of tourists flocking to various places and booking hotels, compared to previous years.
In an interview with The Eastleigh Voice, the stakeholders expressed optimism that before the end of the year, the sector will hit 100 per cent performance, owing to the huge numbers of tourists who continue to book space.
They said that compared to previous years, this year’s high tourist season has seen tremendous performance.
Among the key stakeholders in the industry interviewed by The Eastleigh Voice across the six Coast counties included hoteliers, tour guide operators, beach operators, and officials representing various tourism entities in the region.
Those interviewed acknowledged having received early bookings in their premises with more expected during the December festive season and towards January 2025.
In Lamu, for instance, there has been a high number of French tourists booking space in the various hotels in Shella and other key tourist destinations across the archipelago.
Best tourist season
Lamu Tourism Association (LTA) Vice Chairperson Fridah Njeri expressed confidence that this year’s high tourist season will be the best compared to previous years.
“There are so many international tourists, particularly from France, booking space in Shella, Lamu, Kipungani and other places. That means by December and January, we shall be having tremendous bookings in our hotels,” said Njeri.
Former Kenya Tourism Federation (KTF) chairperson Mohammed Hersi lauded hotel owners at the Coast for their zeal and determination in ensuring they offer the best in terms of services to tourists visiting their premises.
Mohammed challenged those unwilling to undertake maintenance of their hotels to be ready to miss out on guests as many prefer looking for proper services elsewhere.
He also advised hotel and travel agencies to embrace the digital space to market their services.
He, however, noted that the 2024 high tourist season has already given an early indication of doing better compared to last year.
“In 2023, the high tourist season was good. We recorded almost 2.1 million guests, though some were from the East Africa region, that’s Uganda and Tanzania. We also had tourists from Europe, Japan, and America where I believe the money is. This year, I can see the season has picked well and we expect good results at the end,” Mohammed said.
Gen Z protests
Highlighting matters of the Gen Z-led protests, Mohammed said the situation had a negative impact, particularly for hotels offering conference services.
He expressed optimism about the industry getting back to its feet now that calm has been restored across the country.
“Gen Z protests affected tourism performance, though minimally. Hotels that handle conferences and meetings experienced lots of cancellations since they knew they couldn’t handle matters of evacuation of guests and tourists if the need arose,” said Mohamed.
“But I commend the state for ensuring calmness resumes. I also congratulate hotel owners for spending money in renovating their premises, meaning they have confidence that the future is bright,” he added.
In Kwale and the general South Coast destinations, stakeholders interviewed expressed hope and confidence in the high tourist season peaking well.
Leopard Beach Resort’s General Manager Kioko Musyoki noted that currently, the tourism sector is performing at between 70 to 85 per cent as most premises were receiving bookings almost on a daily basis.
Musyoki also doubles as the chair of the Kenya Association of Hotel Keepers on the South Coast.
“We normally record about 80 per cent plus in tourist bookings once the high season begins. Currently, we’re already between 70 to 80 percent performance. My appeal is for peace to prevail throughout the season. I am confident we shall hit above the 90 per cent mark this December,” said Musyoki.
Tourists at the KPA jetty in Lamu Town. (Photo: Farhiya Hussein)
Lamu Festivals
Lamu Tourism Executive Aisha Miraj banked her hope on this year’s festivals in the county to boost the tourism sector.
The sector is currently performing at 70 per cent. Among the events lined up included the Lamu Cultural Festival which was held between November 28 and November 30.
Miraj said there had been a low number of tourists coming to Lamu, particularly between April and June, which is considered off-peak or a low tourist season.
As of June this year, the Lamu tourism industry received a total of 1,090 international tourists who visited the archipelago.
Miraj expressed confidence in the Lamu tourism sector hitting the 100 per cent mark now that the high tourist season is already ongoing.
“The Lamu festivals have always acted as key tourist attractions. We’re, however, appealing for countries with active travel advisories on Lamu to lift them. I am aware French and German tourists aren’t allowed to travel beyond Lamu and Manda Islands and this is working to our disadvantage. I believe once such advisories are lifted, Lamu will do better in terms of international guests visiting this place,” said Miraj.
The policy, set to take effect in early 2025, will make Ghana the fifth African country to open its borders to all holders of African passports thus ensuring regional integration.
Ghana is set to become the fifth African country to allow visa-free travel for all Africans, joining Rwanda, Seychelles, The Gambia, and Benin. This new policy, approved by President Nana Addo Dankwa Akufo-Addo, is expected to take effect by early 2025.
This decision is part of Ghana’s broader plan to simplify travel across Africa and strengthen connections between African countries. By introducing visa-free entry for all African nationals, Ghana aims to enhance regional integration and encourage greater collaboration across the continent.
President Akufo-Addo first committed to this policy during his keynote address at the Africa Prosperity Dialogues (APD) in January 2024. Speaking under the theme, “Developing Prosperity in Africa: Produce, Add Value, and Trade,” he emphasised the need for policies that simplify movement and strengthen ties among African nations. He said:
Many of you had to acquire a visa to come to this event. We made a special arrangement for this conference, reducing the visa acquisition fee by 50%, and we were thus able to receive your visa on arrival. The government of Ghana is committed to ensuring visa-free for all Africans, for all Africans travelling into our country, and the process has begun to get the policy implemented this year.
This new visa-free policy aligns with the goals of the African Continental Free Trade Area (AfCFTA), which has its headquarters in Ghana’s capital, Accra. AfCFTA’s vision is to create a unified African market by promoting the free movement of people, goods, and services across the continent. Albert Muchanga, Ghana’s Commissioner for Economic Development, Trade, Tourism, Industry, and Minerals at AfCFTA, commended this decision, calling it a significant step toward achieving this vision of a single African market.
On December 18, 2024, President Akufo-Addo granted executive approval for the policy, and communicated to key ministries the following day, as reported by Asaase News.
Dubai, United Arab Emirates – Dubai Festivals and Retail Establishment (DFRE), part of the Dubai Department of Economy and Tourism (DET), has unveiled its 2025 Retail Calendar, featuring an incredible line-up of citywide events and activities to further enhance the retail landscape. The 2025 programme of festivals and events promises a continuous celebration of shopping, entertainment, and cultural experiences that will delight all interests, and visitors and residents of all backgrounds.
Aligning with the ambitious goals of the Dubai Economic Agenda, D33, to further consolidate Dubai’s position as a leading global city for business and leisure, and make it the best city to visit, live and work in, the 2025 Retail Calendar programme builds on this vision with 18 unique events. Among them will be: the iconic Dubai Shopping Festival (DSF), the world’s longest-running retail festival; Dubai Summer Surprises (DSS), a great time to visit Dubai providing the ultimate in summer fun with citywide offers; Ramadan in Dubai, a celebration of community and the spirit of togetherness, offering a seasonal backdrop of unique culinary experiences, retail offerings, and events; and Eid in Dubai, an important date in the Islamic calendar and celebrated by Muslims all over the world, with families customarily exchanging gifts and donating to the less fortunate during this time. Each of these events is specifically curated to cater to different preferences with personalised experiences for millions of residents and tourists around the world.
Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “Driven 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, to elevate the city’s position as a global events hub, the 2025 Retail Calendar is structured around a full year of carefully selected seasonal festivals and campaigns. In addition to catering to the interests of our citizens and residents, and reflecting the diverse population of Dubai, the calendar is aligned with the preferences of business travellers and leisure tourists. By enabling Dubai to make the most of the anticipated increase in visitor footfall over the coming year, this approach not only supports the growth of local businesses through essential partnerships with our key stakeholders, but also reinforces Dubai’s appeal as a premier shopping, tourism and entertainment destination, contributing to advancing the goals of the D33 Agenda.”
Returning for its fourth edition, the Dubai Esports and Games Festival (DEF) will take place from 25 April to 11 May 2025. With highlights such as the GameExpo, GameExpo Summit, Dubai Cosplay Championship, and Play Beyond, DEF further reinforces Dubai’s position as a global gaming hub, offering unparalleled gaming experiences, exciting esports tournaments, cutting-edge industry insights, and family fun events. The event features numerous citywide tournaments and activities, including education challenges, with engaging experiences allowing attendees to immerse themselves in various aspects of gaming and learning.
Dubai Fashion Season, a key pillar of the Retail Calendar, will engage fashion enthusiasts year-round. The Spring/Summer collection will be showcased in the first half of 2025, while the Fall/Winter collection will be showcased in the second half, highlighting Dubai’s position as a dynamic fashion hub and the No.1 city of global brands.
With participation from more than 1,000 brands and 4,000 outlets annually, the calendar is the first of its kind, aligning with industry needs and setting the foundation for the region’s retail approach. The calendar is also tailored to appeal to a diverse range of shoppers, providing targeted promotions and personalised shopping experiences that will contribute towards driving footfall and sales.
DUBAI RETAIL CALENDAR 2025
Dubai Shopping Festival – Date: 6 December 2024 – 12 January 2025 – About: The 30th edition of DSF is showcasing the very best of shopping, family-oriented events and entertainment that the city has to offer during a wonderful winter season, transforming Dubai into a hub of endless excitement and unforgettable adventures. The eagerly anticipated DSF season has kicked off with a stellar line-up of live music, enchanting experiences and extraordinary entertainment. The celebrations continue with only-in-Dubai citywide experiences and exciting events for everyone. For the latest news and announcements from Dubai Shopping Festival, visit www.visitdubai.com/whats-on/dsf and follow in real-time on social media @Dubaifestivals.
Chinese New Year – Date: 24 January 2025 – 2 February 2025 –About: Grand festivities across Dubai will mark Chinese New Year, with an extensive programme of live entertainment events and exciting offers. Spectacular fireworks, cultural performances, exclusive culinary offerings, and shopping promotions are all part of the annual line-up.
DSF Final Sale – About: Shoppers will have one last chance to snap up their favourite buys during DSF, with stores and malls around the city gearing up for a final weekend of unbeatable deals. The DSF Final Sale will feature reductions of 25% to 90% at more than 3,000 outlets across Dubai, giving savvy shoppers the ultimate opportunity to snap up the season’s last available items at a bargain. The mega weekend of shopping is also the last chance for mall visitors to enter citywide shopping promotions and raffle draws to win big prizes and take home huge rewards.
Dubai Fashion Season – Date: Q1 and Q2 2025 (Spring/Summer Collection Launch) Q3 and Q4 2025 (Fall/Winter Collection Launch) – About: Dubai Fashion Season positions Dubai as a destination that offers the most up-to-date shopping trends. Consumers have the opportunity to be the first ones in the region to own looks that are fresh ‘off the runway’ for spring and summer, including at some of the city’s world-class malls.
Ramadan and Eid in Dubai – Date: 28 February 2025 – 6 April 2025 – About: Inspired by the spirit and values of the Holy Month of Ramadan, this cultural initiative encourages local community and visitor participation in the month of reflection and self-discipline, through various activities based on Islamic values, heritage and tradition. Ramadan in Dubai has become an opportunity to promote cross-cultural understanding and offer non-Muslim residents and visitors the opportunity to learn more about the Islamic and Emirati ways of life, at a time when the city comes alive with community events, light art installations, night markets, a vast selection of dining including special menus at Ramadan tents, and incredible retail offers including wonderful gifting ranges for the season. The city remains fully open to welcome everyone across every experience in Dubai, with an added season of festivity that makes the city sparkle. – Marking the end of Ramadan, the city unites with a sense of generosity and sharing to celebrate Eid Al Fitr. Bright lights and decorations dazzle at every corner, while families and friends come together over delicious feasts. Shop for special sales, book unbeatable staycation packages and experience all the fun of this holiday.
The Great Online Sale – About: Shoppers should stay tuned for the announcement of a three-day exclusive online shopping event. This highly anticipated sale will feature unbeatable markdowns ranging from 30% to 95% on everything from clothing and luxury beauty products to electronics and more. Keep an eye out for the launch date to make the most of these incredible deals.
Dubai Esports and Games Festival – Date: 25 April 2025 – 11 May 2025 – About: Enhancing Dubai’s position as a global gaming hub, the Esports and Games Festival features 17 days of action-packed events and activities across the city. Visitors can enjoy gaming experiences, exciting esports tournaments, and cutting-edge industry insights. Exciting education initiatives will kick off in schools starting January 2025, followed by special education days at GameExpo on 7 and 8 May 2025. Dubai’s biggest B2B gaming event, the GameExpo Summit, will take place on 7 and 8 May 2025, followed by the GameExpo event from 9 to 11 May at the Dubai World Trade Centre in Zabeel halls 2 and 3.
3-Day Super Sale (3DSS) – Date: Edition 1: May 2025; Edition 2: November 2025 – About: Dubai is committed to maintaining its prominent global standing as a premier shopping destination, and one of the initiatives that reinforces this goal is the 3-Day Super Sale. Each edition is held exclusively over one weekend, and is designed to attract shopping enthusiasts and boost tourism by offering reductions ranging from 25% to 90% on a wide range of items, including clothing, shoes, accessories, electronics, furniture, homeware, and even groceries.
Eid in Dubai (Eid Al Adha) – Date: 2 – 8 June 2025 – About: Eid Al Adha in Dubai is a special time for togetherness, celebration, and the joy of giving. From family-friendly festivities to fantastic deals and offers that capture the spirit of the holiday, Dubai comes alive during Eid. The city offers incredible markdowns at malls, delicious meal deals across restaurants, and dazzling live entertainment, including fireworks and concerts that bring people together. Both residents and visitors can immerse themselves in the city’s rich culture and traditions, making Eid Al Adha a time to connect, share, and embrace traditions.
Dubai Summer Surprises – Date: 27 June 2025 – 31 August 2025 – About: Discover thousands of offers and fun things to do with Dubai Summer Surprises (DSS). Residents and visitors to the city can expect to find world-class shopping, incredible offers, amazing entertainment and dining, and new and exciting activities throughout the city. Summer is the best time for value in Dubai, with thousands of offers, and surprises that will delight, thrill and excite visitors of all ages. In a city built for all seasons, there is something for everyone to enjoy.
Back To School – Date: 4 – 28 August 2025 – About: Back to School is an exciting time of year, when parents can share in their children’s enthusiasm for updating school looks and accessories for the new school year. This key shopping period positions Dubai as a great place to do back-to-school shopping, as the city’s retailers offer attractive shopping promotions, especially for the season, and also encourage parents to spend time with their children while teaching them smart shopping habits.
DSS Final Sale – Date: August 2025 – About: The highly-anticipated DSS Final Sale features further reductions and incredible savings of up to 90% across several leading lifestyle, beauty, electronics and fashion brands across Dubai.
Dubai Home Festival – Date: 3 – 16 October 2025 – About: This festival provides fantastic savings on a range of home furnishing products, appealing to everyone looking to furnish their homes or upgrade their décor. The homewares segment will be activated through a series of special promotions at home stores across the city. Previous editions have even offered chances to win everything from incredible home make-overs to winning an apartment.
Festival of Lights in Dubai (Diwali) – Date: 17 – 26 October 2025 – About: The Festival of Lights is a time for reflection, family, and spreading positivity. The festival is a period for gift-giving, with many of Dubai’s top retailers offering exciting shopping promotions on gold and jewellery, bridal wear, fashion accessories, and home décor. The shopping malls and entertainment destinations put on a series of festive-themed events and activities that light up the city. It’s also a wonderful time to visit Dubai, especially for those on stopovers or looking to experience the city’s vibrant culture and rich gastronomy.
Dubai Fitness Challenge – Date: 1 – 30 November 2025 – About: The Dubai Fitness Challenge is a citywide movement promoting a healthier, more active lifestyle for all. Friends, families, visitors, colleagues, and communities commit themselves to 30 minutes of exercise for 30 consecutive days. It features an action-packed public engagement programme aimed at all ages and fitness levels, including fitness events, classes, and sporting activities, plus exciting deals and promotions across a wide range of retail, sports, and fitness providers, and healthy F&B concepts. Dubai Fitness Challenge’s flagship events include Dubai Run, Dubai Ride and Dubai Stand Up Paddle, all providing participants with unique Dubai fitness experiences in iconic locations.
Eid Al Etihad Celebrations (UAE National Day) – Date: 1 – 3 December 2025 – About: A tribute to the formation of the UAE, its unity and continued growth, the Eid Al Etihad celebrations consist of three days of festivities, including special retail promotions, fireworks displays, and activations all over Dubai, to honour the nation and its people.
Visit @DubaiFestivals on social media channels for more information.
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About Dubai Department of Economy and Tourism (DET) With the ultimate vision of making Dubai the world’s leading commercial centre, investment hub and tourism destination, Dubai Department of Economy and Tourism (DET) is mandated to support the Government in positioning the emirate as a major hub for global economy and tourism, and in boosting the city’s economic and tourism competitiveness indicators, in line with the goals of the Dubai Economic Agenda, D33, which aims to double the size of the emirate’s economy and consolidate its position among the top three global cities over the next decade.
Under this remit, DET is driving efforts to further enhance Dubai’s diversified, innovative service-based economy to attract top global talent, deliver a world-class business environment and accelerate productivity growth. Additionally, DET is supporting Dubai’s vision to become the world’s best city to visit, live and work in by promoting its diverse destination proposition, unique lifestyle and outstanding quality of life, overall.
DET is the principal authority for planning, supervising, developing and marketing Dubai’s business and tourism sectors. It is also responsible for licensing and classifying all types of businesses, including hotels, tour operators and travel agents. DET’s portfolio includes Dubai Economic Development Corporation (DEDC), Dubai Business Registration and Licensing Corporation (DBLC), Dubai Corporation for Consumer Protection and Fair Trade (DCCPFT), Dubai SME, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), Dubai Festivals and Retail Establishment (DFRE) and Dubai College of Tourism (DCT).
About Dubai Festivals and Retail Establishment (DFRE) Dubai Festivals and Retail Establishment (DFRE), an agency of Dubai Department of Economy and Tourism (DET), is responsible for developing Dubai’s retail and festival sectors and supporting the city’s positioning as a world-class tourism destination with year-round family entertainment, shopping, and events.
Zambia has taken a monumental step in Southern African tourism by announcing the waiver of visa requirements for nationals of 53 additional countries. Starting January 1, 2024, this initiative builds upon the country’s successful 2022 policy that removed visa requirements for key tourism markets. With this development, Zambia solidifies its reputation as a regional leader in progressive tourism policies.
Expanding Visa-Free Access
The new visa policy, formalized through Statutory Instrument No. 78 of 2024, expands the list of visa-exempt countries to 167. This move reflects the Zambian government’s commitment to fostering international tourism and aligning with global trends for increased mobility.
President Hakainde Hichilema’s administration supports this policy with advanced border security measures, including a new passenger information system and the deployment of over 900 additional immigration staff. Furthermore, new immigration control points are being established nationwide to manage the anticipated rise in visitor numbers effectively.
Balancing Openness with Security
Zambia’s approach blends open-border policies with enhanced security, setting a standard for sustainable tourism growth. This policy shift aligns with the African Union’s vision for increased mobility across the continent and the broader objectives of the African Continental Free Trade Area (AfCFTA).
Tourism leaders like Jillian Blackbeard, CEO of Africa’s Eden, commend Zambia’s efforts. Blackbeard noted that the country’s progressive stance demonstrates a deep understanding of the tourism sector’s needs. She emphasized that Zambia’s successful 2022 visa waiver program had already proven the transformative power of such policies in boosting tourism accessibility.
Regional Developments: South Africa Follows Suit
Zambia’s strides in visa liberalization have influenced neighboring countries, with South Africa introducing its own measures to attract tourists from key markets like China and India. Scheduled to launch in January 2025, South Africa’s Trusted Tour Operator Scheme (TTOS) will streamline visa processes by allowing vetted tour operators to expedite visa applications for large tour groups.
TTOS aims to address challenges such as processing delays and language barriers, which have previously deterred tourists from these growing markets. By reducing red tape, South Africa hopes to capitalize on the potential of these key tourism markets, further enhancing its regional competitiveness.
Contrasting Policies in the Region
While Zambia and South Africa are advancing in visa liberalization, Namibia is moving in the opposite direction. Namibia recently announced new visa requirements for 31 countries, including major tourism markets, effective April 1, 2025. The decision has raised concerns among tourism experts, as it coincides with Namibia’s efforts to boost international air access through its “Air Connect Namibia” initiative.
David Frost, CEO of SATSA, the voice of inbound tourism in South Africa, expressed concerns about Namibia’s decision. He pointed out that introducing visa fees of N$1,600 (approximately US$88) for non-African Union visitors could negate the benefits of enhanced air connectivity. Frost contrasted Namibia’s policy with Zambia’s open-door approach, which he described as a clear example of how visa liberalization can drive tourism growth.
Economic and Tourism Impacts
Zambia’s progressive visa policy is expected to generate significant benefits for its tourism industry and economy:
Increased Visitor Numbers: The expanded visa-free access will attract travelers from a broader range of countries, boosting tourism revenue.
Regional Leadership: Zambia positions itself as a top choice for tourists exploring Southern Africa, offering ease of entry and rich cultural and natural attractions.
Investment and Collaboration: The policy aligns with the African Union’s goals, fostering regional cooperation and economic integration.
Meanwhile, Namibia’s restrictive policies may deter international visitors, undermining efforts to enhance its tourism infrastructure.
Global Implications for Travelers
For international travelers, Zambia’s visa liberalization simplifies travel planning and reduces costs, making it an attractive destination for adventure and cultural tourism. The policy sets an example for other nations seeking to balance openness and security while leveraging tourism for economic growth.
Conversely, Namibia’s stricter visa rules highlight the importance of aligning policies with broader tourism strategies. The disparity in approaches among Southern African nations underscores the need for cohesive regional frameworks to attract and retain global travelers.
Leading the Way in Southern Africa
Zambia’s continued efforts to liberalize its visa policies reaffirm its role as a leader in Southern African tourism. By adopting a balanced approach that enhances accessibility while maintaining border integrity, the country sets a benchmark for sustainable tourism development.
South Africa’s initiatives, such as the TTOS, further strengthen the region’s appeal, demonstrating how progressive policies can drive growth and foster regional cooperation. Together, these efforts position Southern Africa as a hub for international tourism, offering diverse experiences and welcoming policies for global travelers.
Looking Ahead
As Zambia implements its expanded visa policy, its success will likely influence other nations to reconsider their tourism strategies. By prioritizing openness and security, Zambia provides a roadmap for sustainable tourism growth in Africa and beyond. The contrasting approaches of Zambia, South Africa, and Namibia highlight the varying impacts of visa policies on tourism, offering valuable insights for global travel and tourism stakeholders.
Dubai, United Arab Emirates: The Dubai Department of Economy and Tourism (DET) has signed a strategic memorandum of understanding (MoU) with IHG Hotels & Resorts, one of the world’s leading hotel companies, to further enhance the destination’s offerings and visitor experience. The agreement encompasses joint marketing initiatives, training programmes for hospitality professionals, and the creation of new tourism experiences.
The MoU was signed by His Excellency Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, and Haitham Mattar, Managing Director – India, Middle East and Africa, IHG Hotels & Resorts. It highlights DET’s ongoing commitment to working with regional and global hospitality brands to foster innovation and industry excellence, and is aligned with the ambitious goals of the Dubai Economic Agenda, D33, to further consolidate Dubai’s position as a leading global city for business and leisure.
Establishing a framework for further collaboration and alignment between the two entities, the agreement will see DET and IHG Hotels & Resorts work together on marketing and promotional campaigns, while the hotel group will also actively highlight Dubai as a premier tourist destination through its own marketing channels and social media platforms. In addition, the two entities will collaborate to create and enhance tourism products that showcase Dubai’s unique attractions, including cultural heritage tours and seasonal offers, which will be integrated into special packages that cater to different markets.
Through the MoU, employees at IHG Hotels & Resorts will be able to participate in training courses, offered by DET’s Dubai College of Tourism, and hotel staff will also have access to relevant resources and experts. These encompass specialised training sessions, workshops, and certification programmes, designed to equip employees with the latest industry knowledge and best practices. Another major focus is the integration of Dubai tourism experiences into the hotel group’s global IHG One Rewards loyalty programme with more than 130 million members, to incentivise repeat visits and enhance guest engagement.
His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said: “Inspired by our city’s leadership and their focus on leveraging partnerships across the public and private sectors, this strategic collaboration with IHG Hotels & Resorts is an important step in achieving the goals of the D33 Agenda and will keep Dubai top-of-mind globally. It is a testament to the pivotal role of our stakeholders in driving sustainable growth and innovation in Dubai’s tourism sector, and will showcase the city to new audiences across international markets. As we continue to collaborate, we will introduce new experiences that attract a diverse range of travellers and enhance the city’s appeal as a world-class destination, enabling Dubai to further position itself as the best city to visit, live, and work in.”
Haitham Mattar, Managing Director – India, Middle East and Africa, IHG Hotels & Resorts, said: “Testament to our commitment to support the growth of the tourism and hospitality sector in Dubai, we are delighted to partner with the Dubai Department of Economy and Tourism through this strategic MoU. At IHG Hotels & Resorts we are committed to delivering exceptional experiences for our guests at exciting destinations, and this collaboration will allow us to showcase Dubai’s unique offerings even more widely and effectively. By leveraging our global and local reach through our world class loyalty programme, IHG One Rewards as well as impactful marketing and promotional campaigns, as we aim to promote Dubai as an inviting destination while enhancing the visitor experience, in line with our dedication to excellence in hospitality.”
In the Middle East, IHG Hotels & Resorts currently operates 117 hotels across nine brands, including InterContinental, Vignette Collection, Crowne Plaza, Holiday Inn, Holiday Inn Express, Staybridge Suites, Hotel Indigo, voco and Six Senses. The company has 27 properties in its Dubai portfolio, and new openings in the pipeline include Ciel, Vignette Collection in Dubai Marina, which is set to be the tallest all-hotel tower in the world when it opens in 2025, and the InterContinental Resort Portofino, The Heart of Europe, on The World Islands, which will be the InterContinental brand’s first resort property in Dubai, opening in early 2026.
Through strategic alliances, innovative ventures, and a steadfast commitment to excellence, Dubai continues to attract millions of visitors, bolstering the city’s dynamic economy. Following a landmark 17.15 million international overnight visitors in 2023, the growth of Dubai’s tourism sector has continued into 2024. Dubai welcomed 14.96 million international visitors from January to October 2024, an increase of 8% compared to the same period in 2023 – a record-breaking year for tourism in Dubai.
In the first ten months of 2024, Dubai’s hotel sector also continued to perform well across all hospitality metrics. Average occupancy stood at an impressive 77% from January to October, with Dubai’s hotel inventory consisting of 152,532 rooms across 827 establishments at the end of the period.
For more information about Dubai Department of Economy and Tourism (DET) and IHG Hotels & Resorts, please visit: dubaidet.gov.ae and ihg.com
About Dubai Department of Economy and Tourism (DET)
With the ultimate vision of making Dubai the world’s leading commercial centre, investment hub and tourism destination, Dubai Department of Economy and Tourism (DET) is mandated to support the Government in positioning the emirate as a major hub for global economy and tourism, and in boosting the city’s economic and tourism competitiveness indicators, in line with the goals of the Dubai Economic Agenda, D33, which aims to double the size of the emirate’s economy and consolidate its position among the top three global cities over the next decade.
Under this remit, DET is driving efforts to further enhance Dubai’s diversified, innovative service-based economy to attract top global talent, deliver a world-class business environment and accelerate productivity growth. Additionally, DET is supporting Dubai’s vision to become the world’s best city to visit, live and work in by promoting its diverse destination proposition, unique lifestyle and outstanding quality of life, overall.
DET is the principal authority for planning, supervising, developing and marketing Dubai’s business and tourism sectors. It is also responsible for licensing and classifying all types of businesses, including hotels, tour operators and travel agents. DET’s portfolio includes Dubai Economic Development Corporation (DEDC), Dubai Business Registration and Licensing Corporation (DBLC), Dubai Corporation for Consumer Protection and Fair Trade (DCCPFT), Dubai SME, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), Dubai Festivals and Retail Establishment (DFRE) and Dubai College of Tourism (DCT).
About IHG Hotels & Resorts
IHG Hotels & Resorts is a global hospitality company, with a purpose to provide True Hospitality for Good.
With a family of 19 hotel brands and IHG One Rewards, one of the world’s largest hotel loyalty programmes, IHG has more than 6,400 open hotels in over 100 countries, and a development pipeline of over 2,200 properties.
Premium: voco hotels, HUALUXE Hotels & Resorts, Crowne Plaza Hotels & Resorts, EVEN Hotels
Essentials: Holiday Inn Express, Holiday Inn Hotels & Resorts, Garner hotels, avid hotels
Suites: Atwell Suites, Staybridge Suites, Holiday Inn Club Vacations, Candlewood Suites
Exclusive Partners: Iberostar Beachfront Resorts
InterContinental Hotels Group PLC is the Group’s holding company and is incorporated and registered in England and Wales. Approximately 375,000 people work across IHG’s hotels and corporate offices globally.
Visit us online for more about our hotels and reservations and IHG One Rewards. To download the new IHG One Rewards app, visit the Apple App or Google Play stores.
Tourists at the KPA jetty in Lamu Town. (Photo: Farhiya Hussein)
